Being in sales is a lot like doing stand-up comedy. You need to have your routine clear in mind, but also be ready to react to the audience. Great comedians aren’t just funny—they know how to read a room and deliver their jokes in the right way, at the right time. And the same goes for sales.
When you’re well-versed in effective sales closing techniques, you’ll be able to deliver the right close to the right person, at the right time.
TL;DR
- Match your closing style to buyer readiness.
- Use urgency only when genuinely justified.
- Build trust through confidence and clarity.
- Let prospects experience value firsthand.
- Be prepared to adjust your approach on the fly.
What are Sales Closing Techniques?
Sales closing techniques are the different strategies you use during the sales process to encourage a prospect to convert to a customer. This involves knowing the right things to say to follow up effectively, generate a sense of urgency, present the value of your product, and ultimately close more deals.
Let’s dive into 16 sales closing techniques to help you read the room and deliver a closing pitch that’s persuasive enough to land the deal.
1. The Assumptive Close
With the Assumptive Close, you firmly believe you will make this sale from the moment you put effort into it. The language you use throughout indicates that the sale is a "done deal." The key is checking frequently on your prospect, gauging their level of interest, handling objections, and determining if they're on the same page as you.
Why this works: Your confidence and positive thinking are contagious and make the prospect think the answer should be as obvious to them as it is to you.
When it works best: When you're working with someone you’re familiar with, and know the product is a perfect fit for your prospect’s needs.
When not to use it: When you have no relationship with your prospect, and hear repeated feedback that the solution doesn't make sense for them. Take the hint! Pivot your approach.
2. The Now or Never Close
Offer your prospect something that they can only get if they commit within a certain period (including today).
Why this works: The prospect now feels they are losing out on something, so if they will say yes eventually, it just makes sense to do it now.
When it works best: When you have the freedom to offer discounts (which isn't always a good idea!), and you're dealing with people whose main objection is that they don't have time to decide now.
When not to use it: When the prospect has made it clear your product would never work for them, or you can't offer a significant incentive.
3. The Takeaway Close
This sales closing strategy is simple: if you've already laid the benefits on them, and they’re still making weak excuses to avoid pulling the trigger, then take the deal off the table. Be decisive, not desperately meeting any demands that are made, and you’ll earn the respect of potential clients.
Why this works: Sometimes objections are just a way to delay the deal. Use this method to dig deeper into whether or not they’re really interested, and what’s actually blocking the deal from moving forward.
When it works best: When the prospect is giving multiple excuses, asking for a discount, or otherwise stalling the deal (even though they seem genuinely interested).
When not to use it: When the prospect’s objections are real and valid (such as a lack of budget for your product).
4. The Hard Close
Also known as the "Nothing to Lose Close," this tactic is that last card up your sleeve when you know this sales call will either end in closed-won or closed-lost. Take a deep breath to build your confidence, and ask for a firm commitment—anything that gets them to sign the deal right now.
Why this works: Make it clear what you expect from potential customers—this will put them at ease, and even though they may not say yes, they’ll at least give you a firm answer.
When it works best: When you know you won't be getting the yes, and have no other options.
When not to use it: When you are still in the early stages of following up with your leads.
5. The Columbo Close
Remember the TV detective Columbo? His famous one-liner "Just one more thing..." has become a mantra for many talented sales professionals. After a suspect thought Columbo was done with them, he would put them on the spot while walking away by turning around and asking for "one more thing."
Once you think the customer is ready to leave, this last-ditch sales strategy can make them stick around.
Why this works: Whether you're demoing a predictive dialer for sales teams or selling consulting services, hit them with the most enticing part of your sales pitch once they've indicated they don't want to listen much longer.
When it works best: When you haven't shown the main highlight yet, and you're pretty sure the prospect is on their way out.
When not to use it: When you've already bombarded and overwhelmed them with a long list of the benefits of your product.
6. The Summary Close
Take some time to summarize all the benefits of your product, and the main ways it would solve your prospect’s pain points. You can also use this to make distinctions between two or three possible options you're offering, to help remind your lead of what all their options are as they come closer to a purchase decision.
Why this works: Hearing all the benefits at once can seem more impactful than the 30 minutes you spent reviewing them.
