What Is Closing In Sales?

July 20


What Is Closing In Sales?

By Hanson Cheng

July 20, 2023

  • minute read
  • Last Updated on July 20, 2023 by Hanson Cheng

    Closing in sales refers to the final step in the sales process where the salesperson attempts to persuade the prospect to make a purchase. It involves the use of various persuasive techniques and strategies aimed at overcoming the customer’s objections and gaining their commitment to buy.

    The ability to close a deal is a critical skill for any sales professional, as it ultimately determines the success or failure of their efforts. In this article, we will explore the different types of closing techniques and how they can be applied in the sales process to improve conversion rates and boost sales revenue.



    Closing in sales refers to the final stage of a sales process where a salesperson attempts to persuade a prospect to make a purchase and become a customer. The goal of closing is to secure a commitment from the prospect to complete a purchase. This commitment can come in the form of a signed contract, a verbal agreement, or even a handshake.

    The process of closing involves the use of various sales tactics and techniques to overcome objections, build rapport, and create a sense of urgency. It is not just about pushing a product or service, but also about creating a positive customer experience and deepening a relationship between a salesperson and a prospect.


    Understanding the importance of closing in sales is critical for achieving success in any sales-related field. The art of closing in sales is the act of persuading and convincing a potential customer to make a purchase. Effective closing techniques are essential for any sales professional who hopes to close deals consistently and sustainably.

    Closing sales is the final step in a long process that begins with targeting potential customers and developing relationships with them. It involves important skills such as effective communication, active listening, and negotiation. The ability to close the deal effectively is what separates successful salespeople from those who struggle to convert leads into sales. Closing is an essential aspect of the sales process, and understanding its importance is critical for anyone looking to succeed in sales.


    When it comes to sales, one of the crucial aspects to focus on is the process of closing the deal. The process refers to the steps undertaken by a salesperson to persuade a potential customer to make a purchase. The process is not a one-size-fits-all approach, as different customers have various needs that require specific attention. However, there are basic steps that are essential to closing the sale.

    The first step is establishing rapport with the potential customer, which involves building trust and developing a relationship. Next, the salesperson needs to identify the customer’s needs and tailor a solution that meets those needs. Once the solution is presented, the salesperson needs to address any objections or concerns that the customer may have.

    Types Of Closing Techniques

    Assumptive Close

    Assumptive close is a common technique used by salespeople to make a sale while assuming the positive outcome of a customer’s decision. It involves the salesperson assuming that the customer has already decided to purchase the product or service offered. This technique works best when a customer is undecided and needs a little push to make a final decision.

    The salesperson can use phrases like “will that be cash or credit?” or “when would you like your delivery?” assuming the sale has been made. If done correctly, an assumptive close can be highly effective in increasing the chances of a successful sale.

    However, it is important to be careful not to come off as pushy or overly aggressive, as this could turn the customer off. Rather, the salesperson should approach the sale with confidence, professionalism, and a genuine desire to fulfill the customer’s needs and desires.

    Urgency Close

    When the salesperson feels that the client is interested in the product or service, but is hesitant to make the purchase, the Urgency Close technique can be used. This technique is one of the most effective ways to close a deal and involves creating a sense of urgency in the client’s mind. By using phrases like “limited time offer” or “while supplies last” the salesperson can make the client feel like they need to act quickly if they don’t want to miss out on a deal.

    Another way to create urgency is by using the loss aversion technique. This involves pointing out what the client will miss out on if they don’t make the purchase. For example, the salesperson can say “if you don’t buy this now, you’ll have to pay full price later.” This way, the client feels like they are losing money if they don’t make the purchase immediately.

    Another technique that can be used in conjunction with Urgency Close is the assumptive close. This involves assuming that the client is going to make the purchase and giving them a sense of ownership. For example, the salesperson can say “when we ship this to your home, where would you like us to send it?” This way, the client feels like they have already decided to make the purchase.

    Alternative Close

    The Alternative Close technique is a method used by sales professionals to offer their customers alternative options and ultimately steer them towards a purchase. Instead of directly asking the customer to buy a particular product, the salesperson presents several options that are similar to what the customer is interested in. This technique works best when the customer is undecided between a few products, which the salesperson can use as leverage to drive the sale.

    One way to implement the Alternative Close is to present two or more options and ask the customer which they prefer. For example, if a customer is interested in buying a laptop, the salesperson could ask if they prefer a higher-end model with more features or a more affordable model with fewer features. By presenting these two options, the salesperson is providing the customer with a choice and showing that they value the customer’s preferences.

