You’re Not Closing the Sale. You’re Closing the Gap.
Let’s get this out of the way:
People don’t buy because you pitched it well.
They buy because they trust the outcome is worth the investment.
They hit a moment, what I call the Trust Tipping Point™, where the math finally shifts in their head:
“I trust this is going to solve my problem more than I trust that doing nothing is cheaper.”
Until that happens, they hesitate, they stall, they disappear.
Once that happens? They practically send you the invoice.
If you learn to sell to this moment, not around it, your business scales fast.
The Trust Tipping Point™ Defined
It’s simple:
Your buyer flips when perceived value > perceived cost.
And behind that flip is one thing: trust.
- Trust in you.
- Trust in your offer.
- Trust that not solving the problem is now costing more than solving it.
No Trust Tipping Point™ = no sale.
Trust Tipping Point™ reached = close with ease (and no 4-month email follow-up dance).
Why Most Business Owners Stay Stuck
Because they’re selling backwards.
- They’re pitching features when the buyer hasn’t even owned the problem yet.
- They’re chasing “exactly what to say” instead of building “what to believe.”
- They’re stacking bonuses like it’s a carnival booth.
It’s not a feature problem. It’s not a price problem.
It’s a trust problem.
And trust is built, not pitched.
How to Move Buyers to the Trust Tipping Point™
1. Stretch the Gap Between Status Quo and Desired Future
If your buyer doesn’t feel the cost of staying stuck, they will NOT pay to get unstuck.
Period. End of story. No amount of bonuses, urgency timers, or AI-generated testimonials will save you.
Your purpose is to help them see:
- What inaction is costing them now.
- What they’re losing by doing nothing.
- The future they want that won’t happen unless they move.
Selling is not hype.
Selling is helping people face the cost of stuck.
(And let’s be honest, we’re all a little too good at rationalizing why stuck is fine. Your job is to break that thought process.)
2. Transfer Belief Before You Transfer Money
You can’t bank someone else’s belief. You have to help them build their own.
Your buyer needs to believe:
- This problem can be solved.
- This offer can solve it.
- I trust this person won’t leave me hanging when things get hard.
Your job is to:
- Share stories they see themselves in.
- Stack proof that makes it impossible to rationalize staying stuck.
- Be crystal clear about the transformation and how you actually get them there.
If they don’t believe, they won’t buy.
If they do believe, they won’t wait.
3. Hold the Tension Until They Tip
This is where amateurs fold.
Pros sit in it. With a coffee. And a slight smile.
Because you can’t shortcut the moment where buyers think.
Where they feel the weight of the gap.
Where they wrestle with staying stuck versus moving forward.
Good.
Don’t interrupt their process. Don’t start offering discounts. Don’t over-explain.
Hold the space. Let them tip.
If you’ve done your job?
They’ll lean in and ask: “So… what are next steps?”
At that point, you are not closing the sale. You are catching the sale.
4. Present the Path With Simplicity and Certainty
When trust tips, leadership closes.
Your close should sound like this:
“Here’s the path. Here’s the next step. Let’s move.”
No chasing. No convincing. Just clarity.
If you’re chasing, the trust hasn’t tipped yet.
If you’re leading, it has.
Bottom Line: You Don’t “Close Deals.” You Build Trust Until Buyers Tip.
If you master this, your business becomes unstoppable:
- You shorten sales cycles.
- You close at higher prices.
- You stop wasting energy chasing unready buyers.
Your entire marketing and sales process should be designed around this one goal:
Move buyers to the Trust Tipping Point™ and lead them through it.
Because:
- If they haven’t tipped, they won’t buy.
- If they have tipped, they’ll chase YOU to buy.
And if that sound like fun, trust me, it is.
