21 Sales Closing Techniques to Seal the Deal
Could your sales pipeline use a bit of oiling? Maybe you’re getting a steady flow of leads, but are struggling to get them to close. If that’s the case, you’re not alone.
Roughly 36% of salespeople say the most challenging part of the sales process is closing (followed by qualifying sales prospects at 22%). The buying process is often complex, involving multiple stakeholders and decision points, which can make closing even more difficult.
So if your leads aren’t making it to the end of the sales funnel, then it may be time to update your sales strategies. The good news is, with the right techniques, you can potentially increase your sales and revenue. But which should you put to the test? Building trust early in the sales process is crucial, as it establishes rapport and credibility, setting the stage for a successful close.
Here’s a look at some of the sales tactics that work the best - essential tools for sales professionals aiming to master the closing stage.
What is a Closing Technique in Sales?
A closing technique in sales is a method used to encourage prospects to convert into customers. The closing stage is the final phase of the sales cycle where deals are finalized, objections are addressed, and the customer commits to the purchase.
There’s a process to closing deals successfully. You have to pique their interest, butter them up with benefits, and offer an unbeatable deal. But this is easier said than done. It's also crucial to identify and engage all decision makers involved in the buying process to ensure their concerns are addressed and to accelerate consensus.
This is why you’ll find dozens of techniques used by sales teams.
What works for one lead, may not work for the next, just ask any veteran sales manager.
And as a sales rep (whether you’re an AE or SDR - or something in between), you know better than anyone that the sales process is anything but smooth. Getting prospects to reach the finishing line can be a treacherous journey.
So we put together a list of closing techniques for your salespeople to try. These methods are designed to maximize closing success.
Understanding the Closing Process
The closing process is one of the most pivotal stages in the sales cycle, where all your hard work comes together to convert a potential lead into a loyal customer. For sales reps, mastering effective sales closing techniques is essential to move prospects from interest to action.
This stage isn’t just about making a pitch - it’s about building rapport, listening actively to uncover pain points, and addressing concerns with empathy and expertise.
By understanding the nuances of the closing process, sales teams can tailor their approach to each prospect, ensuring that solutions are presented in a way that resonates.
When sales reps are skilled at reading buyer cues and responding to objections, they’re far more likely to seal the deal and close more deals, driving both individual and team success.
Building a Strong Foundation
A successful sales closing doesn’t start at the finish line - it’s built on a strong foundation from the very first interaction. Sales reps who take the time to establish trust and credibility are better positioned to understand and address the prospect’s pain points.
Demonstrating a deep knowledge of the product or service, and being able to effectively communicate its key benefits, helps prospects see real value. Active listening and genuine interest in the customer’s needs are crucial, as is a customer-centric mindset that puts the prospect’s goals first.
By leveraging technology, such as sales engagement platforms, sales teams can streamline communication, personalize outreach, and nurture relationships more effectively. This groundwork not only makes the closing process smoother but also increases the likelihood of a successful sales closing.
What Are the Best Closing Techniques in Sales?
Know the difference between a strategy and a technique? A strategy is a plan of action to achieve a goal. A technique is a method you use to work towards reaching that goal.
The right sales closing technique should align with your sales style and the specific situation, as different approaches work best for different personalities and deal stages.
So your closing strategies should use a mix of closing techniques to achieve the results you’re aiming for. It's important to avoid common sales closing mistakes, such as pushing for a close too early, which can create tension and lead to a negative outcome.
Before choosing a technique, remember that salespeople should adapt their closing techniques based on the buyer's personality and situation.
If you’re searching for ways to enhance your sales closing strategies, then check out the following closing techniques.
1. Making an assumption
By assuming your prospect is ready to close, it can help motivate them to do so. For example, you can ask something like, “Is this the type of product you were looking for?” or “Do you think the benefits are worth the investment?”
The goal is to bring positivity. Sometimes, showing good intentions earns trust. And by asking assumptive questions, it gets the prospect’s mind working on making a decision.
2. Offering an alternative option
Sometimes, shifting the focus onto a different product or service can help seal the deal. Like when a customer seems iffy about a price point or features. When this occurs, provide another option that better suits their needs. Make sure to offer two options for them to make a selection.
