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Closing a sale can be a challenging part of the sales process, but with the right approach, it can also be a rewarding experience. Whether you’re a seasoned sales professional or just starting out, it’s important to understand the different techniques you can use to close a sale effectively.

In this comprehensive guide, we’ll explore a variety of closing techniques that can help you navigate different sales situations and customer personalities. From the Assumptive Close, which confidently assumes the sale, to the Suggestion Close, which positions you as a trusted advisor, these techniques offer a range of tools to guide your customers towards a purchase decision.

We’ll delve into the nuances of each closing technique, providing expanded definitions and illustrative examples to help you understand how and when to apply them. You’ll learn about the Alternative Close and the Sharp Angle Close, both designed to overcome customer objections, as well as the Trial Close and the Columbo Close, which focus on gauging customer interest and leading them to a logical conclusion.

Additionally, we’ll discuss closes that create a sense of urgency, such as the Now or Never Close and the Urgency Close, which can be particularly effective when dealing with indecisive customers or limited-time offers. We’ll also explore more subtle approaches, like the Soft Close and the Reverse Close, which can help you gently guide the customer towards a decision without applying excessive pressure.

Guide to Confidently Closing The Sale

Throughout this guide, we’ll emphasize the importance of adaptability and responsiveness in the sales process. We’ll discuss how to read your customers, understand their unique needs and concerns, and tailor your closing approach accordingly. By mastering these techniques and developing a keen understanding of your customers, you’ll be well-equipped to build strong, lasting relationships and drive sales success.

So, whether you’re looking to refine your existing sales skills or expand your repertoire of closing techniques, this guide has something to offer. Let’s dive in and explore the art and science of closing a sale.

Assumptive Close

The Assumptive Close is a sales technique where the salesperson confidently assumes that the customer has already decided to make a purchase. Instead of asking for the sale, the salesperson proceeds to discuss post-sale details, such as delivery preferences, payment methods, or product customization options.

This approach can be powerful because it creates a sense of inevitability and can help overcome any remaining hesitation the customer may have. By treating the sale as a done deal, the salesperson can build trust and guide the customer towards completing the transaction. However, this technique should be used carefully and only when the salesperson has a strong belief that the customer is ready to buy based on their previous interactions and buying signals.

Example assumptive close scenario

• Seller: “Great, so we have everything we need to get started. When would you like the delivery to be made?”
• Buyer: “Delivery? I haven’t decided yet.”
• Seller: “Oh, I apologize. I just assumed that since we’ve gone over all the details and you seem happy with everything, you were ready to make a decision.”

Buyers who are confident, decisive, and ready to make a purchase may respond well to the assumptive close. They appreciate the straightforward approach and feel comfortable making a decision without a lot of fuss.

Alternative Close

The Alternative Close, also known as the “Either/Or Close” or “Choice Close,” is a sales technique that presents the customer with two or more desirable options, prompting them to make a decision. Instead of asking a yes-or-no question that might lead to rejection, the salesperson focuses on the features or benefits that the customer has shown interest in and offers a choice between related alternatives.

This approach is effective because it gives the customer a sense of control over the decision-making process while narrowing down their options to choices that the salesperson has pre-selected. It also helps overcome indecision and moves the sale forward.

Example alternative close scenario

• Seller: “Would you like to pay in full today or spread the payments out over the next six months?”
• Buyer: “I wasn’t planning on paying in full today.”
• Seller: “No problem, we have a number of flexible payment options available. Would you prefer to pay in full over the next six months or in monthly instalments?”

Buyers who are indecisive or need more information to make a decision may respond well to the alternative close. By presenting them with options, the seller is helping the buyer make a decision and guiding them towards a purchase.

Trial Close

The Trial Close is a sales technique used to assess the customer’s readiness to make a purchase without directly asking for the sale. It involves asking questions or making statements that indirectly gauge the customer’s level of interest, commitment, or agreement with the benefits of the product or service.

Trial closes can be used at various points throughout the sales process to check in with the customer and ensure that the salesperson is on the right track. They help the salesperson identify any remaining concerns or objections and adjust their approach accordingly. By gauging the customer’s interest and commitment, the salesperson can determine the best time to ask for the sale and increase the likelihood of a successful outcome.

Example trial close scenario

• Seller: “How does the product fit in with your current business plans?”
• Buyer: “It looks like it could be a good fit.”
• Seller: “Would you say that you’re leaning towards making a purchase, or do you need more time to consider your options?”

Buyers who are on the fence or still considering their options may respond well to the trial close. The trial close allows the seller to gauge the buyer's level of interest or commitment without putting pressure on them to make a decision.

The Now or Never Close

The Now or Never Close is a sales technique that creates a sense of urgency by presenting a limited-time offer or opportunity that the customer must act on immediately. This close is designed to prompt the customer to make a decision quickly, as the offer or special deal will expire soon. By applying pressure and emphasizing the scarcity of the opportunity, the salesperson aims to overcome indecision and encourage the customer to take action.

