One of the most common misconceptions in sales is that closing a deal is the same as selling. Many junior sales managers, and even some seasoned ones, often correlate closing with the entire sales process. They think closing is the final push that seals the deal. However, closing is just one part of a much longer journey that begins with prospecting, followed by engagement, nurturing the relationship, and addressing the client’s needs.
Remember that sales are about building value from the beginning. Closing is the natural culmination of a process where the customer has already seen enough value in your solution. When done right, the close should be a natural next step, not an aggressive or forced moment. As sales expert Zig Ziglar once said, “Every sale has five basic obstacles: no need, no money, no hurry, no desire, no trust.” Closing should feel organic if you’ve navigated these obstacles throughout the sales process.
The real struggles with closing
Despite the importance of closing in the sales process, many sales managers struggle with it. The fear of closing a deal can originate from various concerns, from fear of rejection (the most common) to a lack of confidence in the final proposal.
Sales managers often fear that the client might say no at the final step after all the time invested in cultivating a lead. This can be particularly paralyzing for sales managers who internalize the rejection, seeing it as a reflection of their personal abilities rather than just part of the business. As Jeffrey Gitomer, another well-known sales author, said, “You don’t close a sale; you open a relationship if you want to build a long-term, successful enterprise.”
The negotiation itself might be another challenge. Many salespeople worry about bringing up the price too early or discussing discounts, fearing they will lose the customer’s interest. This often leads to indecision or a delay in closing, where the sales manager hesitates to ask for the business at the right time. Yet, the reality is that most clients expect pricing to be part of the conversation at some point.
Additionally, timing often haunts sales managers. Many are unsure when to push for the close and when to wait. Some may try to close too early before the customer has thoroughly seen the value. Others may wait too long, risking the prospect losing interest or going with a competitor. Finding the right moment is often a matter of intuition, experience, and listening closely to the client’s signals.
Mastering the closing
If you’re struggling with closing, here are a few tips and best practices to help you close deals more confidently and effectively:
Shift the focus to customer’s needs
The key to closing is ensuring your client feels their needs have been met. It’s crucial to identify and address the customer’s pain points throughout the sales process.
For example, rather than focusing solely on your product’s features, position your offering in terms of how it solves the customer’s problem. A software sales manager might say, “Based on what we’ve discussed, this platform will cut your operational costs by 30%, freeing up resources for more strategic projects.”
Develop the confidence to ask for the sale
Don’t shy away from this moment. Closing a sale should be approached confidently, and it’s important to be direct without being aggressive. For example, you might ask, “Does this solution align with what you’re looking for?” or “Would you like me to prepare a contract for you?” These questions are called trial closes.
Use scarcity and urgency appropriately
Creating a sense of urgency can help push a deal forward, but it needs to be done carefully. Artificial urgency can backfire, but if there’s a genuine reason for moving forward quickly, such as limited stock, a discount deadline, or the need to implement the solution soon, bring this into the conversation.
Overcome objections with empathy
When objections arise, it’s essential to approach them with empathy and understanding.
Close the loop with actionable next steps
Once you’ve reached a verbal agreement, closing the loop is crucial by setting clear next steps. Summarize what’s been agreed upon, and send a follow-up email summarizing the action plan. This helps solidify the commitment and keeps the momentum going.
Closing with confidence
Closing is not about forcing a deal but about facilitating a decision that benefits both you and the customer. By focusing on the customer’s needs, asking confidently for the sale, and overcoming objections with empathy, you can certainly master the art of closing.
As with all skills, practice makes perfect. Role-play scenarios with colleagues or your coach, seek feedback from mentors and continually refine your approach. Remember, closing is just the final step in a well-executed sales process.
Alexander Martinez
