Top 10 closing techniques (with examples, how-to's, and scenarios)

It's no secret that today's volatile economic conditions have led to longer deal cycles. Buyers continue to tighten their purse strings, more stakeholders are involved, invisible threats from competitors mount, and decisions fall on the shoulders of finance and procurement teams.

Sellers struggle to effectively and consistently overcome these various challenges, and the vast majority will admit that winning deals is harder than ever. Each deal is unique, which often makes it difficult for sales reps to choose the technique that will help carry them across the finish line.

Here, we’ll examine ten different types of sales closing techniques, what they are, when and why they work, their key advantages, and what tools sales reps will need for successful execution.

Why your sales closing technique matters 

Sales closing is much more than simply signing on the dotted line or collecting payment for a product or service. For B2B sales organizations, in particular, it is the strategic stage of the sales cycle when the customer agrees to the proposed (and often heavily negotiated) deal terms and signs a contract.

But sellers often inadvertently underestimate what it takes to reach the sales closing stage and fumble the deal in the eleventh hour. This is especially true for B2B sales teams, who must get that final green light from, on average, 6 to 10 decision-makers. The fact that sales cycles are 21% longer, with win rates 2% lower today compared to 2020, means that closing a deal has become even more difficult in recent years. 

By leveraging the right technique at just the right time, sellers can nail the sales closing stage. Rather than taking an aimless or overly pushy approach to sales closing, salespeople who have effective tactics in their back pockets can consistently close more deals at a faster pace.

Choosing the proper sales closing technique will depend on the deal: the type of customers you’re working with, specific buyer objections, goals, etc. But choosing the right technique can benefit sellers in several key ways:

Faster sales cycles 

Highly experienced sellers know that getting a deal to the sales closing stage doesn’t necessarily mean that they have the win in the bag. Deals in this final stage in the cycle can remain stuck there for weeks (or even months) before the buyer actually commits. But, armed with the right closing tactics, salespeople can confidently and successfully accelerate the sales cycle — without appearing aggressive or desperate.

Stronger customer relationships 

You’d be hard-pressed to find a prospect who’s excited to buy from a brash, overly assertive rep. On the other end of the spectrum, meek sellers come across as unsure, unprepared, or uneducated about their product or service. While striking the right balance is vital throughout the entire sales cycle, it’s particularly crucial when closing the deal. Intentional use of the appropriate closing technique requires sellers to take a close look at the unique details of that specific deal and customer; which in turn helps them build trust with that customer. And since customers are 23% more likely to spend money with brands they trust, taking the time to apply a more nuanced, personalized method for sales closing can help clinch the deal.

Less wasted time 

Most sellers have had the experience of chasing after a non-committal prospect. They spend weeks or months hosting meetings and demos, discussing expected outcomes, and presenting to larger buying committees only to be ghosted or — perhaps even worse — kept on the hook for even longer. It’s a huge waste of time that could be better spent on countless valuable selling tasks. 

Sellers who are well-versed in effective sales closing techniques (and who understand how and when to use each) have a better pulse on the health of their deals in this stage. This strategic approach to closing enables them to more accurately identify when it’s time to call it quits and move on.

More valuable ideal customer profile (ICP) 

There are several factors to take into account when defining your ICP (like pain points, budgets, objectives, etc.), and there are many different strategies for both fine-tuning and selling beyond your ICP. One surefire way to improve your ICP description is through testing, measuring, and analyzing the efficacy of sales closing techniques — then using those results to break into a new market or vertical. If you conduct some research into up-and-coming markets for your solution, and leverage the right customer engagement strategies, take careful note of which sales tactics to close a deal that your rep used, along with their outcomes. Then, use that data to better understand, extend, and target your ICP for greater reach.

3 common closing challenges and how to overcome them

Even when the odds are in a seller's favor, these major common challenges can throw a serious wrench in closing the sale:

Lack of collaboration 

Closing a deal is difficult (if not impossible) when not everyone is on the same page. Remember: today’s economic landscape has made the buying process more complex. In fact, a Gartner survey of 250 B2B customers showed that 77% of buyers say their last purchasing experience was extremely complex or difficult. Several stakeholders are typically involved, each with individual concerns, objectives, and priorities. If the sales closing stage is the first in which they’re actively involved and/or have access to key details surrounding the deal (like budget, expected ROI, implementation timeline, approvals, and more), then reaching a consensus becomes even more challenging.

Difficulty negotiating 

Executing a successful negotiation is a critical skill for salespeople. In fact, 48% of sellers say that competing against lower-priced competitors is their biggest obstacle when trying to close a sale. So if your salespeople aren’t properly prepared to negotiate the terms of a proposal, justify the value of your products or services against their cost, and effectively compromise without completely falling apart, then a significant portion of prospects may choose to walk away.

