Traditionally, salespeople think they need to close every single person they get in front of. This belief affects the way we think; it changes the psychology behind how we sell. But when we realize that half of all prospects are never going to buy from us—no matter what—everything suddenly shifts.The goal of the conversation is no longer to close every single person with a pulse. Instead, it’s simply to determine whether the prospect you’re talking to right now is an actual fit for what you sell. And if they’re not, move on.