By offering choice, it encourages leads to make a buying decision vs. no decision.
3. Asking a sharp-angle question
A prospect is wondering whether or not your product or service is right for them. So they ask questions about its capabilities. When they do, follow up with a question like, “If it does do X, would you be willing to purchase today?” Only use this strategy when you receive a positive response. It could backfire otherwise.
4. Creating a sense of urgency
Lighting a fire under sales prospects can sometimes get them to move faster. Hopefully, it’s in the right direction. To encourage a positive outcome, you should mention things like a “limited time offer.” Or a “limited number of open slots.” Of course, this has to be true. Otherwise, you’ll lose the trust of your prospect. And once that happens, word can spread quickly, hurting your chances of closing future deals.
5. Giving a professional suggestion
Did an excellent job of building rapport with a lead? Then you may be able to offer a recommendation (that they actually take). This will only work if the lead views you as a trusted expert. Your approach should be light, friendly, and relevant. Don’t recommend the highest-priced product just to beef up your pockets. If it doesn’t make sense to the lead and their situation, then you’ll lose any trust you earned.
6. Making it feel like "now or never"
The best time to use this sales technique is when you have a special offer that ends soon. The goal is to get the lead to make a decision pronto. So say something like, “This is the last opportunity to lock in this price.” Or, “we’re currently offering a 30% discount for anyone who signs up today.”
By creating a sense of urgency, it forces the lead to purchase before missing out. Now, to make this work, be sure to establish the value of your product or service. This way, they’ll find your offer irresistible.
7. Summarizing the points
As you reach the end of the sales conversation with a lead, summarize the points you’ve gone over. Summarizing benefits at this stage is a key sales closing technique, as it reinforces the value of your solution and helps persuade the customer before closing the deal. Reiterate their problems and the solutions your product or service offers (to stress the benefits and value). Then go over the agreed-upon points and package it into an attractive offer.
Then ask when they’d like to get started.
8. Offering a discounted (but less attractive) option
Customers are always looking for a great deal. If you can’t go down further on the price, then give them an alternative that’s less attractive (but more affordable). For example, you can remove a great feature from the original offer, which included all the features, to bring down the rate. Chances are, they’re not going to want to commit to a buy without that benefit. So they’ll rethink balking on the price and decide to close on the original deal.
9. Asking low-impact questions
When you ask low-impact questions, it comes off lighter and less aggressive. This can work if you’re speaking with a new lead you’ve yet to build rapport with. Engaging the potential customer in conversation helps you better understand their needs and pain points, making your sales closing techniques more effective. The goal is to show the benefit of your product and then ask a question to determine if they’d like to learn more.
For instance, you can ask, “If I can reduce time spent on lead management by 35% and increase database accuracy by 20%, would it align with your company’s goals?”
If you get a positive answer, then use this time to explain the benefits of your product or service. The idea is to get the lead to continue the sales conversation without feeling they have to commit right away.
10. Giving something just because
It doesn’t matter whether you’re a B2B or B2C customer - the consumer in you will always light up for a freebie. So use this to your advantage to get leads to close. One way to use this to your advantage is to offer something for nothing. For instance, throwing in a tool, service, or product at no additional cost. You can also include a premium support package as part of a limited-time promotional deal to encourage immediate decision-making.
You can say something like, “To ensure you get the best results using our product, we’ll throw in a concierge installation and integration service for free. We normally charge customers at least $1,500 to perform this task. But we’re excited to work with you and want to see you succeed.”
It makes the prospect feel valued and special. And they may feel inclined to take you up on your offer. It’s the principle of reciprocity at work (humans feel the need to return favors).
11. Inquiring about objections
They’re almost inevitable in the sales world, so it’s best to prepare for them. In fact, be proactive by asking about objections in advance. These are known as closing objections, and handling them effectively is essential for converting prospects into customers. The key to handling objections is to view them as opportunities to provide clarity and build trust. Active listening is crucial when handling objections during the closing process. This way, you can better understand the position of the lead. With this insight, you can prepare to clear up any doubts and get them on board.
