Wondering how to close a sale easier? Don’t worry—you’re not alone.
The average closing ratio for industries ranges anywhere from 15% (biotech) to 19% (finance) to 22% (software). This means, on average, the majority of B2B sales pitches don’t get accepted.
But with the right strategies and tactics, you can improve your closing rate and start seeing more “yeses” from prospects.
In this article, we’ll explore ten different ways to close a sale, including techniques, script examples, and what to include in the scripts. By the end of this article, you’ll have a deep understanding of these techniques and be able to apply them in your own sales efforts.
How to Close a Sale: 10 Effective Sales Closing Techniques
Whether you’re an expert sales professional, a sales manager looking to improve their team’s skills, or a beginner that still needs sales training, here are 10 of the best sales closing strategies, along with script examples and what to include in the scripts to help you implement these techniques in your own sales process.
1. The Traditional Way to Close a Sale
This is the use of well-known, age-old methods to convince customers to buy from you.
But get this: even though these methods are old, they’re still effective. For instance, BOGO (Buy One, Get One Free) is a good example of a traditional, almost-cliche sales closing tactic.
It’s old (the earliest reference was as far back as the 1700s), but it works. We’ll share a script example shortly, but when using this approach, it’s important to blend them with modern techniques so you can get the most out of them.
When it’s applicable: You can use traditional sales techniques in almost any situation—as long as they’re relevant and will help you hit your sales goals.
Script example: “We have a buy one, get one free deal today. You can take home two products for the price of one—an offer you won’t find anywhere else.”
What to include in the script:
- Thank the customer for their time and interest in your product or service
- Introduce your BOGO offer—with an expiry date
- Ask if the customer has any additional questions or concerns
- Ask for the sale
2. The Consultative Close
The consultative close is a technique that often involves asking the customer open-ended questions to better understand their needs and concerns and qualifying them early on as an ideal customer.
Using a listen-question-close strategy puts you in the position of an expert who can help guide buyers to the right decision for their specific situation. It’s a great way to quickly build trust and rapport with the customer, as you’re addressing their individual needs.
And guess what? Most business buyers today (79%—according to a Salesforce study) don’t want sales reps who simply try to hard-sell them. Instead, they’re looking for someone they can trust—an advisor who will add value and act as more of a consultant.
When it’s applicable: This technique often works well when a potential customer has a lot of questions and concerns, or when they’re unsure if your product is the right fit for them.
By taking the time to understand their needs and concerns, you can address any objections and help them see the value of your product or service, offering relevant advice, a demo, a test drive, etc.—anything that helps to show they can trust you.
Script example: “Can you tell me more about the challenges you’re facing in your business?” “Have you tried to solve these pain points—and what have you tried?” “If there was a solution that helped you do XYZ, would you be interested in trying it out?”
What to include in the script:
- Ask the customer about their business or personal situation
- Listen actively and ask follow-up questions to better understand their needs and concerns
- Use the information you gather to tailor your pitch and address any objections
- Ask for the sale
Pro Tip: Use your CRM to track the questions you ask along the sales process and the answers your prospects give. Then, you can wrap your intimate knowledge of the customer’s situation into a closing pitch that is sure to win you the deal.
3. The Challenger Way to Close a Sale
The Challenger Sales approach involves taking a more aggressive tone, where you challenge the customer’s assumptions and push them out of their comfort zone. This can be a powerful technique, but it can also be risky if not done properly.
When it’s applicable: This approach is especially effective in situations where the customer is hesitant about making a purchase. Usually, they’re ready to buy but are holding back because of an assumption or objection they have. By challenging those assumptions, you can help them see things from a different perspective and motivate them to take action.
Script example: “I understand that you’re hesitant to make a purchase because of XYZ, but have you considered ABC? In fact, we did a study on ABC and found it got an average of X% increase in [specific results].”
What to include in the script:
- Identify the customer’s hesitation or reluctance
- Challenge their assumptions or beliefs about the situation—with ironclad proofs/numbers
- Ask open-ended questions to help the customer see things from a different perspective
- Ask for the sale
4. The Relationship Builder’s Way to Close a Sale
This involves focusing on building a long-term relationship with the customer, rather than just making a quick sale.
