Top 12 closing techniques (With examples, how-tos, and scenarios)

It's no secret that today's volatile economic conditions have led to longer deal cycles. Buyers continue to tighten their purse strings, more stakeholders are involved, invisible threats from competitors mount, and decisions fall on the shoulders of finance and procurement teams.

Sellers struggle to consistently overcome these challenges, and the vast majority will admit that winning deals is harder than ever. Each deal is unique, which often makes it difficult for sales reps to choose the technique that will help carry them across the finish line.

​​Here, we'll examine 12 different types of sales closing techniques, what they are, when and why they work, their key advantages, and what tools sales reps will need for successful execution.

Building the foundation for successful closing

Before diving into specific closing techniques, it's important to recognize that effective closing begins long before the final conversation. Research shows that 35% of salespeople say closing is the hardest part of the sales process, but the real challenge often lies in the groundwork.

The most successful closers focus on three critical elements before attempting any closing technique:

1. Finding the right decision makers. One of the biggest mistakes sales reps make is spending weeks nurturing a relationship with someone who lacks purchasing authority. Before investing significant time, confirm you're speaking with stakeholders who can actually approve the deal. Ask direct questions about the decision-making process, who else needs to be involved, and what the approval chain looks like. If your contact isn't the final decision maker, work with them to identify and connect with the appropriate people early in the process. Once you've identified and connected with the right stakeholders, your next step is ensuring they're worth your time.
2. Qualifying thoroughly. Not every lead deserves equal attention. Take time to qualify prospects against your ideal customer profile by asking questions about their budget, timeline, pain points, and goals. Companies that excel at lead nurturing generate 50% more sales-ready leads at a 33% lower cost.
   Understanding whether a prospect is truly qualified helps you allocate your time wisely and increases your likelihood of closing. With qualified prospects who have budget, authority, need, and timeline in place, you're ready to shift from interrogation to consultation.
   
3. Taking a consultative approach. The days of pushy, aggressive selling are over. Today's buyers expect salespeople to act as trusted advisors who genuinely understand their challenges. Instead of immediately launching into your pitch, ask clarifying questions to uncover the prospect's real needs. This consultative selling approach builds trust and positions you as a partner rather than just another vendor trying to make quota.

Bonus Tip: In today’s sales landscape, team selling is often what closes the deal. Explore our comprehensive team selling playbook to learn more about how multi-user selling can help land more enterprise deals.

What is sales closing, and why does your technique matter?

Sales closing is much more than simply signing on the dotted line or collecting payment for a product or service. For B2B sales organizations, in particular, it is the strategic stage of the sales cycle when the customer agrees to the proposed (and often heavily negotiated) deal terms and signs a contract.

But sellers often inadvertently underestimate what it takes to reach the sales closing stage and fumble the deal in the eleventh hour. This is especially true for B2B sales teams, who must get that final green light from, on average, 6 to 10 decision-makers.

By leveraging the right technique at just the right time, sellers can nail the sales closing stage. Rather than taking an aimless or overly pushy approach to sales closing, salespeople who have effective tactics in their back pockets can consistently close more deals at a faster pace.

Choosing the proper sales closing technique will depend on the deal: the type of customers you’re working with, specific buyer objections, goals, etc. But choosing the right technique can benefit sellers in several key ways:

Faster sales cycles 

Highly experienced sellers know that getting a deal to the sales closing stage doesn’t necessarily mean that they have the win in the bag. Deals in this final stage in the cycle can remain stuck there for weeks (or even months) before the buyer actually commits. But, armed with the right closing tactics, salespeople can confidently and successfully accelerate the sales cycle — without appearing aggressive or desperate.

Stronger customer relationships 

You’d be hard-pressed to find a prospect who’s excited to buy from a brash, overly assertive rep. On the other end of the spectrum, meek sellers come across as unsure, unprepared, or uneducated about their product or service. While striking the right balance is vital throughout the entire sales cycle, it’s particularly crucial when closing the deal. 

