Sales is about psychology.
And one of the most common mistakes I see salespeople making (yes, even the seasoned pros) is so simple that fixing it could double or even quintuple your sales.
If your sales conversion rate is lagging and you can’t figure out why, this might be the hidden roadblock standing between you and your next big win.
The #1 Mistake That’s Killing Your Sales
Here it is: you’re trying to make two sales at the same time.
This is the biggest reason most people lose deals.
Not because the product isn’t good.
And not because the prospect isn’t interested.
But because you’re blurring two completely separate buying decisions into one.
Let me explain…
In every sale, no matter what you’re selling, there are two distinct decisions that a prospect must make:
- Do I want this?
- Can I afford this?
That’s it.
But here’s the problem: most people present these two decisions as one.
They jump straight to, “How does that sound?” or “Do you want to move forward?” all while casually dropping the price in the same breath.
That confuses people.
It overwhelms them.
And it kills conversions.
Make One Mini Sale at a Time
Here’s what I want you to do instead: separate the two decisions.
Focus solely on the first sale—getting them to want the thing.
That decision is entirely emotional, aspirational, and value-based.
It has nothing to do with money.
Think of it this way: I can want a Ferrari and know I can’t afford it.
Wanting something and affording it are completely different mental calculations.
So, what do we do instead?
We take our time.
We walk through each step, one at a time.
We get the prospect to say yes to the desire before ever introducing the cost.
Close the First Sale: Do They Want It?
Don’t rush to the price. Instead, get them talking about the product. Here are a few magic questions to use:
- What’s your favorite part of what you’ve seen so far?
- Can you see how this would help you in your business/life?
- Is this something you wish you had six months ago?
- How do you think this would benefit you going forward?
These kinds of questions lead people to internal clarity.
When they start telling you why they want the thing, they’re convincing themselves (not you) that this is right for them.
This is how you get a “yes” to the first sale.
Don’t skip it.
Don’t rush it.
Let them come to the conclusion on their own that they want what you’re offering.
THEN Introduce the Price
Once you’ve locked in the desire, then it’s time to talk about the price.
At this point, you’re no longer trying to convince them of the value.
Rather, you’re simply helping them understand the investment.
Ask them:
- Do you see how having this would be worth it in your business?
- How quickly could you recover this investment?
- How many sales or clients would it take to break even?
- What would your life look like with this in place?
You’re guiding them toward understanding that even though there’s a cost, the value far exceeds the price.
And when that belief is anchored, the real sale happens almost automatically.
Let Them Want It Before They Judge the Price
If someone says no to your offer, it’s often not because they don’t want it.
It’s because they think they can’t afford it.
But if they haven’t decided they want it in the first place, their judgment of the price becomes biased and cloudy.
So instead of allowing affordability to cloud desire, flip the process.
Let the desire come first.
Let it be so strong that it helps justify the investment.
When someone truly wants something, they’ll find a way to make it work.
But they won’t fight to afford something they’re unsure they want.
Want Help Closing More Sales?
If this resonates with you and you’re in the business of selling your expertise, your message, or your services, you’re invited to schedule a Free Brand Call with our team.
We teach this and many other advanced strategies that drive more conversions and more impact.
In fact, we (Brand Builders Group) have helped hundreds of thought leaders grow their influence, impact, and income through powerful personal branding and intentional sales strategy.
If you want to learn how to turn interest into action and close more sales without being pushy, let’s talk.
👉 Click here to schedule a free brand call with our team.
We’ll walk you through how this works in your business, what’s missing in your sales approach, and how to make sure your offer connects and converts.
