How to Close a Deal – 20 Best Sales Closing Techniques to Close More Deals

If you wish to clinch a deal, these B2B sales closing techniques are a gold mine of what you must try for closing sales deals.

Published on: March 18, 2020 |


Much like crossing the finishing line of a grueling marathon, the closing part of any sales activity is the most fulfilling and thrilling aspect for a salesperson. It’s the final moments when the sales rep strikes the iron while it’s hot and finally watches their product being sold!

Unfortunately, the percentage of salespersons touching their quota has reduced from 63% to 53% in the past six years. While closing has now become a derivative of the entire sales experience and calls for collaboration across all departments, there are still a few techniques that you, as a salesperson, can employ to close the deal. The primary skill involved in closing a deal is Communication, Communication, COMMUNICATION!

In this case, choosing the right set of phrases could be your savior and make or break the situation. Thus, it is critical to have a few killer sales closing techniques under your belt just in case you find your lead sitting on the fence, waiting for a final nudge. An effective sales closing technique can make the prospect fall hook, line, and sinker for your product or service.

So if you are still wondering how to close a deal, here are 20 B2B sales techniques that will give you the desired result!

The 20 Best Sales Closing Techniques to Close More Deals

1. The Assumptive Close

If your product already checks all the customer’s requirements, it is safe to assume that the deal is as good as done. Now all you need to do is make the client realize that you are ready to close the deal. In this case, you can make use of an assumptive close as it will gently push the client towards making the purchase without giving them the time to come up with reasons or excuses to delay or put off the deal.

Examples of Assumptive Close

  • Which package/bundle are you going with?
  • What would be your preferred delivery date?
  • So, would you like to go with [feature 1] or [feature 2]?
  • When can we start with the implementation?

2. The Summary Close

This is one of the most tried and tested methods of closing a sale. As the name suggests, it involves summarizing all the features of your product or service and the benefits it will offer to your clients. Think of it as your closing arguments before the judgment is passed.

It refreshes your clients’ memory, especially if the sales process has gone on for a long period, and involves several products and features. Furthermore, through this method, you can also reengage the clients if you sense that they are hesitant to reach a decision or their attention is diverted by your competitors. As it offers a holistic overview of your offerings, the client will have a stronger leaning towards your product or service.

Examples of Summary Close

  • So, in conclusion, if you opt for our [package 1], you get [features 1, 2, 3… n]. On the other hand, [package 2] will fetch you [feature a, b, c… z]
  • Once you make use of our product/service, you will notice [desirable results 1, 2, 3… n]. Now all you have to do is sign the contract!
  • With our product, you can enjoy [features] that will help your business overcome [pain points]. Additionally, we also offer [add-ons] to make it easy to implement the product/service at your office!

3. The Take Away Close

Sometimes, to close more deals, you need to strip off the goodies. Does it sound confusing?

Allow us to explain.

The Take Away Close makes use of reverse psychology. You start by listing all your best features, then start knocking off a few to accommodate the customer’s requests, be it time or money, etc. Naturally, losing out features may not seem like an attractive option for them. Thus, they will be more eager, not only to make the sale happen but also to go for the better alternative.

Consequently, if you fail to receive a positive response, a bolder step would be to call off the deal entirely. While it may be a brazen move, it reflects your belief and confidence in your product. It may make the client realize that they’re missing out on something phenomenal. Thus, they would instantly get over their hesitation or stop bargaining and get to closing the deal. It is ideal for leads that take up a lot of your time without committing to anything.

Examples of the Take Away Close

  • We would suggest that you skip [feature 1], you may lose out on [positive result], but you also get the item within your budget.
  • How about we go over the product once again and close the deal within the next 30 minutes? However, if we fail to reach a decision, it would be wise for us to take a step back and reconnect at a later date when you’re ready to make a final decision.

4. The Objection Close

Every salesperson has had its fair share of objections. Normally, a sales rep would want to avoid an objection like the plague. However, a seasoned salesperson is adept not only at handling an objection but also using it as an effective sales closing technique.

The Objection Close helps you gauge whether the client has a clear understanding of what you offer and how it fits in their business process. Further, it also allows you to address any concerns or issues that the client may have about your product, which could possibly be delaying the sale.

Examples of Objection Close

  • So, do you have any doubts or queries regarding the product? I’d love to help you with them!
  • Is there any reason why we cannot start deployment by the end of this month?

READ NOW: How to Overcome the Most Common Sales Objections

5. The Now or Never Close

This traditional sales closing technique helps in closing sales deals quickly by creating a sense of urgency. It follows a simple recipe, a spontaneous offer paired with added benefits for a limited time period. This encourages the clients to respond quickly and take immediate action. This pressure tactic is highly effective for clients who are interested in the deal but have been sitting on the decision for far too long.

