HOW TO

CLOSE A DEAL
20 BEST SALES CLOSING TECHNIQUES
TO CLOSE MORE DEALS
Much like crossing the finishing line of a grueling
marathon, the closing part of any sales activity is the
most fulfilling and thrilling aspect for a salesperson.
It’s the final moments when the sales rep strikes the
iron while it’s hot and finally watches their product
being sold!

Unfortunately, the percentage of salespersons

touching their quota has reduced from 63% to 53% in
the past six years. While closing has now become a
derivative of the entire sales experience and calls
for collaboration across all departments, there are
still a few techniques that you, as a salesperson, can
employ to close the deal. The primary skill involved
in closing a deal is Communication, Communication ,
COMMUNICATION!

In this case, choosing the right set of phrases could

be your savior and make or break the situation. Thus,
it is critical to have a few killer sales closing
techniques under your belt just in case you find your
lead sitting on the fence, waiting for a final nudge.
An effective sales closing technique can make the
prospect fall hook, line, and sinker for your product
or service.

So if you are still wondering how to close a deal, here

are 20 B2B sales techniques that will give you the
desired result!

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 THE BEST
SALES CLOSING
TECHNIQUES
01 THE ASSUMPTIVE CLOSE

If your product already

checks all the customer’s
Examples of
requirements, it is safe to
assume that the deal is
Assumptive Close
as good as done. Now all Which package/
you need to do is make bundle are you going
the client realize that with?
you are ready to close
What would be your
the deal. In this case,
preferred delivery
you can make use of an
date?
assumptive close as it
So, would you like to
will gently push the
go with [feature 1] or
client towards making
[feature 2]?
the purchase without
When can we start
giving them the time to
with the
come up with reasons or
excuses to delay or put implementation?

off the deal.

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02 THE SUMMARY CLOSE

This is one of the

most tried and tested
methods of closing a
sale. As the name
suggests, it involves
summarizing all the
features of your
product or service
and the benefits it
will offer to your
clients. Think of it as
your closing
arguments before the
judgment is passed.

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It refreshes your
clients’ memory, Examples of
especially if the sales Summary Close
process has gone on So, in conclusion, if you
for a long period, and opt for our [package 1],
involves several you get [features 1, 2, 3…
products and n]. On the other hand,
features. Furthermore, [package 2] will fetch
through this method, you [feature a, b, c… z]
you can also Once you make use of
reengage the clients our product/service, you
will notice [desirable
if you sense that they
results 1, 2, 3… n]. Now
are hesitant to reach a
all you have to do is sign
decision or their
the contract!
attention is diverted
With our product, you
by your competitors. can enjoy [features] that
As it offers a holistic will help your business
overview of your overcome [pain points].
offerings, the client Additionally, we also
will have a stronger offer [add-ons] to make it
leaning towards your easy to implement the
product or service. product/service at your
office!

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03 THE TAKE AWAY CLOSE
Sometimes, to close more
deals, you need to strip off
the goodies. Does it sound
confusing?
Allow us to explain.
The Take Away Close
makes use of reverse
psychology. You start by
listing all your best
features, then start
knocking off a few to
accommodate the
customer’s requests, be it
time or money, etc.
Naturally, losing out
features may not seem like
an attractive option for
them. Thus, they will be
more eager, not only to
make the sale happen but
also to go for the better
alternative.
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Consequently, if you
fail to receive a Examples of the Take
positive response, a Away Close
bolder step would be
We would suggest that
to call off the deal
you skip [feature 1],
entirely. While it may
you may lose out on
be a brazen move, it
[positive result], but
reflects your belief
you also get the item
and confidence in your
within your budget.
product. It may make
How about we go over
the client realize that
the product once again
they’re missing out on
and close the deal
something
within the next 30
phenomenal. Thus,
they would instantly minutes? However, if

get over their we fail to reach a

hesitation or stop decision, it would be
bargaining and get to wise for us to take a
closing the deal. It is step back and
ideal for leads that reconnect at a later
take up a lot of your date when you’re ready
time without to make a final
committing to decision.
anything.

