Most salespeople in meetings are not trying to close. They are trying to be liked.
They walk out thinking that it went well, that people liked them, that they asked good questions, and they feel successful.
That is the problem.
If someone needs approval, they avoid tension, avoid pushing, and avoid asking for the decision.
As a result, the deal never moves.
Selling is not about being liked; it is about being respected.
They can want the sale, but the moment they need it, they lose control.
Detaching from the outcome and focusing on the truth in the conversation is what allows them to close more.