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Ep 4: The Close

Published: November 9, 2026

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Sam McKenna: If you've built enough value, the buyer often leads the next step for you. They'll tell you that they want a second call, or they want to intro you to another team, but you still need a plan for the moment they turn it back to you and ask, "So what's next?". Here's the goal for the close: take call one to call two and either double the number of people in the room or double the seniority.

This is classic multithreading, or what we at Sam Sales call "double the quantity, double the quality". One attendee becomes two, or you add the skeptic, the budget holder, or even the person who can actually move this forward. The way you do it without sounding salesy is to frame the whole ask around helping them.

You ask who else struggles with the same issue, or who else would want to see this before they decide if it's right for their organization. So let's take a beat and see what happens when a rep fails to frame the ask around helping the buyer.

Sam (the seller): "This is awesome! Thanks for all the time. Tell me, what can I do as a best next step to help you?"

Paul (the buyer): "Uh, just send over some pricing and I'll run it by the team."

Sam (the seller): "Okay. Yeah. You got it. I should have that to you by the end of the day today."

Sam McKenna: And there goes the deal, straight into the torture cycle of just following up, and goes to the deal graveyard. Instead, we want to keep those calls moving by multithreading our way to their broader team. Now watch how one attendee turns into three without sounding salesy.

Sam (the seller): "All right, this is awesome. Based on everything you shared, I think there's a ton of places we can help you. Why don't we do this: let's find some time where I can run you through some of our solutions. Show you how this can specifically apply to everything that you shared today. We could start there. How does that sound?"

Paul (the buyer): "Sam, that's the best idea I've ever heard. You're a genius."

Sam (the seller): "The dream, right? That's awesome. Okay, so here's what I'm going to do. Let's think about anyone else on your team that you think has the same challenge. Peers of yours, people who might want to see this before deciding if it's right for you guys, or gosh, anybody in your portfolio company also that you think has a loud voice and probably wants to take a peek at our services."

Paul (the buyer): "Yeah, it probably starts with my counterparts in EMEA and Central America. That's Perry and Miranda who will be presenting on this. So let's get right to it and bring them on, too."

One attendee just became three. Now notice the close was framed entirely around helping Paul. The second call earns its place when it brings more of the buying committee into the room, and the sooner that happens, the faster the deal moves. Ask who else could use this, make it feel like it's for them, and you multithread without ever sounding like you're chasing a signature.

And that's the framework: "show me you know me" opening, scripting the question behind the question, and doubling the quantity and the quality. It can seem overwhelming to coach on these calls and think about where to begin. But if you only focus on those four things, you will notice that the trajectory of your reps' calls will completely change, and you will see much more momentum in all of your deals.

Your rep has had a good discovery call. Now the buyer asks, “So, what’s next?”

Sam McKenna, founder of #samsales, teaches a specific goal for that moment: get to call two with more of the right people involved. Through good and bad role-playing scenarios, watch how the close leads to either sending pricing and waiting or bringing two more stakeholders into the conversation. Learn how to coach the invitation so it feels useful to the buyer.

What you’ll learn:

• ​Double the Quantity, Double the Quality: Sam’s framework for bringing more people into the conversation or involving someone with more authority.
• ​The language that brings others in: How to ask who shares the challenge or needs to see the solution before the buyer moves forward.
• ​What to look for in call reviews: How to tell whether your rep left discovery with new stakeholder names or just another follow-up on the calendar.

Plus, get the free Discovery Call Playbook

Bring all four frameworks into your next call review with The Discovery Call Playbook for Sales Coaches. Get Sam’s talk tracks, common mistakes to listen for, and specific coaching fixes, plus ways to put the frameworks into practice with Salesloft.

Fill out the form to get your copy.

\ \ Ep 4: The Close November 9, 2026

\ \ Ep 3: The Question Behind the Question November 9, 2026

\ \ Ep 2: The Opening Script November 9, 2026

\ \ Ep 1: Show Me You Know Me® November 9, 2026