What is the difference between being seen as a salesperson who is only trying to push a product/service or being seen as a valued and trusted partner? It usually comes down to our own mindset. That’s why the phrase “Be a consultant, not a closer” resonates so strongly. It’s not just a catchy slogan or what our managers tell us — it’s a mindset shift. It’s how top-performing sales professionals approach their craft.
A closer is focused on the finish line. Their goal is to secure the deal, hit the quota, and move on to the next opportunity. While this mindset might deliver short-term wins, it often overlooks the long-term potential of the customer relationship. Closers tend to rely on pressure, urgency, and scripts that are more about persuasion than precision. They may hit numbers, but they rarely build loyalty.
A consultant, on the other hand, is focused on the customer. They enter the conversation not with assumptions but with curiosity. Instead of pushing their product, they ask questions to uncover client needs instead of telling. They don’t rush toward the close — they guide the customer toward a solution that fits their need and leads to natural commitment, not a forced one.
Customers today are more informed, more skeptical, and more demanding than ever before. They’re not just looking for someone who knows how to sell. They’re looking for someone who understands their world, who adds insight to the conversation, and who genuinely wants to help them make the right decision — even if that means walking away from a deal that isn’t the right fit. Believe it or not, when you demonstrate that type of commitment to serving the client’s needs and not your own, you build a trust that is bigger than the sale you walked away from.
Believe it or not, when you demonstrate that type of commitment to serving the client’s needs and not your own, you build a trust that becomes the foundation for long-term partnerships, larger deals, and more frequent referrals. You’re no longer seen as a salesperson — you’re seen as a strategic advisor. And when that happens, customers don’t just buy from you once. They come back to you again and again because they believe in your value, not just your pitch.
So let me take a moment to summarize:
Consultants create trust.. Closers Chase deals.
Customers don’t want to be sold — they want to be understood. Consultants asks better questions, listens deeply, and solves real problems.
The best sales professionals? They guide. They educate. They don’t push products. They build partnerships.
Sell less. Solve more. That’s how you stay top of mind. That’s how you win — and keep winning.
So let me ask you, Are You A Closer -or- Are You a Consultant?