Intentional use of the appropriate closing technique requires sellers to take a close look at the unique details of that specific deal and customer, which in turn helps them build trust with that customer. And since customers are 23% more likely to spend money with brands they trust, taking the time to apply a more nuanced, personalized method for sales closing can help clinch the deal.

Lean on your team for support

Closing doesn't have to be a solo effort. The most successful sales organizations treat each deal as a team endeavor. When you encounter obstacles or complex objections, tap into your colleagues' expertise. Create deal-specific channels in your collaboration tools to share context, brainstorm approaches, and get real-time input from managers and peers. This collaborative approach means you're never facing challenges alone and can leverage collective wisdom to navigate difficult closing situations.

Less wasted time 

Most sellers have had the experience of chasing after a non-committal prospect. They spend weeks or months hosting meetings and demos, discussing expected outcomes, and presenting to larger buying committees only to be ghosted or — perhaps even worse — kept on the hook for even longer. It’s a huge waste of time that could be better spent on countless valuable selling tasks. 

Sellers who are well-versed in effective sales closing techniques (and who understand how and when to use each) have a better pulse on the health of their deals in this stage. This strategic approach to closing enables them to more accurately identify when it’s time to call it quits and move on.

3 common closing challenges and how to overcome them

Even when the odds are in a seller's favor, these major common challenges can throw a serious wrench in closing the sale:

1. Lack of collaboration 

Closing a deal is difficult (if not impossible) when not everyone is on the same page. Remember: today’s economic landscape has made the buying process more complex. In fact, a Gartner survey of 250 B2B customers showed that 77% of buyers say their last purchasing experience was extremely complex or difficult. 

Several stakeholders are typically involved, each with individual concerns, objectives, and priorities. If the sales closing stage is the first in which they’re actively involved and/or have access to key details surrounding the deal (like budget, expected ROI, implementation timeline, approvals, and more), then reaching a consensus becomes even more challenging.

2. Difficulty negotiating 

Executing a successful negotiation is a critical skill for salespeople. In fact, many people say that competing against lower-priced competitors is their biggest obstacle when trying to close a sale. So, if your salespeople aren’t properly prepared to negotiate the terms of a proposal, justify the value of your products or services against their cost, and effectively compromise without completely falling apart, then a significant portion of prospects may choose to walk away.

3. Talking to the wrong people 

Just because someone from a prospective customer’s company expresses an active interest in your product or service doesn’t necessarily mean you’re going to close the deal. Let’s say Sam from the prospective company’s marketing department sees how your company’s marketing automation solution can solve his pain points and reaches out for a demo. 

While it may be valuable to discuss potential offerings with Sam, it’s even more crucial to confirm whether or not he holds any purchasing power before moving forward. Sure, getting your foot in the door with Sam can get you one small step closer to attracting a new customer, but if he isn’t an actual decision-maker at his company and he can’t (or isn’t willing to) connect you with the right person, closing the sale likely isn’t on the table.

How do you improve at closing?

To improve at closing deals, it's crucial to focus on more than just the final pitch. Your entire sales process and individual sales workflows, from lead qualification and to stakeholder management to cross-department threading, play a pivotal role. By honing these aspects, you can increase your chances of success.

To help you along the way, we've compiled 12 proven sales closing strategies, each accompanied by practical examples. These techniques are designed to support you at every stage, ensuring you're well-equipped to seal the deal.

Top 12 tried-and-tested sales closing techniques (With examples, how-tos & scenarios)

Each of these techniques works in different scenarios depending on your buyer's readiness, concerns, and decision-making style. Some are bold and direct, while others take a more consultative approach. The key is understanding when to use each one and adapting your strategy as the conversation unfolds. 

Master these 12 closes, and you'll be equipped to handle virtually any closing situation you encounter. 

1. The assumptive close

The assumptive close involves confidently discussing the next steps in the process, like setting up delivery details or next meetings, assuming the sale is already agreed upon. It's effective for seasoned sellers who can read buyers' cues well.

How to use it: Emphasize the limited availability of the product or a special offer to encourage the prospect to act quickly. This technique leverages the fear of missing out (FOMO) to prompt quicker decision-making.

