There are a few key things you need to do in order to close a sale, which are: being prepared, giving a pitch, answering objections, asking for the sale, and following up.

Selling is more complicated than many people think–something that I’ve learned from experience. It’s easy to make mistakes when closing a sale, especially for people new to the job.

While there is an underlying formula to the process of closing a sale, it is also an art form. Because the two go hand in hand, we will be examining both the art and science of closing sales.

If you’re ready, let’s get started with some of the basic science behind sales and why they don’t always close. You might be surprised to find out where you’re wasting your energy.

What is closing the sale?

This is the point in the sales process when the customer or prospect decides whether to buy the product. There are four types of closes in sales:

• When you make an assumptive close, you use phrasing that assumes the sale is already complete. For example, “When can I come by for a complimentary software training?”

• An urgency close takes advantage of a client’s limited timeline by offering a lower price that is only available for that day.

• The salesperson asks the prospect or customer to choose between two products. For example, “Based on your business needs, do you think a three-month or a six-month contract is best?”

• The salesperson suggests a product to the client based on the conversation that they had during the sale. For example, they might say something like, “It seems like our Premier package best fits the size and needs of your business. Does that sound right?”

The science behind how to close a sale

Let’s start with a surprisingly insightful sales statistic:

If a salesperson hears “no” four times, they are very likely to give up on the prospect. However, a prospect is likely to say “no” four times before they say “yes.”

Did you get that?

80% of people need to hear at least 4 “no”s before they are willing to try a new solution, but 92% of salespeople never make it that far. Salespeople who never get a definitive answer from their prospects are in the “dangerous sales maybe zone.”

Sales is often a long game, and the majority of leads aren’t going to close right away.

The key to success is staying in touch with your best prospects and building relationships with them.

Even if you have the best tools available, you won’t be able to close a sale if you don’t have a step-by-step process to follow. This process should be one that you have gradually improved over time.

12 sales closing techniques to win every sale

Although coming up with sales techniques may seem daunting, there are many well-known methods that can be useful. Here are 12 of the best sales closing techniques that can help you evaluate any situation and respond to “no” answers.

1. The Assumptive Close

The Assumptive Close is based on the concept that you believe you will make the sale from the moment you put effort into it. The key is checking often on your prospect, gauging their level of interest, objections, and determining if they’re on the same page as you.

Your confidence and positive thinking makes the prospect think the answer should be as obvious to them as it is to you.

The best results occur when you are familiar with the leads and know that the product is a great match.

Do not use this approach when you have no established relationship with your potential customer, or when you repeatedly receive feedback indicating that your solution does not make sense for them.

2. The Now or Never Close

Offer your prospect something that they can only get if they commit within a certain period of time (including today). This can include:

• This is the last [product] we have remaining
• Anyone who commits today gets a 15% discount
• If you sign up today, you can take priority in the implementation queue
• This price is only for a limited time until [date]

The reason this is effective is because the person you are speaking to feels like they are missing out on an opportunity, so if they are going to say yes eventually, it makes more sense to do it now.

This technique is most effective when you have the ability to offer discounts and are negotiating with individuals whose main concern is that they do not have time to make a decision at the present moment.

Do not use this approach when the prospect has already stated that they would not use your product at their company, or when you cannot offer a significant incentive.

3. The Takeaway Close

If they’re not interested in certain aspects, take them off the table. For example, offer cost savings by removing features that they might not need, and see if they’re more inclined to take the offer.

Many people object to the high price of items. If you can show them that they don’t need certain features, they will be more likely to buy the item.

The ideal time to use this tactic is when your platform is multi-tiered and the prospect has communicated that they have no need for certain features.

You should not use this technique when the person you are selling to does not seem to be objecting to the price.

4. The Hard Close

The “Nothing to Lose Close” is a tactic where you let the potential customer know that you are selling to them. You ask for commitments, when you can sign contracts, when you can set up implementation, and anything else that gets them to sign now.

It is effective to be clear about what you want because it makes the person feel more comfortable, and even if they say no, you will at least get a definite answer so you don’t have to keep following up.

Use this strategy when you’re sure you won’t get a positive response and have no other options.

Don’t use this method when you’re still early on in following up with your leads.

5. The Columbo Close

Columbo was a TV detective whose famous one-liner “Just one more thing…” has become a mantra for many talented sales people. 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 hail mary can make them stick around.

Basically, you should give them the most enticing part of your sales pitch when they seem like they’re about to stop listening.

The best time to use this technique is when you have not yet shown the main highlight of your product or service, and you are fairly certain that the prospect is about to leave.

You don’t want to use this technique when you’ve already given the reader a long list of the benefits of your product, as it will come across as overwhelming.

6. The Summary Close

Make sure to review the benefits of your product and the main value points it would bring to your prospect. This will help them choose between the different options you’re offering.

Hearing all the benefits of something at once can be more impactful than going over them one by one. In this way, you can get a sense of the overall impact of the thing you’re considering, rather than getting caught up in the details.

The most effective use of this technique is when you are confident that your product is a good fit for your lead, and they just need a reminder of all the reasons why it would work well for them.

You shouldn’t use this technique if the conversation hasn’t been going on for very long, or if what you’re saying doesn’t seem to be having much of an effect on your prospect.

7. The Puppy Dog Close

. The idea behind this concept is that people who walk into pet stores and hold puppies are more likely than others to buy them. To make a sale, you need to let your prospect try out the product. For example, test drive a car, use a free trial, keep a product for a month, and so on.

This works because if people start using the product and benefiting from it, they will realize that they need it and can’t live without it.

