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15 Battle-Tested Sales Closing Techniques for Winning Competitive Deals

Sales Training
by
Chris Orlob
May 28, 2024

You've delivered a stellar demo, sent over convincing proposals, and even provided glowing references. Yet, the dreaded words linger in the air: "We need to talk.”  

Suddenly, the sale you thought was in the bag feels like it's slipping away. Here are 15 battle-tested closing techniques and strategies to help you regain control, reignite interest, and ultimately, win more deals.

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What is Sales Closing?

Sales closing is the act of securing a prospect’s commitment to buying your product or service by shifting the sales interaction from negotiation/consideration to signing the deal. 

This transition requires a strategic approach because, at this stage of the sales process, you’re not really looking for the prospect’s objections; you want rock-solid commitment. 

Therefore, you need an effective method your sales experts will use to guide the prospect away from evaluating options and towards feeling confident about making the purchase.

15 Most Effective Sales Closing Techniques 

So, you’ve got a rock solid SDR strategy to generate leads, and now you need to work your pipeline and get deals closed. That’s why we’ve laid out these 15 various sales techniques to achieve a successful sales closing motion– each catering to different situations and buyer personalities. Practice these effective sales closing techniques to secure those deals.

1. Assumptive Close

Provided that you've done a great job presenting your product, together with its functionalities, and the customer seems interested because you understand their pain points, the Assumptive close can be a confident way to move forward by assuming they're ready to buy and initiating a hard close. 

It's the closing technique where you skip the “Are you interested” question and, instead, focus on the details of the purchase, like quantity or delivery time.  You’ll literally move straight to the "how" and "when" of the sale, assuming they've already decided on the "yes."

How does it work?

Instead of asking for a direct "yes" to buy with questions like “Are you ready to buy”, you simply act as if they've already decided and ask questions about the specifics of the purchase.  For example, "How many units would you like to order?" or "What delivery date works best for you?"

Why is it effective?

This technique is effective because it sets a clear direction towards closing sales and positions you as the one in control of the next steps. This act leverages positive reinforcement because if you act as if they're already sold, you can subtly influence their decision-making. More so, it surfaces pending objections. When you ask “how many units would you like to order?” and the prospect’s response implies that they aren’t ready to purchase, you can then walk your way back to address those objections and re-initiate the presumptive close. 

Common mistake

The assumptive close isn't for everyone. It's important to pay attention to the prospect's interest throughout your conversation. Only use this technique if they've been giving positive signals about moving forward.

2. Visualization Close

The visualization close focuses on helping the prospect imagine themselves using your product and enjoying its benefits.  In essence, you're creating a mental picture of the value they'll receive. The more vivid this picture, the easier it is for them to see why buying from you is the right decision.

How does it work?

There are three interesting ways to use visualization to close a sale:

  1. Visualize the buying journey:  Here, you create a progress bar or checklist showing the prospect exactly where they are in the buying process. You will then walk through it together, "checking off" each step as you go. This makes collaboration easy through the sales cycle, like you're working together towards a common goal.  Since they've been involved in every step, they're less likely to object at the end because they've seen and agreed to the resolution at each stage.
  2. Visualize the value: Show, don't tell! Many salespeople get stuck explaining features without highlighting the impact.  Customers struggle to understand how a product will truly benefit their business beyond basic functionality.  Visualization is the key! It helps you go beyond features and address pain points, showcasing the unique advantage your product offers compared to competitors.some text
    1. Use charts and initial data to show projected results,
    2. Create short videos of happy customers using the product, 
    3. Design simple tables with pros and cons listed against competitor products. This teardown of Freshdesk vs. Zendesk is a great example.
  3. Visualize success: After showcasing the value of your product, solidify its impact with real-life success stories.  Sharing examples of customers who achieved positive results allows prospects to visualize their own transformation. This powerful connection makes them more likely to commit and join your growing list of happy customers.

This technique is fantastic for developing sales champions for your product, especially if they're not the ultimate decision-maker. When you equip a mid-level manager with charts and success stories, they can use those materials and visuals as sales enablement content that will convince the higher-ups, like the CFO, to make the purchase.  

Why does it work?