2. The puppy dog close

Similar to letting someone take a puppy home for a trial run, this technique lets prospects try your product or service risk-free. It's particularly effective for products that deliver clear value upon firsthand experience.

How to use it: Offer a free trial, demo, or pilot program. Make it as easy as possible for the prospect to say "yes" to trying it out. The goal is for them to become attached and see how it solves their problems.

3. The scarcity close

This technique leverages the fear of missing out (FOMO) by highlighting the limited availability of a product or service. It creates urgency and can push prospects who are on the fence to make a decision.

How to use it: Emphasize limited-time offers, exclusive discounts, or low stock levels. Be truthful and avoid creating false scarcity. This close works best when there's genuine scarcity.

4. The takeaway close

This is a bold technique that involves making the prospect feel like they are losing out on the deal. It can be used when the prospect seems disinterested or overly focused on price.

How to use it: Subtly suggest that the product or service might not be the right fit or that it's in high demand. This can trigger a sense of loss aversion and make the prospect reconsider their decision.

5. The question close

This close involves asking a series of questions designed to lead the prospect towards a positive buying decision. The questions aim to uncover any remaining objections and address them.

How to use it: Ask open-ended questions that require more than a "yes" or "no" answer. Listen actively to the prospect's responses and tailor your questions accordingly. The goal is to guide them toward realizing the value of your offering.

6. The summary close

This technique involves summarizing the key benefits and value propositions discussed during the sales conversation. It helps reinforce the product or service's positive aspects and clarifies how it addresses the prospect's needs.

How to use it: Briefly recap the prospect's pain points and reiterate how your offering provides solutions. Highlight the unique features and benefits that differentiate you from competitors.

7. The now-or-never close

This technique creates a sense of urgency by presenting a limited-time offer or emphasizing the potential consequences of delaying a decision. It's designed to prompt immediate action and overcome any hesitation or procrastination.

How to use it: Offer a special discount, bonus, or extended trial period that expires soon. Explain the potential downsides of waiting, such as missing out on an opportunity or facing increased costs.

8. The sharp angle close

This technique involves responding to a prospect's question or objection with a counter-question that moves the conversation closer to a decision. It's a subtle way to steer the prospect towards acknowledging the value of your offering.

How to use it: When the prospect raises a concern, ask a question that addresses their underlying motivation or reframes the issue in a positive light. This can help them see the situation from a different perspective and overcome their objections.

9. The empathy close

This technique focuses on building rapport and understanding the prospect's emotions and needs. It involves active listening, acknowledging their concerns, and demonstrating a genuine desire to help them achieve their goals.

How to use it: Show empathy by mirroring the prospect's language and body language. Ask probing questions to uncover their deeper motivations and pain points. Offer reassurance and support, showing that you're on their side.

10. The scale close (also called the gauge close)

This straightforward technique involves directly asking prospects to rate their interest level on a numerical scale. It's an effective diagnostic tool that reveals exactly where the prospect stands and what obstacles remain.

How to use it: Ask the prospect to rate their interest on a scale of 1 to 10, where 1 means "not interested at all" and 10 means "ready to move forward today." Their answer gives you crucial information. If they say 7 or above, ask what it would take to get them to a 10. If they say below 7, probe to understand their hesitations before proceeding.

This technique works because it encourages honest dialogue. Rather than pushing for an immediate yes or no, you're creating space for the prospect to share their true concerns, which you can then address directly.

11. The choice close

This technique assumes the prospect has already decided to buy and simply asks them to choose between two options. It's particularly effective when you've confirmed strong interest and want to move smoothly into implementation details.

How to use it: Present two positive options that both lead to a purchase. This could be different package tiers, implementation timelines, or payment plans. The key is that both options move the deal forward rather than one being "buy" and the other "don't buy."

This close works because it shifts the conversation from "should we buy?" to "which option should we buy?" It's a subtle but powerful reframe that can help prospects who are on the fence make a decision.

