How to Close a Sale: 14 Sales Closing Techniques That Work

While the world of sales revolves around negotiation, negotiation skills alone are only part of the equation. From fear of change to the very last-minute objections, there are many factors that can derail what seemed like a done deal. If you wish to close a sale, it requires a rather different set of skills and mindset that complements negotiation.

Here, we are going to look at some common challenges salespeople are facing when it comes to closing deals, as well as different closing techniques with a few examples to help you close deals faster.

Fear of change and commitment

When you negotiate, you engage in discussion, compromise, and find common ground. It's about aligning the interests of both parties—at least if you aim for win-win outcomes, obviously.

However, closing deals is about securing commitment and turning those negotiations into a finalised agreement. Without effective closing skills and strategies, even the best-negotiated terms can fail to materialise into a signed and sealed.

Prospects may hesitate to make a final decision, even if they have shown interest throughout the sales process. This hesitation can stem from fear of making a wrong decision, uncertainty about return on investment (ROI), or simply the weight of committing resources.

So what sales closing techniques can you employ to instill confidence in your prospects and then secure commitment?

1. The Puppy Dog Close

The puppy dog close, as the name suggests, is after the idea that if you let someone take a puppy home for a day or two, they will fall in love with it and won't want to return it. So once a customer tries your product or service and experiences its benefits firsthand, they are more likely to commit to the purchase.

This sales closing technique is especially effective for products that require hands-on experience to be fully appreciated. They can be subscription or service-based products like software as a service (SaaS), consulting services, and gym memberships, to name a few.

For example, let's say you are selling a project management software to a potential client who is hesitant about switching from their current system. This is how you can use puppy dog close:

"Why don't you try our premium version for 30 days? You can experience the full suite of features, like advanced reporting and task automation, with no obligation. If it doesn't make your team more efficient, you can simply cancel."

By offering a trial version of what you are trying to sell, you lower the perceived risks for your prospects and show confidence in your own product, which, in turn, helps build trust with your potential customers.

2. The Guarantee Close

The guarantee close is a classic sales technique, often used to alleviate customer concerns and reduce the perceived risk of making a final purchase.

Fairly similar to the puppy dog close, the guarantee close offers a money-back guarantee to reassure and encourage prospects to move forward with the purchase. For example,

"We are so confident that you will see the benefits within 90 days that we offer a full money-back guarantee if you are not satisfied. Let's go ahead and get this started for you."

When using the guarantee close, you must clearly outline the conditions under which the guarantee applies; specify the time frame, the process for claiming a refund, and any other relevant details. This sales closing technique should be positioned as a last resort to overcome final objections or as an enhancement to an already strong sales pitch, not just as a crutch to rely on for making the sale.

Last-minute objections, including false objections

During the closing phase, prospects may get cold feet and raise last-minute objections, even after what seemed like a smooth negotiation process. These objections may stem from a variety of reasons – from psychological resistance, second thoughts, and the influence of others – and how they are handled can make or break the deal.

It's worth noting that, sometimes, last-minute objections can turn out to be "false objections" in disguise. These are objections that may not reflect a true barrier to the sale but are instead a way for the prospect to delay making a decision or to cover up underlying, unvoiced concerns.

A good negotiator anticipates these objections, but a skilled closer knows how to address them decisively and steer the conversation towards a firm commitment.

The following sales closing techniques will come in handy when handling last-minute and false objections.

3. The Objection Close

The objection close directly addresses the prospect's concerns by inviting them to voice any remaining doubts or hesitations.

When you sense hesitation, ask open-ended questions like:

"What's holding you back from moving forward today?"

"Is there anything else you need to feel confident in your decision?"

This encourages the prospect to articulate their objections and allows you to address them directly and provide reassurance.

4. The Reverse Objection Close

This technique involves flipping the objection back to the prospect in a positive way, which can help them reconsider the validity of their concern. The reserves objection close is particularly useful when dealing with objections that may be based on misconceptions or fears rather than facts.