Talking to the wrong people 

Just because someone from a prospective customer’s company expresses an active interest in your product or service doesn’t necessarily mean you’re going to close the deal. Let’s say Sam from the prospective company’s marketing department sees how your company’s marketing automation solution can solve his pain points and reaches out for a demo. While it may be valuable to discuss potential offerings with Sam, it’s even more crucial to confirm whether or not he holds any purchasing power before moving forward. Sure, getting your foot in the door with Sam can get you one small step closer to attracting a new customer, but if he isn’t an actual decision-maker at his company and he can’t (or isn’t willing to) connect you with the right person, closing the sale likely isn’t on the table.

How do you improve at closing?

To improve at closing deals, it's crucial to focus on more than just the final pitch. Your entire sales process and individual sales workflows from lead qualification to stakeholder management and cross-department threading, play a pivotal role. By honing these aspects, you can increase your chances of success.

To help you along the way, we've compiled 10 proven sales closing strategies, each accompanied by practical examples. These techniques are designed to support you at every stage, ensuring you're well-equipped to seal the deal.

Top 10 tried-and-tested sales closing techniques (with examples, how-tos & scenarios) 

1. The assumptive close

The assumptive close involves confidently discussing the next steps in the process, like setting up delivery details or next meetings, assuming the sale is already agreed upon. It's effective for seasoned sellers who can read buyers' cues well.

How to use it: Emphasize the limited availability of the product or a special offer to encourage the prospect to act quickly. This technique leverages the fear of missing out (FOMO) to prompt quicker decision-making.

Role-playing scenario:

• Rep: “Great, so we can start the installation on Monday, or would Wednesday work better for you?"
• Buyer: "Monday works fine."
• Rep: "Perfect. We'll get everything ready for Monday."

2. The puppy dog close

Similar to letting someone take a puppy home for a trial run, this technique involves letting prospects try out your product or service risk-free. It's particularly effective for products that demonstrate clear value once experienced firsthand.

How to use it: Offer a free trial, demo, or pilot program. Make it as easy as possible for the prospect to say "yes" to trying it out. The goal is for them to become attached and see how it solves their problems.

Role-playing scenario:

• Rep: "I understand you're hesitant to commit. Why don't you take our software for a two-week test drive? See how it integrates with your current system and experience the productivity gains firsthand." 
• Buyer: "That sounds reasonable. I'd like to try it out." 
• Rep: "Great! I'll set you up with a free trial and check in with you next week to see how it's going."

3. The scarcity close

This technique leverages the fear of missing out (FOMO) by highlighting the limited availability of a product or service. It creates urgency and can push prospects who are on the fence to make a decision.

How to use it: Emphasize limited-time offers, exclusive discounts, or low stock levels. Be truthful and avoid creating false scarcity. This close works best when there's genuine scarcity.

Role-playing scenario:

• Rep: "We only have two more spots left in our premium training program. They've been filling up quickly, so you might want to secure your spot today." 
• Buyer: "I don't want to miss out. Let's go ahead and sign me up." 
• Rep: "Excellent. I'll reserve your spot right now."

4. The takeaway close

This is a bold technique that involves making the prospect feel like they are losing out on the deal. It can be used when the prospect seems disinterested or overly focused on price.

How to use it: Subtly suggest that the product or service might not be the right fit or that it's in high demand. This can trigger a sense of loss aversion and make the prospect reconsider their decision.

Role-playing scenario:

• Rep: "It sounds like our solution might not be the best fit for your needs at this time. Perhaps we can revisit this conversation in the future when your priorities have shifted." 
• Buyer: "Wait, maybe I was too quick to dismiss this. Tell me more about your implementation process." 
• Rep: "Of course, I'd be happy to. Let's schedule a follow-up call to discuss it in detail."

5. The question close

This close involves asking a series of questions designed to lead the prospect towards a positive buying decision. The questions aim to uncover any remaining objections and address them.

How to use it: Ask open-ended questions that require more than a "yes" or "no" answer. Listen actively to the prospect's responses and tailor your questions accordingly. The goal is to guide them toward realizing the value of your offering.

Role-playing scenario:
Rep: "What are your biggest concerns about implementing this solution?" 

• Buyer: "I'm worried about the learning curve for my team." 
• Rep: "That's a valid concern. We offer comprehensive onboarding and training to ensure a smooth transition. Would you like me to share more details about that?" 
• Buyer: "Yes, that would be helpful."

6. The summary close

This technique involves summarizing the key benefits and value propositions discussed during the sales conversation. It helps reinforce the product or service's positive aspects and clarifies how it addresses the prospect's needs.

How to use it: Briefly recap the prospect's pain points and reiterate how your offering provides solutions. Highlight the unique features and benefits that differentiate you from competitors.

Role-playing scenario: 

• Rep: "Let's recap. You mentioned needing a solution to streamline your customer support process, reduce response times, and improve customer satisfaction. Our platform offers a unified inbox, automated workflows, and real-time analytics to address all of these challenges. It's also scalable, so it can grow with your business." 
• Buyer: "That's a great summary; I see how it aligns with our goals."

