Author
Vlad Tudorie
Over the past couple of months, the Serenichron team and I have embarked on a journey of discovery. Ever since our agency’s inception, we have guided businesses through the exercise of identifying and building the critical systems, and automating the eligible workflows that they rely on to grow sustainably, and yet for almost as long, all our relationships and client work has been driven by referrals and recommendations.
We sought to change that, and over these two months we have started reaching out to hundreds of fellow entrepreneurs, stakeholders and decision-makers in the educational, training and coaching industries, for conversations where we dive into the challenges they encounter, and share insights from our own experience that can transform these challenges into success.
In a conversation last week, I sat down with Dr. Ahmad M. Misto, regional manager of the Cialdini Institute.
It was a joyful meeting, and I am grateful for the opportunity to learn from Dr. Misto’s extensive experience.
In an era when many entrepreneurs prioritize rapid revenue growth over long-term refinement, Dr. Misto stands out with his unique approach “MENTORTRAIL”: an online platform that helps coaches and trainers productize & monetize their expertise into a sustainable business, achieving financial independence without tech, sales or marketing skills in just 90 days.
“None has created the full journey,” Dr. Misto asserted, describing his structured process that helps clients transform their expertise into polished, marketable offerings. This emphasis on quality over speed is a deliberate choice, even as Misto acknowledges the common pressures that lead many businesses to sacrifice refinement in the name of faster returns.
Dr. Misto’s unconventional perspective extends to his view of the sales process itself. Rather than framing it as “closing” a deal, he sees it as “opening” a relationship – one that must be nurtured and expanded upon rather than simply consummated. “You are not closing the deal, you are opening the deal,” he explained. “The deal only begins at that moment.”
Dr. Misto’s philosophy extends beyond business. He believes in striving to be the best version of oneself—not just as an entrepreneur, but as a father, son, husband, and friend. His approach to sales and business is deeply rooted in faith, seeing it as a way to serve a higher purpose by excelling in all aspects of life.
In the world of sales and business relationships, we’ve long embraced the term “closing a deal” as the ultimate goal. It’s the moment of triumph when signatures hit paper and money changes hands. But what if this terminology—and the mindset it creates—is fundamentally flawed?
The problem with “closing” language
The word “closing” implies an ending, a finality. It suggests that once the contract is signed, the relationship is complete. This creates a dangerous psychological framework for both sales professionals and their clients.
When we frame the sale as “closed,” we subconsciously signal that the most important part of the relationship is over. This can lead to:
- Diminished focus on customer success after purchase
- Reduced attention to implementation and adoption
- Lower priority on relationship nurturing and growth
- Missed opportunities for expansion and referrals
Reframing: The deal “opening”
What if instead, we recognized that the moment of purchase isn’t the end, but rather the beginning of the real relationship? When a customer decides to buy from you, they’re not “closing” anything—they’re opening a door to a new partnership.
This mental shift transforms how we approach the entire customer journey:
Traditional “closing” mindset:
- Focus on getting the signature
- Pressure to finalize before end of quarter/month
- Relief when the deal is “done”
- Handoff to customer success team as an afterthought
“Opening” mindset:
- Focus on starting a successful partnership
- Emphasis on proper onboarding and implementation
- Excitement about the value to be delivered
- Seamless transition to the next phase of the relationship
In our conversation, we also explored the Seven Principles of Persuasion and their impact on both personal and professional success. Dr. Misto is currently finalizing his book on the ‘Persuasive Selling Methodology,’ which integrates these principles into contemporary sales practices. This work aims to provide sales professionals with a robust, ethical, and effective framework to engage customers, build trust, and drive successful sales outcomes.
Why this matters to your business
This isn’t just semantic wordplay. Research consistently shows that customer retention is significantly more cost-effective than acquisition. Acquiring a new customer can cost five times more than retaining an existing one, while increasing retention rates by just 5% can increase profits by 25-95%.
When you view a sale as an “opening” rather than a “closing,” you naturally prioritize the long-term success of the relationship. This leads to:
- Higher customer lifetime value
- More predictable revenue streams
- Stronger referral networks
- Better product feedback loops
- More meaningful work for your teams
How to adopt the “opening” mentality
- Revise your sales language: Replace “closing” terminology with “opening” or “beginning” language in your team communications.
- Redesign compensation structures: Reward sales teams not just for new business, but for successful implementations and customer retention.
- Create seamless handoffs: Eliminate the gap between sales and customer success by involving success teams earlier in the process.
- Celebrate beginnings: When a deal is signed, frame team celebrations around the start of a new partnership rather than the end of a sales cycle.
- Measure relationship health: Track metrics beyond the initial sale, including implementation milestones, adoption rates, and expansion opportunities.
The customer perspective
From the customer’s viewpoint, the distinction is even more important. When they sign a contract, they aren’t looking to “close” anything—they’re investing in a solution to a problem. Their journey is just beginning, and they need partners who recognize this reality.
By shifting your language and mindset, you signal to customers that you’re committed to their long-term success, not just interested in their initial purchase.
Conclusion: Open for business
Dr. Misto’s approach aligns closely with ETHICS & FAITH, emphasizing that influence, trust, and ethical persuasion are essential in converting potential clients into long-term partners. By understanding the psychological triggers behind decision-making, businesses can cultivate sustainable growth through relationship-driven sales.
The next time you’re tempted to celebrate “closing” a deal, pause and re-frame. You haven’t closed anything—you’ve opened a relationship filled with potential. This simple shift in terminology reflects a profound shift in mindset that can transform your business relationships and your bottom line.
Remember: Great businesses don’t close deals. They open relationships.
This discussion is particularly relevant for the principles of ethical influence, which serve as a guiding framework for educators and business leaders alike. To follow Dr. Misto’s transformative work as an ‘Influence and Growth Mentor’ and learn more about his platform MENTORTRAIL, visit his website at https://ahmadmisto.com/.