12. The visual close

This technique involves using visual aids, such as charts, graphs, or demos, to demonstrate the value and impact of your product or service. It helps prospects visualize themselves using and benefiting from your offering.

How to use it: Prepare visual materials that clearly illustrate how your product or service solves the prospect's problems and helps them achieve their goals. Use case studies, customer testimonials, or before-and-after comparisons to further reinforce your message.

Role-playing scenario: 

• Rep: "Let me show you a case study of how our software helped a similar company increase their sales by 25% in just six months. As you can see on this graph, their customer acquisition costs also decreased significantly." 
• Buyer: "That's impressive. I can see how this could benefit our company as well."

How to handle objections during the closing process

Even with perfect technique, you'll encounter objections. According to HubSpot research, sellers who successfully address objections can achieve close rates as high as 64%, compared to much lower rates for those who don't. The key is viewing objections not as roadblocks but as opportunities to provide clarity and build trust.

The most common objections you'll face:

• Price objections. When prospects say "it's too expensive," they're often really saying "I don't yet see enough value to justify this investment." Budget concerns are the most common sales objections, appearing in the majority of deals. Avoid immediately offering a discount, which cheapens your solution. Instead, refocus the conversation on value by asking which specific outcomes matter most to them, then demonstrate how your solution delivers those results. Share concrete examples of ROI other customers have achieved.

Bonus tip: Outreach’s new Deal Agent provides an effective way to spot objections and hesitations in a customer in real-time. The agent allows you to analyze conversations and suggests conversation pivots, ensuring your sales calls go smoothly despite objections.

• Timing objections. "We're not ready right now" or "let's revisit this next quarter" often masks other concerns. Don't simply accept these at face value. Probe deeper by asking what specifically would need to change for the timing to be right. Sometimes you'll uncover that timing isn't the real issue. Other times, you'll learn about legitimate constraints that help you plan more effective follow-up.
• Authority objections. If your contact needs approval from others, don't view this as a setback. Instead, equip them to become your internal champion. Ask what information the other decision makers will need, what concerns they typically raise, and how decisions like this usually get made. Offer to create materials they can share or to join a meeting with the broader team.
• Competitor objections. When prospects mention they're considering alternatives, resist the urge to badmouth competitors. Instead, acknowledge that other options exist and ask what specific capabilities or outcomes they're comparing. Then, focus on your unique differentiators and the specific ways you address their needs that others don't.
• The reframing technique. One of the most powerful objection-handling approaches is to respond to objections with questions that reframe the issue favorably. When a prospect raises a concern, ask a question that helps them see the situation differently. For example, if they object to the price, ask, "What would be the cost of not solving this problem over the next year?" If they cite a competitor, ask "What specific capabilities matter most to you in making this decision?"

Research shows that 60% of customers say no four times before finally saying yes, so persistence and skilled objection handling are essential to closing success.

Common closing mistakes to avoid

Understanding what not to do is just as important as knowing effective techniques. Here are the most common pitfalls that derail deals in the closing stage:

• Attempting to close too early. One of the biggest mistakes is asking for the sale before you've adequately demonstrated value or addressed the prospect's core needs. If you haven't confirmed that your solution solves their specific problem, built some level of trust, and ensured you're talking to the right decision makers, closing attempts will fall flat. Take time to lay the proper groundwork first.
• Being too passive and never asking. On the flip side, many reps never actually ask for the sale. They provide information, answer questions, and wait for the prospect to volunteer a commitment. Research shows that 71% of sales professionals cite closing more deals as their top priority, yet many never explicitly ask prospects if they're ready to move forward. After you've effectively communicated value and addressed concerns, directly ask for the business.
• Using high-pressure tactics. Aggressive, pushy closing techniques are outdated and counterproductive. Today's buyers have more information and options than ever. When they feel pressured, they push back or simply ghost you. Instead of trying to strong-arm prospects into a decision, focus on understanding their needs and demonstrating genuine value. The close should feel like a natural next step, not a high-pressure sales tactic.
• Focusing only on closing at the end. Effective closing isn't a single event that happens at the end of the sales cycle. It's an ongoing process throughout your interactions. At each stage, you should be closing for the next small commitment, whether that's another meeting, sharing information with colleagues, or providing access to other stakeholders. Think of closing as a series of micro commitments that build toward the final decision.
• Ignoring warning signs. Sometimes deals simply aren't going to close, and recognizing this early saves valuable time. If a prospect repeatedly reschedules meetings, stops responding to outreach, or can't articulate how your solution addresses their needs, these are red flags. The average close rate across industries is around 29%, which means most opportunities won't convert. Know when to walk away and redirect your energy to more promising prospects.