    Another way to use the Alternative Close is to offer different payment plans or packages. For instance, a salesperson selling a gym membership could offer a monthly plan or a yearly plan at a discount. Similarly, they could offer a basic membership and a premium membership with additional features. This technique provides flexibility and allows the customer to choose an option that works best for them.

    The Alternative Close technique is also effective when dealing with objections from customers. For example, if a customer is hesitant to purchase a certain product because of the price, the salesperson could offer a cheaper alternative with similar features. This way, the customer feels that their needs are being met and they are more likely to make a purchase.

    Overall, the Alternative Close technique is a versatile method that can be used in various sales situations. It helps salespeople create a positive buying experience for their customers by providing them with alternative options to consider.

    Compliment Close

    The Compliment Close is a closing technique that involves complimenting the potential customer during the sales pitch. This technique is highly effective as it aims to make the customer feel good about themselves, thus creating a positive, lasting impression.

    The Compliment Close technique works well with customers who are reluctant or indecisive, as it helps to build rapport and trust. A successful compliment should be sincere and tailored to the customer, highlighting their strengths or admirable qualities.

    However, it’s important not to overdo it with the flattery as this can come across as insincere or manipulative. A compliment that is too general or vague may also be ineffective. The key is to strike a balance between being genuine and specific while avoiding sounding excessive or fake. A well-crafted compliment can go a long way in creating a positive customer experience and ultimately securing a sale.

    Puppy Dog Close

    One of the most effective techniques in sales closing has been the puppy dog close. This technique involves allowing the potential customer to try the product or service for a limited time, after which they can make a decision on whether or not to buy it. The “puppy dog” aspect comes from the idea that once a person has spent time with a puppy, they are often reluctant to give it up.

    Similarly, when a potential customer has used a product or service and has developed some level of attachment to it, they are more likely to purchase it. The goal of the puppy dog close is to build an emotional attachment between the customer and the product or service. If the customer experiences positive emotions while using the product or service, they are more likely to make a purchase.

    The puppy dog close is particularly effective when the product or service is new or unfamiliar to the customer. By allowing them to try it out without making a commitment, they are more likely to be receptive to making a purchase.

    Fear Close

    One of the most powerful techniques used in sales is Fear Close. Essentially, this technique plays on the customer’s fear of missing out on a good deal or opportunity. Fear is a powerful motivator that companies utilize to create a sense of urgency in potential customers. This is done by presenting the customer with a problem, highlighting the consequences of not acting and then quickly offering a solution.

    This creates a sense of urgency which can lead to the customer making a purchase decision quickly. For example, a company might offer a discount for a limited time period or a product that is only available in limited quantities. By tapping into a person’s natural fear of missing out, this technique has helped sales professionals close deals quickly and effectively. However, it is important to note that this technique should be used with caution as it can lead to buyer’s remorse and long-term damage to a business’ reputation.

    Common Mistakes In Closing

    Talking Too Much

    One common mistake that salespeople make when trying to close a sale is talking too much. Salespeople can get caught up in their pitch and forget to actively listen to their prospect. This can lead to missed opportunities to address their prospect’s concerns and objections, ultimately resulting in a lost sale. Additionally, talking too much can create a sense of mistrust or disinterest in the prospect, as they may feel like their thoughts and opinions are not valued.

    To avoid this mistake, a salesperson should take an active listening approach during the sales conversation. This involves asking open-ended questions and allowing the prospect to express their thoughts and concerns. By doing so, the salesperson can gain valuable insight into the prospect’s needs and tailor their pitch accordingly. It’s also important to speak concisely and avoid tangents that are not relevant to the prospect’s needs. This can help keep the conversation focused and ensure that the prospect feels heard and valued.

    Another way to avoid talking too much is to practice silence. After asking a question or making a statement, it can be helpful to pause and wait for the prospect to respond. This can allow the prospect to gather their thoughts and express themselves fully, which can lead to more productive conversations and ultimately, more closed sales.

    Not Listening To The Customer

    In sales, one of the most common mistakes that sales representatives make is not listening to their customer. In order to close a deal, it is important to understand the customer’s needs and wants. This requires active listening, which involves paying attention to both verbal and nonverbal cues.

    When a sales representative does not listen to their customer, they may miss critical information that could have helped them close the deal. This could result in lost sales and ultimately hurt the business’s bottom line.