Examples of Now or Never Close

  • We have a special X% discount for those who sign up within this week. You wouldn’t want to miss out on this offer!
  • If you make a purchase by this month, we offer three months of servicing free of charge.
  • There is only one item left in stock. From next week onwards, the price will be going up for the new shipment.

6. The Need Close

What can better seal a deal than a product that meets the customer’s needs? You can comfortably close more deals by detailing what your product or service offers and how it satisfies the prospect’s needs.

To pull off a Needs Close, you first need to recapitulate the things that the prospect needs from your product. Then present the features against these needs. The more needs that get met, the better the product is for the prospect. It allows the client to understand how your product will benefit them. By comparing their needs with your product’s offerings, you help them understand how your intervention can benefit their business.

Examples of Need Close

  • So basically, you are looking for [features 1, 2, 3… n]. Have I got that correctly? Great. Well, let me tell you that our product/service not only meets these needs but also offers more!
  • If you need [desired result], you should really give the product/service a try as it can meet all your requirements for [requirement 1, 2, 3…]

7. The Scale Close

The Scale Close starts with asking the prospect to rate your product on a 1 to 10 scale. Depending on their score, you can decide the subsequent course of action. For instance, if you find the rating to be too low, you can always ask the reason for it and offer a clarification for the objection. On the other hand, if you score an impressive digit, you can work towards closing the deal.

In most cases, the budget will be the primary concern for organizations. To counter this objection, you can always scale up or scale down the investment by either breaking down the total cost into smaller per day or per week expenses or calculate the cumulative effect of the service on the investment and revenue. As a result, the product will now appear to be a reasonable investment for the company.

Examples of Scale Close

  • On a scale of one to ten, how would you rate our product? Interesting. May I ask why [rating]? I see, and could you also explain why not a ten?
  • I can see that price is a major concern for you. However, if you consider that when you divide the total investment, you are only paying X per week, which seems completely reasonable, right?

8. The Something for Nothing Close

The Something for Nothing Close relies on the principle of reciprocity, which dictates that positive actions will trigger a positive response. Thus, to close a deal through this sales closing technique, you offer the client a freebie or an extra feature. In return, the client will feel obligated to purchase your product out of goodwill.

However, practice caution since as much as people like free things, this situation could potentially get out of hand as your client gets greedy. Additionally, offer something that is of less value to you and more value to the client.

Examples of Something for Nothing Close

  • If you make the purchase today, we will grant you membership access to [service] worth XYZ at absolutely no charge!
  • We normally charge XYZ for this [service], but since we are eager to work with you, how about we throw it in for free?

9. The Empathy Close

While gaining leverage and applying some amount of pressure may be effective B2B sales techniques, nothing can beat the language of empathy. You could close more deals through empathy than cold-blooded transactions. Empathy helps in developing a strong interpersonal bond with your client, which will allow them to lay more trust in you. Simply replace the “you” statements with an “I” and express genuine emotions to let them know that you understand.

Examples of Empathy Close

  • I can understand that reaching this decision right now could be tough. How about you take some time to deliberate on what we’ve discussed?
  • Looking at the market conditions, I feel that choosing [package 1] could be a better choice for you as it is better suited for your business. If I were you, I’d choose that.

10. The Artisan Close

This method of closing a sale involves narrating the story that covers the work, time, and skill invested in the product, which makes it what it is today. Rather than focusing on the product or service, it highlights the people who work tirelessly behind the scenes to help and benefit the clients. It is a highly effective sales closing technique to try on prospects who can appreciate the hard work and effort that goes into the product. It not only garners their appreciation but also earns their trust that their business will also be treated in the same spirit.

Examples of Artisan Close

  • Our team of experts invested XYZ number of hours in bringing this product to you!
  • Our product is a result of the hard work, toil, and sweat invested by our founders. To honor the sanctity of the same, we offer a:b customer to support ratio to ensure top-notch support from our end.

11. The Ben Franklin Close

Benjamin Franklin was a businessman ahead of his time. At any point, if he were ever confused about making a decision regarding something, he would list out the pros and cons to gain more clarity of his decision’s consequence.

As a salesperson, you could use the same trick to close a deal. Listing out the pros and cons of your product offers the client the insight into how it will benefit their business. Clearly, a list where the pros outweigh the cons is desirous. At the same time, you can also capitalize on the opportunity to highlight measures that can be taken to overcome your product’s drawbacks!

