The cost of a stalled sales pipeline, especially over time, can be damaging. You may have deals in your pipeline for weeks. Great discovery call. Positive feedback on your proposal. They even said, “This is exactly what we need.”
Then… silence.
You follow up. A few polite replies. A vague “we’re still deciding.” And then nothing.
It feels personal. It’s frustrating. It’s confusing.
But the truth is, it’s probably not you.
It’s what you didn’t ask, or didn’t answer.
If you can’t answer these three questions about every deal in your pipeline, you’re not really selling. You’re just hoping.
Hope is not a sales strategy. These questions act like a compass. They keep you focused, grounded, and laser-sharp when it comes to qualifying and closing deals.
The 3 Questions That Close Deals:
- Why do they have to buy?
- Why do they have to buy from us?
- Why do they have to buy now?
Each one is a filter. A test. A reality check.
If even one of them is missing, you risk losing the deal.
Let’s break each one down, with the real-world clarity your team needs.
1. Why Do They Have to Buy?
Imagine two houses.
In one, there’s a dripping tap. In the other, the boiler’s exploded, flooding the kitchen.
Both need a plumber. But only one homeowner is urgently scrolling through Google for plumbers and ready to pay anything.
That’s the difference between a “I’ll get it sorted one day” and a “must-fix-now.”
Too many salespeople build their entire pitch around a minor inconvenience, not a mission-critical issue. And buyers? They’ll always prioritise urgent pain.
It’s not enough to say, “We can help.” You have to pinpoint why your prospect needs help.
If you can’t clearly articulate the pain, cost, or risk of doing nothing, your prospect won’t move.
Ask yourself:
- What’s breaking in their world?
- What’s the real consequence if they don’t act?
- What’s the ripple effect of this problem six months from now?
One great way to uncover this is by using layered questions:
- “What happens if this issue isn’t resolved in the next 90 days?”
- “Who else in the business is impacted by this?”
- “How does this affect your goals this year?”
The deeper you go, the more urgency you create.
Think of it this way: People only buy when not buying is more painful than buying. Until you find that pain, you’re selling blind.
2. Why Do They Have to Buy from Us?
Now imagine you’re dating.
Everyone’s profile looks the same: good job, likes dogs, loves travel.
But then someone sends you a message that shows they actually read your bio, and they get you.
That’s the difference between generic and personal.
Most sales messaging sounds exactly like everyone else. “We’re passionate about clients.” “We offer great service.” “We’re trusted by X number of companies.”
It’s fluff.
You have to make it clear why YOU (not just any provider) are the right choice.
And this isn’t about throwing every feature and benefit at them. It’s about relevance. Context. Proof.
How?
- Show that you understand their exact challenge.
- Prove how your approach solves that specific pain.
- Tell relevant stories from people just like them.
Better yet, bring in their language. Mirror the phrases they’ve used. Reference internal pressures they’ve hinted at. The more aligned you are with their world, the more likely they are to trust you.
This is also where your social proof must be razor-sharp. A vague testimonial won’t cut it. But a story about how you helped someone in their exact situation save £150k in 6 months? That’s gold.
If your value sounds like everyone else’s, it won’t cut through. Be specific. Be clear. Show them you understand their world better than anyone else.
3. Why Do They Have to Buy Now?
Let’s talk holidays.
If you’re browsing trips for next summer, you might save a few. Think about them. Come back later.
But if a friend says, “I just found return flights to Greece for £70, but only for the next 24 hours,” your brain flips. You act.
That’s urgency.
Many deals don’t die because the prospect says no. They die because the prospect says “not now.”
You must create urgency that’s rooted in reality.
- What gets worse the longer they wait?
- What opportunities will they miss?
- What competitor might get in first?
- What seasonal deadlines or market shifts are looming?
Think in timelines. Think in fiscal calendars. Think in competitive pressures.
You don’t need to pressure them, you need to help them see what’s at stake.
A good technique? Play the future-forward game:
- “Let’s fast forward six months. What’s changed if you don’t solve this now?”
- “What does your CFO say if this issue’s still costing you money next quarter?”
Avoid gimmicks. Focus on truth.
False scarcity kills trust. But real urgency, built on facts, implications, and missed chances, drives decisions.
So to reiterate, artificial deadlines don’t work. But helping a prospect truly understand the cost of waiting? That’s powerful.
The Close: Make These Questions Your Sales Compass
Print them out. Stick them on your wall. Add them to your CRM. Bake them into your deal reviews.
For every deal in your pipeline, ask:
- Why do they have to buy?
- Why do they have to buy from us?
- Why do they have to buy now?
If you can answer all three with clarity, confidence, and proof, you’ve got a real deal.
If you can’t? You’ve got work to do.
If you can ditch the assumptions, fluffy forecasts, and chasing ghosts, you’re well on your way to closing more deals, more consistently.
This is how the best sellers think. It’s how they win more. Waste less time. And close stronger.
So next time you hear “We’re still thinking about it,” pause.
Go back to the three questions.
And sell like you mean it, sell with purpose.