    Additionally, not listening to the customer can come off as disrespectful and unprofessional, which can damage the relationship between the sales representative and the customer. To avoid this mistake, sales representatives must make a conscious effort to actively listen to their customers, ask clarifying questions, and take notes. By doing so, the sales representative can ensure that they understand the customer’s needs and wants, which will ultimately increase the likelihood of closing the deal.

    Not Asking For The Sale

    One of the most common mistakes that salespeople make is not asking for the sale. Even if they have done a good job of explaining the product or service, demonstrating its value, and building a relationship with the customer, they may hesitate to make that final push to close the deal. This can stem from a fear of rejection or a lack of confidence in their abilities. However, failure to ask for the sale can result in missed opportunities and lost revenue.

    In order to overcome this obstacle, salespeople must recognize the importance of closing the deal and have a plan in place for doing so. They should focus on building a strong rapport with the customer throughout the sales process, making sure to listen actively to their needs and concerns. By doing so, they will be better equipped to address any objections the customer may have and demonstrate how their product or service can meet their specific needs.

    Another key aspect of closing the sale is understanding the psychology of the customer. Salespeople should be aware of the various factors that can influence a customer’s decision-making process, such as their personality, values, beliefs, and emotions. They should also be able to recognize when a customer is ready to make a purchase, based on cues such as body language and tone of voice.

    Once the salesperson has established a strong connection with the customer and understands their motivations, they should make a clear, confident request for the sale. This can take the form of a direct question, such as “Can I help you complete your purchase today?” or a more subtle suggestion, such as “It looks like this product would be a great fit for your needs. Shall I take care of the paperwork for you?”

    Being Too Pushy

    When closing a sale, it’s imperative to strike the right balance between persistence and respect for the client’s boundaries. Being too pushy can alienate potential clients and jeopardize a sale. One common mistake is failing to read the client’s body language or vocal cues that they’re uncomfortable with a high-pressure sales pitch. In such situations, it’s essential to dial back and be more attentive to the client’s needs.

    Another mistake is not listening to the client’s objections or concerns and attempting to talk over or brush aside their doubts. A successful salesperson listens to their client’s needs and adapts their pitch accordingly. It’s essential to view the sales process as a partnership between the salesperson and the client, rather than an adversarial relationship where the goal is to “win” the sale at any cost. Finally, failing to recognize when it’s time to move on from a potential sale can waste valuable time and resources.

    Lack Of Confidence

    One of the most prevalent errors that salespersons make when trying to close a deal is lack of confidence. This has a profound negative effect on potential buyers as they can sense fear and insecurity from the seller. It might even lower the salesperson’s credibility and cause them to appear unprofessional. Confidence is one of the most important attributes that a salesperson must possess.

    It builds trust in the minds of the customers, which is essential for the success of the sale. Without self-assurance, a salesperson might fumble during a deal, miss important cues from the customer, and may fail to convey the value of the product/service. Demonstrating confidence is crucial when handling objections, as it helps the customer understand that the salesperson has complete faith in their product, and it can dismiss any doubts that the buyer might have.

    Closing Tips

    Build Rapport

    Developing a personal connection is crucial in closing a sale. Whether you are selling a product or a service, establishing a strong rapport with your potential customer is key to building their trust and confidence in you. One way to build rapport is by taking the time to understand your customer’s needs, preferences, and pain points. By actively listening to them and showing genuine interest in their concerns, you demonstrate that you value their business and are committed to helping them find a solution that meets their needs.

    Additionally, using humor or sharing personal anecdotes can help break down barriers and create a more relaxed and friendly environment. Another way to build rapport is by finding common ground between you and your customer. This could be anything from a shared interest or hobby to a similar background or experience.

    Address Concerns

    As a salesperson, it is essential to address any concerns that the customer may have before closing the deal. Addressing concerns can increase the chances of closing a sale and help to establish a long-term relationship with the customer. One key approach to addressing concerns is active listening. When the customer expresses their concerns, listen actively, and acknowledge their concerns.

    By doing this, you show that you value the customer’s opinions and that you understand their concerns. Additionally, it is essential to be transparent and provide honest answers to any questions raised. If you don’t have an answer, it’s better to admit that and tell the customer that you’ll follow up with them. Honesty helps to build trust and increase the likelihood that you’ll establish a long-term relationship with the customer.

