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Never Be Closing: Surviving and Thriving in the AI Apocalypse with Culture, Speed, and Soul.
Traditional sales is dead—and AI is the killer.
Never Be Closing is the field guide for founders, VCs, and go-to-market leaders scaling startups in a post-AI world. This isn't another book about closing techniques—it's a complete rewiring of how we build, scale, and sell when AI has fundamentally changed the rules.
Written by Jeff Ester, a seasoned CRO and co-founder who's guided enterprise SaaS and AI companies from zero to over $100 million in revenue across multiple industry shifts, this book draws on 25 years of real-world startup warfare to show you what actually works now.
AI has obliterated conventional sales cycles and buyer behavior. The "Always Be Closing" mentality that dominated B2B sales for decades now accelerates failure. Fear-based tactics and pain-point prodding drive customers away faster than ever. Traditional funnels are collapsing under AI pressure while companies cling to dead playbooks.
But AI's creative destruction has also created the greatest wealth-building opportunity in our lifetimes. The companies that master the new rules will dominate their markets while competitors become cautionary tales.
Inside you'll
The TRUST Cycle framework that creates compound growth instead of linear funnels
Why transparency and radical honesty have become your strongest sales tools
How to compete when dorm-room startups move faster than $10B enterprises
Why culture—not code—is your last true differentiator in an AI-transparent world
How to turn customers into sales assets more powerful than any rep
How to sell without selling by building systems of proof and human connection
Why the "dead internet theory" is killing B2B sales and how to thrive in the aftermath
This isn't theory—it's a battle-tested blueprint for founders who've felt like their playbook isn't working, or like they're scaling a cliff face with the wrong gear. When ChatGPT, Claude, and AI agents are the new gatekeepers, only authentic human connection built on trust creates sustainable competitive advantage.
The old ways are gone for good. You can grieve the loss or rebuild for reality.
Never Be Closing is your reset button for the AI era—where the fastest, clearest, and most human go-to-market engines will capture unprecedented wealth while others fight over scraps.
Essential reading for anyone responsible for revenue in the age of infinite AI noise.
Never Be Closing is the field guide for founders, VCs, and go-to-market leaders scaling startups in a post-AI world. This isn't another book about closing techniques—it's a complete rewiring of how we build, scale, and sell when AI has fundamentally changed the rules.
Written by Jeff Ester, a seasoned CRO and co-founder who's guided enterprise SaaS and AI companies from zero to over $100 million in revenue across multiple industry shifts, this book draws on 25 years of real-world startup warfare to show you what actually works now.
AI has obliterated conventional sales cycles and buyer behavior. The "Always Be Closing" mentality that dominated B2B sales for decades now accelerates failure. Fear-based tactics and pain-point prodding drive customers away faster than ever. Traditional funnels are collapsing under AI pressure while companies cling to dead playbooks.
But AI's creative destruction has also created the greatest wealth-building opportunity in our lifetimes. The companies that master the new rules will dominate their markets while competitors become cautionary tales.
Inside you'll
The TRUST Cycle framework that creates compound growth instead of linear funnels
Why transparency and radical honesty have become your strongest sales tools
How to compete when dorm-room startups move faster than $10B enterprises
Why culture—not code—is your last true differentiator in an AI-transparent world
How to turn customers into sales assets more powerful than any rep
How to sell without selling by building systems of proof and human connection
Why the "dead internet theory" is killing B2B sales and how to thrive in the aftermath
This isn't theory—it's a battle-tested blueprint for founders who've felt like their playbook isn't working, or like they're scaling a cliff face with the wrong gear. When ChatGPT, Claude, and AI agents are the new gatekeepers, only authentic human connection built on trust creates sustainable competitive advantage.
The old ways are gone for good. You can grieve the loss or rebuild for reality.
Never Be Closing is your reset button for the AI era—where the fastest, clearest, and most human go-to-market engines will capture unprecedented wealth while others fight over scraps.
Essential reading for anyone responsible for revenue in the age of infinite AI noise.
180 pages, Kindle Edition
Published December 19, 2025
1 person is currently reading
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Displaying 1 of 1 review
December 23, 2025
Stands Out for Sales Lifeline Just When I Needed It
As a Head of Strategic Sales and Marketing for a top-10 media SaaS company, I’ve read countless sales books. Very few offer a genuinely modern perspective—Never Be Closing stands out.
Jeff Ester moves beyond outdated, transactional sales tactics and reframes selling as a trust-driven, value-focused discipline. The book reflects how real buying decisions are made today, especially in complex SaaS and enterprise environments. The ideas are practical, clearly articulated, and grounded in real-world experience rather than sales theory.
What makes this book particularly strong is its relevance for both individual contributors and sales leaders. It challenges experienced professionals while remaining accessible and actionable.
If you’re responsible for revenue growth or selling to sophisticated buyers, this book is well worth your time.
Highly recommended.
As a Head of Strategic Sales and Marketing for a top-10 media SaaS company, I’ve read countless sales books. Very few offer a genuinely modern perspective—Never Be Closing stands out.
Jeff Ester moves beyond outdated, transactional sales tactics and reframes selling as a trust-driven, value-focused discipline. The book reflects how real buying decisions are made today, especially in complex SaaS and enterprise environments. The ideas are practical, clearly articulated, and grounded in real-world experience rather than sales theory.
What makes this book particularly strong is its relevance for both individual contributors and sales leaders. It challenges experienced professionals while remaining accessible and actionable.
If you’re responsible for revenue growth or selling to sophisticated buyers, this book is well worth your time.
Highly recommended.
Displaying 1 of 1 review