The visualization close works because emotions rule purchases. People are more likely to buy based on feeling good about something than pure logic alone.  Visualization taps into positive emotions linked to using your product, creating a stronger bond that influences their buying decision.

Common mistake

While the visualization close is powerful, cramming too much detail can backfire.  An overwhelmed buyer might think you lack concrete benefits.  Keep your visualization clear, concise, and focused on the key value proposition.

3. Puppy Dog Close

The puppy dog close, or test drive close, lets you offer a no-pressure trial to sweeten the deal. Just like letting someone walk a puppy before adopting it, this sales strategy gives prospects a chance to experience your product firsthand. 

The goal? They'll fall in love with the product’s value and be more likely to buy. This approach is a favorite of car salespeople, with studies showing a whopping 49% of test drivers end up purchasing the car!

How does it work?

This technique works best when you've already built rapport with the customer and addressed their pain points.  Here's what typically happens:

  • You've identified the root cause of their problem and shown how your product solves it.
  • You've become their trusted advisor, not just another salesperson.
  • You've handled any objections they might have thrown your way.

Now, to give them that final nudge, you offer them a chance to try the product themselves.  For a software product, this could be a free 7-day trial.  For a service, it might be a free consultation or demo. Take for instance how HubSpot offers a free trial of their CRM tools.

Why is it effective?

There's some interesting psychology behind why the puppy dog close works:

  • Loss Aversion:  People hate losing things more than they enjoy gaining them.  When the prospect experiences the value of your product during the trial, they start to imagine the potential downside of not having it.  This can be a motivator to purchase to avoid that feeling of loss.
  • The Endowment Effect:  People tend to value things they own more, even if they got them for free recently.  By having temporary access to your product, the prospect develops a sense of ownership or attachment, making them more likely to want to keep it (by purchasing it).

Common mistakes

  • Trust is a two-way street: The Puppydog technique relies on trust from both sides. You need to have a product that delivers on its promises, and the prospect needs to be genuinely interested in trying it, not just looking for a freebie.
  • Don't use it as a crutch: The puppy dog close shouldn't be your first move.  A lazy salesperson might use it as a way to avoid putting in the effort to understand the customer's needs and tailor their sales pitch.  It's best used as a bargaining chip after you've explored other options.
  • Not a solution for everything: This technique isn't ideal for all situations. It works best with products that have a clear and easy-to-understand value proposition.  It's also not a good fit for very expensive items where the trial period itself might be a hassle for the customer.

4. Sharp Angle Close

The sharp angle close is your secret weapon for handling demanding customers. It's ideal when a buyer seeks extra concessions, seemingly tipping the power balance in their favor. The key here? Don't simply cave in! This technique lets you offer a concession, but in exchange for something that pushes the deal toward a fast closure.

How does it work?

When you’re facing a tough customer negotiation, perhaps the customer is asking for a lot, and you want to find a win-win situation to close the deal fast, you can use the following sharp angle sequence.

  1. The potential buyer asks for something extra: Maybe they want a lower price, a longer guarantee, or additional features. 
  2. You respond with a “sharp angle” question: Instead of simply agreeing to their request, you surprise them with a counteroffer that leverages their initial request. For example, if they ask for a discount, you might respond with. “Sure, I can offer you that discount, but if we move forward today, can we finalize the order with a slightly higher quantity?”
  3. Win-win situation: The goal is to find a compromise that benefits both sides. You might concede a point on their request, but in exchange, you get them to commit to a purchase or agree to other terms. 

Why is it effective?

The way the sharp angle close is positioned follows some of the principles of the framing effect– the principle that our choices are influenced by the way they are framed through different wordings, settings, and situations.

When the customer requests a discount, for example, and you rephrase it to make it seem like the customer gets to buy a larger quantity at a discounted price, the customer perceives greater value and is more inclined to close the deal with a purchase. 

You can even make the sharp close more effective by combining it with the scarcity principle for an urgency close. That is, after you concede to the discount and recommend that the prospect buys a larger quantity or signs a longer deal, you will then mention limited-time availability for their desired concession. This creates a sense of urgency and pushes them to act before the opportunity disappears. 

Common mistake

Don't be pushy: The sharp-angle close is a no-pressure closing technique because the customer initiates it. It is basically about finding a win-win. If they answer negatively, be prepared to address their concerns and revisit the sharp-angle approach later.

