7 Reasons Why Deals Don’t Close – And What to Do About It

You’ve had a great conversation with a prospect. They seemed interested, engaged, even excited about what you offer. But when it comes time to close the deal, they stall. They ghost you. They tell you they need to “think about it.” Sound familiar?

If you’re struggling to close deals, you’re not alone. Many salespeople find themselves stuck at the finish line, unable to push the deal over. But here’s the hard truth: if deals aren’t closing, the problem usually started way before the close.

Here are the most common reasons why deals don’t close and, more importantly, what you can do to fix them.

The first reason why deals don’t close is that many salespeople waste time with the wrong prospects, people who were never a good fit in the first place. If a prospect doesn’t truly need what you sell, can’t afford it, or doesn’t have the authority to buy, no amount of persuasion will close the deal.

What can we do to fix this issue? Try these…

•   Qualify early and thoroughly. Use a structured qualification process like BANT (Budget, Authority, Need, Timing) or MEDDIC (Metrics, Economic Buyer, Decision Criteria, Decision Process, Identify Pain, Champion).
•   Ask hard questions upfront. “If this solution makes sense, who else needs to be involved in the decision?” or “What happens if you do nothing?”
•   Identify urgency. If they don’t have a compelling reason to act, the deal will drag out indefinitely.

Salespeople often focus too much on pitching and not enough on truly understanding the prospect’s challenges. If you don’t uncover deep pain points, your solution won’t feel essential and another reason why deals don’t close.

How can we better understand the customer? Try these…

•   Ask layered, open-ended questions. “Tell me about the biggest challenge your team faces with this issue.”
•   Dig deeper into consequences. “How is this problem affecting your business?”
•   Tie solutions directly to pain points. Prospects buy outcomes, not features. Show them how your solution makes their life easier or their business better.

Example:
A salesperson selling CRM software might focus on features like automation and reporting. But if the real pain point is that the sales team spends too much time on manual data entry, the close should emphasize how automation saves time and increases productivity.

Another reason why deals don’t close or stall is because the salesperson assumes the prospect knows how to buy—but they don’t. Decision-making in companies can be complex, involving multiple stakeholders, internal approvals, and budget constraints.

How might we better understand the prospects buying process? Try these…

•   Map out the buying process early. Ask, “What steps do you typically go through when making a decision like this?”
•   Identify all decision-makers. If you’re only talking to one person, you’re missing key players.
•   Guide them through next steps. Instead of asking, “Do you want to move forward?” ask, “What needs to happen on your end for us to move this to approval?”

When prospects don’t feel an immediate need to act. If there’s no urgency, then the deal won’t close.

How might we create urgency in the mind of the prospect? Try these…

•   Quantify the cost of inaction. “Every month you delay, your team is losing X dollars in missed opportunities.”
•   Use social proof and case studies. Show how others who acted quickly saw immediate benefits.
•   Create urgency with limited-time offers. Discounts, bonuses, or implementation slots filling up can push action.

Example:
A company selling cybersecurity solutions could say: “We’ve seen an increase in breaches in your industry over the past six months. Waiting could mean higher risk.”

Some salespeople rush to send a proposal too soon, treating it as a formality rather than a commitment. A proposal should confirm an agreement and not introduce new concerns.

How can we create commitment with the proposal we send? Try these…

•   Don’t send a proposal until the prospect is ready to buy. Use a verbal agreement first. “If the proposal looks as we discussed, are you comfortable moving forward?”
•   Present the proposal in person or on a call. Never just email it and hope for the best. Walk them through it.
•   Keep it simple. A proposal should reinforce key benefits and pricing, not introduce complexity that causes hesitation.

People buy from those they trust. If a prospect is hesitant, they might not fully believe in you, your company, or the solution.

How can we build trust and rapport with a prospect? Try these…

•   Be an advisor, not just a salesperson. Educate rather than push.
•   Demonstrate authority and credibility. Share relevant case studies, testimonials, or your own insights from past experiences.
•   Follow through on small commitments. If you say you’ll send an email, send it immediately. Small actions build trust over time.

Another reason why deals don’t close is because the salesperson simply doesn’t ask. Or they ask too timidly, leaving room for doubt.

How can we close strongly? Try these…

•   Use assumptive closes. “Would you like to start this week or next?”
•   Give options. “We can go with Plan A or Plan B—what makes the most sense for you?”
•   Use trial closes throughout. “Based on what we’ve discussed, does this solution align with what you need?”