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04 THE OBJECTION CLOSE

Every salesperson has Further, it also allows you to

had its fair share of address any concerns or
objections. Normally, a issues that the client may
have about your product,
sales rep would want to
which could possibly be
avoid an objection like
delaying the sale.
the plague. However, a
seasoned salesperson is
Examples of
adept not only at
Objection Close
handling an objection
but also using it as an So, do you have any
doubts or queries
effective sales closing
regarding the
technique. The Objection
product? I’d love to
Close helps you gauge
help you with them!
whether the client has a
Is there any reason
clear understanding of
why we cannot start
what you offer and how it
deployment by the
fits in their business
end of this month?
process.

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 THE NOW OR NEVER
05 CLOSE

This traditional sales

Examples of Now
closing technique helps
in closing sales deals
quickly by creating a
sense of urgency. It
follows a simple recipe, a
spontaneous offer paired
with added benefits for a
limited time period. This
encourages the clients to
respond quickly and take
immediate action. This
pressure tactic is highly
effective for clients who
or Never Close
We have a special X%
discount for those
who sign up within
this week. You
wouldn’t want to
miss out on this offer!
If you make a
purchase by this
month, we offer three
months of servicing
free of charge.
There is only one

are interested in the deal item left in stock.

From next week
but have been sitting on
onwards, the price
the decision for far too
will be going up for
long.
the new shipment.

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06 THE NEED CLOSE
What can better seal a deal
than a product that meets
the customer’s needs? You
can comfortably close
more deals by detailing
what your product or
service offers and how it
satisfies the prospect’s
needs.
To pull off a Needs Close,
you first need to
recapitulate the things
that the prospect needs
from your product. Then
present the features
against these needs.
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The more needs that
Examples of
get met, the better
Need Close
the product is for the
So basically, you are
prospect. It allows looking for [features
the client to 1, 2, 3… n]. Have I got
understand how your that correctly? Great.
product will benefit Well, let me tell you
that our
them. By comparing
product/service not
their needs with your
only meets these
product’s offerings, needs but also offers
you help them more!
understand how your If you need [desired
intervention can result], you should

benefit their really give the

business. product/service a try

as it can meet all your
requirements for
[requirement 1, 2, 3…]

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07 THE SCALE CLOSE

The Scale Close starts you can always ask the

with asking the reason for it and offer a
prospect to rate your clarification for the
product on a 1 to 10 objection. On the other
scale. Depending on hand, if you score an
their score, you can impressive digit, you can
decide the subsequent work towards closing the
course of action. For
deal.
instance, if you find the
rating to be too low,

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To counter this objection, you can always scale up
or scale down the investment by either breaking
down the total cost into smaller per day or per week
expenses or calculate the cumulative effect of the
service on the investment and revenue. As a result,
the product will now appear to be a reasonable
investment for the company.

Examples of Scale Close

On a scale of one to ten, how would you rate

our product? Interesting. May I ask why
[rating]? I see, and could you also explain
why not a ten?
I can see that price is a major concern for
you. However, if you consider that when you
divide the total investment, you are only
paying X per week, which seems completely
reasonable, right?

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 THE SOMETHING FOR
08 NOTHING CLOSE
The Something for Nothing
Close relies on the principle
of reciprocity, which
dictates that positive
actions will trigger a
positive response. Thus, to
close a deal through this
sales closing technique,
you offer the client a freebie
or an extra feature. In
return, the client will feel
obligated to purchase your
product out of
goodwill.However, practice
caution since as much as
people like free things, this
situation could potentially
get out of hand as your
client gets greedy.
Additionally, offer something
that is of less value to you
and more value to the client.
Examples of
Something for
Nothing Close
If you make the
purchase today, we
will grant you
membership access
to [service] worth
XYZ at absolutely no
charge!
We normally charge
XYZ for this [service],
but since we are
eager to work with
you, how about we
throw it in for free?
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09 THE EMPATHY CLOSE

While gaining leverage and applying some amount of

pressure may be effective B2B sales techniques,
nothing can beat the language of empathy. You could
close more deals through empathy than cold-blooded
transactions.

