How to Close a Sales Deal – The Secrets of Top Salesmen

Salespeople who close more deals compared to their colleagues have a few common traits. As you will find, they don’t rely on any revolutionary closing techniques. 

The best salespeople use the same techniques you have been taught. They just know that every sale is unique and that each technique works only when used in the right scenario.

It’s perfectly OK to copy the tactics of these pro salespeople and make them your own. Here are the secrets of how they smash their targets month after month.

1 They focus on the prospects’ needs

Know thy prospect.

A great salesperson knows the difference between convincing their leads to buy and convincing them to buy now. They don’t only know how to close a sales deal; they also know when to do it.

So before you can close the sale, earn it. In fact, forget about the sale for some time and just focus on the prospects’ needs.

Pro sales reps ask questions that poke at the prospect’s pain points. This helps them demonstrate their knowledge and quickly gain the confidence of the prospect.

When a prospect feels you truly understand their pain, they don’t need to be sold too aggressively on the solution itself. Closing the sale gets easier.

2 They don’t let failure stop them

Salespeople who are used to closing sales know they will fail at some point, but when it happens they don’t let it discourage them. They have learned to take every failure on the chin and quickly get back up to close more sales.

Sometimes prospects will postpone the decision, haggle on the price, and take other actions to scupper the sale only to gauge how convinced you are about sale. They want to see you fight for the sale and may ultimately take the deal.

3 They believe in what they sell

Successful salespeople believe in the product that they’re pitching. A passion for the product or service you offer can go a long way in closing deals. Prospects will not buy your solution if they sense that you are not even convinced of it yourself.

4 Ask for the sale

When they have done enough to learn the prospect’s pain points and feel convinced that their product is a strong fit, great salespeople ask for the sale. 

Yes, they straight up ask the prospect when they should deliver. They say it with such confidence that the customer simply can’t object. They take the decision away from the prospect. 

With that covered, let’s talk about the different sales closing techniques you can employ:

7 Sales Closing Techniques Every Salesperson Must Know

Every salesperson must have a small list of go-to techniques for closing deals. They must also know which one to use for which scenario because every sale s unique.

Here are the different sales techniques you must know:

1 Now or never close

This is the most common type of sales closing technique. It works well where a customer agrees your solution meets their need but still won’t commit to the deal. 

One way to make this technique work is to promise to meet a special request the prospect has made if they agree to complete the deal by a specific time or date.

Now or never close example: ‘If you place your order today, I will deliver the product for free’.

Another trick is to make the prospect believe there are other people lining up to take the offer you have made them. The fear of missing out may be the push they need to seal the deal.

Example: “I have a customer that’s going to want this and I need your answer in the next two hours.”

2 Sharp angle close

This sale closing technique harnesses the power of self-interest.

This close isn’t designed for everyone and can come across as manipulative if used in the wrong situation, but is worth considering. So be careful how and when you use it.

Sharp angle close example: “If you buy this, it’ll save me money at tax time.”

Another example: “I’m going to give you my employee discount because we’re friends.”

3 Assumptive close

The assumptive close is very popular with salespeople for the simple reason that it works. This sales closing technique assumes the sale is in the bag and continues to go through the motions of completing it.

For this technique to work you have to be very particular with the language you use. It must sound as if the prospect has already agreed to the sale and that you are now only thrashing out the details.

Important: The prospect does not have to have agreed to the sale. You are making the decision for them because too many times prospects just can’t say yes even when it’s clear the sale must go through.

To paint a scenario of the assumptive close in action: 

Say you work for an art gallery. You may say to an undecided prospect, “Let me tell you about our payment options.” 

It sounds like you’re just talking but because you assumed their interest in buying the piece they are looking at, you can push the prospect into actually buying the piece where perhaps they were not going to do it right then.

Assumptive close example:Are you going with the blue or white color?

Another example: ‘What day is convenient to you for us to deliver?’

In both scenarios, the prospect hasn’t said they are going to buy. You have assumed it’s a foregone conclusion. Though aggressive, this tactic shows your experience and the confidence you have in your product. Prospects like that.

4 Soft close

Another way to close a sale is by using what’s called the soft close. This sales closing technique doesn’t make any assumptions and instead, leaves it up to the customer.

In soft closes, the customer is not forced to buy anything and is allowed to take their time making their mind up. The usual excuse by prospects is that they need more time to consider the offer or that the timing is not great because of budget constraints.