When it works best: When you know your product is a good fit, and your lead needs a quick reminder of everything they agreed would work for them.
When not to use it: When your conversation has not been particularly long, or your main value points didn't seem to impact your prospect.
7. The Puppy Dog Close
Based on the concept that people who walk into pet stores and hold puppies are more likely to buy them (due to their unbearable cuteness), you make your sale by letting your prospect try it out. Test drive a car, use a free trial, keep a product for a month, and so on.
Why this works: If they start using the product, theoretical benefits become reality, building trust in your product and making them realize they can’t live without it.
When it works best: When you have a product that allows for a trial period, and has features that aren't always easy to quantify over the phone or by email.
When not to use it: When your product can't be “test driven.”
8. The Option Close
With this closing strategy, you offer your prospect a choice between two or more options, hoping they will choose one rather than saying no. Offering two pricing plans that suit their needs, tiered service levels with different features, or implementation earlier vs later, for example.
Why this works: With two viable options in front of them, a person is more likely to choose one, or even choose the cheaper option of two choices because it feels like they are saving money.
When it works best: When you have tiered service levels, and know your prospect would benefit from both.
When not to use it: When your offering is static, and you don't already have confirmed interest in your product's unique features.
Ready to reshape your sales approach? Explore the Challenger Sales Model with us.
9. The Sharp Angle Close
Some people hear sales pitches all the time, so they understand they have the upper hand in the discussion; they may ask for add-ons or discounts, knowing you expect them to. To deal with these seasoned negotiators, a sales expert can take them by surprise with the Sharp Angle Close.
If you have approval, give them what they want—but make sure that it’s also worth your while. This kind of closing technique can lead to win-win situations where everyone is happy with the results.
Why this works: You give them something you were already willing to, and in exchange, receive a firm commitment and make the sale instantly.
When it works best: When you're dealing with people who get sold to a lot, or who ask for incentives to sign.
When not to use it: When your prospect is not familiar with sales nuances and isn't asking for anything special or unique from you.
10. The Question Close
Asking your lead probing questions can force them to actually explain why something does or doesn't work for them. Ask them why you can't proceed with a shipment, why [x feature] wouldn't solve the customer’s needs, and so on. You may even have existing customer testimonials that back your solution up to this prospect.
Why this works: These kinds of closing questions give you a far better opportunity to explain why your product meets their needs.
When it works best: When your lead seems perpetually on the fence but isn't really explaining why they aren't interested.
When not to use it: When the prospect has clearly stated reasons for why aspects of your product don't work for them.
11. The Suggestion Close
This is another "hard close" tactic: In this conversation, you offer your opinion about what would work best. Offer firm statements that explain how closing now will lead to bigger benefits for their business.
Why this works: When you offer firm solutions for their problems, you become a trusted consultant as well as a salesperson.
When it works best: When you have a great (personal) relationship with your prospect, or you see they trust your expert opinion.
When not to use it: When you don't know your lead well at all, or they are more of an expert in the field than you are.
12. The Backwards Close
Alright, folks… buckle up for a controversial approach. This technique goes against almost all sales training, but it has been known to work with certain types of leads. With the Backwards Close, you’ll start at the end—ask your lead for referrals rather than trying to sell something to them at the onset of the relationship. In this case, you know this person isn’t likely to purchase your product, but could be a gateway to other eager leads.
Why this works: By recognizing that you aren't trying to sell to them, the potential customer will feel more at ease, and will be more open to listening to what you have to say.
When it works best: When the person already indicated they have no interest in what you're selling.
When not to use it: When you're early in the sales cycle and have no reason to doubt your ability to make the sale.
13. The Soft Close
A soft close is just what it sounds like—the opposite of a hard close. Let the prospect feel like they're guiding the sales process. Rather than outlining the sales process and pushing next steps, you might ask questions that allow the prospect to lead the way.
Why this works: By putting the prospect in the driver's seat, they feel more in control. This allows them to guide the process and feel more comfortable.
When it works best: When you have well-qualified leads who are familiar with your offering and likely to close or prospects who are wary of being sold to.
When not to use it: When dealing with unqualified prospects or leads who have no idea what you have to offer.
