Why Tension Is the Secret to Closing More Deals

Welcome to Sales Skills For Founders, a weekly newsletter with one actionable skill for sellers who are tired of tips, tricks, and scripts. AI isn’t going to close deals for you so let’s master sales, one skill at a time.

Today’s Skill: Creating Tension

Have you ever had a potential client rave about your product? They showered you with compliments and reassured you that everything looked great.

Then, what appeared like out of nowhere, they ghosted you, brushed you off, or gave you a "half-truth" to avoid hurting your feelings. It’s frustrating, isn’t it?

The real reason behind their decision (or lack of one) often goes unspoken. But what if you could figure it out sooner?

What if you created enough tension to uncover what’s holding them back?

Let’s compare two scenarios:

Scenario 1:

Potential Client: “Everything looks great. I don’t have any other questions. Follow up with me in a week or two and hopefully we’ll be ready to go by then.”

You: “That sounds good. If you have any further questions please don’t hesitate to reach out.”

Scenario 2:

Client: “Everything looks great. I don’t have any other questions. Follow up with me in a week or two and hopefully we’ll be ready to go by then.”

You: “That’s great! I did have a quick question to make sure we didn’t miss anything. We’ve found a ton of areas where we could solve your core challenges and I know there are some key timelines you’re trying to hit. I’m just curious, what’s going to happen over the next week or two that would change your decision?

If you’re like most founders, you’re probably more accustomed to Scenario 1. It’s polite and easy. But it also leaves the door open for indecision. Scenario 2, on the other hand, applies healthy tension. It surfaces objections, builds trust, and creates clarity.

So why don’t more people use this approach? Because it feels confrontational. We’re taught that in sales, the client is in control and we should avoid "ruffling feathers."

But here’s the truth: tension isn’t conflict. Conflict is about resistance and stubbornness. Tension applies pressure to move things forward. It creates space for open, honest conversations.

Why Creating Tension Works

This skill is critical, especially when deals stall or clients hesitate:

You Learn

Sales is a lot about information. The more information you know the better prepared you are to provide the correct answers and guidance. By opening the dialogue, you uncover useful knowledge and any objections, big or small. You’d be amazed by how a direct question informs you, good or bad, about what someone is thinking.

Knowing enables you to take action and guide the conversation with skill.

You Expedite the Process

Sales cycles can drag on forever because of endless follow-ups and unresolved questions. Asking the difficult questions actually accelerates the decision-making process because it focuses the conversation on the important stuff. It also makes people have to give you the direct answer versus dodging. Well, they could dodge but that ends up being a clear “red flag”.

It might reveal information that otherwise would’ve stayed hidden and cost you the deal.

Nobody Else Is Doing It

While other vendors talk highly about themselves and sell only their strengths, you stand out by addressing potential weaknesses head-on. You are willing to ask the “difficult” questions. You understand that it’s not about pleasantries but making sure all stones are unturned. It shows you’re confident and genuinely interested in helping. It shows your willingness to have honest talks. This transparency builds trust.

This invites the client to be more open and honest and it’s how you build long-term relationships.

Final Thoughts:

“Healthy tension” can be brought to the table at any point in the sales process and there’s no perfect way to create it. Don’t overthink it. Based on where you are in the process will determine what and when you should ask.

As an example, on a discovery call you might hear someone casually say, “We’ve looked at a few other vendors and wanted to see what you offered.”

How often have you skipped right over the question I know you absolutely want to ask? So, ask it!

Something like, “What other vendors have you looked at and who have you liked so far?

This is one example of many. Again, don’t overthink it.

Think: What information is missing? What is unclear? Why are they waiting? What’s holding them back? What are they not telling me?

Ask the difficult questions and you’ll get different results. Better results. It may catch people off guard or make them have to think but that’s the point.

I’d rather you get the honest answer now than no answer months from now after thinking they were going to close.

Your Action Item:

Think about a deal you’re currently working on (or just lost). Could you have gained more insight into what the potential clients was thinking? What details might it have exposed?

What one question do you wish you would’ve asked?

Even if you missed the chance this time, being aware of this approach will prepare you for the next opportunity. Sales success is about continual improvement and stacking skills one by one. Awareness is the first step!

When you’re ready to take your conversations to the next level, remember: tension isn’t the enemy. It’s the bridge to clarity and trust.

Need more help with sales?

🔥 Get Your Sales Call Roasted - Book A Roast

🤝 Sign up for 1:1 Sales Mentorship - Get Started Here

Thanks for your support!

❓What did you think? I’d love feedback to continue to make this a superb resource for everyone. Nothing is off-limits. Simply reply to this email and I’d love to hear from you.

⭐ Want to give it some love? If you’d like to help me grow this newsletter you can do that easily by leaving a review of how it’s helped you. - Leave A Review Here 

👭 Have a friend doing sales? Send them the link to subscribe or forward this email.