7. The now-or-never close

This technique creates a sense of urgency by presenting a limited-time offer or emphasizing the potential consequences of delaying a decision. It's designed to prompt immediate action and overcome any hesitation or procrastination.

How to use it: Offer a special discount, bonus, or extended trial period that expires soon. Explain the potential downsides of waiting, such as missing out on an opportunity or facing increased costs.

Role-playing scenario: 

• Rep: "If you sign up today, we can offer you a 20% discount on your first year of service. This offer ends tomorrow, so it's the best time to take advantage of it." 
• Buyer: "That sounds like a great deal. I'm ready to move forward."

8. The sharp angle close

This technique involves responding to a prospect's question or objection with a counter-question that moves the conversation closer to a decision. It's a subtle way to steer the prospect towards acknowledging the value of your offering.

How to use it: When the prospect raises a concern, ask a question that addresses their underlying motivation or reframes the issue in a positive light. This can help them see the situation from a different perspective and overcome their objections.

Role-playing scenario: 

• Buyer: "I'm concerned about the upfront investment." 
• Rep: "If I could show you how our solution could save you 30% in operating costs within the first year, would that alleviate your concerns?" 
• Buyer: "That would definitely be interesting to see."

9. The empathy close

This technique focuses on building rapport and understanding the prospect's emotions and needs. It involves active listening, acknowledging their concerns, and demonstrating a genuine desire to help them achieve their goals.

How to use it: Show empathy by mirroring the prospect's language and body language. Ask probing questions to uncover their deeper motivations and pain points. Offer reassurance and support, showing that you're on their side.

Role-playing scenario: 

• Rep: "I can see that you're feeling overwhelmed with the number of options available. It's a common challenge. Let's talk about your specific priorities and how our solution can alleviate some of that burden." 
• Buyer: "I appreciate your understanding. I'm looking for a partner who can simplify things and make my life easier."

10. The visual close

This technique involves using visual aids, such as charts, graphs, or demos, to demonstrate the value and impact of your product or service. It helps prospects visualize themselves using and benefiting from your offering.

How to use it: Prepare visual materials that clearly illustrate how your product or service solves the prospect's problems and helps them achieve their goals. Use case studies, customer testimonials, or before-and-after comparisons to further reinforce your message.

Role-playing scenario: 

• Rep: "Let me show you a case study of how our software helped a similar company increase their sales by 25% in just six months. As you can see on this graph, their customer acquisition costs also decreased significantly." 
• Buyer: "That's impressive. I can see how this could benefit our company as well."

How to leverage technology when closing a sale

Using the right technology can make closing a sale easier and more efficient. There are plenty of tools that can help, but it's important to find the ones that best support your goals to move deals forward. Here are some key features to consider when evaluating technology for closers:

• Meeting management tools: Schedule and host effective sales meetings. Avoid deal delays by using AI to follow up and quickly share key takeaways with stakeholders. 
• Deal progression tools: Jointly scope and align purchase criteria with buyers in the same shared workspace to advance opportunities and follow your sales methodology — from qualification to close.
• Multi-threading strategies: Strengthen your business case with tools that help you identify, engage, and influence additional members of the buying committee.
• Opportunity management tools: Organize your task list and prioritize the next best actions that close high-priority deals. Identify risk and escalate when team or executive action is needed to save deals that make or break your sales quota. 

Tap into your full sales potential with Outreach

While these sales closing techniques are a great place to start, sellers will likely still struggle to consistently push deals past the homestretch if they’re using manual processes or disparate sales tools. Outdated, disjointed point solutions create data silos and workflow gaps that hinder sales productivity and sales closing efficacy. Sales teams need a better way to manage and guide deals.

That’s where Outreach comes in. Our sales execution platform helps sales teams organize their book of business, advance more deals to the next stage, and sell with confidence. With Outreach, reps have everything they need at their fingertips to ensure every deal has clear next steps, enable buyers to sell internally on their behalf, and get at-risk deals back on track to close.

Additional FAQs about sales closing techniques

What to do after closing a sale?

After closing a sale, ensure customer satisfaction by promptly fulfilling all promises made during the sales process. Follow up with a thank you email, provide clear next steps, and make yourself available for any questions or concerns. This not only builds trust but also opens doors for future opportunities and referrals.

What sales closing mistakes should you avoid?

Avoid premature closing attempts and inadequate objection handling, as these can jeopardize the sale. Always actively listen to your prospects, thoroughly prepare for meetings, and maintain transparent communication. Proactive measures like these help in addressing concerns before they become obstacles.

How do you close a sales deal quickly?

Closing a sales deal quickly requires a strategy focused on efficiency and effectiveness. Utilize the techniques discussed, such as clear communication, understanding customer needs, and swiftly overcoming objections. Streamlining your process with these methods of closing will expedite the final steps. 

Can you be taught how to be a better closer in sales?

To become a better closer in sales, focus on building rapport and deeply understanding your customer's needs. Consistently practice active listening, demonstrate genuine interest, and tailor your solutions to align with their goals. This approach fosters trust and significantly enhances your closing success.