The vast majority of salespeople have a “nice guy” problem.
They’ll run through an entire presentation while execs keep cameras off, multitask on their phones, and give zero qualifying information – all while saying “thank you” at the end.
Not because it helps the deal (it doesn't), but out of fear of making things uncomfortable.
They think being nice will make them likeable and keep the interaction pleasant.
But you're a sales professional, not a therapy dog. Your job isn't to be likeable – it's to provide value and win deals.
If you’ve been in sales for more than a minute, you’ve definitely run into situations where:
1) You’re on camera, they’re not
2) You keep giving without getting anything in return
3) They say “yes”, the deal never closes.
Here’s how to handle these situations confidently without falling for the nice guy trap…
You’re on Camera, They’re Not
On the surface, this might seem insignificant.
It’s not.
Gong analyzed over 120,000 sales meetings and found win rates jumped by 96% when a buyer’s webcam is turned on (source).
That means just getting the buyer on camera nearly doubles your chances of closing.
Pretty crazy, right?
Yet most sellers just accept the black screen and keep presenting.
Elite sellers recognize this massive disadvantage. You’re fully exposed while the exec stays hidden. They can watch every reaction while you have zero non-verbal cues.
So here’s how you level the playing field:
Seller: John, can you hear me ok?
Exec: I can hear you just fine.
Seller (genuinely curious and upbeat): Awesome! I can hear you perfectly, but I can’t see you.
Pause right there. Let them fill the awkward silence. You’ll be surprised how often prospects turn their cameras on.
If they don’t, no problem. Keep yours on.
You Keep Giving Without Getting Anything in Return
Deeper demos. Bigger discounts. Multiple references. Contract edits.
Once the deal hits the evaluation phase, sellers start giving everything away while getting nothing in return.
And guess what? They still lose the deal because the buyer has no skin in the game.
During evaluation, every “give” must have a “get.”
Buyer: Can we schedule a demo for our engineering team?
Seller: Sure! Our demos are fully customized. Can you provide an outline of what features and workflows the team would like to see?
Buyer: Can you give us a better price? We have competitor quotes at $40/user.
Seller: I can make one final push with finance for the $40/user rate. If I get that approved, can you commit to signing by the 15th?
Buyer: I've attached the redlines for the contract. Can you get these approved?
Seller: Before I take these to legal, can you confirm these are all the changes needed? If approved, are we done with legal review?
Every request is an opportunity to get more skin in the game.
So next time they ask for something…
Grow a pair. Ask for something back.
They say “yes,” the deal never closes
Most sellers make the mistake of celebrating a "yes." But elite sellers immediately think: "Is this real?"
Not all yeses are created equal. There's a big difference between interest and commitment.
When a prospect says they want to move forward, it’s time to investigate how real that yes is.
Budget: “Are there any changes to the budget that was allocated for this?” Don't assume their initial number still stands.
Approvals: “Who else needs to approve – security, legal, finance?” Get the full list upfront.
Timeline: “We’ll need the review done by May 1st to stay on track for your launch date." Set target deadlines for each action item.
Risks: “What could prevent this from getting signed on time?” Get everything on the table – no surprises!
Momentum: “We agreed this would be completed by May 1st. Are we still on track?” Hold them accountable.
Most sales playbooks focus on getting to a “yes.”
But you only get paid for getting to revenue.
Those are not the same.
So when they finally agree to buy…
The close has just begun.
