Most salespeople lose deals not because their product is bad, but because they don’t know how to control the psychology of the call.
Recently, I closed a $2,000 sales training deal with a client.
They told me afterwards: “Your video made sense, we jumped on a call, and we signed.”
The truth? It wasn’t luck.
It was a repeatable process I use on every call.
I call it The P.A.C.E. Framework.
Why the Call Worked
On the call, I didn’t start with “Here’s what I offer.”
I started with their numbers:
“What’s your current conversion rate?”
“How much do you spend on marketing monthly?”
They admitted they were spending $10k–$15k a month and only converting 15–20%.
That’s thousands in lost revenue.
Immediately, they weren’t thinking about my price they were thinking about their leakage.
That’s the first psychological shift.
Then I asked:
“If nothing changes in 90 days, what would that mean for your business?”
They pictured staying stuck.
Then I flipped it:
“What if your conversion rate increases by just 5–10%? What’s that worth monthly?”
They saw the upside.
Now the call wasn’t about me it was about the future they could only unlock with me.
Finally, I structured my offer:
Day 1: Mindset
Day 2: Technical roleplay
Day 3: Conversion drills
Plus 30 days of post-training support.
By the time I revealed the $3,000 investment, they saw the value.
When they hesitated, I offered a fast-action 20% discount, making it $2,400.
We closed on the spot.
The P.A.C.E. Framework
Here’s the framework you can steal for your own sales calls:
P = Pain
Quantify their problem in money terms.
“What’s your conversion rate? How much is that costing you?”
A = Anchor
Future pace the outcome.
“If nothing changes in 90 days, what happens? What if it improves?”
C = Construct
Present your solution as a framework, not a service.
Step-by-step, layered, repeatable.
E = Exchange
Stack value before you drop price.
Offer a small concession if needed.
Always lock down the next step before leaving the call.
Why This Matters
You don’t need to be a slick closer.
You just need to control the psychology of the call:
Make them feel the pain of staying stuck.
Anchor them to the upside of change.
Present a system that feels safe and structured.
Handle objections with controlled concessions.
That’s how you turn a “maybe” into a $2,000 “yes” on the spot.
Action for You
On your next sales call, run P.A.C.E. step by step.
Then DM me how it went.
And if you want me to personally help you and your team apply this framework to close bigger, faster, and with clarity—book a call with me here: book a call
P.S
Here are three ways i can help you
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