Stop trying to 'close the deal' - try this instead

A lot of founders, fund managers, and deal-makers don’t identify as “salespeople.”

And honestly? That’s probably a good thing.

Because the old-school model of “selling”—where the goal is to push a product, overcome objections, and close the deal—doesn’t work anymore.

Especially not with investors.

The new model isn’t about persuasion. It’s about alignment.

And it starts with how you see yourself "selling".

If you don’t reframe how you think about sales, you’ll either avoid it altogether—or show up in a way that pushes people away.

Neither gets you funded.

What’s Working: From Selling to Serving

Most people think capital raising is about convincing someone to say yes. But the research shows: it’s not about closing. It’s about serving.

The most effective approach to sales—especially in high-trust environments like capital raising—is rooted in service, understanding, and customer (or investor) alignment.

Here are a few big ideas worth applying:

1. Reframe Selling as Sharing (Vitale, 2016)

When you believe in what you offer, you’re not selling—you’re sharing something valuable.

Instead of “promoting” a deal, you’re helping someone achieve a goal, solve a problem, or move toward a better version of their future.

That mindset shift changes your energy. It builds trust.

This is a main focus area in the MoneyMental community. We practice living our lives in a way that naturally build trust with others.

And when you build true confidence from the inside out, results are quick to follow.

If you're interested in learning more about joining the community, click here.

2. Remove the Stigma from Sales (Bacon, 2018)

Most of us have been on the receiving end of manipulative sales tactics. So we assume that’s what sales is.

But Bacon argues that when you focus on meeting needs, the stigma disappears.

You’re not a “salesperson.” You’re a solution partner. You’re listening. You’re helping. You’re guiding.

3. Understand the Investor’s Decision Cycle (Jolles, 1998)

Instead of starting with your pitch, start with their process.

• Where are they in their decision-making journey?

• What questions are they asking themselves—before they ever talk to you?

When you align your communication with their timeline, you build natural momentum.

You’re not pushing.

You’re planting ideas—and letting them grow in the investor’s own mind.

4. Focus on Satisfaction, Not Selling (Dunbar & McDonald, 1995)

Marketing—and by extension, capital raising—isn’t about the transaction.

It’s about long-term satisfaction.

That means knowing your investor well enough to match them with the right opportunity, and then making sure they feel good after the deal closes.

That’s what keeps them coming back—and telling their friends.

The Takeaway

You’re not in the sales business.

You’re in the ultimate relationship business.

So make sure your focus is on understanding, not convincing.

Listening, not pitching. Sharing, not selling.

When you stop trying to “close the deal” and start trying to “serve the person,” everything gets easier. Investors feel it. And they respond to it.

If you do this right, your best investors won’t feel sold. They’ll feel seen.

And they’ll want to be part of your investment.

Happy spring friends,

Chris

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