How to leverage technology when closing a sale

Using the right technology can make closing a sale easier and more efficient. There are plenty of tools that can help, but it's important to find the ones that best support your goals to move deals forward. Here are some key features to consider when evaluating technology for closers:

• Meeting management tools: Schedule and host effective sales meetings. Avoid deal delays by using AI to follow up and quickly share key takeaways with stakeholders. 
• Deal progression tools: Jointly scope and align purchase criteria with buyers in the same shared workspace to advance opportunities and follow your sales methodology, from qualification to close.
• Multi-threading strategies: Strengthen your business case with tools that help you identify, engage, and influence additional members of the buying committee.
• Opportunity management tools: Organize your task list and prioritize the next best actions that close high-priority deals. Identify risk and escalate when team or executive action is needed to save deals that make or break your sales quota. 

Tap into your full sales potential with Outreach

Mastering these closing techniques takes practice, but the payoff is substantial. Start by selecting 2-3 techniques that align with your selling style and customer base. Practice them in low-stakes situations, refine your approach based on results, and gradually expand your repertoire. Remember, the best closers aren't aggressive - they're confident, prepared, and genuinely focused on helping customers succeed.

With Outreach, reps have everything they need at their fingertips to ensure every deal has clear next steps, enable buyers to sell internally on their behalf, and get at-risk deals back on track to close.

Additional FAQs about sales closing techniques

What to do after closing a sale?

After closing a sale, ensure customer satisfaction by promptly fulfilling all promises made during the sales process. Follow up with a thank you email, provide clear next steps, and make yourself available for any questions or concerns. This not only builds trust but also opens doors for future opportunities and referrals.

What sales closing mistakes should you avoid?

Avoid premature closing attempts and inadequate objection handling, as these can jeopardize the sale. Always actively listen to your prospects, thoroughly prepare for meetings, and maintain transparent communication. Proactive measures like these help in addressing concerns before they become obstacles.

How do you close a sales deal quickly?

Closing a sales deal quickly requires a strategy focused on efficiency and effectiveness. Utilize the techniques discussed, such as clear communication, understanding customer needs, and swiftly overcoming objections. Streamlining your process with these methods of closing will expedite the final steps. 

Can you be taught how to be a better closer in sales?

To become a better closer in sales, focus on building rapport and deeply understanding your customer's needs. Consistently practice active listening, demonstrate genuine interest, and tailor your solutions to align with their goals. This approach fosters trust and significantly enhances your closing success.

When is the best time to close a sale? 

The best time to close is when the prospect has expressed clear interest, their objections have been addressed, and they understand the value of your solution. Look for buying signals like asking about implementation timelines, pricing details, or involving other decision-makers. However, avoid waiting too long - once you've established value and addressed concerns, confidently ask for the commitment.

How many times should you attempt to close? 

Persistence pays off in sales. Research shows that 80% of sales require five follow-up attempts after the initial contact, yet 44% of salespeople give up after just one attempt. The key is reading the situation - if you're getting genuine objections, address them and try again. If the prospect is genuinely not interested or not qualified, know when to walk away.

What's the difference between hard and soft closing techniques? 

Hard closing techniques are direct and assertive, pushing for an immediate decision (like the now-or-never close). Soft-closing techniques are more consultative and gradual, building toward a natural conclusion (such as a summary close or an empathy close). Modern buyers typically respond better to soft closes that feel collaborative rather than confrontational.