In live event sales, most people think the close is the most important part of the sale. They focus on fancy techniques, pressure tactics, and overcoming objections. But here’s the truth: if you connect properly in the first five minutes, the close happens naturally.
Think about it—people don’t buy because they were cleverly persuaded. They buy because they feel understood, valued, and confident that your product or service is the right solution for them. That all starts with connection.
At our Live Event Sales System, we teach a three-part sales training framework: Connect, Coach, Close. And we’ll tell you right now—connection is the most important step. If you master connection, you’ll never have to “hard close” anyone again.
The 3-Part Sales System: Connect, Coach, Close
1. Connect – The first five minutes determine everything. This is where trust is built, rapport is established, and the buyer starts to feel safe in the conversation.
2. Coach – Instead of pitching, guide the prospect to uncover what they truly need. This isn’t about selling—it’s about helping them realize they’re already a fit.
3. Close – If you’ve connected properly and coached them effectively, the close happens effortlessly. It feels like the next logical step rather than a high-pressure decision.
In this article, we’re focusing on the first step: Connection. Because if you get this right, your closing rate will skyrocket without ever feeling pushy.
Why Connection Matters More Than the Close
1. People Buy from People They Trust
If a prospect doesn’t trust you, they won’t buy from you—no matter how good your offer is. Connection is what builds trust.
Have you ever met a salesperson who immediately started pitching before even asking about you? Annoying, right? It creates resistance. But when someone takes the time to connect with you, ask questions, and genuinely listen, you feel more open to hearing what they have to say.
Your first five minutes should be about making your prospect feel safe and understood—not about selling.
2. Without Connection, Closing Feels Like Work
If your sales team struggles with closing, the real issue might be a lack of connection. Without connection, they’re trying to push people into a sale rather than having the buyer pull themselves into it.
When you connect properly:
✅ The prospect feels heard and valued.
✅ They trust that you’re genuinely there to help.
✅ They start to see you as the solution they need.
At this point, closing isn’t a battle—it’s a mutual decision.
3. Connection Makes Selling Feel Natural
The best salespeople don’t sound like salespeople. They sound like trusted advisors, problem-solvers, and friends.
Think about it—would you rather be “sold to” or have a conversation with someone who actually cares about your success?
Connection removes the pressure. It makes the entire process feel organic, and buyers don’t feel like they’re being “closed.” They feel like they’re making the best decision for themselves.
How to Connect in the First Five Minutes
Mastering the first five minutes of any conversation is a game-changer in live event sales. Here’s how to do it:
1. Make It About Them
Start with genuine curiosity. Ask questions. Listen more than you talk. Your goal is to understand them, not impress them.
Bad Example: “Hey, let me tell you about our amazing program!”
Great Example: “What brought you to this event? What are you hoping to get out of it?”
2. Use Their Name
People love hearing their own name. It creates an instant bond. Use it naturally in conversation, but don’t overdo it.
3. Mirror Their Energy
If they’re excited, match their enthusiasm. If they’re more reserved, dial it back a bit. People trust those who feel familiar to them.
4. Be Present (Ditch the Script)
Forget robotic sales scripts. Be human. Adapt to the conversation instead of sounding rehearsed.
5. Share Something Real
People connect with authenticity. Share a quick personal insight or relatable experience to establish common ground.
When You Connect, the Close Becomes Effortless
Once you’ve connected with your prospect, the rest of the conversation flows naturally. You’re no longer trying to “sell” them—you’re simply guiding them toward their own decision.
And when you coach them through their needs, show them the value, and build trust, the close isn’t a battle—it’s the next logical step.
Remember this: Sales isn’t about convincing. It’s about connecting. Get that right, and closing will never feel like a struggle again.
Ready to Transform Your Sales Team?
If you want your team to master Connect, Coach, Close, reach out to us. We train sales professionals to make selling feel effortless—because when you connect first, closing is easy.
FAQs
1. Why is connection more important than closing?
Because without connection, closing is difficult. People buy from those they trust, and trust is built through connection.
2. What’s the biggest mistake salespeople make in the first five minutes?
Talking too much! Salespeople often rush into pitching instead of taking time to connect and understand the prospect.
3. How can I improve my connection skills in sales?
Practice active listening, use the prospect’s name, mirror their energy, and ask open-ended questions.
4. Does this strategy work for high-ticket sales?
Absolutely! In fact, connection is even more important in high-ticket sales because buyers need to feel 100% confident in their decision.
5. What if my prospect is skeptical or closed off?
Stay patient, stay curious, and don’t push. Sometimes, the best way to break skepticism is by making them feel heard first.