14. The Scarcity Close
The Scarcity Close is similar to the “Now or Never” close—it leverages our human instinct of FOMO (fear of missing out). By letting them know there are only so many products left or you can only onboard so many new clients, you push prospects to make a decision. Just be genuine; don't use false scarcity or risk breaking the prospect's trust.
Why this works: Increasing urgency encourages them to make a decision and close faster.
When it works best: When you have a truly limited product or service offering.
When not to use it: Early in the sales cycle or when you don't truly have a scarcity.
15. The Limited-Time Offer Close
Similar to the Scarcity Close, the Limited-Time offer uses the fear of missing out to encourage prospects to close. With the Limited-Time offer, however, it's all about not missing out on a deal or discount.
Limited-time offer closing phrase examples:
Why this works: Increasing urgency with a limited-time offer or special promotion encourages on-the-fence prospects to take the leap.
When it works best: Towards the end of the sales cycle when the prospect won't commit, even when you've addressed all their objections.
When not to use it: Early in the sales cycle or when a prospect has expressed legitimate objections you haven't addressed.
16. The Visual Close
Storytelling can be a powerful tool in sales, and you can also use it to create a visual close. Use this sales closing technique to help your prospects visualize what life will be like when they finish their purchase, and the benefits they can expect to reap when they finally sign on the dotted line.
Why this works: Visualizing life after the purchase gets customers excited about making a purchase, and can help push hesitant buyers to a closed deal.
When it works best: When the buyer is directly impacted by the product or service they’re purchasing, and it’s something they can get excited about.
When not to use it: When the decision-maker isn’t an end-user of the product, and won’t see a significant impact in their daily work.
So, What’s the Best Closing Technique?
Here’s an answer you’re gonna hate: it depends.
But seriously, it does depend—on the industry, on how qualified your lead is, on where they are in the purchase process, and even on their personality!
Remember—sales is like being a stand-up comedian. You need to know how to read the room and give the routine that will make the most impact and keep your audience engaged.
So, practice these closing techniques. Get used to them, and take note of how they impact different types of people.
In time, you’ll have a strong repertoire of sales closing techniques that you can use to close more deals.
FAQs about sales closing techniques
What is the most effective sales closing technique?
No single technique will work for every prospect. The best approach will always reflect your industry, the buyer’s stage, and the idiosyncrasies of their personality. With that being said, certain frameworks adapt well to most scenarios. “Assumptive Close” and the “Question Close,” for example, build on established confidence and help to uncover hidden objections. Successful salespeople often adapt their strategy in real-time, reading the room to determine whether a direct or consultative approach will yield the best result.
When should I use a Soft Close instead of a Hard Close?
A “Soft Close” is ideal when you are working with qualified leads who prefer to feel in control of the decision-making process. It’s also useful when you want to lower pressure to build a long-term relationship. The soft approach allows your prospect to guide the next steps, fostering trust and reducing resistance.
A “Hard Close” is best reserved for situations where you need a firm commitment immediately or when a deal is on the verge of being lost. That’s why it’s often referred to as the “nothing to lose” close.
How can I speed up a decision if a prospect is stalling?
The “Takeaway Close” or the “Now or Never Close” can drive urgency. The Takeaway Close involves removing the offer from the table to gauge genuine interest. The Now or Never Close incentivizes immediate action through special benefits or limited-time discounts. These tactics force the prospect to decide if they are truly interested. If they opt out, at least they’re not wasting any more of your time. You’re now free to focus your energy on viable deals.
Is it a good idea to offer a discount to close a deal?
Offering a discount can be an effective lever in techniques like the Sharp Angle Close or Limited-Time Offer Close, but it should be used strategically. Don’t offer a discount out of desperation. If you do offer a price reduction, ensure that you receive a firm commitment in return. Get an immediate signature or a multi-year contract. And be careful: relying too heavily on discounts early in the process can devalue your product and set a precedent for future negotiations.
How does the "Puppy Dog Close" work for software sales?
The Puppy Dog Close allows a customer to "test drive" a product before buying. In doing so, it reduces the perceived risk of the purchase. In the context of software or B2B sales, this typically involves offering a free trial or a pilot period where the prospect can integrate the tool into their daily workflow. Once the prospect experiences the practical benefits and their team becomes accustomed to the solution, walking away from the deal becomes much more difficult.
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