Examples of Ben Franklin Close

  • So, it becomes apparent that the advantages of having the product could be [advantages 1, 2, 3… n]. On the other hand, we have the cons as [disadvantage 1, 2, 3… n]. On closer inspection, it becomes clear that you bag more advantages through this product.
  • Going over the pros and cons, you may be concerned about [problem]. However, our [solution] can take care of it, which effectively means that you can reap greater benefits!

12. The Sharp Angle Close

When you know that closing the sales deal is a strong possibility, but the prospect is struggling with an objection, you can better your chances by pulling off a sharp angle close. Once they state their inhibition, you can counter it with another question that solves their objection or fulfills their requirement. Naturally, if their need is being met and the prospect is genuinely interested, they would then proceed to close the deal. However, if they continue to dilly-dally, there is a strong possibility that there may be another issue or the prospect is simply not serious.

Examples of Sharp Angle Close

  • I understand that you’re concerned about whether we can deliver within a month. What if we give a one-month delivery guarantee, would you be ready to close the deal?
  • If I offer you an X% discount to alleviate your budgetary restraints, are you willing to jump on board?

13. The Visual Close

They say that a picture is worth a thousand words. But in reality, a picture is worth 60,000 words! Due to this property, visual cues like infographics, charts, tables, or even videos that leave a lasting impact on an individual, can be an innovative and attractive fashion to close a deal. So rather than bombarding your clients with numbers and calculations or walls of text, try the visual approach. Similarly, translate the big impact of your product in a visual format and illustrate how it will solve the client’s problem.

Examples of Visual Close

  • Here’s a table that I have made illustrating the pros and cons of our product. I would encourage you to go through it to get an in-depth understanding.
  • To save us time, I have prepared a quick presentation rich with informational graphics, which I would like to share with you. It will offer you an in-depth understanding of what we have to offer.

14. The Alternative Close

The Alternative Close is a close relative of the Assumptive Close and is ideal for the prospects who have no queries whatsoever related to your product.

The maneuver starts with the assumption that the prospect is ready to make the purchase. Then, the salesperson offers them two alternatives as options to close the deal. The question should be formulated in such a way that regardless of the choice that the prospect makes, the deal moves forward. By offering two alternatives, you cut down the confusion and simplify the decision-making process to get the client on board. However, be wary, offering more options may dilute the sales closing technique’s performance and, in fact, add to the client’s dilemma.

Examples of Alternative Close

  • So, we could begin with the first installment in the last week of this month or in the first week of the next month. Which of these would work best for you?
  • You could choose between the Basic package or the Elite package. Now the ball’s in your court.

15. The Opportunity Cost Close

No business wants to miss out on a great opportunity. Hence, highlighting a concern that the company will incur some losses by not taking proactive measures is the crux of the Opportunity Cost Close. Through this technique, you can stress on what the client will miss out on if they do not opt for your solution. As a salesperson, you have to sell the idea that your product is not an expenditure but is a worthy investment. Talk about the ROI in terms of improved productivity, efficiency, quality, and time-management, etc. as quite often, these are the qualities that a business wishes to get a hold of, especially in the long run.

You basically have to convince the client that they should have purchased your product yesterday and that every day lost is a loss in revenue.

Examples of Opportunity Cost Close

  • I understand your concerns about the initial investment involved. However, put this in perspective: not purchasing the product would result in you missing out on X number of potential clients!
  • Our product streamlines your processes, thereby enhancing the productivity of your employees and boosting customer satisfaction. And you know, a happy client means more business. So you’re essentially missing out on that!

16. The Ownership Close

The Ownership sales closing technique revolves around firmly planting the idea that your client already owns the product. You can draw facts and figures to paint a holistic picture regarding how their business will be positively impacted upon the purchase of your product. Narrate testimonials regarding how similar businesses were capable of achieving their goals, overcoming their competitors, and outperforming the key metrics. Start referring to the product or service as “your” product/service. Draw parallels and talk about the stellar performance of your client’s business once the product steps into the picture. Doing so will create and fortify the mental belief that the product will definitely add value to their business, which will make it easier for you to close the deal.

Examples of Ownership Close

  • As you start offering quick, efficient, and accurate responses to customer queries, your product will definitely enhance customer satisfaction. Not to mention, once a load of repetitive tasks is taken off the employees’ shoulders, they will also appreciate your insight in introducing this product.
  • How do you plan on spending/investing the excess revenue that you will generate after using the product?

17. The Puppy Dog Close

The Puppy Dog Close follows a ‘try before you buy’ approach. It is based on the concept of how dog shelters allow prospective adopters to take a puppy home for a couple of days and see how it works out for them. If the trial period goes well for them, there is no possible excuse for them to refuse to keep the puppy. Eventually, they would have formed such a strong bond with the furry friend that they cannot imagine functioning without it!