The result: A loyal customer base that are more than one-time buyers. With a relationship-building close, you’ll earn repeat customers and advocates for your business.
When it’s applicable: This technique works great when building a long-term relationship is a priority for the buyer. It also makes sense when the buyers expect some type of after-sales service, where they’d like to be able to reach out to you after the purchase, maybe to get further advice or access to additional resources that’ll help them use your product or service effectively.
It’s also a good fit for products or services with long-term customer relationships, like subscription-based software.
Script example: “We offer two-year warranties on all our products—because our top priority is to create long-term relationships with our customers, where you get the best support, add-on accessories, and after-sales care. We’ll be here to support you every step of the way, and we’ll do everything we can to make sure you’re happy with your purchase. Are you ready to move forward?”
What to include in the script:
- Emphasize that you’re trying to build a long-term relationship with the customer
- Offer personalized solutions and support to address the prospect’s needs and concerns
- Ask for the sale
5. The Value Proposition Close
This sales tactic involves highlighting the specific benefits and unique value your product or service can provide to the customer. With a clear value prop, you show off your key differentiators and prove your product is the best choice.
When it’s applicable: Situations where the customer is comparing your product or service to similar offerings from your competitors. Communicating the unique value your product or service provides — especially with relevant testimonials — helps decision-makers see your business as an obvious best choice.
Script example: “Our product is not only more affordable than most of our competitors, but it also comes with a longer warranty and more advanced features.” Or “Even though our products cost a bit more, you’re getting twice the amount of [feature] compared to our competitors, and that gets you more [result].”
What to include in the script:
- Identify the customer’s needs and concerns
- Highlight the specific benefits and value that your product or service provides in relation to the customer’s identified needs
- Compare your product or service to your competitors to show why it is the best choice
- Ask for the sale
6. The Assumptive Close
When a salesperson assumes the customer will make a purchase and moves the conversation forward as if the sale is already complete, they’re using the assumptive close selling technique.
It helps to create a sense of momentum and can also help to overcome any hesitation or reluctance from the customer.
When it’s applicable: This technique is best suited for situations where the customer has shown a strong interest in your product or service, and you have addressed all of their questions and concerns on a sales call. You can help to move the conversation forward and get them to sign on the dotted line.
Script example: “Great, so I’ll go ahead and process your order and get everything set up for you. When would you like your product delivered?”
What to include in the script:
- Thank the customer for their interest in your product or service
- Assume that the sale is already complete and move forward as if it is
- Confirm the details of the sale, such as the delivery date and payment method
- Ask the customer if they have any additional questions or concerns
7. The Hard Close
The hard close is a technique that involves using a more direct and assertive approach to closing the sale.
When used properly, it’s a powerful selling technique, but it can also be risky if not done properly—a lot of times, if you come on too strong or use aggressive language, it could easily scare off the customer. So it’s important to be respectful and avoid being overly pushy or aggressive.
When it’s applicable: This technique is best suited for situations where the customer seems ready to buy and hardly has any major objections. Or you sense the customer is just about ready to make a purchase and might be looking for some type of push to get started.
Script example: “If all looks good here, should I go ahead and process your invoice? Also, there’s a 20% discount if you purchase now.”
What to include in the script:
- Identify the customer’s hesitation or reluctance
- Use a more direct and assertive approach to overcome any objections and motivate the customer to take action
- Ask for the sale
8. The Summary Close
A summary close is an approach that involves summarizing the key points of the conversation and the reasons the customer should make a purchase.
By reinforcing the benefits of your product or service, you can help to give the customer added confidence to make their purchase decision and also make it easier for them to take action.
When it’s applicable: This technique is great when you and the customer have had a long phone call or you’ve set out a presentation and need to drive home the key points. It’s a great way to encourage the customer to take action.
Script example: “To summarize, our product is more affordable, has more advanced features, and comes with a longer warranty than our competitors. This means that you’ll be able to save money and get more value in the long run. Are you ready to move forward with the purchase?”
What to include in the script:
- Thank the customer for their interest in your product or service
- Summarize the key points and benefits of your product or service
- Ask for the sale
9. The Sharp Angle Close
This approach uses a unique or unexpected method to seal the deal. Your “sharp angle” here could be a special promotion, a unique product feature, or anything else that’s out of the ordinary.
