Ep 177: Bridge The Gap: Run Sales Calls That Close | Guest Expert: Jonny Holsten
Why do so many sales calls “go fine” and still not close? The answer is hiding in the last 5 minutes.
Johnny Holston (BridgeSelling) joins Sarah Noel Block to break down what actually makes a sales call convert—without getting pushy or “salesy.” They cover the most common sales-call mistake (no structure), a simple 4-part qualification score you can run from a notes app, and how to stop ending calls in “follow-up hell.” You’ll also get practical “magic pivots” for awkward moments (especially money), plus a discovery-call approach that replaces guessing with better questions, deeper clarity, and cleaner next steps.
Takeaways
The #1 mistake: running sales calls with no strategy—which leads to inconsistent qualification, inconsistent confidence, and messy follow-up.
Simple fit scoring (no CRM required):
Do they have a problem you can solve?
Do they have authority + budget?
Does their timeline match yours?
Are they likely to become a success story / raving fan?
3. Pre-qualify earlier: An intake form can surface budget, timeline, and fit before you hop on Zoom.
Ditch the full script—keep “magic pivots”: Script only the hard parts (money, close, objections), so the rest stays human.
Talk price earlier than you think: When budget comes up early, the prospect has time to mentally “justify” value as the call continues.
Use this budget pivot: “You’re probably wondering about the money—let’s talk about that first.”
Stop “deal purgatory”: If the call ends without a clear no, yes, or scheduled next step, the deal is usually lost.
Borrow this closing structure: My step / your step / our step together (e.g., “I’ll send the contract → you’ll sign → we’ll book onboarding.”)
Ask more (and better) questions: Strong sellers ask a lot of questions because that’s how you get to the real pain—not the surface problem.
One line that unlocks gold: “Based on what you told me… here’s what I’m hearing… what did I miss?”
Never skip timing: “Why now?” often reveals urgency, internal constraints, and the cleanest next step.
Resources Mentioned
People & Brands
Johnny Holsten — Sales trainer/strategist, BridgeSelling
Sarah Noel Block — Host, Tiny Marketing Podcast
Resources mentioned
BridgeSelling (booking + services): BridgeSelling.com
LinkedIn: “Johnny Holston” (connect + follow) (mentioned in episode)
Book: Fix Your Broken Sales Calls (Johnny’s book) (mentioned in episode)
Frameworks + tools referenced
BridgeSelling “Bridge” framework (6 steps + “bridge score” deal scoring)
DIY deal scoring: Google Doc / checklist / spreadsheet / notepad
Intake form to pre-qualify before a call
“Magic pivots” (scripted moments that still feel natural)
“Three Next Steps”: My step / Your step / Our step together
“Cheat code questions”: “Why?”, “Why is that?”, “Tell me more,” “Go deeper”
Timing question: “Why now?”
Meet Jonny
Jonny Holsten – BridgeSelling
In this episode, Jonny Holsten of BridgeSelling.com shares a smarter way to run sales conversations—without scripts, pressure, or awkward tactics. As the author of Fix Your Broken Sales Calls, Jonny teaches solopreneurs and sales teams how to close more deals by improving the structure and clarity of their calls. Instead of chasing more leads, he shows how better conversations naturally lead to better outcomes.
🔗 Connect with Jonny on LinkedIn:
https://www.linkedin.com/in/jonnyholsten/
📘 Get his book Fix Your Broken Sales Calls:
https://www.bridgeselling.com/book
Learn more at:
https://www.bridgeselling.com
What next?
Take the next step with a Booked Out Blueprint session. It’s a practical, low‑pressure call to clarify your best offers, your most effective lead sources, and what will actually move the needle for your business this year. You can book through the link in the show notes — or email hello@sarahnoelblock.com to see if it’s a good fit for you.
