Closing is the make-or-break step in a sales process. It can be finicky, high-stakes, frustrating, and every bit as essential as it is delicate: a moment that can trip up virtually any rep, especially one who’s just getting their legs in the field.
That’s why we here at The HubSpot Sales Blog — the shining beacon of truth, integrity, and boundless knowledge that sales professionals look to in these trying times — tapped some sales leaders for their takes on seven crucial errors you can make while closing.
See what they had to say!
7 Sales Closing Mistakes You Need to Avoid
1. Continuing to Sell After a Verbal Agreement
Matt Harrison, VP of Global Operations & Marketing at Authority Builders, says, «The biggest mistake anyone can make when closing a deal is to keep pushing features of a product or benefits of a service, even after a prospect has verbally agreed to make the purchase.
«When a prospect has indicated they‘re ready to sign on the dotted line, it’s important to speed things up and seal the deal instead of bombarding them with unnecessary information.
«Continuing to sell at this stage can appear overly anxious or even damaging to your prospect’s confidence in their decision. It could cause them to question their commitment, converting an easy win into a long process or, worse, a lost deal.
«Instead of doing that, you want to be straightforward and confident in closing the deal. For instance, when a prospect responds, ‘This looks great. I’m ready to move forward,’ your response should be simple and action-based like, ‘Glad to hear! I’ll send you the contract today for your review and signature.’
“This method conveys confidence in the product and respect for the choice they made. Resist the urge to ‘sell past the close’ — it’s not the moment to add more features or benefits. Rather, just give the next steps with intention and a little bit of urgency so they feel like it’s a smooth and professional process.”
2. Trying to «Overcome Objections» as opposed to
“Addressing Concerning”
Tara Geraghty, Founder of Hey Girl You Can, says, «The biggest mistake I see people make when approaching the close is thinking their job is to ‘overcome objections.’ This term is commonly taught and used in sales. It has an aggressive energy that can turn people off. Instead, I teach my team to ‘address concerns.’
«An objection is nothing more than a valid concern. The concern could be cost, value, time, etc. A good salesperson knows their job is to listen carefully, make sure they understand the true concern to purchasing, and then address the concern appropriately.
“Ask questions instead of giving answers. You want your buyers to feel in control and that this purchase is one they are excited to make because of the results it will deliver. When you master addressing concerns…you will master sales.”
3. Talking too Much
Phillip Mandel, CEO of Mandel Marketing, says, «I’ve been in sales and sales development for over two decades. One common mistake I see sales professionals make when closing is talking too much and, conversely, not listening enough.
“Too often, they dominate the conversation, trying to pitch or ‘sell’ their solution without fully understanding the prospect’s pain points. This creates a one-sided dialogue and can erode trust — especially when prospects feel unheard. Sales isn’t about filling the air with words; it’s about asking the right questions and letting the prospect do the talking.”
4. Not Trusting the Process
Mandel also says, «Sales professionals sometimes try to rush to the close, afraid they‘ll lose the deal if they don’t push hard enough. This approach often backfires, making the prospect feel pressured rather than guided.
Trusting the process means being patient, building rapport, and recognizing that the best closes happen when the prospect feels ready — not forced.»
5. Rushing
Chante Van Wyk, Head of North American Outsourced Solutions at Nutun, says «One of the most common mistakes I see sales professionals make when closing is rushing the process. Closing a deal isn‘t just about asking for the sale — it’s about making sure the prospect feels confident and ready.
“If you haven’t fully addressed their concerns or shown how your solution fits their needs, they’ll hesitate. Take the time to listen and ensure everything aligns before you ask for the commitment.”
6. Being Too Desperate
Dandan Zhu, Founder and CEO of DG Recruit, «Clients don’t enjoy dealing with salespeople that reek of desperation to close the deal to earn commission. Clients want to find passionate salespeople who are subject matter experts with a consultative approach instead of selfish ones.
Salespeople should focus on customer needs instead of rushing to close. Clients won’t trust vendors the minute they feel this dynamic shifting — so beware of this delicate dance. «
7. Overloading Your Prospect With Unnecessary Information
Edward White, Head of Growth at beehiiv, says, «A mistake I often see in sales is overloading the customer with too much unnecessary information during the closing stage. For example, instead of focusing on how a product will solve the customer‘s problem, they might start listing every single feature, including ones that aren’t relevant to the customer’s needs.
«This can leave the customer confused and make the decision feel overwhelming. We can avoid this! Focus on the key benefits that directly address the customer’s specific goals or pain points. Keep the message simple and clear, emphasizing how your solution meets their needs.
“A clear, focused message makes the close smoother and builds confidence in the decision. It also shows that you understand their situation and are offering a solution tailored to their unique circumstances. This personal touch goes a long way in building trust and making them feel valued.”
Every other step of a sales process is for naught if you can‘t close — and what feels like a smooth closing effort can be derailed by any of the missteps listed here. Hopefully, these experts’ perspectives will help you round out sales engagements more productively and seal as many deals as possible, going forward.