One of the most important skills any salesperson can learn is how to walk away from a deal when it’s not right. While that may seem counterintuitive, knowing when to stop selling and start creating space for the prospect to decide is a powerful technique.

As salespeople, it’s easy to fall into “convincer mode”—trying to persuade a prospect who isn’t fully engaged. This may feel like you’re pushing your solution, but you end up draining your energy and damaging your credibility. At this point, you’re no longer helping the prospect, but convincing them to buy something they may not need or are not ready for. You’re not there to help them; you’re selling to them. They recognize that.

The key to overcoming this challenge lies in mastering the art of walking away with confidence. Instead of continuing to push, tell your prospect, “Jim, when I started in this business, I promised myself I would never sell something to someone who didn’t have a real need for it. Sometimes, people just aren’t ready to make a decision yet, and that’s okay. Let me leave you with some resources, and when you’re ready, I’ll be here to help.”

By taking a step back, you allow the prospect to reflect on the conversation and their needs. More often than not, they’ll either come back to you with a decision or seek your advice in the future.

This mindset shift may be challenging at first, but sales coaching can help you gain the confidence to let go of a deal without fear of failure. It teaches you that you’re not just a persuader—you’re a trusted advisor. The more you practice this approach, the more natural it will feel, and the more deals you will close.

Sales coaching teaches you that walking away doesn’t mean failure—it’s a strategy for building long-term relationships and ensuring that when a deal does close, it’s because it’s the right time for your prospect. Trust your instincts and watch your confidence—and your sales—grow.