How We Rethought AI Demo Closing in 2026

The Assumption We Started With Was Wrong In early 2026, we spent several weeks studying how sales teams at B2B SaaS companies were running AI product demos. The assumption going in: closing technique is a final-act skill. You build rapport, walk through the product, handle objections, then ask for the business at the end. That sequence felt logical. It was also, in most cases, the wrong order. What we found instead was that the reps converting at the highest rates were not waiting for the end. T