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Empathy helps in developing a strong interpersonal
bond with your client, which will allow them to lay
more trust in you. Simply replace the “you”
statements with an “I” and express genuine
emotions to let them know that you understand.

Examples of Empathy Close

I can understand that reaching this decision

right now could be tough. How about you
take some time to deliberate on what we’ve
discussed?
Looking at the market conditions, I feel that
choosing [package 1] could be a better
choice for you as it is better suited for your
business. If I were you, I’d choose that.

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10 THE ARTISAN CLOSE
This method of closing a
sale involves narrating the
story that covers the work,
time, and skill invested in
the product, which makes it
what it is today. Rather than
focusing on the product or
service, it highlights the
people who work tirelessly
behind the scenes to help
and benefit the clients. It is
a highly effective sales
closing technique to try on
prospects who can
appreciate the hard work
and effort that goes into the
product. It not only garners
their appreciation but also
earns their trust that their
business will also be
treated in the same spirit.
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Examples of
Artisan Close
Our team of experts
invested XYZ number
of hours in bringing
this product to you!
Our product is a
result of the hard
work, toil, and sweat
invested by our
founders. To honor
the sanctity of the
same, we offer a:b
customer to support
ratio to ensure top-
notch support from
our end.
 THE BEN FRANKLIN
11 CLOSE

Benjamin Franklin was a Listing out the pros and

businessman ahead of cons of your product
his time. At any point, if offers the client the
he were ever confused insight into how it will
about making a decision benefit their business.
regarding something, Clearly, a list where the
he would list out the pros outweigh the cons
pros and cons to gain is desirous. At the same
more clarity of his time, you can also
decision’s capitalize on the
consequence. opportunity to highlight
As a salesperson, you measures that can be
could use the same trick taken to overcome your
to close a deal. product’s drawbacks!

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 Examples of Ben Franklin Close

So, it becomes apparent that the advantages

of having the product could be [advantages
1, 2, 3… n]. On the other hand, we have the
cons as [disadvantage 1, 2, 3… n]. On closer
inspection, it becomes clear that you bag
more advantages through this product.
Going over the pros and cons, you may be
concerned about [problem]. However, our
[solution] can take care of it, which
effectively means that you can reap greater
benefits!

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 THE SHARP ANGLE
12 CLOSE

When you know that

closing the sales deal is a
Examples of Sharp
strong possibility, but the Angle Close
prospect is struggling with
an objection, you can better I understand that
your chances by pulling off you’re concerned
a sharp angle close. Once about whether we
they state their inhibition, can deliver within a
you can counter it with month. What if we
another question that give a one-month
solves their objection or delivery guarantee,
fulfills their requirement.
would you be ready
Naturally, if their need is
to close the deal?
being met and the prospect
If I offer you an X%
is genuinely interested,
discount to alleviate
they would then proceed to
your budgetary
close the deal. However, if
they continue to dilly-dally, restraints, are you
there is a strong possibility willing to jump on
that there may be another board?
issue or the prospect is
simply not serious.

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13 THE VISUAL CLOSE

They say that a

picture is worth a
thousand words. But
in reality, a picture is
worth 60,000 words!
Due to this property,
visual cues like
infographics, charts,
tables, or even
videos that leave a
lasting impact on an
individual, can be an
innovative and
attractive fashion to
close a deal.

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So rather than
Examples of
bombarding your
Visual Close
clients with numbers
Here’s a table that I
and calculations or
have made illustrating
walls of text, try the
the pros and cons of
visual approach. our product. I would
Similarly, translate encourage you to go
the big impact of through it to get an in-
your product in a depth understanding.
visual format and To save us time, I have
illustrate how it will prepared a quick

solve the client’s presentation rich with

problem. informational graphics,

which I would like to
share with you. It will
offer you an in-depth
understanding of what
we have to offer.

