To make more money closing, work the levers in order of payoff: pick an offer whose price point and sales process can pay you, raise your booking volume, push your show rate, sell bigger packages with more cash up front, and only then grind on close rate. That order is what separates a $10K month closer from a $30K one.
A rep asked me what the biggest difference is between a $10K month closer and a closer doing $20K or $30K. Everyone wants the answer to be some secret objection handle. It's usually not. It's which levers you pull, and in what order.
I broke this down on camera too: watch the video.
Most closers spend all their energy on the lowest leverage improvement. They watch every objection handling video on the internet and feel ready for anything. But objection handling is only one lever, and it sits at the bottom of the list. The way I scale sales teams is I look at the 80/20. What's the easiest thing I can do that gives me the biggest lift? I do that until it's maxed, then I go to the next one. You should run your own income the same way.
What's the difference between a $10K and a $30K month closer?
Here's how I'd lay it out side by side. This comes from habits I've watched for years, so read it as a pattern I've seen over and over.
| $10K month closer | $30K month closer | |
|---|---|---|
| Offer choice | Takes whatever's hiring | Picks a price point and process that can pay out |
| Booking volume | Waits for the calendar to fill | Hunts the CRM, works with setters, adds availability |
| Show rate | Thinks it's marketing's job | Calls fast, sends pre-call videos and messages |
| Deal size | Pitches the payment plan first | Sells the top tier and collects more up front |
| Main metric | Close rate | Cash per booking |
| When it's slow | Blames the leads | Looks at which lever dropped |
Lever one: the offer you pick
One of the biggest decisions you'll make is which offer you sell for, because that decides two things: the price point and the sales process.
Price point first. If you're on 10% commission and the offer is $1,000, you make $100 a deal. Even at 20% or 30% commission, that's $300. You can be the best closer on the planet and still not make real money on that.
Then the process. Is it a phone call, a video call, a two-step close, a webinar, in person? That decides what your day looks like. Most offers in this space run a VSL to a video call, which needs the highest skill set. Selling to buyer leads or off a webinar is different, because the webinar does a lot of the heavy lifting before you ever talk to them.
So pick an offer with a price point you're happy with and a process you're confident in. Once you've done that, the daily levers decide how much you make. If you're not sure your current offer is the problem, read is it you or your offer before you jump.
Lever two: booking volume
This is the lever you control every single day. If you take more calls, at whatever close rate you have, you make more money.
Most closers sit back and complain: "How do I get more calls? My month is low because I don't have the bookings." And the whole time there are leads sitting in the CRM that other closers dropped the ball on. If you learn how the CRM works, how smart lists and automations work, you can go hunt those yourself instead of waiting on your manager. Here's where I'd look:
- Rebook your no-shows.
- Recontact people who were warm on the call but didn't buy.
- Work the nurture hot list.
- Go after applications that never booked.
- Do your own outreach, or hire your own setter.
And build a real relationship with your setters. A lot of closers treat setters like a VA. Find the hungriest, most committed setter on the team and build a push and pull with him. You give him feedback so he gets better and makes more money. He sends you better leads and more of them. The company does better too, because the CRM gets rinsed of capital that was just sitting on the table.
The other way to raise volume is availability. Work more hours. Or, if the offer can handle it and you've built a system around it, pitch your manager on double booking: "If our show rate is 50% and I only have one slot an hour, give me two slots and one of them will probably show." Now instead of eight calls a day from eight slots, you've got sixteen on the calendar. I go deeper on daily load in how many sales calls per day.
Lever three: know your cash per booking
Once you know this number, you understand almost everything about how much you'll make and which lever to pull next.
Cash per booking is the cash you bring in divided by the bookings you got. If you had 100 bookings on your calendar this month and collected $100,000, that's $1,000 cash per booking. Simple. And if the company knows its cost per booking, say $200 or $500 a call, now everyone can see how profitable each booking on your calendar is.
What you're managing underneath that number is three things: show rate, close rate and average order value. Most people only focus on close rate. That's one of the lowest leverage levers, and it's the hardest one to move once your skill is already decent.
Lever four: show rate
Show rate is systematic, which makes it easier to move than close rate. If your show rate is 40% and you bump it to 60%, that's a 50% lift in live calls. Half of 40 is 20, and you're adding 20. Now try to get a 50% lift on your close rate and see how long that takes.
This is why your manager keeps telling you to do speed to lead. Call new leads immediately. You should want to, because your show rate goes up and so do your live calls. Personalized videos, pre-call messages, confirming the appointment, giving the lead a reason to show up for the call: whatever you can pull for show rate, pull it. You don't have to get any more skilled. You'll just make more money.
Lever five: deal size and cash up front
Before you touch close rate, there's average order value. Sell the bigger ticket. Collect more cash up front instead of defaulting to the payment plan.
Close rate on its own is a vanity metric. "I have a 57% close rate selling a $400 product."
Bro, nobody cares about your close rate.
Sell the highest tier package you can, get the highest show rate you can, and then focus on close rate.
Lever six: close rate and skill
Now we're at skill, which is where everyone wanted to start.
Raising your close rate comes down to understanding who you're selling to. Who's the avatar? What are their biggest pain points? What have they already tried, what's stopping them, what are they giving up by not getting the result?
When you know that, you can have a human conversation where the prospect feels like you actually get them. Without it there's no connection and no belief shift, because you don't even know what they're thinking.
This is also why a lot of closers stay stuck selling biz op. A $5K biz op offer is one of the easier things to sell. Selling $25K packages, fitness or B2B is a different type of sale, and if you can't adapt, you limit yourself to a small slice of the opportunity.
One of my biggest pet peeves is salespeople acting like anything other than salespeople. Leave marketing, product and fulfillment to the people who own them. Your job is getting this lead to buy what you're selling, and if you put all your energy there you'll make way more money.
Stop being a sales princess
There are so many sales princesses right now. "I want the perfect offer. I want the million-dollar offer. I want warm leads handed to me. I want to make sure fulfillment and show rate are good." You're a commission-only sales rep. Your job is to close deals with the opportunity you've been given and the levers you control.
Do that long enough and you get so good that offer owners notice. I made $114K my first year in high-ticket at 22, and it climbed from there because I kept working the levers.
The reps who've been with me for four or five years, I've paid them $20K, $30K, $40K a month consistently. I'll bring one of them onto a startup offer doing zero and tell him, "Crush this and you'll lead the team, you'll get rev share, you'll make a lot of money." I'm happy to pay that rep well, because a really good rep can make an offer ten times better.
And when he becomes the team lead, he hires reps to the same standard he holds himself to. If you want to see how that compares across the industry, read high ticket closer salary.
Work the levers in order
Pick the right offer. Then raise your bookings, your show rate and your deal size before you obsess over close rate. Track cash per booking every week so you know which lever slipped when a month goes soft. Most $10K closers are working hard on the lever that pays the least, and moving that effort up the list is usually the fastest raise you'll ever get.
