All about closing the sale!!
It's not about "closing" a sale. We like "closure" when it comes to a conversation. Don't let anything linger. Come to an agreement about where the conversation will go next (outcome).

If they want to say no but don't want to make you feel bad they'll try to get out of the conversation. But don't let that happen. Just let them know it's okay to say no.

Try starting out the conversation letting the person know there will be an ask. Be authentic. "When we get to the end of this I'm going to tell you about my business. And it's okay for you to tell me you're not interested in what I have to offer." This will automatically take everything to a more comfortable kind of conversation.

Most people who make a buying decision make that decision within 10 seconds of a conversation. It's your responsibility to help answer all their questions.

Are you supposed to counteract excuses? NO! Pushing them will only end up in disaster. Just lay your cards on the table and let them make their own decision.

This takes practice. It's worth getting better at!