Example now-or-never close scenario

Imagine a salesperson is offering a software solution to a potential customer. The salesperson says, “I understand that you’re interested in our premium package. As part of our end-of-quarter promotion, we’re offering a 25% discount on this package, but only for orders placed before midnight tonight. After that, the price will go back to the regular rate. If you want to take advantage of this significant saving, we need to process your order in the next few hours.”

In this scenario, the salesperson creates urgency by setting a clear deadline for the special offer. By emphasizing that the discount is only available for a short time, the salesperson encourages the customer to make a decision quickly or risk missing out on the opportunity to save money.

This approach can be particularly effective when the customer has already shown interest in the product or service and may just need a little extra motivation to commit to the purchase.

The Reverse Close

The Reverse Close is a sales technique that involves asking the customer questions that help them convince themselves to make a purchase. Instead of directly pushing for the sale, the salesperson encourages the customer to articulate the benefits and value they see in the product or service. By prompting the customer to focus on the positive aspects of the offering and how it addresses their needs, the salesperson helps the customer build their own case for making the purchase.

Example reverse-close scenario

Imagine a salesperson is discussing a new marketing automation platform with a potential customer. The salesperson says, “You mentioned that you’re looking to improve your lead nurturing process and increase conversions. How do you think our platform’s personalized email campaigns and real-time behavior tracking could help you achieve those goals?”

The customer responds, “Well, with personalized emails, we could send more targeted content to each lead based on their interests and actions. And with real-time tracking, we could quickly identify which leads are most engaged and prioritize our follow-up efforts accordingly. That could help us save time and focus on the most promising opportunities.”

The salesperson follows up with, “Those are great points. And based on your experience, how much do you think these improvements could impact your overall marketing ROI?”

In this scenario, the salesperson uses questions to guide the customer in exploring the value and potential impact of the solution. By encouraging the customer to articulate the benefits in their own words, the salesperson helps them build a stronger connection to the product and its potential outcomes.

This approach can be effective because it allows the customer to take ownership of the decision-making process and feel more confident in their choice to move forward with the purchase.

The Soft Close

The Soft Close is a low-pressure sales technique that involves making a subtle suggestion or invitation to move forward with the sale. Instead of directly asking for the order, the salesperson gently guides the customer towards the next step in the buying process. This approach allows the customer to feel in control of the decision and reduces the risk of them feeling pressured or resistant to the sale.

Example soft close scenario

Imagine a salesperson has been working with a potential customer to customize a software solution for their business. After presenting the final proposal and answering all of the customer’s questions, the salesperson says, “Based on our discussion, it seems like this customized solution aligns well with your needs and goals. If you’re comfortable with the proposal, I can send over the contract for your review. Take your time to look it over, and if everything looks good, just sign and return it electronically. Once we receive the signed contract, our implementation team will reach out to schedule the kick-off meeting and get the project underway.”

In this scenario, the salesperson uses a soft close to subtly invite the customer to take the next step without applying direct pressure. By offering to send the contract for review and giving the customer time to make a decision, the salesperson shows respect for the customer’s autonomy while still moving the sale forward. The salesperson also outlines the next steps in the process, making it clear and easy for the customer to understand what happens after they sign the contract.

This approach can be particularly effective with customers who dislike high-pressure sales tactics or need time to consult with other decision-makers before committing to a purchase.

The Sharp Angle Close

The Sharp Angle Close is a sales technique that involves responding to a customer’s objection or concern with a question that redirects the conversation back to the benefits of the product or service. Instead of directly addressing the objection, the salesperson uses a question to help the customer consider the situation from a different perspective and focus on the value the offering provides.

Example sharp-angle close scenario

Imagine a salesperson is presenting a new inventory management system to a potential customer. The customer expresses a concern, saying, “I’m not sure if we can justify the cost of implementing a new system right now.”

The salesperson responds with a sharp angle close, asking, “I understand cost is a concern. How much do you think your company is currently losing each month due to inefficient inventory tracking and stockouts?”

The customer thinks for a moment and replies, “Probably several thousand dollars, if not more.”

The salesperson follows up with, “And how much time do you think your team is spending on manual inventory management tasks that could be automated with our system?”

The customer admits, “At least a few hours per day, across multiple team members.”

The salesperson then summarises, “So, if our system could help you reduce those losses and free up your team’s time to focus on more valuable activities, would you agree that the investment could pay for itself quite quickly?”

In this scenario, the salesperson uses the Sharp Angle Close to redirect the conversation from the initial objection (cost) to the potential benefits of the solution (reducing losses and increasing efficiency).

By asking questions that prompt the customer to consider the bigger picture and the long-term value, the salesperson helps the customer reframe their perspective and see the investment as more justifiable.

