October 18, 2025 | Read online
The 7 Laws That Actually Close Deals
by Kevin 'KD' Dorsey
Sales isn’t charisma. It’s chemistry.
A lot of reps think sales is about being slick.
Tight pitch. Strong close. Maybe a killer opener that gets a laugh. You see it in the movies, on the timelines, in the sales memes — the idea that the best reps are just “naturally persuasive.” They’re not.
The best reps are students of influence. They understand how decisions are made, how people process change, and how to use psychological principles, not to manipulate, but to move. I’ve read 50+ books on persuasion (yes, I’m that guy), and one still stands tall above the rest: “Influence” by Robert Cialdini. It’s not just a classic - it’s a field manual.
What I’ve found is that when you layer these 7 psychological laws into your sales motion, deals move faster, prospects engage deeper, and objections shrink. It’s not theory. It’s how I’ve helped scale teams that hit $100M+ and how I coach reps who are now doubling and tripling quota.
Let’s dig in.
The 7 Laws That Actually Move Pipeline
The Law of Reciprocity is first for a reason. When you give something first - real value, not fluff - you trigger a deep, automatic urge in the buyer to return the favor. It could be a personalized teardown, a benchmark report, even a shared story that shows you see their world. Reciprocity isn’t about freebies. It’s about trust. Show you’re here to help before you ask them to act.
Next is the Law of Authority - and y’all, this one stings a bit. It’s not enough to be credible. You have to look it. Whether we like it or not, we trust visual cues. Doctors wear lab coats. Executives dress the part. In sales, this means your Zoom game has to be on point. Clean background, clear audio, confident posture. But more than that - bring a strong POV. Speak in numbers. Name your sources. Authority is felt long before it's earned.
The Law of Consistency is a Jedi move when used right. If I can get you to say your current system isn’t working, you’re now psychologically compelled to align your next move with that statement. That’s how consistency works - we want our actions to match our words. So ask the right questions. Slow down. Let them say it out loud. Then pause. Don’t rush to fill the space. The silence is where the shift happens.
Then there’s the Law of Likability, which too many people water down to “be nice.” That’s not it. People don’t buy from people they like. They buy from people who like what they like. There’s a difference. Finding common ground isn’t about sports teams or weekend plans - it’s about shared values. Same worldview. Same frustrations. Same goals. Find it, name it, and you’ll feel the dynamic change on the spot.
The Law of Social Proof is simple but underused. Show them others like them have made this move - and won. 50,000 customers. $1B processed. Backed by YC. Whatever you’ve got, bring it. But be specific. The more it looks and feels like them, the more powerful the proof becomes. If you're not actively telling customer stories in your pitch, you're leaving deals on the table.
The Law of Scarcity is where urgency lives. But here’s the key - it has to be real. “Spots are filling up” doesn’t cut it unless it’s true. If pricing is going up next month, say it. If implementation is backed up, say it. Scarcity only works if it’s credible. And if you bluff and get caught? You’ve lost way more than a deal. You’ve lost trust.
Last but never least: the Law of Commitment. Stop making statements. Start asking questions. “Will you have the CFO looped in by Friday?” is infinitely stronger than “We’ll plan to reconnect next week.” Get the verbal yes. When someone makes a spoken commitment, they are way more likely to follow through. This is basic human psychology - and it’s why great salespeople are great question-askers.
Why It All Works
All of this works because it aligns with how people actually make decisions.
We decide emotionally, then justify logically. Yet here we are in SaaS - selling on spreadsheets and slide decks. Features. ROI calculators. Timelines. And when it doesn’t work, we’re surprised.
But influence is not manipulation. If you believe in what you're selling - if your product actually solves problems - then helping someone buy is not a trick. It’s a service. These laws just help you do it more effectively.
Master half of these principles, and you’ll sell more than most. Master all of them? You’re looking at a completely different career arc.
The question is: which one are you sleeping on?
Let’s get to work.
KD
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