    Another useful tip is to tailor your responses to the customer’s individual concerns. This approach shows that you have taken the time to understand the customer’s concerns and that you’re willing to tailor your approach to suit their needs. It’s also essential to have a deep understanding of the product or service you’re selling. This way, you’ll be better equipped to answer any questions that the customer may have and address any concerns they may express.

    The cost of a product or service is a common concern for many customers. Addressing cost concerns can be challenging, but it’s essential to be transparent and provide relevant information. If there are any additional costs associated with the product or service, be sure to highlight them, and explain why they are necessary. It’s also useful to provide information on any discounts or promotions that the customer may be eligible for. By doing this, you can help to alleviate the customer’s concerns and increase their confidence in the product or service.

    Create Urgency

    When it comes to closing sales, creating a sense of urgency is essential. Urgency can be created by emphasizing scarcity, cost increases, or missing out on benefits. One way to create urgency is to highlight the limited availability of a product or service. Using phrases such as “limited time offer” or “only a few left in stock” can encourage potential buyers to act quickly before they miss out on the opportunity.

    Additionally, mentioning a possible price increase in the near future can urge buyers to act sooner rather than later. This tactic is particularly effective when there is a sense of urgency related to the product or service, such as seasonal items or products that are experiencing a high demand.

    Finally, highlighting the potential benefits that the buyer will miss out on if they don’t act quickly can create an emotional connection with the product or service. For example, emphasizing how a product can improve the buyer’s quality of life or make their work easier can motivate them to act more urgently.

    Ask For The Sale

    One of the essential skills in sales is asking for the sale. After building rapport and demonstrating value, it is crucial to ask the customer to commit to the purchase. This step may seem uncomfortable or pushy, but it is necessary to close the deal. The sales professional must be confident in their product or service’s value and be assertive in asking for the sale.

    When asking for the sale, it is vital to phrase the question in a way that leads the customer towards a positive response. The sales professional must also be aware of the customer’s body language and responses to tailor their approach to the individual’s needs. Additionally, it is helpful to offer incentives to sweeten the deal and encourage the customer to say yes.

    Be Confident

    Being confident during a sales pitch is one of the most important factors that can make or break a sale. This means having a positive attitude, feeling assured in your product or service, and being able to respond to objections or questions effectively. One way to boost your confidence is to thoroughly research your prospect’s needs and pain points, so you can tailor your pitch to their specific situation.

    What Is Closing In Sales: FAQs

    1. What Is The Meaning Of Closing In Sales?

    Sales closing is the final step in selling products or services, which is intended to convince the potential customer to make the purchase. It involves the salesperson’s attempt to bring the buyer to a decision about buying a product or service.

    2. What Are Some Examples Of Closing Techniques In Sales?

    There are different techniques that a salesperson can use to close a sale such as the assumptive close, the urgency close, the alternative close, the summary close, and the direct close. These techniques are used to create a sense of urgency or desire to buy in the mind of the buyer.

    3. Why Is Closing Important In Sales?

    Closing is important because it closes the gap between the salesperson’s efforts and the goal of actually making a sale. The salesperson can use closing techniques to turn a potential lead into a paying customer. It also helps the salesperson to achieve their goals and generates revenue for the company.

    4. What Are Some Common Mistakes That Salespeople Make When Trying To Close A Sale?

    Some common mistakes that salespeople make when trying to close a sale include asking too few or too many questions, failing to listen to the buyer, coming across as too pushy or aggressive, being unprepared, and not addressing the buyer’s concerns or objections.

    5. How Can A Salesperson Overcome Objections When Trying To Close A Sale?

    Sales objections are points of resistance the buyer presents that prevent the salesperson from closing the deal. To overcome objections, the salesperson needs to listen carefully to the buyer’s concerns, address each objection honestly and empathetically, offer a solution that meets the buyer’s needs, and maintain a positive attitude throughout the conversation.

    6. How Can A Salesperson Know When It Is The Right Time To Close A Sale?

    A salesperson can tell when it is the right time to close a sale by watching for specific signals such as buyer’s body language, tone, and other indicators of interest. The salesperson should also confirm that the buyer understands the product or service, the benefits they will receive, and the cost to them. When the time is right, the salesperson should use their closing techniques to ask for the sale.

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    Hanson Cheng

    About the author

    Living in Portugal with my wife and puppies.
    Scaling online businesses and sharing lessons learned on this website and in our email newsletter.

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