What Are Setters and Closers in the Sales World?
In today’s fast-moving sales environment, the division between setters and closers is reshaping how businesses handle high-ticket transactions. These two roles work in tandem to guide leads through the buyer’s journey more efficiently and effectively. A setter is typically responsible for engaging prospects, warming them up, and qualifying them for the sales process. On the other hand, the closer takes over the lead after initial contact has been made and focuses on securing the deal.
This structured model allows each person to specialize in a specific phase of the sales cycle. Instead of juggling cold outreach, lead nurturing, and closing all at once, businesses are seeing better results by assigning these tasks to professionals with focused skill sets. The setter-closer model is especially prominent in high-ticket industries like coaching, consulting, real estate, and B2B services. With growing demand for remote talent and virtual business growth, this sales strategy has become even more popular. The separation of tasks leads to faster results, higher conversions, and reduced lead loss.
The Role of a Setter: Starting the Sales Engine
A setter plays a pivotal role as the first point of contact in the sales pipeline. Their primary objective is to spark conversations, identify pain points, and determine whether a lead is a good fit. Setters do not close sales; rather, they set the stage for the closer to succeed. They are masters of cold outreach, rapport-building, and active listening. Whether through cold calls, DMs, or email outreach, setters are responsible for capturing attention and moving leads to the next stage.
To thrive in this role, setters need confidence, communication skills, and persistence. They use tools like CRMs, call scripts, and email templates to streamline their process. One of their key metrics is show-up rate—the percentage of leads who attend a scheduled call with the closer. A strong setter consistently books quality appointments that are primed for closing. As sales teams grow more performance-driven, the value of an effective setter cannot be overstated.
Setters must understand buyer psychology just as much as closers do. They must know how to handle objections, overcome resistance to conversation, and connect emotionally with potential buyers. Their job is to plant the seed and build curiosity without giving away too much. When done right, this paves the way for a smooth handoff to the closer and a much higher probability of closing the deal.
The Role of a Closer: Sealing the Deal with Precision
Closers come into play once a lead has been qualified and prepped by the setter. Their task is to have deeper, more strategic conversations that convert interest into sales. A closer must be skilled in asking powerful questions, handling objections, and creating urgency without being pushy. The key to closing isn’t just about being persuasive—it’s about being consultative and tuned in to what the prospect truly wants.
High-performing closers are emotionally intelligent and quick on their feet. They know when to push forward and when to hold back. They’re fluent in reading tone, body language (even over Zoom), and subtle cues that guide the direction of a conversation. Their sales calls are less about pitching and more about aligning the offer to the prospect’s goals and needs.
Unlike setters, closers are responsible for collecting payment and officially enrolling a client. Their performance is judged based on closing percentage, revenue generated, and client retention. While setters open the door, closers are responsible for walking prospects through it and making sure it’s a decision they’re confident in. In high-ticket sales, a skilled closer can be the difference between a six-figure month and a missed opportunity.
Why Businesses Use the Setters and Closers Model
The two-role sales model offers efficiency, clarity, and scale. By separating the responsibilities of outreach and closing, businesses reduce burnout, improve productivity, and create a more predictable pipeline. Setters can focus on high-volume communication without the pressure of closing, while closers can devote their energy to mastering the art of persuasion and strategy.
This model shortens the sales cycle significantly. When closers aren’t spending hours chasing cold leads, they have more time for deep, focused conversations that lead to conversions. It also prevents skilled closers from wasting their time on unqualified leads. Businesses experience better outcomes when everyone plays to their strengths.
The system works particularly well in remote and digital sales environments. Online coaching programs, marketing agencies, SaaS solutions, and education-based businesses have all adopted this framework to scale their offers. By streamlining the sales process and enhancing performance tracking, companies are able to grow faster while maintaining a human touch in their outreach.
How Setters and Closers Work Together as a Sales Team
While setters and closers have separate functions, collaboration between the two is critical for success. Regular communication ensures that closers are prepared for the type of leads they’ll be speaking to. Feedback loops allow both roles to adjust their approach and stay aligned with what’s working in the market.
Setters often pass along valuable information such as pain points, objections, and lead temperature, which helps closers tailor their pitch. Likewise, closers can inform setters on the quality of the leads being passed and whether adjustments in targeting or messaging are needed. The strongest sales teams operate with full transparency and shared goals.
