Sold! How to Close a Sale

Sold! How to Close a Sale
  • Opening Intro -

    You are meeting with a client, an individual whose decision-making authority can open doors for your business.

    If this person accepts your product pitch, you will have your foot in the door. Moreover, even greater business opportunities are possible.


Making your pitch is important. Convincing this individual to make a deal can be a challenge. Here is what you need to know about closing a sale.

1. Show yourself friendly. Be personable with your client, extending your hand and smiling as you introduce yourself. Eye contact is important, but you do not want to stare at the person who may feel that you are being intrusive.

2. Find out what the customer needs. You have a good idea what the customer needs, but let her tell you what she wants. There is a distinction that must be made: you have a product to sell, but it must match the needs of the client. You must be absolutely sure that the product or service you are offering can meet that need. Listen to your customer and explain what your product or service provides.

3. Listen and respond. You have made your pitch, but now it is your customer’s turn to speak. That response may include several questions including how might the product or service benefit her and questions about other products that might also serve that need. Be prepared to tailor your offer to your client’s particular needs.

4. Stop selling and close the sale. With your client’s questions answered and interest in your product or service strong, you can stop selling and close the sale. Once a customer has expressed willingness to make a purchase, the selling comes to an end. You will then suggest writing up the sale our forwarding the contract to finalize the deal.

Closing Considerations

If your client is still expressing some misgivings you have several strategies that can be used to tilt the decision in your favor. These include:

1. Try it, then buy it. If you believe that the customer absolutely wants the product, then you should consider allowing him to use it before buying it. Car dealers employ this method when they know that a customer is hooked, but is verbally undecided — they give the individual the keys to the car and encourage them to keep it for a day. Likely, he will be hooked and will make the deal final on the following day.

2. Balance things out. Customers will sometimes want help believing that they should buy a product, but could use some convincing. This may include writing up a balance sheet showing the pros and cons of making that purchase. Of course, your pros must outweigh the cons if you are to win the sale.

3. Make an emotional appeal. Yes, people have emotions and certainly you can toy with them. The problem here is, of course, manipulation. Then again, what salesperson have you met that is not up to that game? There are several factors to consider here including appealing to the person’s feeling of losing out on an opportunity. Timeshare sales staff do this all the time.

Finishing Up

Once the deal has been sealed, then it is game over. Certainly, there may still be a chance to upsell — “Lady, would you like a handbag to match your new dress?” Be careful here — if the customer is notin the mood to hear another pitch, then say no more.

With the product delivered, you should follow up with the customer. This means checking in a few days later to ensure that any concerns or questions about the product have been answered. It can also be a good time to get referrals for new business.

See Also8 Sales Tips for Savvy Business Folk


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Categories: Small Business

About Author

Matthew C. Keegan

Matt Keegan is a freelance writer and editor as well as publisher of "Matt's Musings", his personal blog. Matt covers campus, consumer, business and financial topics on various websites and blogs, and has been published in the "Houston Chronicle", "Sam's Club Magazine" and "Wisconsin Golfer".