Course 14 · Lesson 1 of 13
Principles
- Measure what a seller controls and what predicts a customer staying: a dated next step on every call, the decision-maker known, every claim and price right.
- No "100% close rate". You only reach it by refusing every deal you might lose. Near 100% is the standard only for what a seller controls.
- Track no decision separately from losing. Many qualified deals end in no decision, mostly through indecision, which needs a different fix.
- Selling does not stop at payment. Scheduler-only customers are the ones we expect to drift away.
- Few numbers, at a cost the founders can carry: Alex and John both also run other businesses.
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