The Sales Process That Scales: Stop Relying on Your Best Closer

Let me guess your sales situation:

You've got one guy who closes at 35-40%. He's been with you for years. He "just has a way with people."

Everyone else hovers around 15-20%. You've tried training. You've tried ride-alongs. Nothing sticks.

So you keep feeding your best leads to the top closer. Which means you can't scale. Which means you're stuck.

The problem isn't talent. The problem is you're treating sales like an art instead of a process.

Why "Finding the Right People" Doesn't Work

Most contractors try to solve this by hiring. "We just need to find another closer like Mike."

Good luck. People like Mike are rare. And expensive. And eventually, they leave or burn out or start their own company.

What you actually need is a process that an average person can follow and get above-average results.

Not because process is magic. Because process is repeatable.

The Framework: Build It From Your Best Calls

Here's how you create a sales process that actually works:

Step 1: Record your best sales calls. Not one or two. Twenty or thirty. Listen to what your top closer actually says—not what they think they say.

Step 2: Extract the pattern. Good closers follow a pattern, even if they don't know it. Usually it looks something like this:

Step 3: Write it out. Turn the pattern into actual words. Keep it under 500 words—about 4 minutes of talking. Simple. Clear. Third-grade reading level.

Step 4: Delete everything that doesn't affect close rate. Your team won't follow a 10-page playbook. They will follow a half-page script.

Step 5: Train on script adherence, not style. It's no longer "find your own approach." It's "say what's on the script." The script is proven. Follow it.

The Owner Trap

Here's where most owners get stuck: "I'm the best closer. Nobody can sell like me."

You're probably right. But here's why:

You sell with authority. You're the owner. You've been doing this 20 years. You know everything about the system you're looking at.

Your sales reps can't replicate that. They don't have your credibility or expertise.

So stop trying to make them sell like you. Build a process that works for someone without your authority. That's what scales.

What Happens When You Have a Process

New hires ramp faster. They're not "finding their style." They're learning a script that already works. Week one, they're on calls. Week four, they're closing.

Close rates become predictable. When everyone says the same thing, you know what close rate to expect. You can forecast revenue. You can plan.

Diagnosing problems gets easy. When someone's numbers dip, you know exactly what to check. Are they on script? If yes, script needs work. If no, they need coaching.

You stop being the bottleneck. You can hire average salespeople and get above-average results. Growth is no longer limited by finding "naturals."

The Math on This

You're not trying to turn everyone into superstars. You're trying to get B-players to perform like B+ players. That's where the money is.

Start This Week

Record your next 10 sales calls. Listen for the pattern. Write down what actually works—not what you think works.

Then build a script around it. Keep it simple. Train your team on adherence.

You'll know it's working when your worst closer starts catching up to the middle of the pack.