THE ART OF CLOSING THE SALE

You closed the sale, now what? This is the most important moment of the sales process, but also the most intimidating for many. The truth is that closing doesn’t have to be a tense “moment” or something you prepare for like a math exam. Closing the sale is simply sealing what you’ve already worked on with the customer: trust, solutions, and a sense of urgency. And yes, if you’ve made it this far, you’re probably already well-prepared to close successfully.

In this article, we’re going to show you how to close like a pro, without any fuss, and with clear and easy-to-apply examples. You don’t need to be an expert, just know how to connect the dots so the customer feels like they’re making the best decision. Ready? Let’s dive in!

There’s no magic trick to closing. If you haven’t done your homework—getting to know your customer, their needs, and their objections—it’s unlikely you’ll succeed in closing the sale. But if you’ve been listening, given clear answers, and demonstrated how your product or service solves their problem, closing will be the natural next step.

Preparation tips:

• Know Possible Objections: If you know the customer may have concerns about price, for example, be ready to provide a value-driven response.
• Remember Key Benefits: Reiterate the main benefits of your product or service that address the customer’s needs.

2.1. Direct close: ask directly

Sometimes, the simplest way to close is the most direct one. You’ve talked to the customer, shown them how your product solves their problem, now you just have to ask the question.

Example: Let’s say you’re selling an insurance service for small businesses, and you’ve already explained how the product works. Your final question might be:

• “So, would you like to start protecting your business today? Would you prefer the standard plan or the premium one?”

Let the customer decide, but ask them the question, don’t leave the sale hanging. It’s direct, simple, and clear.

2.2. Alternative close: Give options, not doubts

The alternative close works when you don’t want the customer to feel like they’re choosing between “buying or not buying.” Instead, you give them the opportunity to choose between options, but always close the sale. This gives the customer control over the decision without making them overthink it.

Example:

• “Now that you know everything our service includes, would you prefer to pay monthly, or would you like to pay for the year upfront and save 10%?”

You’re not giving them the chance to decide whether to buy or not. You’re just making it easier to make the choice.

2.3. Summary close: Leave no room for doubts

The summary close is when, after discussing the benefits, you give a brief recap of everything the customer is getting. You make it clear what they’ll be taking away, and then ask if they’re ready to proceed.

Example:
Imagine you’re selling health insurance to someone looking for an affordable option, and you’ve already explained all the benefits. Then you can say:

• “So, with this plan, you’ll have complete coverage for you and your family, unlimited consultations, access to specialists, and emergency care anywhere in the country. Plus, you can start enjoying these benefits right away. Would you like to proceed today?”

Don’t leave it open-ended! Make sure the customer knows exactly what they’re buying and why it’s the best choice for them.

2.4. Urgency close: The time is now

The urgency close is effective when the customer shows doubt or indecision. You can create a sense of urgency to prompt a quicker decision.

Example:

• “I just want to let you know that this plan has a special discount only available until Friday, and I’d love for you to take advantage of it. Would you like to proceed now?”

This type of close encourages the customer to act immediately so they don’t miss out on an opportunity.

Closing the sale isn’t the end of the journey; in fact, it’s just the beginning of the relationship with the customer. After closing, it’s crucial to ensure the customer feels good about their decision and knows how to use the product or service.

Steps after the close:

• Ensure the Customer Understands Everything: Go over what they’re getting, how to use it, and what happens next.
• Ask for Feedback: Ask about their experience and if there’s anything you can improve. This not only helps you improve as a salesperson but also shows the customer that you care about their opinion.
• Provide Support: Offer ongoing support, whether it’s through customer service, tutorials, or additional assistance.

Closing a sale isn’t just about negotiation skills, it’s also about understanding the psychology of the customer. Emotions play a key role in decision-making.

How to Use Psychology to Your Advantage:

• Trust: The customer must trust you and what you offer. If you’ve built a strong relationship throughout the sales process, this step will be much easier.
• Active Listening: Listening and understanding the customer’s emotions is key to identifying the right moment to close.
• Empathy: Show that you understand the customer’s concerns and that your product is the solution to their problems.

Remember, closing a sale is a skill that improves with practice. Don’t get discouraged if you don’t succeed on the first attempt. Each sales opportunity is a lesson that will help you improve.

• Always be prepared: Be clear on the benefits and objections.
• Ask open-ended questions: This will help you better understand the needs and concerns of the customer.
• Maintain a positive attitude: Confidence is key, and your attitude influences the customer’s perception of you.

Closing a sale is a skill that everyone can learn. With the right preparation, the right techniques, and the right approach, you can make every sale a positive experience for both you and your customer. Remember, the goal isn’t just to sell, but to build long-lasting relationships that benefit both parties.