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Issue #24 · Tuesday, Jun 10 · 4 min read

A specific sales situation — a stall, a lost deal, a conversation that went wrong. Real and recognisable. You’ve been here before.

The standard response — and exactly why it fails. This is the insight before the insight. Understanding the mistake makes the solution obvious.

The specific approach — what to say, what to do, and why it works. Not theoretical. Drawn from a real deal or a framework proven in the field.

One specific action. A script to use on your next call. A question to ask in your pipeline review today. Something you can do before Tuesday becomes Wednesday.

The whole issue condensed to one sentence. For people who forward it to their team, write it in their notes, or screenshot it and come back to it next week.

Issue #01 · Jan 7

The Discovery Question Most Reps Skip — and Why It Kills the Deal Later

Why asking “what happens if you don’t solve this?” is the single highest-leverage question in any discovery call — and why most reps never ask it.

Issue #02 · Jan 14

How to Respond to “Send Me Some Information” Without Losing Momentum

The classic stall explained — why “sure, I’ll send it over” is the slowest way to kill a deal, and what to say instead.

Issue #03 · Jan 21

The Mutual Action Plan — The One Tool That Cuts Your Sales Cycle by 30%

Why deals stall after the proposal — and how a one-page shared document keeps both sides accountable to a close date.

Issue #04 · Jan 28

Why “We’re Happy With Our Current Supplier” Is Never About the Supplier

The incumbent objection decoded — what it actually means, and the four approaches that open a closed door without attacking the competitor.

Issue #05 · Feb 4

The Pipeline Stage Your CRM Doesn’t Have — and Why You’re Losing Deals Because of It

The missing stage between “proposal sent” and “closed won” that accounts for 60% of stalled deals in B2B sales.

Issue #06 · Feb 11

Chris Voss’s “That’s Right” Technique — and How to Use It in Your Next B2B Negotiation

The difference between “you’re right” and “that’s right” — and why getting your buyer to say two words is more powerful than any closing technique.

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I forwarded the issue on the mutual action plan to my entire sales team the same morning I read it. We implemented it that week. Our average deal cycle dropped by three weeks inside two months.

Carlos M.

VP Sales, B2B Technology · Bogotá *(replace with real subscriber)*

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I read a lot of sales content. Most of it is the same ten ideas reformatted. The Closer is the only newsletter where I’ve consistently learned something I didn’t already know — and that I could actually use on Monday morning.

Mariana V.

Founder, B2B Services · Lima *(replace with real subscriber)*

“

The issue on why “it’s too expensive” is never about the price changed how I respond to that objection entirely. We went from caving on price to defending value. I’ve used the framework in six deals since then and only discounted once.

Ricardo A.

Commercial Director, Infrastructure · Santiago *(replace with real subscriber)*

MSc, University of Nottingham · Wharton · Northwestern

Former Country Manager · 15+ years B2B sales

50+ enterprise deals closed · $4M+ pipeline influenced

Founder of SellMeWell — consulting, training, and digital products for B2B companies