What if everything you’ve been taught about closing sales is actually costing you customers?

In this episode of Our Business Shenanigans, Jen and Nicole challenge traditional sales tactics and explore why today’s customers are increasingly tired of aggressive pitches, manufactured urgency, and salespeople who simply won’t take no for an answer.

Nicole shares how shifting her team’s focus from closing deals to genuinely listening to customers helped increase their close rate from around 30% to consistently over 40%, sometimes reaching 50%. And the benefits didn’t stop there. Cancellations decreased, referrals increased, and customers became more confident in their decisions.

We discuss why active listening matters, how to ask better questions, and why recommending the right solution, even when it isn’t your own service, can build more trust than the perfect sales pitch.

Jen also shares lessons from Jesse Cole’s Fans First philosophy, including how removing friction from the customer experience can turn ordinary customers into enthusiastic supporters of your business.

Plus, we break down common sales lines that deserve retirement and share a practical 30-day challenge to help business owners rethink their approach.

And because we’re apparently the world’s okayest podcast, Nicole shows up wearing a T-shirt featuring Jen’s face. Professionalism at its finest. 😂

The takeaway? Stop worrying so much about getting customers to say yes. Start making sure they never regret saying it.

Because the best sales strategy might just be being a decent human being.

Where strategy meets sarcasm, and entrepreneurship gets real.