Other times, the prospect needs more time because currently, the budget doesn’t allow. But they will not mention they are delaying the decision because of a budget squeeze they are under.

An experienced salesperson will assume there has to be another reason the prospect is delaying the deal besides the timing not being great. Most times it is the budget. Offering a discount may get the sale through.

Soft close example: ‘If I offered you a 10 percent discount, would you complete the purchase?’

5 Testimonial close

If your product is as good as you want the prospect to believe, there should be happy customers who are happy to sing its praises. Find these customers and ask if they can record a testimonial for you. 

Use that testimonial to convince prospects that are on the fence about buying. It’s called social proof. People feel better about a purchase if someone who has not been incentivized shares their honest feedback about the product.

Testimonial close example:Would it help with your decisions if I shared a testimonial by one of our existing customers’

6 Question close

The question close asks the customer direct and open-ended sales closing questions.

The customer may not know what they want, but in asking them sales closing questions it will force them to answer. You are trying to get a “yes” response so that there is no awkward silence.

This is a great way to close if the customer has been looking around and seems undecided about the purchase.

Question close example: “Would you like to purchase the blue or red shirt?”

7 Summary close

The summary close summarizes the benefits of your product to remind the customer of what they stand to benefit (or miss). This will help with closing because it reinforces what you have been saying in the preceding conversations and gives them one final chance to say yes.

This sales closing technique works especially well when selling products that have long sales cycles. With such drawn-out negotiations, the prospect may need a recap of the product’s features and the payment terms to help them make the final purchase decision.

Summary close example: “To summarize, with (product plan or tier) that we recommend for you, you will be able to (benefit), (benefit), and (another benefit). We estimate you will cut (# of man hours), saving you as much as (amount of money). Ready to move? I can send over the contract today”

How to Close More Sales Deals –  Tips to Try Today

Closing a deal should be treated as a culmination of actions taken over a period of time. It is not an event that happens in isolation. Every step that you take from discovery onward has to have the close in mind.

There are things that you have to do to prepare the prospect and make it easy for you to close the sale. You may lump these under the lead nurturing phase, but these are about assuming a closing mentality even before it’s time.

Here are some tips:

1 Analyze your leads/deals

To close a particular amount of deals in a month, you need to check your contact base and analyze which of your open deals are ready to close.

Deals don’t get closed right when you want them to get closed. How long you have to wait before the prospect is ready is really a matter of how your sales funnel is set up and how long the buying cycle tends to be. If you haven’t figured these things out, consider calculating your sales velocity.

A CRM will also help you visualize which leads can be closed at the earliest.

how to close a sales deal

  • Know everything there is to know about the prospect’s problem and be clear about how your product solves it. You will also want to:

    • Keep detailed notes about the objections and requirements your open leads have — Check if you can really fulfill their needs.
    • Try to solve those objections as only then will there be a possibility to close the deal. Check if you were able to solve their queries and any pending issues your deal may still have. 

    Importantly, make sure you’re dealing with the decision-maker and not someone who is wasting your time. How do you make sure of this?

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    With its intuitive search engine, finding the perfect lead has never been easier. Whether you’re looking for someone in a specific industry or region of the country, it got what you need – just type in what you want, and voila! It’s as simple as that. So stop wasting time on other platforms when LeadFuze can help you close more deals faster than ever before.

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2 Understand the customer’s pain point

People can only be convinced that they need a solution when they understand that they have a problem. In short, you can’t close a sale if there is no felt need. 

If the prospect has shown an interest in your products, your closing task is easier. Understand why they started looking for a solution and why they reached out to you. If you reached out to them, you’ll have to gauge if your product solves the prospect’s problem.

Once you understand their core problem, selling can really begin. This is when you  apply all the sales closing techniques we shared above. 

Once you understand their core problem, selling your product becomes easy.


Key Point: Prospects do not always understand their problems and how they can solve them. Sometimes it is your job to educate them. Before you waste time selling them and then struggle to close the deal, be sure that your product is what they need.

Where the prospect clearly understands their problem and the solution they need, it is worth your time to check if there are any special needs and circumstances that you must be aware of. Here are a few of those: 

  • The current solution has poor build quality, which increases the prospect’s repair bill.
  • The current solution they are using has too many manual processes.
  • The current vendor’s product might be of poor quality.
  • The current solution might be expensive and still not completely adequate.
  • The team is not very tech-savvy and needs a solution that they can easily use.
  • The solution is not customizable, which makes the prospect too dependent on vendor support.