This method is most effective when you are selling a product that comes with a trial period and has features that are difficult to explain over the phone or via email.

When it’s not effective to use the freemium model: when your product can’t be tried out before being bought, or when it doesn’t have a lot of features and advantages.

8. The Option Close

This category of sales tactic falls in line with hard or assumptive closes, in that you are offering your prospect a choice between two or more options, hoping that they will choose one rather than saying no. Hard closes involve offering two pricing plans that suit their needs, tiered levels of service with different features, or implementation earlier vs later, for example.

The reason this is effective is because when there are two good options available, the person is more likely to pick one, or even choose the cheaper option of the two because it feels like they are saving money.

This is most effective when you have different levels of service to offer and you know that the person you are speaking to would benefit from both of them.

If your product is not changing and you don’t have any confirmed interest in the unique features it offers, then don’t use this technique.

9. The Sharp Angle Close

Some people are very familiar with sales pitches, so they feel confident that they can get what they want by asking for it. To deal with these types of customers, you can use the Sharp Angle Close. If you have the authority to do so, give them what they want, but at a higher price than they were expecting. For example, “Yes, I can offer you three months of service for 10% off—but only if you sign the contract today.”

This approach works because you offer something that you were already willing to give, and in exchange, you receive a commitment from the other person. This makes the sale instantly.

This technique is most effective when you are trying to persuade people who are already accustomed to being sold to, or those who require additional motivation in order to seal the deal.

You shouldn’t use the tactic of asking for referrals when your prospect is not familiar with sales nuances and isn’t asking for anything special or unique from you.

10. The Question Close

In the section below, we go into more detail about this tactic, providing examples. The idea is that by asking your lead probing questions, you can get them to explain why something doesn’t work for them. For example, you can ask them why you can’t proceed with a shipment, why [x feature] wouldn’t solve their problem, and so on.

Simply because, on a scale of 1 to 10, 10 being the best, the prospect’s current situation is only a 2 and your product is an 8. The reason this is effective is because it allows you to more easily explain how your product meets their needs. Your product is much better than their current situation, so it makes sense that it would be able to help them out.

This is most effective when your lead does not have a specific reason for not being interested, but instead seems to be perpetually undecided.

You should not use the product if the customer has given clear reasons why it does not work for them.

11. The Suggestion Close

The “hard close” tactic involves offering your opinion about what would work best, making firm statements about how a certain course of action would solve a problem, and/or urging the other person to sign a contract by a certain date.

The reason this is effective is because when you state your opinion, it sounds like you are stating facts. This makes the person you are talking to believe what you are saying more. In addition, if you offer solutions to some of the problems the person is having, it makes you seem more credible.

The best time to use this technique is when you have a strong personal relationship with your prospect, or when you think they can be easily persuaded.

When it’s not appropriate to use it: When you’re not familiar with your subject matter or when the person you’re speaking to is more of an expert than you are.

12. The Backwards Close

The technique of asking your lead for referrals at the beginning of the relationship goes against almost all sales cycle training, but it is known to work with certain types of leads.

The reason this is effective is because if the customer understands you’re not trying to sell them something, they’ll be more relaxed and willing to hear what you have to say.

It is most effective when you are familiar with the person, when you have received a referral from someone, or when you have been given a sign from the person that they are not interested in what you are selling.

Don’t use this method when you’re early in the sales cycle and you’re confident you can make the sale.

After learning the most successful ways to close a sale, you have a foundation of knowledge and skills. However, it is important to adapt these methods to fit your business.

13. “Given what you’ve learned today, is there any reason you wouldn’t want to work with our company?”

The prospect may have objections to the sale. You can offer solutions to these objections to finalize the sale.

14. “Tell me your thoughts.”

The potential customer’s reaction to this final comment can give you an idea of how willing they are to make a purchase. It can also provide the customer with an opportunity to express any concerns or hesitations they may have.

15. “I believe we’ve discussed everything you need to know. May I set up a meeting for [time] to finalize the contract?”

This quote is about setting up a future meeting to finalize a sale, rather than focusing on the purchase itself. It can also give those who are hesitant about buying something extra time to decide.

16. “If you accept these terms today, I can guarantee that we can [overcome objection or add special terms the customer wants]. How does that sound?”

If you finalize a contract with us, you can be assured that we will meet your needs. This sale is a favor we are doing for you and we are confident that you will make a purchase.

17. “Are you confident about signing a contract today?”

Prompt the prospect to communicate their level of certainty in buying your product or service. This technique can also help you identify objections which can be addressed to help close the sale.

18. “Are you ready for next steps? I’m prepared to send the contract over now.”

. A closing statement like this has a few benefits when you’re trying to sell something. The prospect will feel less stressed about buying if they only have to sign a contract, and you’re more likely to successfully close the sale if you keep the conversation moving forward.

19. “If [sales objection] wasn’t an issue, would you be willing to sign a contract by [date].”

By using this statement, you are acknowledging the objection and then offering a solution to it. This shows that you are confident in your ability to solve the problem and that you are invested in the sale. This can be an effective way to close a sale.

20. “Let’s talk about pricing.”

It’s time to move from product description to prices and contracts so we can close the sale. Is there anything you’re wondering about in regards to prices or discounts?

Sales closing tips

Here are a few tips that can help you close sales:

• If the client is hesitant about the sale, you can comprehend the reasoning behind their objection and present methods that the product can address their worries.

• It is important that you know the details about your product in order to be able to convince a customer to buy it.

• If you can show a prospective customer that your product or service can solve a problem, you will be more likely to make a sale. Find out what problems your potential customers have and show them how your product or service can be the solution.