Many deals seem to go well at first, but don’t end up going anywhere. Sales Coach Matt Easton, Founder of Easton University, says the problem isn’t the pitch, but the close and follow-up. The solution, he says, is a simple, repeatable method that any salesperson can apply.
On the latest episode of CBT Now, Easton breaks down the three-step habit he calls “close, set, anchor,” comparing it to the “stop, drop, and roll” safety rule many people learn as children. By applying it at the end of every sales call, Easton says, you’ll either close the deal or leave with a clear next step.
Step 1: Close
The first step is the close. After a productive conversation, the salesperson asks directly for the business. Easton frames it around the prospect’s own goal, so the ask connects to the outcome the buyer already said they wanted.
If they say yes, the deal is done. If not, then move on to step 2.
Step 2: Set
The second step is to clearly set the next step. Don’t leave it up to the prospect to follow up. Instead, point the next step at yourself and take responsibility for what happens next. That might mean sending over a summary of the conversation and the details discussed within a set window, then committing to a specific follow-up.
"You are the only person on planet Earth that you can control, and if you control what you're going to do next, good things will happen."
The goal is to leave the conversation with a concrete action you own rather than a vague promise to reconnect.
Step 3: Anchor
The third step is to commit to an action you control. That could be a follow-up call scheduled for a specific time if you haven’t heard back first. Callbacks from potential buyers may fall through for any number of reasons, adding the anchor puts the next move back in your hands.
"There's nothing more frustrating than having a great pipeline full of wonderful customers that you're not anchored in a next step."
Easton adds that he likes to end with the phrase, “fair enough?” when setting the anchor. For example: “I’ll call you around lunchtime tomorrow if I haven’t heard from you before then, fair enough?”
Easton says that softens the close just enough to keep it from sounding pushy and gives the prospect room to adjust the timing.
Handling the “contingent close”
A common objection salespeople hear is that the customer needs to check with someone, like a spouse, before committing. Rather than push back, Easton recommends that you be upfront about the moving parts of the deal.
If availability is limited or a price could change, that’s when you want to bring that up. Then, add some reassurance that if they lose out while deciding, you’ll help them find the next best option. That keeps the conversation collaborative, Easton says, rather than aggressive.
Close, set, anchor is meant to be a habit, applied at the end of every sales conversation until it becomes automatic, Easton says. The goal is to maintain control of the conversation and the sales process. By owning the next action every time, you’ll keep good opportunities from slipping away.