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 THE ALTERNATIVE
14 CLOSE

The Alternative Close is The question should be

a close relative of the formulated in such a way
Assumptive Close and is that regardless of the
ideal for the prospects choice that the prospect
who have no queries makes, the deal moves
whatsoever related to forward. By offering two
your product. alternatives, you cut
down the confusion and
The maneuver starts simplify the decision-
with the assumption making process to get
that the prospect is the client on board.
ready to make the However, be wary,
purchase. Then, the offering more options
salesperson offers them may dilute the sales
two alternatives as closing technique’s
options to close the performance and, in fact,
deal. add to the client’s
dilemma.

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 Examples of Alternative Close

So, we could begin with the first installment

in the last week of this month or in the first
week of the next month. Which of these
would work best for you?
You could choose between the Basic package
or the Elite package. Now the ball’s in your
court.

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 THE OPPORTUNITY
15 COST CLOSE

No business wants to Through this technique,

miss out on a great you can stress on what
opportunity. Hence, the client will miss out
highlighting a concern on if they do not opt for
that the company will your solution. As a
incur some losses by salesperson, you have to
not taking proactive sell the idea that your
measures is the crux of
product is not an
the Opportunity Cost
expenditure but is a
Close.
worthy investment.

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Talk about the ROI in terms of improved productivity,
efficiency, quality, and time-management, etc. as
quite often, these are the qualities that a business
wishes to get a hold of, especially in the long run.

You basically have to convince the client that they

should have purchased your product yesterday and
that every day lost is a loss in revenue.

Examples of Opportunity Cost Close

I understand your concerns about the initial

investment involved. However, put this in
perspective: not purchasing the product
would result in you missing out on X number
of potential clients!
Our product streamlines your processes,
thereby enhancing the productivity of your
employees and boosting customer
satisfaction. And you know, a happy client
means more business. So you’re essentially
missing out on that!

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16 THE OWNERSHIP CLOSE

The Ownership sales Narrate testimonials

closing technique regarding how similar
revolves around firmly businesses were capable
planting the idea that of achieving their goals,
your client already owns overcoming their
the product. You can competitors, and
draw facts and figures to outperforming the key
paint a holistic picture metrics. Start referring to
regarding how their the product or service as
business will be “your” product/service.
positively impacted upon
the purchase of your
product.

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Draw parallels and talk about the stellar performance
of your client’s business once the product steps into
the picture. Doing so will create and fortify the
mental belief that the product will definitely add
value to their business, which will make it easier for
you to close the deal.

Examples of Ownership Close

As you start offering quick, efficient, and

accurate responses to customer queries, your
product will definitely enhance customer
satisfaction. Not to mention, once a load of
repetitive tasks is taken off the employees’
shoulders, they will also appreciate your
insight in introducing this product.
How do you plan on spending/investing the
excess revenue that you will generate after
using the product?

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17 THE PUPPY DOG CLOSE

The Puppy Dog Close Eventually, they would

follows a ‘try before you have formed such a strong
buy’ approach. It is based bond with the furry friend
on the concept of how that they cannot imagine
dog shelters allow functioning without it!
prospective adopters to
take a puppy home for a Similarly, sales reps can
couple of days and see identify well-qualified
how it works out for prospects and offer them
them. If the trial period the chance to try out your
goes well for them, there product for free. Upon
is no possible excuse for realizing the true value of
them to refuse to keep the product, they would be
the puppy. more open to purchasing it.