A good time to ask this is when the prospect seems hesitant about moving forward.
12. Listing the pros and cons
Another way to work a hesitant lead is to get them to list the pros and cons of buying your product. This technique is especially effective for analytical buyers who make decisions based on logical analysis and data. This is a great tactic for helping prospects to see a clear picture of why they should move forward. But this will only work if they can point out more pros than cons and/or pros that outweigh numerous cons.
For example, a product may be pricey now, but in the long-term, it’ll yield a high return on investment, boost productivity, and enhance operations. This makes it feel like the offer is worth the investment. If needed, help paint the picture in case they fail to see all the pros.
13. Matching the offer to their needs
B2B purchases are more about needs vs. want. So zone in on this by focusing on what your prospect needs and how your solution can provide it. To do this, ask the lead what they’re trying to achieve and what they need to make it happen.
Then use this intel to align it with your product or service. Be sure to summarize the prospect's pain points and clearly illustrate how your solution addresses those specific challenges. When you make your offer, it should show how making a purchase will eliminate their problems and improve their efforts. The goal is to help them to see how your product benefits them.
14. Measuring the solution 1-10
Knowing how interested a prospect is in your product helps gauge their willingness to close. So by asking them to measure their eagerness from one to 10, you can learn this.
Then using their rating, you can decide how to move forward. If they’re somewhere in the middle, question them about their hesitance. See what objections they have that you can counter.
If they’re higher up the scale, then use this as an indicator to seal the deal with an exceptional offer. Match the benefits to their needs to provoke them to buy today.
15. Using visual content
People find visuals appealing. So why not make them work for your next closing conversation? There are several ways to do this, such as by showing videos, charts, and photos. Anything you can do to help them visualize what you’re saying.
So instead of talking numbers, create slides with graphs and charts. Rather than discussing what the product can do, show a short demo video or gif.
16. Showing empathy for their situation
Salespeople get a bad rap for being cold and uncaring. Turn this falsity on its head by showing you’re human. The best way to achieve this is to show empathy for the needs of your prospect. Be genuine with your prospecting questions. Use them to learn more about the lead and their situation.
Try to relate and show understanding to create a unique bond with the lead. By building a relationship and trust, the prospect will more than likely accept your recommendations and proposals. If they’re not ready, be understanding - sometimes it takes a little more time for them to make a final decision.
17. Highlighting the skill, work, and time put into a product
What sets apart a high-value product from a low-end product? It’s not just what it offers, but how it’s perceived by the prospect. When you have a product or service that seems thrown together, it’s not as enticing. What appeals to customers is a product or service that took work, skill, and time to create.
This makes the solution feel higher quality and worth obtaining. So use this to win over leads who value and appreciate the effort put into a product. Rather than highlighting the benefits, you’ll talk about your processes, operations, and efficiency.
18. Discussing the opportunity cost
If a prospect fails to purchase your product, what will they lose? Not just the chance to acquire your solution, but the benefits it brings. For instance, missing out on the opportunity to increase their ROI or save on overhead costs.
This turns your offer from being just another purchase to being an investment. Stress how investing in your product or service will produce X results. The goal is to get leads to see what they’re forgoing the longer they wait to purchase.
19. Selling ownership of your solution
Sometimes, salespeople have to be artists. They must paint a mental picture in prospects’ minds to sell a concept (not just the product). If you can do this, then you can potentially get leads to visualize owning your product and how it benefits their business.
So try something like this, “What would you do with the 25% increase in revenue from using our product?”
Get them to talk about your solution like they already own it. From here, you can try to commit them to a sale.
Another way to use this sales technique is to tell compelling stories about achieving goals, crushing competitors, and streamlining growth.
20. Letting them know why now is the best time
There’s no better time to buy than right now. Getting your prospects to believe this is the goal, no matter where they are in the sales cycle. And you can do this by pointing out facts that trigger this thought pattern. For instance, maybe a competitor recently secured more funding. There’s a holiday sale with major discounts. Or your lead is planning to expand into new markets and territories.