If a prospect says, "I'm not sure if this is the right time to invest," you might respond,

"That's exactly why now is the best time to act—because waiting could cost you more in the long run. How do you see the impact if you delay this decision?"

This turns the objection around and prompts the prospect to think about the potential negative consequences of not moving forward.

5. The Isolation Technique

This isolation technique helps to identify whether the objection raised is the only thing holding the prospect back or if there are other concerns. This is crucial in determining if the objection is genuine or if there's something else at play.

After the prospect raises an objection, you can say something like:

"If we could resolve this issue, would you be ready to move forward?"

If they agree, you know that addressing this objection could close the deal. If they hesitate, there may be other concerns that need to be explored.

Budget issues

You delivered a perfect sales presentation, addressed all the prospect's pain points, demonstrated ROI, answered every question with confidence, built strong rapport and cracked a few jokes that actually landed, and then—just as you are ready to seal the deal—your potential customer says, "Well, this all sounds great, but we've got a bit of a problem with the budget…"

Many sales reps have all been there. Budget issues are one of the most common and challenging objections that salespeople face, especially when they surface late in the sales process.

As a sales professional, you certainly do your best to understand your prospect's financial situation and gauge whether they have the means to afford your product or service early on. Still, budget issues can emerge unexpectedly, even if the prospect seemed financially capable earlier in the process.

This could be due to changes in their financial situation, such as unexpected expenses, shifts in company priorities, or new directives from upper management. It's also possible that they may have underestimated the total cost of ownership (TCO) or did not fully account for additional expenses such as implementation, maintenance, or ancillary services.

Occasionally, prospects may raise budget concerns as a negotiation tactic, hoping to secure a better deal, discount, or more favourable payment terms.

Here is how to close a sale when facing budget issues.

6. The ROI Close

The ROI close focuses on demonstrating the financial benefits that the prospect will gain from investing in your product or service. The key is to show that the investment will pay for itself over time, and then some, by generating revenue, saving costs, or providing significant value.

This is because when a prospect raises budget concerns, they are, more often than not, fixated on the upfront cost. This sales closing technique then helps shift the conversation from the immediate expense to long-term value. As you quantify the "gain," you help the prospect visualise the purchase as an investment rather than a cost. The concrete numbers can also help them justify the expenditure if they need to defend the purchase internally.

For instance, if you are selling a software solution, you might use the ROI Close by saying,

"I understand the initial cost is a concern, but based on the productivity improvements we have seen with other clients in your industry, you will likely see a 3x return on this investment within the first year. That means for every pound you spend, you will get three back in savings or additional revenue."

7. The Alternative Close

The alternative close is when you offer the prospect a choice between two options, both of which lead to a purchase. By doing this, you subtly guide the prospect towards making a purchase decision with less to no pressure. The two options can be structured around, for example, different price points, packages, or payment terms. You might say:

"I understand that budget is a concern, so we have two options: Option A gives you the full suite of features and will maximise your ROI, but if you're looking to start more conservatively, Option B offers the essential features at a lower cost.

Generally, when we have options, we can choose the path that best suits our needs, which empowers us to take ownership of our decisions. Even if the options are limited, the mere act of choosing can make individuals feel more in control of their circumstances, which then reduces feelings of helplessness or constraint.

As you present a lower-cost alternative or a phased approach, it shows that you acknowledge their budget concerns while still moving the sale forward. This can prevent the conversation from stalling, which can further result in you losing the sale entirely. Instead, you can still close on a smaller deal, which could lead to upsell opportunities later in your sales pipeline.

8. The Sharp Angle Close

The sharp angle close is a tactic where the salesperson turns a prospect's request (often for a discount or additional features) into a closing opportunity. When a prospect asks, "Can you do X for me?" the salesperson may respond with:

"If I can do X for you, will you be ready to sign the contract today?"

This might sound a bit like the isolation close we mentioned above; however, the sharp angle close works a little differently as it leverages the prospect's request to seal the deal immediately.

