Karina Collis

Sales closing
techniques
that work

By Karina Collis, October, 2020

Want to significantly increase your sales? If your answer is "yes", then this article is just for you.

First things first, let's define closing. Closing is the name given to making a sale. This phrase finds its roots in the world of real estate. The final step in the transaction is the closing. In the more general realm of sales, it is used more generically to mean the realization of the desired outcome which is likely to include the exchange of money or the receipt of a signature.

This article will feature a number of great sales closing techniques that, if used correctly, can result in an increase in sales. Bear in mind that you will need to invest time into learning these techniques. Mastering these techniques will take time, patience, and a considerable amount of practice.

B2B sales are more rational than other sales transactions. There are usually multiple decision-makers in this process. A B2B sale can be closed only when:
the value is proven to all the decision-makers
any objections are revealed and resolved
After handling those two factors, you can proceed to implement one or a combination of these closing techniques.
Two overlapping circles, one with blue colour, the second one showing a picture of two men giving a handshake

Closing Technique #1: Ask When They Will Be Ready

Asking when a customer will be ready shifts their mind into making a decision on when they will be buying rather than if they will be buying. You can achieve this by asking questions such as:
"Are you ready to sign the contract?"
"How fast could you make the decision?"

person standing in front of a clock
A pro tip for this technique is to set up a deadline to return the signed contract.

Closing Technique #2: The "Paperwork" Close

Here is where paperwork can be more than something stressful to handle. You can offer to start working on the paperwork to help the customer move forward with a positive decision. To do this, you could say:
"Let me just fill in the paperwork to get the whole process going."


"Let me walk you through the steps to get you signed up online."

Closing Technique #3: "It Takes Time" Close

This closing technique leverages the customer's potential desire for the sales transaction process to be over quickly. By suggesting that moving forward with a draft of the contract will reduce the time gap between making the decision and getting the benefits of the product or service, you will help the client to make a decision with more urgency. You could say:
"Would you like to get a draft of the contract to forward it for review to your legal department? It will allow you to start using the services immediately after your final approval."

Closing Technique #4: Ask to Sign the Contract

Similar to offering to begin the paperwork, this technique helps to move the client forward in the process. This can help you to break through the client's cloud of indecision. You can ask questions such as:
"Should I send you the contract?"
"Should I send you a draft of the contract for review?"
"Should I send you a recap of our terms & conditions?"


icon of a pen signing a document
Don't forget to establish a deadline for the client's decision.

Closing Technique #5: The Conditional Close: "IF"

Asking "if" questions can help you to get an understanding of where the client is in the decision-making process. Their responses to these questions can give you the information you need to then apply another technique such as the 'Ask to Sign the Contract' technique. Here are some examples:
"If I provide you with all the requested information, will you be ready to sign the contract this week?"
"If it was the right price, would you sign up now?"
"If the decision was just up to you, will you be willing to sign the deal? "

Closing Technique #6: Limited Offer

Highlight a limited offer to emphasize the urgency of the decision that the client needs to make. Be sure to build limited offers into your pitch so that this is done ethically. Here is an example of how to use this method:
"We can offer to you this deal only until the end of this week. Does this give you enough time to sign the contract?"

icon of an hourglass

Closing Technique #7: Special Approval

Mention to the client that you went ahead and got some special approval from higher management to be able to give them a specific offer. This will make the potential buyer feel as if they are benefiting from special treatment. You could say:
"I managed to get special approval to offer you the package at this price which is 25% below what everyone else is paying for similar service. But you will need to sign up today."

Closing Technique #8: Choice with No Choice

Using the 'Choice with No Choice' is effective in eliminating the prospects of your client backing out of the transaction. Just like the 'Ask When They Will Be Ready' method it moves the customer's mind from whether they will be buying to when they will be buying. This could be asked like:
"Do you prefer to start this week or next week?"

"Should I send you the payment link or do you prefer me to walk you through it right now?"
Be sure to establish a deadline when using this technique.

Closing Technique #9: Try Before You Buy

Offering a free trial is always a powerful strategy. Amazon and many other platforms use this strategy and reap great benefits. Here is a sample statement:
"Usually we don't offer a free trial, but if you are really interested, I can set up access for you for 2 weeks so that you can see the impact it will have on your business."
icon of a present
A pro tip in executing this technique is to set up a deadline to decide after the trial.

Closing Technique #10: Value vs Loss

Help your client to understand the value they are getting by accepting your offer. Here's an example:
"Currently you spend £500 each month to manage your inventory. I am offering you to decrease this cost to zero. Are you interested in saving £6,000 by the end of this year?"

Closure technique #11: Another Client

Informing a client that there is competition surrounding what is being offered has always been and will always be a powerful strategy. The client will begin to consider the opportunity cost of taking too long to decide and ultimately make a decision.
"I am deep into a dialogue with a large player that is interested in taking our entire enterprise solution. So, my agenda is full, but if you are ready for a contract, I will make sure that you receive it by the end of today."
Do not be too pushy with this technique as it can backfire.

Closure technique #12: Start Small Close

If the client is consistently saying they are unable to commit to the full package, offer a smaller version of what you are pitching. After trying a smaller version, they will be more willing to go big next time. Here's an example:
"I understand that you are not ready to commit to rolling out the services across the entire firm. But I also understand that you see the value of what we do. Let's start with a test group of 5 people and review it in 2 months' time. What do you say?"
icon of a light bulb

Final Words

These techniques will be a great help you when you are trying to close. Remember, if your prospect is not ready to sign the contract, you should go back to the first step of the sales process to identify their needs and establish value.
Do you want to learn more about tricks that will help you close more sales? Check out our other articles with useful tips:

>> The psychology of sales: 3 ways to persuade others

>> How to create a sales playbook to grow your business

>> 7 Golden Rules: how to sell fast

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