Sales knowledge
Sales motions and close targets
The seven ways a business can close a deal in ClientTurn, what each one aims the conversation at, and when questioning stops
3 min readUpdated 27 September 2026
A sales motion is how your business closes: book a call, send a proposal, sell online, start a trial, or build an enterprise business case. Your business type says what you are; your motion says what the conversation is for. A business can run more than one motion — a SaaS company might book meetings with small teams and run an enterprise motion for large accounts.
The seven motions
| Motion | Close target | What the assistant aims for |
|---|---|---|
| Qualify, then book a meeting | Book meeting | Qualify the fit, then book a call with a person on the team |
| Qualify, then proposal or checkout | Proposal | Establish scope and timing, then send a proposal or a checkout link |
| Requirements, then quote or visit | Quote or visit | Confirm the service, the location and the timing, then arrange a quote or a visit |
| Suitability, then consultation | Consultation | Check the person is a suitable candidate, then book a consultation |
| Product match, then checkout | Checkout | Match the buyer to the right product, then send them to checkout |
| Fit, then trial or signup | Trial or signup | Confirm the use case fits, then point the buyer to a trial or signup |
| Stakeholders, then a meeting with a person | Business case | Map the problem, stakeholders and decision process, then book a call with the person who builds the business case. The meeting is the hand-off: it carries the lead brief |
For most UK B2B businesses — agencies, studios, SaaS and professional services — the first two are the usual choice.
When questioning stops
Each motion has a decision threshold: the few things that must be known before the close action is offered. Once they are known, the assistant stops asking optional questions and moves to the close. It never works through every configured question for its own sake.
| Motion | Must know | Plus at least one of |
|---|---|---|
| Qualify, then book a meeting | Use case | Timing, team size or company size |
| Qualify, then proposal or checkout | Project scope and timing | — |
| Requirements, then quote or visit | Service needed, location and timing | — |
| Suitability, then consultation | Suitability and timing | — |
| Product match, then checkout | Product interest | — |
| Fit, then trial or signup | Use case | — |
| Stakeholders, then a meeting with a person | The problem and the stakeholders | Decision process or success metrics |
Every motion asks at most one main question per message. Asking two things at once is the most common way an automated follow-up starts to read like a form.
When a person takes over
The assistant carries the conversation through to the close in every motion. Handing the conversation to a person is the last resort. It happens when:
- the buyer asks to speak to a person
- the buyer complains, makes a legal threat or is distressed
- the buyer raises a legal, data-protection or contract-terms question, or a data-rights request
- the buyer asks for bespoke terms, or insists on a discount beyond what you approved after the assistant has answered
Security documents and procurement paperwork are not a hand-over: a colleague is asked to send them in the background while the assistant keeps qualifying and books the meeting. Some motions add their own case, such as a refund or delivery problem on an existing ecommerce order. See The handoff brief for the full list.
How the motion affects scoring
Each motion nudges the lead-scoring weights slightly (for example, the proposal motion gives commercial value a little more weight). The adjustments always balance out, so scores stay out of 100. See Industry scoring and business types.
Setting your motion
Your motions are chosen from your business type and can be changed in Settings → AI & selling. See AI & selling settings.
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