Assuming everything checks out, your prospect should be convinced and ready. The last and final step that separates them from becoming a customer is the Close. I won’t be going into closing techniques in this book as there is a wealth of existing literature on the topic. However, since most are manipulative, we’ll focus instead on understanding how to close ethically and authentically.
Closing Mindset
There is a significant amount of stigma and pressure associated with selling, much of which originates from poor management and the incentivization of inappropriate behaviors. If you find yourself in an organization guilty of this, the most crucial step you can take is to define yourself as a customer service agent rather than an SDR.
If you’ve followed the right markers leading up to this point, your prospect should already want to buy what you’re selling. It’s unfair to the prospect if you’re not offering to close. Consider it this way: you have a solution to fix their problem, and by not offering to help them, you’re withholding something they genuinely want! You should be the one that makes the ask; it’s not their responsibility. A wonderful analogy from my sales mentor, Shannon Ward, Chief Growth Officer at Genus Capital, helps illustrate this:
“Not asking for the sale is like attending someone’s birthday party with a gift, enthusiastically describing how amazing it is. Then, after a fun night, leaving without handing it over. Since you’re the one in possession of it, it’s only polite that you offer, they shouldn’t have to demand it.”
If you don’t ask, the answer is almost always …[silence].
Prospects expect you to guide the interaction and close the deal; not doing so is poor service. Again, draw strength from kindness rather than niceness. Don’t avoid closing because you’re uncomfortable with it. Often, this discomfort arises from within, stemming from having the wrong mindset, not because you’re using the wrong approach and being manipulative. Discomfort is good; if you feel discomfort, it means you care and don’t want to be manipulative. If you’re a manipulative person, you probably wouldn’t find anything uncomfortable about this at all.
It’s only pushy if you’re moving to close before observing the appropriate buying signals or addressing all their concerns. Otherwise, it’s important to recognize that prospects may enter into your funnel at different stages. Some may have already conducted their research and are ready to purchase when they come into your store. In such cases, it’s acceptable to bypass the C.A.R. (CONNECT, ASSESS, RECOMMEND) phases and proceed directly to ENGAGING and Closing. These interactions will feel transactional, and that’s expected. Some prospects prefer a quick in-and-out approach, seeking efficiency. Attempting to manipulate them to do otherwise signals that you don’t respect their time and decision-making autonomy.
Confidence in Closing
You’ll feel uncomfortable if you bear the perception that selling is manipulative. No amount of coaching will help you if you don’t first embrace the mindset that, by selling, you are providing a service to your prospects by helping them get what they truly need. Accepting this is the first step to closing with confidence.
Confidence is important because it is contagious. A lack thereof will make your prospects second-guess their decision, even if your offering benefits them (an uncertain prospect will never say yes). They’ll start to wonder if there are hidden caveats you might be concealing to secure the sale, unintentionally creating an atmosphere that suggests manipulation (even if you aren’t trying to!). This not only holds them back from committing to the purchase but also increases the likelihood of them experiencing buyer’s remorse.
Buyer’s remorse should be avoided if at all possible. It’s worse than a prospect deciding not to purchase. When a customer comes back for a refund, it requires additional time, resources, and effort to process. Or worse, if they decide to keep it while stewing in regret, it sullies the experience and could lead to a negative review.
If you genuinely care about your prospects, pay equal attention to making their sales experience as comfortable as possible by confidently communicating and closing. For example:
“So would you like to get this?”
Vs.
“Based on your needs, this is the option I recommend for you. Are you ready to sign up?”
The latter communicates more confidence because you aren’t second-guessing the right option for the prospect. It’s not an assumptive close but an informed recommendation; you’re simply checking if they’re ready to move ahead with the purchase.
Give them space
I’ve witnessed many SDRs talk themselves out of a sale they would have probably otherwise closed. It’s important to lead the interaction and follow-up; however, avoid over-justifying as it may come across as desperate.
Give your prospects the space they need to digest your RECOMMENDATIONS and deliberate. Don’t worry, if your solution is indeed the best for them, they’ll come back to you.
Don’t oversell
Similar to the point above, if the prospect has already committed to the purchase, stop selling the same thing. They’re already convinced; overjustification will give your new customers the wrong impression that you’re trying to divert their attention from a flaw in your offering.
Don’t confuse this with cross-selling. It’s still okay to offer complimentary offerings, as long as you aren’t continuing to pitch the primary offering you’ve already closed.
Closing with an Ask
You should close every interaction, but that doesn’t mean you should pressure everyone to buy. Closing doesn’t only come in the form of confirming the purchase. If you are aware the prospect isn’t ready yet, you could use some of the following closing statements to conclude your interaction:
“Can I contact you for more questions? (then get their email if you don’t already have it).”
“Who else should I speak to about this?”
“Can you send me more information so that I know which features you would be interested in seeing during our scheduled demo?”
B2B Closing Tips
Avoid sending a proposal before reviewing it with your prospect in a meeting or call. This often results in prospects going cold, making it difficult to determine what they are unsatisfied with.
It’s best to guide prospects through a proposal first and send the document to them after as a formal record. This provides the opportunity for you to clarify if something was missed, address concerns, and emphasize that you’re flexible in adjusting the proposal to better meet their requirements
Practice Makes Perfect
As with everything, knowledge without application will only get you so far. Build muscle memory through roleplay and direct experience with your prospects!
ASSIGNMENT
What are some good closing statements you’ve heard? They don’t have to be sales-related; they could be in any situation where someone is trying to persuade someone else to do something. For example:
| Persuasion | Closing statement |
|---|---|
| Come to my party | Ali and Jia Min have already confirmed and it wouldn’t be the same without you! |
| Trade my snacks with yours | Let’s trade, that way we both get to have more variety! |
| Join us for a hike | I have space for 1 more person in my car, let me know by Tuesday this week to save your spot. |
