Most of the salespeople I work with when conducting sales coaching for companies have an aversion to closing. For some reason they seem to have a fear of asking for the business.

This fear of closing is usually due to the salesperson believing that closing is a “once off hit” and that the customer will either say yes or no. Further to this the salesperson believes that customers will only say no. This is based on their previous experience when closing. It’s a case of cause and effect. Because the salesperson does not close effectively they usually get a negative response when asking for the business.

No one wants to hear “No” when closing so the best way around that is not to ask.

As soon as salespeople understand that closing is a process rather than that one big thing that happens somewhere near the end of the meeting, they will feel more comfortable asking for the business.

Don’t wait until the end of your presentation to start closing. Get commitments from the customer during your presentation.

A succession of “yes’s” to presentation points makes it easier for the customer to make the buying decision.

Getting a commitment from your customer on a particular point during your presentation means that they agree with you.

It’s asking for an opinion more than actually closing. The more times you can get the customer to agree with you the more likely they are to buy.

They sell themselves on the idea!


“Knowing that the products you are using have been properly researched gives you peace of mind doesn’t it?”

Look them in the eye, nod your head and smile.

They will say “YES”!

Once you start test closing and getting “Yes’s” from your customer then closing just becomes the natural conclusion to everything that has transpired during the meeting.


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