Similarly, sales reps can identify well-qualified prospects and offer them the chance to try out your product for free. Upon realizing the true value of the product, they would be more open to purchasing it. Once they have developed an affinity for your high-value product, they would not be willing to let it go.

A word of caution: Before trying out the Puppy Dog Close, you have to be extremely sure that your product can prove its usefulness and efficacy within the short timeframe for which you allow the client to try it at no cost. Think of this as an elevator pitch of test drives. Offering something for ten days, with the knowledge that it takes at least fifteen days to implement, is simply a waste of time!

Examples of Puppy Dog Close

  • If you wish to give our product a try, we could ship it to you for a month without any pressure or obligation to purchase it. If you are not satisfied with it, you can simply ship it back to us, and we’d take that, no questions asked. Would you like to give that a try?
  • I can sense that you are still hesitant to make the purchase. How about I offer you a 5-day no-cost trial and you can see how the product works for your business. If you don’t like it, you don’t have to buy it. But at least give it a fair chance!

18. The Calendar Close

Having a client who simply refuses to make up their mind can be frustrating, simply because they are too close to the finishing line for you to abandon them, but they also keep you waiting forever! Given that you have your own personal timelines and targets, implementing the calendar close for closing sales deals with a non-committal client can come to your rescue. For a Calendar Close, you suggest a date for finalizing the deal in the near future. This initiative allows you to fix a concrete timeframe by when the prospect should make their decision. Further, the response generated by a Calendar Close can also act as an indicator of the prospect’s level of commitment.

Examples of Calendar Close

  • I think we have discussed everything that there is to our offer, so shall I set up a meeting this Wednesday to get the ball rolling?
  • Now that we have ironed out the details, how about we meet on the 21st and finalize the paperwork?

19. The Columbo Close

The Columbo Close is named after a late 1960s TV character, Columbo, a homicide detective. Apart from his smart and witty one-liners, he was also well-known for his dramatic reveal of who the killer might be. In a classic Columbo close, he would complete his monologue or interrogation and start walking away from the suspect. Just when the suspect believes that he’s being let go and breathes a sigh of relief, Columbo would turn around with his catchphrase, “Just one more thing.”


Similarly, just when you have completed your sales pitch, and you can perceive that you are losing the client’s attention and they are walking away from you, reel them back in with a, “Just one more thing,” and offer the juiciest part of your offering. This reveal could also address any objection that the prospect may be struggling with, which is delaying the sale.

Examples of Columbo Close

  • So in conclusion, the [product] is going to revolutionize how your business operates… Just one more thing, though, it is also available at a shocking X% off!
  • That’s a wrap on the presentation. Thank you for your time. Just one more thing, if I may ask, why didn’t you buy from us today?

20. The ‘Best Time to’ Close

Does your prospect have any trigger event in the near future? If yes, then it is the best time to use the ‘Best Time to’ Close! Some common trigger events include a change in business strategies or location, growth or expansion of the business, transfer of ownership, hiring/firing of employees, dissatisfaction with the current vendor, mergers or acquisitions, new legislations, change in brand perception, etc. You could cite any of these trigger events to persuade the client why it is an ideal time for them to purchase your product. For the ‘Best Time to’ Close, you need to have an in-depth understanding of the target company and monitor and track their activities.

Examples of ‘Best Time to’ Close

  • We’ve heard that your business is venturing into the XYZ avenue, which is pretty exciting. Now is the best time to try out the [product] as it will help you gain traction on these new territories.
  • Since you are hiring a new workforce this month, it is the best time to implement the product as it gives them ample time to complete training and get acquainted with the product as they face new challenges every day!

As We Close…

While these sales closing techniques are highly effective, they are not a magic spell to close more deals. These are not a ‘one-size-fits-all’ situation, as different closing techniques will have varying results for different prospects. To truly grasp the art of closing sales deals, you need to have a clear and thorough understanding of your prospect, their needs, opportunities, deal size, etc. Thus, these techniques can simply aid your skills, and it all eventually boils down to how you, as a salesperson, can gauge the situation and the prospect to pick the best way to close.

Finally, with these tricks up your sleeve, you are all set and ready to ABC – Always Be Closing.


Kapil Khangaonkar is Founder of Clodura.AI and Head of Sales. He has more than 17 years of experience in sales and marketing, having worked in various leadership roles for software companies. Kapil has developed an AI-powered sales data and engagement platform that does the major heavy-lifting to ensure sales professionals never miss any potential opportunities and generate more meetings. Kapil has helped countless businesses transform their sales strategies and achieve unprecedented success.

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