🪜 Apply CLOSER Step-by-Step

C - Clarify why they are there

• Purpose: Understand why the prospect is interested in your product or service.
• Questions:
  1. What made you reach out?
  2. What’s your goal right now?
  3. Why is that important to you?
  4. What made you come in today?
  5. What’s the objective?
  6. What are we trying to solve here?
  7. Why did you take the time to take the call?
  8. What are we doing here?
• Examples:
  • "What made you reach out to us about our Webflow services today?"
  • "What's your main goal for your website right now?"
  • "What challenges are you currently facing with your online presence?"

L - Label them with a problem

• Purpose: Confirm your understanding of the prospect's situation. They have to acknowledge the problem. They have to say it. You can’t fix the problem until you admit you have it.
• Restatements:
  • So it sounds like… X is your goal, correct?
  • So what I am hearing is… does this sound about right?
  • So I understand [this] is your issue. Is [this] what you want to solve
• Examples:
  • "So it sounds like you're looking to increase conversions without the hassle of managing a dev team. Is that correct?"
  • "If I understand correctly, you want to update your site more frequently but are struggling with your current setup. Is that right?"
  • "It seems your main goal is to improve user experience while reducing maintenance costs. Have I got that right?"

O - Overview their past pain

• Purpose: Understand the prospect's past attempts to solve their problem. Diagnose why they didn't work.

  Be sincerely curious to get through all their previous attempts (failures).

  Explain how it’s not their fault; they had a missing puzzle piece before.

  This automatically positions your solution as a missing puzzle.

  Well, sometimes you can’t really help a prospect. By working in their best interest, you can clearly state your product is not for them.

• Questions:

  1. So you have [this] problem/challenge. I can’t be the first person you talk to. Tell me a little bit about what you’ve done so far. So we can try to get past this.
  2. What have you tried so far to accomplish this?
  3. How long did you do it for? How long ago?
  4. How did that work for you?
  5. What else have you tried…

• Examples:

  • "What solutions have you tried so far to address this issue?"
  • "How long have you been working with your current web development setup?"
  • "What results did you see from your previous attempts to improve your website?"

S - Sell the vacation (benefits), not the plane flight (details)

• Purpose: Present your solution in a way that directly addresses the prospect's needs.

  • Identify the top 1-3 things that will help them.
  • Explain why each is important to their success.
  • Confirm they understand why each variable is essential to get results.

• Caveat: This should not take you more than 3 minutes.

• Restatements + Question:

  • So I am hearing these things, this is what you are missing, would you want to hear more how [product] works?

  • So I am hearing all these things.

  • You are here because… you are trying to get…

  • You’ve tried… and it hasn’t worked (that well).

  • This is what you are missing: …

  • Okay, would you want to hear more about how [product] works?

  • And how can we solve your problem?

  • We’ve seen that there are 3 things that make clients successful…

    You are going to have the upper hand because they already told you they have a problem, so naturally, they have to miss one of the pieces.

  • You are in an unlosable situation unless you choose to lose it → use short anecdotal stories to break the belief of the prospect around the topic.

• Examples:

  • "Based on what you've shared, our unlimited Webflow design and development service could solve these issues by..."
  • "We've helped clients like Jasper increase their conversions by 30% using our approach. Here's how we could do the same for you..."
  • "Our team of 30+ Webflow experts can handle any project, from custom coding to e-commerce. This means you'll always have the right expertise available when you need it."
  • Hormozi’s example of a weight loss program

E - Explain away the prospect’s concerns