The Columbo Close

The Columbo Close is a sales technique named after the famous TV detective, Lt. Columbo, known for his persistent and clever questioning style. This close involves asking the customer a series of questions that progressively lead them to the logical conclusion of making a purchase. By guiding the customer through a series of ideas and realisations, the salesperson helps them recognise the value and necessity of the product or service.

Example Columbo-close scenario

Imagine a salesperson is discussing a new project management software with a potential customer. The salesperson says, “You mentioned that you’re looking to streamline your team’s collaboration and improve project visibility. Just a few more questions, if you don’t mind… How many projects is your team currently juggling at once?”

The customer responds, “Usually around 10-15 projects at any given time.”

The salesperson continues, “And how often do you find that communication breakdowns or missed deadlines occur due to lack of clarity on project status or responsibilities?”

The customer admits, “It happens more often than we’d like, probably a couple of times per month.”

The salesperson then asks, “In your experience, what’s the average cost to your company when a project is delayed or derailed due to these issues?”

The customer estimates, “It can easily cost us thousands of dollars in lost productivity and missed opportunities.”

The salesperson summarizes, “So, if our project management software could help you reduce those communication breakdowns and keep projects on track, ultimately saving your company thousands of dollars per month, would you agree that it would be a worthwhile investment?”

In this scenario, the salesperson uses the Columbo Close to guide the customer through a series of questions that highlight the challenges they’re facing and the potential impact of not addressing those challenges.

By encouraging the customer to quantify the costs of their current problems, the salesperson helps them recognize the value of the solution and makes the decision to purchase feel like a logical and necessary step.

The Suggestion Close

The Suggestion Close is a sales technique that involves making a recommendation or offering advice that guides the customer towards a purchase decision. Instead of directly asking for the sale, the salesperson uses their expertise and understanding of the customer’s needs to suggest the best course of action. This approach positions the salesperson as a trusted advisor and helps the customer feel confident in their decision to move forward with the purchase.

Example suggestion-close scenario

Imagine a salesperson has been working with a customer to identify the best software solution for their business. After assessing the customer’s needs and budget, the salesperson says, “Based on our discussion and my experience with similar clients, I believe our premium package would be the most effective solution for your business. It includes all the features we’ve talked about, such as advanced analytics, custom reporting, and priority support.

While it’s a slightly higher investment upfront, it offers the best value in the long run and will give you the tools you need to achieve your goals more quickly. If you’re comfortable with the premium package, I can get the paperwork started and have our implementation team reach out to schedule your onboarding.”

In this scenario, the salesperson uses the Suggestion Close to make a clear recommendation based on their understanding of the customer’s needs and their expertise in the field. By highlighting the specific benefits of the premium package and how it aligns with the customer’s goals, the salesperson helps the customer feel confident in their decision. The salesperson also positions the purchase as the best choice for long-term value and success, making it easier for the customer to justify the investment.

This approach can be particularly effective when the customer trusts the salesperson's expertise and is looking for guidance in making the best decision for their business.

Conclusion

In general, sales professionals use a combination of these techniques to effectively close a sale. The key is to be adaptable and responsive to the needs of the customer, as well as to understand the situation and use the appropriate close at the right time.

Throughout our discussion, we’ve explored several different closing techniques, each designed to address specific customer objections, create urgency, or guide the customer towards a purchase decision. From the Assumptive Close, which confidently assumes the sale, to the Suggestion Close, which positions the salesperson as a trusted advisor, these techniques provide a range of tools for sales professionals to navigate various selling situations.

The Alternative Close and the Sharp Angle Close both work to overcome customer objections, either by presenting a choice between two positive options or by redirecting the conversation back to the benefits of the product or service. The Trial Close and the Columbo Close, on the other hand, focus on gauging the customer’s interest and leading them to the logical conclusion of making a purchase through a series of questions.

When it comes to creating urgency, the Now or Never Close and the Urgency Close are effective techniques. These closes emphasize limited-time offers or opportunities, encouraging the customer to make a decision quickly before the deal expires.

Meanwhile, the Soft Close and the Reverse Close take a more subtle approach, either by gently inviting the customer to move forward with the sale or by encouraging them to articulate the value and benefits of the product or service in their own words.

In each of these scenarios, the seller is using a different technique to close the sale and move the conversation towards a decision. The goal is to find out what the customer needs or wants and to guide them towards making a purchase. The most important thing is to listen to the customer and be responsive to their needs and concerns.

It’s important to keep in mind that every buyer is unique, and the best approach will depend on the specific situation and the buyer’s individual personality and needs. The goal is to be adaptable and responsive to the needs of the buyer and to use the close that is most likely to lead to a successful sale.

Sales professionals who master a variety of closing techniques and develop the ability to read their customers and adapt their approach accordingly will be well-equipped to navigate the complex world of sales and build lasting, profitable relationships with their clients.