This technique hinges on concessions during negotiation. If your prospect asks for discounts, the sharp angle close allows you to agree to these concessions but ties them directly to closing the deal. Plus, it adds a sense of urgency and gives ground on budget issues without eroding too much value. This is because you are only offering the concession in exchange for, again, immediate commitment; you retain leverage in the negotiation.

Lack of urgency

This is a situation where the prospect does not perceive an immediate need or pressure to make a purchase decision. This can mean many things: they might not need to solve the problems requiring your product or service right away, there might not be any significant negative consequences from delaying the purchase, they have other more pressing priorities, etc.

No sales reps want qualifying leads that, though with potential, lack the urgency or immediate need to make a purchase. This can be frustrating for anyone in the sales team as it requires a lot of time and effort to nurture these leads without a payoff.

The longer a deal remains open, the greater the chance that the prospect might lose interest, encounter new priorities, or be swayed by competitors. So here are some sales closing strategies to help sales teams keep the momentum going.

9. The Urgency Close

Sometimes you have to fight fire with fire. If the prospect lacks urgency, it might be worth creating a sense of urgency around the decision-making process. Emphasise time-sensitive benefits, such as limited-time discounts, expiring promotions, or the potential loss of a specific opportunity.

"I wanted to make sure you're aware that our current promotion ends this Friday. By signing up now, you'll lock in the 20% discount, which won't be available after that."

"Our inventory is running low due to high demand. If you are interested, now would be the best time to secure your spot before we sell out."

"This particular package, which includes complimentary onboarding services, is only available for the next two days. After that, we will revert to our standard pricing."

This sense of urgency can shift the prospect's mindset from "I'll decide later" to "I need to decide now," as they realise delaying could result in a tangible loss.

10. The Now or Never Close

When you bring the urgency close up a notch, it becomes the Now or Never close. Here, sales reps may present a limited-time offer or one-time benefit that will expire if the prospect doesn't make an immediate purchase. For example,

"I can include white label at no extra cost, but only if we finalise the deal today. It's a one-time offer that won't be available after."

"This is a rare opportunity to get not just the product but also the extended warranty at a discounted rate, but this deal expires at midnight."

This closing technique leverages the fear of missing out (FOMO), which can be a powerful motivator and introduces a tangible consequence for delays. The Now or Never close is particularly useful for prospects who are on the fence and need a very final push to commit.

11. The Assumptive Close

The assumptive close is one of the classics where a salesperson acts as if the prospect has already decided to make the purchase. This, of course, requires an incredible amount of confidence in yourself as a sales professional and also your product or service.

Using the assumptive close, you proceed with actions that assume the deal is closed, such as preparing the paperwork, discussing the next steps, or asking for a preferred delivery date.

"Great, I'll go ahead and set up your account now. We can have you fully onboarded by the end of the week. Does Tuesday or Wednesday work better for your first training session?"

"I'll prepare the purchase order for you, and we can get the delivery scheduled. When would be the best time for you to receive it?"

What really makes this technique effective is how it simplifies the decision-making process and reduces the cognitive load of doing so for the prospect.

The buyer's stall

So your prospective buyer expresses strong interest in your product or service, seems really keen, continues to engage with you, and may even agree with the value proposition. But when it comes time to finalise the deal, they hesitate or delay the decision—without providing any clear reasons that you can address directly. This might be one of the most dreaded situations for salespeople: the buyer's stall.

When a sales rep has too many stalling prospects in their pipeline, it can clog up their sales process. This can be extremely time and resource consuming, as well as emotionally draining due to continuous follow-ups with no definitive outcome. The following sales closing techniques can help address the buyer's stall.

12. The Summary Close

The summary close involves, as the name suggests, summarising the key points of agreement and the benefits that the prospect will receive once they make the final purchase.

Not only does the summary close help remind them of the value proposition of your product or service, but it also reinforces the positive aspects of the sales deal, especially when the decision maker is considering several vendors.