5. Soft Close

The soft close, as the name implies, is a no-pressure closing technique where the salesperson subtly nudges a prospect toward a purchase decision by asking low-pressure questions. 

How does it work?

When you initiate the soft close, you want to mentally condition the prospect to agree to several low-impact concessions. Agreeing to these micro-yeses creates a soft landing for the final deal-closing “yes”. 

The key is to avoid high-pressure and direct questions like “Would you like to buy this now?” Instead, focus on confirmation questions. These questions confirm details and move the sale forward.

For example, you can ask, “Would that align with your company goals?” after stating the benefit of a product feature or service offering. The key advantage of this technique is that soft close reduces pressure and builds rapport as you might also engage in some summary close techniques to reach the deal.

Why is it effective?

The soft close is a masterclass in building momentum.  It breaks down the sale into bite-sized steps, guiding the prospect toward a final "yes" through a series of smaller agreements. This taps into the human tendency to be more agreeable after saying yes initially. It's like a waiter at a drive-thru confirming your order, reinforcing your decisions.

The soft close also leverages confirmation bias. People naturally gravitate towards information that confirms their existing beliefs. By asking low-pressure confirmation questions throughout the conversation, you remind the prospect of the benefits they've already acknowledged.  This gentle nudge makes them more likely to say yes to the final offer.

Common mistake

While the soft close uses low-pressure questions, don't overdo it.  A salesperson dwelling on the same point with repetitive questions can quickly lose the prospect's interest. Keep your questions varied and focused on moving the conversation forward.

6. Analytics Close

This closing technique uses data, analytics, insights, and evidence to convince the prospect to buy. Think of it like presenting a watertight case for why your product is the logical choice with charts, market insights, case studies with clear ROI, etc. 

How does it work? 

The analytical closing technique works best when you have prospects with analytical personalities at the table. Think people like procurement officers, VPs, finance, etc– ideally people who are in charge of helping the buying organization make sustainable and profitable purchasing decisions. 

Master the soft close with these key steps:

  • Empower your pitch with resources: Provide materials that showcase your product's edge. This could include any sales enablement content, such as case studies from similar customers, clear demonstrations of the product's application in different scenarios, and anything that highlights its unique value proposition.
  • Present a balanced view: Don't shy away from potential drawbacks. Briefly mention them, but then use data or logic to demonstrate how they can actually be strengths. For example, if your website transcription software only handles five major languages, acknowledge that users might see this as a limitation. However, you can then reframe it as a benefit by emphasizing the advantage of having a tool that delivers exactly what they need (transcription of common languages) at a reasonable price, without unnecessary features.
  • Leverage the power of visuals: Ditch text overload! Use charts, comparison tables, graphs, or other visual aids to present your data in a clear and engaging way. Collaborate with your sales enablement team to create these impactful visuals.

Why is it effective?

The analytics close speaks volumes because people trust data.  Data and numbers offer a sense of clarity and objectivity that resonates with buyers.  Visualizations like charts and graphs make complex information clear and memorable.  

By presenting a strong case for your product/service backed by compelling data visualizations, you tap into the analytical side of the buyer's brain, building a logical argument for your product that's hard to resist.

Common mistake

There isn’t much to consider when using the analytical close, which is one of the reasons why it is so effective. However, be sure to not overload the prospect with data. 

7. Scale Close

The scale close is a technique where you ask the prospect a direct question to assess their buying readiness.  Think of it like a quick temperature check to see how close they are to making a purchase. 

How does it work?

After you’ve gone through the demo and you’re clear that the prospect understands your product or service’s unique value for their business, ask a scale-based question to gauge their interest. 

This could be phrased like, "On a scale of 1 to 10, with 10 being extremely likely and 1 being not at all likely, how likely are you to move forward with a purchase today?

A high score (8-10) suggests they're close to buying.  A lower score (1-6) might indicate concerns that need to be addressed. If the prospect chooses a high score, you can initiate the presumptive close to move them to buy or ask a low-impact question to move them forward to close. 

Why is it effective?

One of the reasons the scale close is effective is because it gives you a clear idea of where the prospect stands in the buying journey, which allows you to tailor your next steps accordingly. 