Sales CRMs and communication platforms play an essential role in keeping everyone on the same page. Whether using Slack, HubSpot, GoHighLevel, or Notion, shared documentation and feedback tracking enable setters and closers to function like a well-oiled machine. When both roles understand each other’s workflow, trust builds and performance improves.
What It Takes to Succeed as a Setter or a Closer
While the two roles differ, both require discipline, empathy, and resilience. Setters must be proactive and not afraid of rejection. Closers must be confident, composed, and strategic in their conversations. Both roles benefit from continuous skill development and coaching.
Daily routines typically involve role-playing, reviewing call recordings, and working on mindset. Sales is just as much a mental game as it is a tactical one. Top performers in both positions understand the psychology of decision-making and keep improving through feedback.
Remote setters and closers often have flexible schedules but require high self-accountability. Distractions are a constant threat in work-from-home settings, so structure and focus are non-negotiable. Those who excel in this model often view their work as more than a job—it’s a craft they are constantly refining.
Remote Opportunities for Setters and Closers
Remote selling has exploded in recent years, creating endless opportunities for skilled setters and closers. Many online companies prefer remote sales teams to reduce overhead and access global talent. If you’re self-motivated, articulate, and passionate about helping people through conversation, remote sales could be a game-changer.
Industries such as online education, health coaching, digital marketing, and software sales are especially reliant on this model. These companies often offer training, performance bonuses, and the ability to scale earnings quickly. Facebook groups, job boards like RemoteCloser.io, and talent platforms such as Upwork are great places to start.
Remote sales roles often use Zoom, CRM tools, and messaging apps to stay connected and productive. While the flexibility is appealing, success depends heavily on communication, follow-through, and results. It’s an opportunity-rich space for those ready to show up and deliver.
Commission Structures and Earning Potential
Earning potential for setters and closers is primarily commission-based, which means the more you perform, the more you earn. Setters typically earn a percentage per booked show-up, while closers earn a cut of the final sale. Depending on the offer, closers can earn hundreds to thousands of dollars per deal.
Many teams offer tiered commission structures to reward consistency and high performance. Some closers receive 10% to 20% of the sale price, with high-ticket items ranging from $3,000 to $25,000+. Bonuses are often added for hitting milestones or contributing to team goals.
Setters may also receive bonuses based on call attendance, lead quality, or conversion rates. This incentivizes both parties to collaborate and focus on qualified traffic. With the right company and strategy, these roles can lead to six-figure remote incomes.
Building a Career Path in the Setters and Closers Model
There’s long-term growth available for those who commit to mastering this model. Many setters go on to become closers. Many closers grow into team leads, sales trainers, or even offer owners. The skills learned in these roles—communication, persuasion, and leadership—translate well to other areas of business.
Certifications, coaching programs, and mentorships are widely available for those looking to sharpen their craft. Investing in personal development, time management, and psychology can dramatically accelerate success. Building a personal brand as a closer or setter on platforms like LinkedIn can also attract new offers.
Those who treat the role like a profession rather than a hustle tend to see the most consistent wins. Companies are looking for dependable, skilled professionals who can plug into a team and drive revenue. Whether you’re starting out or transitioning from a different career, there is plenty of room to grow.
Frequently Asked Questions (FAQ)
Q1: Can one person be both a setter and a closer?
Yes, especially in smaller teams or for solo entrepreneurs, one person may handle both roles. However, larger teams often divide the tasks to increase focus and results.
Q2: Do you need prior experience to become a setter or a closer?
Not necessarily. Many companies offer training. What matters most is mindset, communication skills, and willingness to learn.
Q3: What industries use setters and closers the most?
High-ticket coaching, online education, B2B services, real estate investing, and SaaS companies frequently use this model.
Q4: Is this model only used for phone sales?
No. While phone and Zoom calls are common, setters and closers also operate through chat, social media DMs, and email depending on the offer and funnel.
Q5: How do I get trained to become a top-performing setter or closer?
Look for specialized remote sales bootcamps, mentorship programs, or online communities like Remote Closing Academy or Closer Cartel. Practicing scripts and role-playing is also key.