Why your Sales Team isn’t Closing Deals & How to Fix it Fast

Nothing is more frustrating than seeing leads come in and go absolutely nowhere. You’ve spent time, money, and effort generating interest. Maybe your marketing is working. Maybe your product or service is genuinely great. So why isn’t your sales team closing more deals?

It’s one of the most common complaints we hear from small business owners and the good news is, it can be fixed. Fast. But first, you have to pinpoint what’s really going on. Let’s break it down.

1. They’re Talking, Not Selling

Here’s the hard truth: most underperforming salespeople aren’t actually selling. They’re chatting. They’re giving tours, explaining features, or answering questions, but they’re not guiding the prospect toward a decision.

Sales isn’t about dumping information. It’s about leading a conversation that uncovers pain, shows value, and moves the buyer forward.

Train your team to ask better questions, not just pitch benefits. Help them learn how to control the conversation in a way that feels natural, not pushy.

2. They Don’t Know What to Say or When to Say It

A lot of sales reps are just winging it. They’re saying what they think sounds good, but there’s no structure, no strategy, and no process.

If every salesperson is doing it differently, your close rate is going to be inconsistent at best, and a mess at worst.

Create a repeatable sales process and sales scripts or playbooks that outline what needs to happen at each stage of the sale. When your team knows what to say and when to say it, they can sell with confidence (and success).

3. They’re Not Handling Objections Like Pros

Let’s face it: objections are part of the game. “It’s too expensive”, “We need more time”, “We’re already working with someone else”. You know the drill.

But if your team doesn’t know how to anticipate, welcome, and handle objections, they’ll freeze or fold. And that’s where deals die.

Teach your team to see objections as buying signals, not roadblocks. With the right coaching, they can turn a “maybe” into a confident “yes.”

4. Confidence Is Low, and It Shows

People buy from people they trust. And if your salesperson doesn’t sound confident in what they’re selling, the buyer won’t feel confident in buying it.

Low-confidence selling leads to over-discounting, weak closes, and second-guessing, which all kill momentum.

Give your team the tools and training they need to know their value, speak with authority, and close without sounding desperate.

5. They Don’t Know How to Close

It might sound obvious, but many salespeople don’t actually ask for the sale. They talk around it, hint at it, or assume the buyer will just say, “Okay, let’s go.”

Newsflash: buyers rarely do that. Closing is a skill, and it needs to be taught.

Role-play closing scenarios, provide real-world closing scripts, and remove the awkwardness from asking for the business. When done right, closing feels natural, not pushy.

6. There’s No Accountability or Coaching

Let’s say it: sales isn’t set-and-forget. Just because someone had a great sales month two years ago doesn’t mean they’re doing everything right today.

If you’re not reviewing calls, tracking performance, or providing regular feedback, your team will plateau.

Coaching isn’t just for struggling reps, it’s for every rep. Ongoing training and accountability can turn average sellers into top performers.

Time to Stop the Bleeding

If you’re tired of asking “Why aren’t we closing more?” and getting blank stares or excuses, it’s time for a shift.

Your sales team doesn’t need more leads. they need better training. They need strategy. They need coaching.

That’s where we come in.

Let’s Turn Your Sales Team Into Closers

At Business Coaches Sydney, we offer tailored Sales Training designed specifically for small businesses. Whether you’ve got a tiny team or you’re ready to scale, we help you build a confident, skilled sales force that knows how to close, and keep closing.

Stop losing deals. Start growing your revenue.

Contact Business Coaches Sydney today to schedule a free consultation and find out how we can turn your team into high-performing closers.

Call 1300 833 574 or Email info@businesscoachessydney.com.au

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