In this listener-favorite episode, Tom Stanfill and co-host Tab Norris unpack the fifth barrier from Tom’s book: the moment when momentum dies because no one confirms the next step.
Special guest John Cerqueira (a 9/11 survivor featured on national TV and in documentaries) shares an unforgettable story (yes, one that involves Oprah) that illustrates exactly why you should secure commitments while the relationship is alive in the room.
What you’ll learn:
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Why “closing” isn’t manipulation; it’s alignment with where the customer is today
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How to create a fork in the road without pressure or gimmicks
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The small, practical move that saves deals: calendar the next step before you leave
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When (and how) to push back on a flawed customer process—without being a jerk
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Why defining the customer’s buying journey before the call changes everything
Perfect for: sales leaders, account executives, SDRs, and anyone tired of “great meetings” that go nowhere.
Listen to the conversation here:
The Misconception About “Closing”
Most reps avoid “closing” because it feels manipulative. Fair. But influence at this stage isn’t about control; it’s about alignment, meeting the customer where they actually are and suggesting the next best step that matches their process.
“Closing is least about persuasion and most about alignment, understanding where they are and suggesting the right next step.”
Why Timing Matters (The Oprah Lesson)
John tells a story from his post-9/11 media experience that’s both gripping and practical: if you don’t secure the next step while you’re in the room, your odds drop fast.
After the cameras stop rolling, life floods back in. Priorities shift. The emotional connection fades. The lesson carries straight into enterprise sales: confirm the next step while receptivity is high.
“Your probability of getting back in the room plummets as soon as you walk out. Secure the commitment while the relationship is alive.”
Define the Buyer’s Path Before the Call
Here’s the move most sellers miss: know the buying journey before you start the conversation. Not your internal stages, the customer’s best-practice evaluation path. When you can confidently say, “Here’s how customers like you make the best decision,” you earn the right to lead.
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Map the customer’s typical evaluation steps
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Diagnose where this buyer is in that journey
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Offer two credible next steps; recommend one
“Leaders coach the moment. Sellers win the moment by defining the customer’s buying process and aligning to it.”
Make It Real: Calendar the Next Step- Now
Don’t “circle back.” Don’t “take it offline.” Pull up calendars in the meeting and send the invite. That 30-second step often decides whether momentum lives or dies.
Use this script:
“Based on what you’ve shared, the best next step is a 30-minute technical fit review with your ops lead and our solution architect. If that makes sense, let’s lock the time now so it doesn’t slip.”
When to Push Back
Sometimes the customer’s process is the problem (think: RFP with no discovery, or “just send pricing”). If the path leads to a poor decision, throttle your effort, offer a lighter deliverable with clear disclosure, or politely opt out. That’s not arrogance; it’s service.
Talk Track: Create a Fork in the Road
Try this in your next wrap-up:
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“Based on where you are, I recommend Option B: a pilot scope review with your regional lead. If that’s aligned, let’s put 30 minutes on the calendar. If not, we can pause here, no pressure. Which path is best for you?”
Takeaways
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Alignment > pressure. Meet the buyer where they are and guide the next step.
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Define the buying journey ahead of time so you can confidently lead.
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Calendar in-meeting. Momentum decays after you leave.
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Push back when it serves them. Don’t endorse a broken process.
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Make the choice explicit. Create a clear fork in the road—and honor either path.
Ready to go deeper?
Listen to the re-air episode on Sales with ASLAN and share it with your team for your next pipeline or deal-strategy review.
Resources:
- Find John Cerqueira’s book here
- Escaping the towers documentary here