Common mistake

Don't rely solely on the scale close. A high rating (10/10) doesn't guarantee a closed deal. Instead, use it as a springboard for further conversation. Their answer will reveal any lingering concerns or areas where you can provide more details to nudge them towards a purchase.

8. Now or Never Close

The Now or Never Close is an example of high-pressure and aggressive closing strategies. It uses urgency close and limited-time offers to encourage a quick purchase decision.  Think of it like a special sale that's only available for a short time frame. This technique is also sometimes called the Scarcity Close.

How does it work? 

The key idea is to present a special offer that incentivizes an immediate purchase.  This could include:

  • Discounts: Offer a temporary discount to entice them to buy now and save money.
  • Free bonuses: Throw in a free bonus item or service for a limited time frame to add extra value.
  • Limited availability: Mention that quantities are limited or the offer expires soon to create a sense of scarcity.

Why is it effective?

There are a few reasons why the Now or Never Close can be persuasive:

  • Scarcity Principle:  People are more likely to want something if they perceive it's in short supply or won't be available for long.  And when faced with the possibility of missing out on something valuable, people are motivated to take action and make decisions. The limited-time offer creates a sense of urgency and fear of missing out (FOMO).
  • Loss Aversion:  As we mentioned earlier, people hate losing things more than they enjoy gaining them. The Now or Never Close emphasizes the potential loss of the special offer, motivating them to buy to avoid that feeling.
  • Urgency Heuristics:  Just like everyone else, your buyer can be swayed by urgency. The "Now or Never Close" technique uses this to nudge indecisive prospects towards a purchase by creating a sense of urgency or limited availability.

Common mistake

This approach prioritizes urgency over relationship building, so it's vital to focus on attracting qualified leads. When someone truly needs your product and understands its value, a limited-time offer can be the push they need to buy.  However, for unqualified leads with no real need for your product, no amount of pressure or discounts will change that. Focus on building relationships with those who genuinely benefit from your offering.

9. Takeaway Close

The takeaway close is a technique where you offer a discount, but take away a valuable feature or benefit in return. 

How does it work?

The takeaway close works by using a little bait and switch to nudge undecided customers towards a decision. Here's a breakdown of how it goes:

  1. The Prospect Hesitates: The potential buyer hesitates about moving forward, perhaps requesting a discount or additional features.
  2. The Takeaway Offer: The salesperson responds with a seemingly generous solution - a lower price. However, there's a catch: this discounted price excludes a key feature the customer might need.
  3. The Customer Decides: Now the customer has a choice:
    • Accept the discounted offer: If the lower price outweighs the missing feature, the customer might take the deal. They get a reduced cost, but sacrifice some functionality.
    • Renegotiate: The customer might push back if the missing feature is crucial. They might be willing to pay the original price or negotiate a different compromise to keep the important feature.

Why is it effective?

As in many other aggressive sales closing techniques, loss aversion is the strongest reason the takeaway close might work. People dislike losing things more than they enjoy gaining them and taking away a feature they need highlights the potential loss, which can nudge them to reconsider and accept the original offer to avoid missing out.

Similarly, the takeaway close demonstrates that you, as a sales professional, are confident about your product. By being willing to walk away from the deal, you project confidence and a focus on providing real value, not just making a quick sale.

Common mistake

The takeaway close is an aggressive closing technique. Use it sparingly and only when negotiations seem to be stalling or the prospect is wasting your time. 

10. Empathy Close

It's a closing technique that focuses on understanding the prospect's situation and emotions, rather than pressuring them for a decision.  Think of it as stepping back and saying, "I hear you, and I want to help, even if it's not today."

How does it work?

  1. Acknowledge their hesitation:  Instead of pressuring them to buy now, recognize their indecision and validate their feelings.  For example, you could say, "I understand that this is a big decision, and you want to take your time."
  2. Reiterate the value proposition:   Briefly remind them of your product's benefits and how it can solve their problems.
  3. Offer options:  Let them know they're not locked into an immediate purchase.  Offer to answer any further questions or provide additional information they might need.  You could also suggest a follow-up call, as part of your sales pitch, to discuss their concerns in more detail.

Why is it effective?

