After watching this quick training (it’s under 5 minutes), if you see value, you’re going to love our FREE Sales Accelerator Day. where we break down the eCA Framework to tailor it to your business.
The Perfect Sales Conversation template to close your next 5 clients
Take a P.U.N.T. with a Q
A simple, ethical and effective way to lead sales conversations without pressure, pitch-slapping, or awkward silences.
We’ve worked with thousands of business owners across dozens of industries, and one thing holds true:
The ones that make the most sales don’t wing it. They follow a proven conversation flow that help buyers come to their own decision.
That’s where the P.U.N.T. + Q framework comes in.
It helps you:
● Build instant trust.
● Uncover the real reason someone is (or isn’t) ready to buy.
● Lead the conversation without feeling “salesy.”
● Close deals faster — without pushing, chasing or lowering your price.
Let’s break it down.
🟠 P = Problem/Pain
Most buyers don’t share the full story upfront. These questions help you dig deeper and
uncover the real reason they’ve come to you in the first place.
Use these when someone seems vague or surface-level:
● “When it comes to [topic], what do you feel could be improved?” (Helps them open
up without feeling exposed.)
● “What impact is it currently having on your business/family/life by not resolving this?”
● “Who else is affected by this not being fixed?” (Great for B2B or teams.)
● “What financial cost has this created over the last few months?”
● “How is this making you feel?” (Emotional buy-in starts here.)
💬 Example:
You’re speaking to a gym owner who’s struggling to hit revenue goals. Instead of saying “we
can get you more clients,” ask:
👉 “What’s the impact on your team when your classes aren’t full?”
Now they’re picturing a stressed-out staff, low morale, and cashflow anxiety — you’ve got
their attention.
U = URGENCY
Pain without urgency = a “maybe” that never buys. These questions help the buyer realise
the cost of doing nothing.
Use when they say: “Let me think about it” or “Maybe later”:
● “What’s going to happen if you don’t fix this in the next 30 days?”
● “How long have you been thinking about solving this?”
● “How many more weeks or months can you afford to let this slide?”
● “Is it more of a ‘now’ issue or something you can wait on?”
● “On a scale of 1-10, how urgent is this for you right now?”
Example:
A coach says “I want to grow, but I’m just exploring options right now.” Ask:
“How many more clients do you think you’ll lose if this stays the same for another 3
months?”
Now it’s real. They’re moving.
N = NEED
Now we uncover what they actually want. Their desired outcome. These questions make
sure you’re aiming at the right target.
Use when the buyer seems unsure what they want:
● “What’s the #1 thing that must change, in your opinion?”
● “Other than price, what does a perfect outcome look like for you?”
● “What would you need to see or feel by the end of this to call it the best investment
you’ve made this year?”
● “What needs to be true for you to move forward confidently?”
● “If we could solve one thing today that would make a real difference, what would it
be?”
Example:
A marketing consultant is looking at your training but seems unsure. You ask: “What would we need to work on together so you can start confidently closing leads
without relying on discounts?”
Suddenly they’re picturing that result. Now you’re on the same side of the table.
T = TRUST
Sales only happen when trust is high. These questions help you understand where the trust
already is… or where it needs to be built.
Use when they’re on the fence or just “shopping around”:
● “What do you already know about us, if anything?”
● “What made you reach out to us instead of someone else?”
● “Have you seen anything about the results we’ve created for others like you?”
● “What three things would make this a good deal for you beyond just price?”
● “Where did you first come across us?” (Rebuilds their buying journey.)
Example:
You’re talking to a business owner who’s followed your content for months. You ask: “What made you finally reach out today?”
Now they’re affirming your credibility — and warming themselves up for a decision.
⚫ Q = QUANTITATIVE
You’ve got their emotion. Now get the data. These measurable insights give context — and
create urgency by attaching numbers to the problem.
Use when you need specifics to anchor the value:
● “How long has this been a problem?”
● “How much is this problem costing you per month?”
● “How many [leads, sales, hours] are you currently getting vs. what you want?”
● “If you fixed this, what kind of financial or time return would you expect?”
● “When do you ideally want this sorted by?”
💬 Example:
You’re working with a consultant who says “I want to grow.” You ask:
👉 “What’s your average monthly revenue now? And where would you like to be in 6
months?”
If they say “£5k now, £20k target” — boom. You’ve uncovered the gap your offer bridges.
Use This Template To:
● Make your sales conversations effortless (and less awkward)
● Gain massive clarity on what your buyer truly wants
● Create a clear flow that feels more like a powerful chat than a “sales call”
And if you want help turning this into a system you can use daily in your business…
Come and spend a full day with Matt Elwell at the Sales Accelerator Training.
In just one day, you’ll:
● Craft your own high-converting questions with live coaching
● Learn exactly how to use the P.U.N.T. + Q in real-time conversations
● Watch live demos of real business owners using this to close sales
● Get your script, workbook, templates and a copy of Matt’s bestselling book
It’s just £1 to book your seat. Yes, really.
See you there,
Matt Elwell
Elite Closing Academy
Most business owners waste months, even years believing they need more leads,
when there’s millions or even thousands of pounds sitting in their pipelines already.
When you have better conversations, closing new clients becomes 100X easier – and you scale faster.
Let’s get it sorted together.
- 0121 667 4502
- hello@eliteclosingacademy.com
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