"We've covered how our solution will [improve efficiency, reduce costs, increase revenue, etc.], and it aligns perfectly with your goals of [specific business objectives]. Should we go ahead and schedule our kickoff meeting?"

"With this package, you'll get [list of key features or benefits], which will help you achieve [desired outcome]. Shall we proceed with the purchase?"

13. The Scale Close

The scale close helps uncover specific reasons behind the stall. You simply ask your prospect to rate their interest or readiness to proceed on a scale, typically from 1 to 10.

"If 10 means you are ready to go, where would you place yourself right now?"

"On a scale of 1 to 10, how confident are you that this solution meets your needs?"

For instance, if the prospect rates their readiness as a 7, you can ask what would make it a 10 and directly address any remaining concerns.

"So you are at a 7? That's great! What would need to happen to get you to a 10?"

"If you are feeling a 7, what concerns do you have that are keeping you from a 10?"

This creates an opportunity for the prospect to express their feelings about the decision, which can lead to a more open discussion about what's actually holding them back.

14. The Direct Close

Last but not least, the direct close. It is a straightforward approach where you directly ask for the sale. This can be as simple as saying, "Are you ready to move forward?" or "Can we proceed with the agreement?"

A direct ask cuts through any ambiguity or indecision by forcing the prospect to make a clear choice. This can help overcome hesitation by bringing the decision to the forefront.

As you ask for the sale with confidence, you demonstrate belief in the product and in the prospect's readiness to purchase, which can be reassuring to them. It also directly challenges the stall. If the prospect is truly ready, this close will often result in a quick yes. If not, it may reveal specific objections that can then be addressed.

Sales tips for closing deals

With all the above sales closing strategies, you should be very well-equipped to close more sales deals in no time!

However, not every strategy works for every prospect. It's your job, as a sales professional, to continuously refine your approach by learning from each interaction and adapting your methods to suit different situations and personalities. The more you practice and refine your sales techniques, the more natural and effective they will become.

• Learn to read buying signals — Successful closers are adept at reading subtle buying signals and knowing when to ask for the sale. They can sense when a prospect is ready to close and when they need more reassurance or information.

• Be confident and in control — Closing requires confidence. A skilled closer maintains control of the conversation, guiding the prospect toward making a decision. They don't just leave the prospect to "think about it" indefinitely; they create a path to decision-making.

• Add a personal touch — Effective closing often involves tailoring the final pitch to the specific needs, concerns, and motivators of the prospect. This personalisation, or personal touch, can be the difference between a big "yes" and a hesitated "maybe later."

• Be persistent — We all know persistence is key in sales. A successful closer knows that the first "no" isn't always the final answer. They follow up consistently, address and handle objections, provide additional value to the prospect, and ensure that they are always at the top of the prospect's mind when the prospect is ready to make a decision. However, persistence should be balanced with respect for the prospect's time and boundaries.

• Know when to walk away — Despite best efforts, not every deal will close. Sales experts understand when to cut their losses and walk away. If a prospect is consistently unresponsive, unreasonably demanding, or simply not a good fit, it's better to move on and invest time in more promising opportunities. Walking away can sometimes even create a sense of urgency or leave the door open for future opportunities, showing the prospect that you value your time and business.

Learn how to negotiate.

Negotiation is a critical skill in closing sales deals. A successful closer understands that negotiation isn't just about haggling over price—it's about finding a win-win solution where both parties feel satisfied with the outcome.

Both negotiation and closing require a salesperson to be adaptable. The ability to pivot during a negotiation can lead to new opportunities, and being flexible during the closing phase can help seal the deal, even if it means adjusting the terms slightly.

At the end of the day, negotiation and sales closing are two sides of the same coin. Mastering both is essential for any sales rep who wants to consistently close sales and build lasting relationships with clients.

At Scotwork UK, our sales negotiation training courses deliver the process, skill, and confidence to keep you in control, as well as an average ROI of 16.08x the course fee in just 3 months. Get in touch today!