While the empathy close doesn’t actually close the deal, in most cases, a positive interaction with a sales expert who listens and empathizes can make them more likely to consider your product in the future.

Common mistake

Save the empathy close for when all else fails. This technique is best used after you've exhausted other closing options. Otherwise, you might misinterpret their concerns. Open objections, where a prospect raises issues but is still interested, can be confused with closed objections, which signal a complete lack of interest.

11. Something for Nothing Close

It's a closing technique where you offer a valuable concession or incentive to sweeten the deal with the hopes that the prospect will repay your goodwill gesture with an immediate purchase.  Though similar, the Something for Nothing close is unlike the Sharp Angle close.

Instead of waiting for the prospect to demand a concession, you actually offer it first. This could be a smart move for new companies who do not have strong business cases or testimonials but still want to win deals. 

How does it work?

The key idea is to provide an extra benefit the prospect wouldn't normally receive.  

This could include:

  • Free add-ons: Offer a free product or service along with the main purchase.
  • Free trials or consultations: Provide a no-cost trial or consultation to address any hesitation they might have.
  • Reduced or zero setup fees: Waive or reduce setup fees to eliminate a potential barrier to entry.
  • Data migration assistance: Many software companies, like HubSpot CRM, offer free data migration services to entice new customers.

Why is it effective?

It's a psychological win-win. People are naturally drawn to free things. By offering an extra perk or add-on at no cost, you increase the perceived value of your entire offer. This makes the prospect feel like they're getting more for their money, reducing their risk perception and nudging them closer to a purchase.

12. Question Close

The Question Close technique involves using questions to both uncover objections and secure a commitment. In the same way the Gauge close tests the prospect's likelihood to close the deal, you can use the question close to determine if the prospect perceives your product as the ideal fit for them and the information they need to know to decide on the final step. 

How does it work?

The way the question close works is that you ask a series of well-timed questions to identify any lingering doubts or concerns the prospect might have. You can even open the conversation with those questions in order to skip the usual small talk and start resolving objections.

For example you can open the conversation with the question below to determine the prospect’s perception of your product’s value:

"Based on what we've discussed, do you feel like our product can effectively solve your problem?"

This instantly drives the potential buyer to describe your product’s shortcomings. If that’s the case, you can then handle that objection by highlighting why your product lacks specific features, for example, and how that might be an advantage for the customer.

You can also use questions to nudge the prospect to suggest the next logical step and position your product as the logical solution. Here’s an example:

 "Given the challenges you've mentioned, what do you think would be the best next step to address them?" 

Why is it effective?

The question close is effective because it is a passive closing technique that uncovers hidden objections without putting the prospect on the defensive. When you phrase your talk tracks as a question, it feels less pushy than a direct request for a purchase. 

13. Opportunity Cost Close

This closing technique aims to motivate the prospect (or potential client) to move forward by highlighting the potential downsides of not acting.

How does it work?

Provided that you’ve prepared a strong business case for your offer– in terms of the potential ROI and business outcomes the prospect will enjoy, flip the script to show the downsides. You do that by clearly explaining the negative consequences they might face by not solving their problem with your product. 

For example, how many opportunities will a company lose in terms of ACV if their sales ramp time takes 6 months instead of 3 months with your product? 

Now don’t stop there. You should also reframe the purchasing decision to position your product as an investment that helps them avoid these negative outcomes, not just an expense. Support these facts with a strong, confident tone and data or real-world examples to make the potential losses seem more tangible.

Why is it effective?

This technique is effective because it encourages prospects to think beyond the initial cost and consider the long-term benefits of your product. It is a kind of summary close that gets the job done.

14. Ownership Close

The Ownership Close provides a gentle nudge towards the purchase by getting them to envision themselves already using and benefiting from your product. It's the closing technique where you talk about the product as if the prospect already owns it. 

How does it work?  

The ownership close involves talking in terms of "you" and "your". Instead of focusing on the product features and functionalities, use phrases like "When you start using [your product]," or "Imagine how much easier it will be to [benefit] with [your product] in your hands."

It works well if you have case studies relevant to the prospect because you can now make your talk track focus on the positive changes and improvements the prospect will experience by using your product.  

Why is it effective?