The key is tying a timely event with your product, so the prospect reconsiders holding out on making a purchase. Additionally, offering flexible payment plans can serve as an extra incentive, making it easier for prospects to commit and buy now.
21. Using testimonials and case studies
If you’re not already using social proof to close deals, then it’s time to start. It’s one of the biggest tools you have to slay at sales closings. But don’t just choose any testimonial or case study. Select those that closely relate to their business and situation.
Find a success story of a business of a similar size and industry with a relevant issue. And discuss how your product or service resolved it. Then let them know you believe you can help them achieve the same results.
It’s most effective sales closing techniques for prospects on the fence about making a purchase and a must-have for any sales pitch or sales presentation.
Asking for the Sale and Closing Deals
When it comes to sales closing, knowing when and how to ask for the sale is a game-changer. Sales reps need to approach this moment with confidence, using effective sales closing techniques that match the prospect’s buying signals. Techniques like the assumptive close, summary close, and scale close help guide the conversation toward a natural conclusion. The puppy dog close - offering a trial or hands-on experience - can be especially powerful, allowing prospects to experience the product or service firsthand and see its value in action. By choosing the right closing technique and timing the ask appropriately, sales reps can overcome hesitation, build trust, and ultimately close more deals. Remember, the key is to be assertive without being pushy, always keeping the prospect’s needs and decision-making process in mind.
Implementing a Closing Strategy
A well-crafted closing strategy is essential for sales reps aiming to consistently win deals. This means selecting the right sales closing technique for each unique prospect and situation, whether it’s the urgency-driven now or never close, the takeaway close that leverages scarcity, or the analytical ben franklin close. Sales reps should be adept at identifying pain points and adapting their approach to different buyer personalities. Addressing objections head-on and planning timely follow up calls or emails are also critical components of a strong closing strategy. By combining multiple techniques and staying flexible, sales teams can navigate the closing process more effectively, overcome last-minute hurdles, and drive more sales. The right closing strategy not only boosts win rates but also builds long-term customer relationships.
Measuring Success
To ensure ongoing improvement in sales closing, it’s vital for sales teams to measure their success at every stage of the sales process. Tracking metrics like close rate, average deal cycle, and total sales revenue provides valuable insights into what’s working and where there’s room for growth. Monitoring the sales pipeline helps identify bottlenecks and opportunities to move deals forward. Leveraging effective sales closing techniques such as the scarcity close, and utilizing real time alerts, enables sales reps to act quickly and capitalize on opportunities. By adopting sales analytics tools, teams can access real time data, spot trends, and make informed decisions to refine their closing strategy. Continuous measurement and optimization empower sales teams to close more deals, boost productivity, and achieve their sales goals.
Move More Prospects through Your Sales Funnel with Better Closing Techniques
A rusty sales pipeline is slow and unproductive. By juicing it up with the right sales closing strategies, you can improve performance and generate more sales. While there is a learning curve involved in mastering new sales closing techniques, the long-term benefits far outweigh the initial effort required for training and adaptation. Use this list of sales techniques to come up with campaigns to test, and remember that allowing prospects to experience benefits firsthand - such as through product trials or demos - can build their confidence and help overcome hesitation. Effective closing begins long before the final conversation and works best when viewed as alignment with the buyer’s needs rather than mere persuasion.
Keep track of which methods work and for which prospects, and make sure to identify all decision makers involved in the buying process. Focus on outcomes, not just features, to connect emotionally with buyers. Remember that successful sales closing often requires multiple closing attempts and follow-ups - research shows that 60% of customers say no four times before finally saying yes. After asking for the sale, don’t underestimate the power of silence, as it allows buyers to process their thoughts. Leverage technology, such as sales automation software and deal specific channels within collaboration tools, to enhance the efficiency and impact of your closing process. Use sales technology to capture and analyze sales data, automate and track late-stage interactions, and provide real-time insights into customer engagement, making your closing attempts more impactful. Ultimately, all these efforts lead to the dotted line - the final commitment that confirms your sales deal is complete.
Over time, you’ll get better at selecting the best road to take on each sales meeting. Until then, watch the on-demand webinar to learn
