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Never Be Closing – Key To Better Sales with Tim Hurson #197 The second most difficult task of a sale is to ask for the business. Closing a prospect is a monumental challenge for many sales professionals. But maybe we’re looking at this all wrong. Tim Hurson is the author of the book “Never Be Closing”. In this episode Tim shares a process where prospects close themselves without arm twisting or sketchy wordplay trickery. Take your closing skills to the mastery level! Have a Don’t Close Mindset Tim recommends going into a sales conversation with the idea of learning something. Set aside the  expectation of closing quickly. People will close themselves if you do the process right.  It takes time to build a relationship. People fear purchasing from a stranger, but they do appreciate purchasing from those they trust. Purpose of a Sales Call What is the purpose of a sales call?  It’s not to make the sale, it’s to make the sale, AFTER the sale. Sales calls are measured on a binary scale: You closed or NOT closed.