This closing technique makes the purchase more appealing by painting a positive vision of the future with your product. You can even make things personal by highlighting how many vacations the prospect can now take due to the reduced cost of running their business due to your product. 

15. Alternative Close

You've presented your product to a potential customer who seems interested but may haven't yet committed.  The Alternative Close can be a way to offer them choices and gently nudge them towards a purchase decision. It involves presenting the prospect with two or more clear options for buying your product.  

How does it work?

When the prospect is considering the purchase,  offer two or three well-defined choices that differ in features, price, or service level. While offering choices, you can subtly steer them towards the best option by:

  • Emphasizing the advantages of the preferred option.
  • Framing the preferred option as the most popular or the one that best solves their needs.

Why is it effective?

The alternative close is a passive closing technique. It is effective because it simplifies the decision making process by giving the prospect a sense of control. Having a limited set of choices can be easier to navigate than a single, complex offer.

When you offer the prospect those options, they feel empowered to make their own decision without conceding to the original options.

Common mistake

For the alternative close to work effectively, you need a well-defined playing field. Ensure your product offerings and functionalities are crystal clear. This allows you to present distinct and relevant choices to the prospect, making the decision easier and guiding them toward a positive outcome for both parties.

4 Tips to Win More Deal Negotiations

Understand their needs

Even the best sales closing technique falls flat if you don't truly grasp the potential buyer's needs. This understanding is crucial for tailoring your product's value proposition to their desired outcomes.

There are several ways to effectively understand your buyer's needs. We recommend going beyond what they initially express and instead digging deeper to uncover the underlying reason.

Many questions salespeople ask push prospects towards specific solutions rather than revealing their core challenges. Instead, use "negative impact questions" to draw out the real issues they face.

  • Avoid: "Why do you need X?" (This prompts a solution, not the problem itself.)
  • Try: "Earlier, you mentioned facing some challenges. Can you help me understand how these challenges are impacting your business?"

If a buyer's answer aligns perfectly with your expectations, it likely indicates a clear problem with well-defined consequences. However, a surprising answer suggests a hidden issue you haven't identified yet. This is your opportunity! By reframing the situation and its consequences based on their response, you can gain a deeper understanding of their true needs.

Address concerns confidently

We often say that sales is an act of leadership. Even if you're running your best sales demo, the nature of successful sales calls or outreach requires that you showcase expertise, take the lead, and demonstrate that this is not your first time. 

Beyond product knowledge and other hard skills, closing sales or deals requires confidence to:

  • Actually ask for the deal instead of dancing around the hard question and prolonging the rapport.  
  • Address objections with respect and turn the tide back in your favor
  • Show the prospect that you will not offer a discount as your offer is the best win-win scenario for them and yourself. 

Many sales reps become subservient to customers due to low confidence levels. If you often feel that way, consider personalized sales coaching, where you reflect on your experience, practice demo calls—especially how to handle objections—and role-play several sales scenarios to master the techniques. 

Collaborate, don't compete

Closing a sale should always give the prospect the perception that they are getting a win-win deal. Amateurs on a sales team often try to disconnect their interest from the sales deal in the hopes that the prospect will feel they are not getting anything out of it. 

Expert sales professionals and collaborate instead. They begin the sales negotiation with business cases, references, and use cases proving that they are on the buyer's side. Another way to guide your champion stakeholder is to utilize a mutual action plan to remove blockers and streamline the process of getting deals done. 

Know when to walk away

You can't win every sale, so knowing when to politely decline is crucial. One strategy involves your BATNA (Best Alternative To a Negotiated Agreement). This clarifies your bottom line for the prospect and serves as a reference point during negotiations.

Your BATNA could involve setting discount limits, removing additional concessions, or offering different pricing tiers to simplify their decision. If, after presenting your BATNA, the prospect remains unwilling to budge, it's best to walk away.

Remember to leave the door open for future opportunities.  Prospects sometimes reach out years later under different circumstances. They might have moved to a new company with more budget flexibility and renewed interest in your product.

End the sales call by appreciating their time and open the option for them to contact you anytime if something changes. 

Close More Deals with the Closing Motion Masterclass

Mastering the art of closing a sale is the ultimate difference between a prospect and a paying customer.  While there's no magic bullet, understanding a variety of closing techniques equips you to handle any situation with confidence.

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