If you know which special needs your product must meet, closing the sale becomes easy.

3 Before you sell, build rapport

Knowing how to close a sales deal is a lot like knowing how to make friends. Of all the people you can befriend, you will only choose a few that connect with you on a certain level. 

Similarly, there are usually many solutions for a problem (and vendors selling the same solution) but people will buy your solution when you have built a rapport with them.

In short, build relationships. Your solution might not be as full-featured as others, but the prospect will still consider it IF you have built a good relationship with them. They are willing to look past concerns they may have to push the deal through.

How well you follow up with your prospects on a casual basis also makes a difference. Not just before, but even after the sale as well. Clients want to know that you genuinely care about making their lives easier and aren’t just chasing sales.

Editor’s Note

Too many people in sales today only care about the close. They don’t invest time and effort in learning the customer’s problem and therefore push for the close too soon. 

Be the sales rep that builds relationships with prospects that are based on mutual benefit. Put the prospect’s needs before your own and the close will not be as hard. You don’t need to be their friend but if you can build that sort of relationship, closing the sale will be a formality.

Organize your contacts on their readiness to buy. That gives a clear picture of when you must touch base and what you must do to warm them up for the close.

Ask yourself these questions before making sales closes:

  1. Have you wished your Deal/Prospect a happy birthday?
  2. What kind of conversations have you had? Do you talk the most?
  3. How much do you know your prospect/influencer? Do you know about his/her hobbies, likes and dislikes and how many times have you spoken with them about these?
  4. More importantly: Do you know about their specific role? Either by listening to them or industry research, you should know what they do.

Have your list of contacts in such a manner that will help you get a clear picture of dates when you can touch base with them or contacts that have not been contacted recently etc.

how to close a sales deal

All that might sound unnecessary to close deals, but, trust me, it will help you to build rapport with prospects, which is necessary to close sales deals. It shows that you care and people want to do business with people who care more about their needs than the sale.

If you empathetically solve the prospect’s issues and keep in touch with them, your prospects will readily make a purchase without too much urging.

4 Create urgency

Sometimes you think that your prospect will accept your solution right when you reach out to them because it is that good. But even when they agree that the solution is indeed what they need, they may still delay the purchase decision.

In such a situation, you may want to inject a sense of urgency into the sale. You have to make the prospect believe they must act NOW. If they take the bait, you have closed your sale.

This tactic works like a charm when you are dealing with a client that won’t seal the deal even when it is clear they need it. Employ the ‘now or never’ sale closing technique that we discussed above. 

Tell the prospect there’s another prospect who is ready to take the deal you are offering and that they will need to decide before a specific time or date. People hate losing even when there was never a competition, so your prospect may seal the deal simply because they will get to ‘win’.

5 Know the decision-makers but sell the actual product users

Even though you need them to close the sale, decision-makers aren’t always the people who will use the product. As a result, they will not always champion the solution. Identifying the people who will directly use your product is crucial as you can use them to influence the buying decision.

The MD, accountant, or purchasing manager may be the people who release the funds to buy what you are selling but they aren’t always aware of what value it is bringing. The people who manage the departments where the solution will be used are the ones you need to sell on your product’s value.

For example, when you are selling a CRM the marketing is the influencer to target. Depending on the company’s size, there may be other people below them that will be a better fit as your product’s champion within the company.

6 It’s OK to let some go

You are not going to close every sale. Not every lead will become a paying customer, and that’s OK. Know when to fold them and move on to more promising prospects. 

Knowing when to fold a lead is just as important as knowing when and how to close a sales deal. It saves your energy and time for those sales you have a better chance of closing. By identifying those leads you can’t close early you can have even more time to nurture those leads that are more likely to buy.

Close More Deals and Crush Your Targets Every Month

Learning how to close a sales deal takes time. You have to work at it, improving all the time, and with time you will be closing sales deals like a seasoned veteran. 

Use the tips and the sales closing techniques we have shared, but remember that every sale is unique. Ultimately, the best sales closing advice is to understand your prospects’ pain points and genuinely aim to help more than you sell. When you have the prospect’s trust, the literally sale closes itself.

Editors Note:

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Siddhata Khatri
About Author: Siddhata Khatri
Siddhata Khatri is a Business Development Executive and content writer with CompanyHub helping in making sales teams lives easier.