When it’s applicable: This technique is ideal for situations where the customer is on the fence and needs something extra to make their decision. But avoid being overly aggressive or using gimmicky tactics—so you don’t seem too desperate.
Script example: “If we threw in a free bonus and extended your warranty to two years, would you be ready to move forward with the purchase?” Or, “If you make a purchase or sign the contract today, I could offer you a 20% discount.”
What to include in the script:
- Identify the customer’s hesitation or reluctance
- Use a unique or unexpected approach to overcome any objections and motivate the customer to take action
- Ask for the sale
10. The Now or Never Close
The now or never close is a powerful technique that can create a sense of urgency and scarcity to motivate customers to make quick decisions.
But if not done properly, this approach can be risky. When using the now or never close, it’s important to be authentic and transparent to avoid being manipulative or deceptive.
When it’s applicable: This technique is effective when you’re dealing with an unresponsive potential client or one who needs a little extra push to act, and you have a limited-time offer or special promotion.
But be sure to create an offer that’s actually worth the customer’s while, and provide a valid expiration date. By creating a sense of urgency and scarcity, you can help to motivate the customer to take action.
Script example: “I understand that you’re unsure about making a purchase, but this offer is only available for the next 24 hours—so if you make the purchase now, you’ll lock in this special price and get a 20% discount. Are you ready to move forward with the purchase?”
What to include in the script:
- Identify the customer’s hesitation or reluctance
- Create a sense of urgency and scarcity by highlighting a limited-time offer or special promotion
- Ask for the sale
By using these techniques and script examples, you (and your sales team) can improve your ability to shorten the length of your sales cycle, close deals, and grow your business.
Remember to stay focused and prepared. More importantly, always put the customer’s needs first. With the right approach, you can achieve tremendous sales success and build long-term relationships with your customers.
Sales Closing FAQs
In case you have a few more questions about sales closing, here are some FAQs to help you out.
What is the Most Effective Way to Close a Sale?
There is no one-size-fits-all answer to this question, as the best way to close a sale will depend on the specific situation and the customer’s needs and preferences.
For example, you might use the assumptive close when dealing with a customer who is eager to make a purchase or use the sharp angle close to overcome customer hesitation.
What’s important is to know and understand the different sales closing techniques and be able to identify which one is best suited for each situation.
What is the Most Important Rule When Closing a Sale?
The most important rule to remember when closing a sale is to always put the customer’s needs first. Deeply understand their needs, concerns, and objections and craft solutions that will provide real value.
Be honest and transparent with every customer to build trust and credibility—otherwise, it’s likely that your sale won’t close.
What do You Say When Closing a Sale?
When closing a sale, it’s important to be confident, respectful, and empathetic. All at the same time? Yes.
And it’s usually not a hard thing to do when you know the customer, their needs and preferences, and understand how your product or service can meet those needs.
As we’ve shared in this article, some potential phrases you could use to close a sale include: “Based on everything we’ve discussed, are you ready to move forward with the purchase?”; or “You mentioned not being able to afford it—what do you think of this special offer I can give you?”
What is the Simplest Way to Close a Sale?
The simplest way to close a sale is to use a direct and straightforward approach, such as asking the customer if they are ready to make a purchase.
But keep in mind this is usually effective when the customer has been properly qualified and is ready to make a purchase. For more difficult or hesitant customers, it might be better to use one of the more advanced sales closing techniques we’ve shared above.
So the easiest or simplest technique isn’t always the best one to use. Remember that there is no one-size-fits-all approach when it comes to closing a sale.
Understand the different closing techniques and know when and where it’s best to use them.
Always Be Closing (ABC)
In the world of sales, the phrase “always be closing” is a reminder that your goal is to close the sale and grow your business.
In this article, we explored 10 different ways to close a sale, including the traditional direct approach, the consultative close, the challenger way, the relationship builder way, and so on. All the techniques we’ve shared help keep closing in a way that is respectful, professional, and effective.
By using the right techniques and approaches, and by staying focused, prepared, and empathetic, you can improve your chances of success and build long-term relationships with your customers, making you a sales expert in no time.