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Once they have
developed an affinity Examples of Puppy
for your high-value Dog Close
product, they would
If you wish to give our
not be willing to let it
product a try, we could
go.
ship it to you for a
month without any
A word of caution:
pressure or obligation
Before trying out the
to purchase it. If you are
Puppy Dog Close, you
not satisfied with it, you
have to be extremely
can simply ship it back
sure that your product
to us, and we’d take
can prove its
that, no questions
usefulness and
asked. Would you like to
efficacy within the
give that a try?
short timeframe for
I can sense that you are
which you allow the
still hesitant to make the
client to try it at no
purchase. How about I
cost. Think of this as
offer you a 5-day no-
an elevator pitch of
cost trial and you can
test drives. Offering
see how the product
something for ten
works for your business.
days, with the
If you don’t like it, you
knowledge that it
don’t have to buy it. But
takes at least fifteen
at least give it a fair
days to implement, is
chance!
simply a waste of time!

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18 THE CALENDAR CLOSE

Having a client who

simply refuses to make
up their mind can be
frustrating, simply
because they are too
close to the finishing
line for you to abandon
them, but they also
keep you waiting
forever! Given that you
have your own
personal timelines and
targets, implementing
the calendar close for
closing sales deals
with a non-committal
client can come to your
rescue.

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For a Calendar Close, you suggest a date for finalizing
the deal in the near future. This initiative allows you to
fix a concrete timeframe by when the prospect should
make their decision. Further, the response generated by
a Calendar Close can also act as an indicator of the
prospect’s level of commitment.

Examples of Calendar Close

I think we have discussed everything that

there is to our offer, so shall I set up a
meeting this Wednesday to get the ball
rolling?
Now that we have ironed out the details, how
about we meet on the 21st and finalize the
paperwork?

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03
19 THE COLUMBO CLOSE
The Columbo Close is
named after a late 1960s
TV character, Columbo, a
homicide detective. Apart
from his smart and witty
one-liners, he was also
well-known for his
dramatic reveal of who the
killer might be. In a classic
Columbo close, he would
complete his monologue
or interrogation and start
walking away from the
suspect. Just when the
suspect believes that he’s
being let go and breathes
a sigh of relief, Columbo
would turn around with his
catchphrase,
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“Just one more thing.”
Similarly, just when you
have completed your sales
pitch, and you can
perceive that you are
losing the client’s
attention and they are
walking away from you,
reel them back in with a,
“Just one more thing,”
and offer the juiciest part
of your offering. This
reveal could also address
any objection that the
prospect may be
struggling with, which is
delaying the sale.
 Examples of Columbo Close

So in conclusion, the [product] is going to

revolutionize how your business operates…
Just one more thing, though, it is also
available at a shocking X% off!
That’s a wrap on the presentation. Thank you
for your time. Just one more thing, if I may
ask, why didn’t you buy from us today?

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 THE ‘BEST TIME TO’
20 CLOSE

Does your prospect have You could cite any of

any trigger event in the these trigger events to
near future? If yes, then persuade the client why
it is the best time to use it is an ideal time for
the ‘Best Time to’ Close! them to purchase your
Some common trigger product.
events include a change For the ‘Best Time to’
in business strategies or Close, you need to have
location, growth or an in-depth
expansion of the understanding of the
business, transfer of target company and
ownership, hiring/firing monitor and track their
of employees, activities.
dissatisfaction with the
current vendor, mergers
or acquisitions, new
legislations, change in
brand perception, etc.

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 Examples of ‘Best Time to’ Close
We’ve heard that your business is venturing into
the XYZ avenue, which is pretty exciting. Now is
the best time to try out the [product] as it will
help you gain traction on these new territories.
Since you are hiring a new workforce this month,
it is the best time to implement the product as it
gives them ample time to complete training and
get acquainted with the product as they face new
challenges every day!

AS WE CLOSE…
While these sales closing techniques are highly
effective, they are not a magic spell to close more deals.
These are not a ‘one-size-fits-all’ situation, as different
closing techniques will have varying results for different
prospects. To truly grasp the art of closing sales deals,
you need to have a clear and thorough understanding of
your prospect, their needs, opportunities, deal size, etc.
Thus, these techniques can simply aid your skills, and it
all eventually boils down to how you, as a salesperson,
can gauge the situation and the prospect to pick the
best way to close.Finally, with these tricks up your
sleeve, you are all set and ready to ABC – Always Be
Closing.

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