Close rates are down, sales cycles are dragging, and nobody can tell you exactly why. In this keynote, Jonny Holsten teaches the hidden breakdowns inside every sale and introduces a proven framework that helps teams shorten their cycles, raise their close rates, and stop losing deals they should have won. Based on the best-selling book Fix Your Broken Sales Calls, this keynote brings to life core concepts that have helped businesses drive hundreds of millions in sales.

Every sales leader tracks pipeline, activity, and close rates. But there's one metric nobody is measuring, and it's the reason deals stall, reps plateau, and coaching never sticks. In this keynote, Jonny Holsten presents a simple way to score the quality of a sales call, demo, or consultation, considered the missing metric that gives leaders an objective, coachable standard for what's happening inside conversations with buyers.

Most sales leaders assume their team knows how to guide conversations with buyers, yet many don't. Drawing on insights from evaluating hundreds of sales calls and dozens of sales processes, Jonny Holsten reveals the three gaps that quietly sabotage even the best sales teams: no consistent structure for conversations, no objective standard for coaching, and no system for developing reps before bad habits become the norm. Leaders walk away with a practical playbook to close all three.