How to close deals in 10 steps: A masterclass

How to close deals
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Jack Bowerman
by Jack Bowerman

2 Min. Read

The world of sales is riddled with challenges, but one hurdle that consistently looms over a salesperson’s head is how to close deals. The process of taking a lead from prospect to customer is an intricate dance of understanding, negotiation, and persuasion. In this article, we will uncover the 10-step process that can act as a blueprint for closing sales. So, brace yourself for a journey that’ll empower you with the skills and knowledge needed to become a closing champion.

How to close deals by understanding the art of closing

Understanding how to close deals is a fundamental part of the sales process, one that forms the culmination of a sequence of steps that guide a prospect from expressing interest to making a purchase. But what does it truly mean to ‘close a deal’? In simple terms, closing a deal refers to the finalization of a sale where both parties—the seller and the buyer—are content with the terms and ready to proceed. This process, however, requires a specific mindset that revolves around a delicate balance of assertiveness, patience, empathy, and tenacity.

The art of closing is multi-dimensional. A simplistic view might label it as the ability to persuade a prospect to agree to a purchase. However, successful closing entails a more nuanced understanding. It starts with building relationships based on trust, proving your product’s worth, and fostering a win-win environment for your prospect and your company. It’s about the promise of value and the delivery of a solution that can resolve the client’s pain points. 

Even before reaching the actual closing stage, it’s important to set the tone and establish expectations. A critical part of this is qualifying leads effectively to ensure that both you and the prospect share a clear, mutual understanding of what the engagement aims to achieve. While closing is undeniably crucial, it’s just as vital to ensure that the deals you’re closing align with your sales goals and customer profiles.

Additionally, successful closers understand the importance of a personalized approach. Not all prospects have the same motivations, and thus, the same closing strategy will not work for everyone. Tailoring your closing tactics to the prospect’s specific needs, concerns, and decision-making style can significantly increase your closing rates.

An important but often overlooked aspect of closing is listening. Many salespeople, in their enthusiasm to close the deal, end up dominating the conversation, leaving little room for the prospect to voice their concerns or opinions. The key to being a successful closer is to listen more than you speak. By understanding the prospect’s concerns and objections, you can tailor your offering and sales pitch to address these concerns directly and convincingly.

Mastering the art of closing also involves understanding and managing objections. Objections are not roadblocks but rather opportunities to provide more information and build more trust. Seasoned salespeople don’t fear objections; they anticipate and prepare for them. By being well-prepared to counter objections, you can guide the conversation towards a close proactively.

Closing a deal is not always a linear process—it’s not uncommon to face setbacks or delays. Hence, the ability to stay patient and persistent is a hallmark of a skilled closer. High-pressure tactics can sometimes backfire, leading to lost sales or unsatisfied customers. On the other hand, consistent follow-up, empathetic handling of objections, and patiently adding value at each stage of the sales process can create a more favorable environment for how to close deals.

Lastly, the art of how to close deals is about being solution-oriented. Prospects are not interested in features or specifications—they are interested in how your product or service can solve their problems. Thus, being able to highlight your offering’s benefits in terms of solving the prospect’s problems can greatly enhance your closing success.

Closing is an art, one that requires mastering multiple skills. It isn’t just about making a sales pitch; it involves building relationships, understanding the prospect’s needs, handling objections, and guiding the prospect to see the value of your offering. But remember, as with any art form, mastering the art of closing requires practice, feedback, and continuous learning.

Step 1. Understanding the prospect’s needs

Start the process by taking the time to genuinely understand your prospect’s needs, concerns, and aspirations. This step forms the foundation of your sales pitch. Conduct extensive research about the prospect’s industry, business model, and competitors. Learn about their pain points and consider how your product or service can solve these problems. Don’t hesitate to ask questions that help you gather crucial insights about your prospect.

Step 2. Qualifying the prospect

Once you’ve grasped the prospect’s needs, evaluate if your solution is a good fit for them. This process, known as qualifying the prospect, helps ensure your time and resources are well-spent. Utilize frameworks like BANT (Budget, Authority, Need, and Timing) or CHAMP (Challenges, Authority, Money, and Prioritization) to determine if the prospect has the means, authority, and genuine need for your solution and if they are likely to make the purchase within a reasonable time frame. You should also be scoring your leads inside your CRM, whether that is Salesforce, HubSpot, Pipedrive, or Copper.

Step 3. Building rapport and trust

Establishing rapport forms the bedrock of a successful sales relationship. Aim to build a relationship rooted in trust, respect, and mutual understanding. Demonstrate your credibility and reliability through a consistent track record, referrals, or testimonials. Make the prospect feel valued and heard. Remember, people often buy from people they trust and like, so work on developing a positive connection with your prospect.

Step 4. Presenting the solution

After qualifying the prospect and building rapport, present your solution in a way that addresses their specific needs and challenges. Highlight the unique value your product or service brings to their business. Use storytelling, case studies, or demonstrative data to show how your solution can effectively solve their problems. Make the presentation engaging, relevant, and customized to the prospect’s context.

Step 5. Handling objections

Objections are an inevitable part of the sales process. Treat them as opportunities to clarify misunderstandings and reinforce the value of your solution. Anticipate common objections and be prepared with well-thought-out responses. Instead of being defensive, seek to understand the prospect’s perspective and address their concerns empathetically and convincingly.

Step 6. Negotiating terms

If the prospect is interested but hesitant about certain terms, be prepared to negotiate. However, remember that successful negotiation isn’t about making concessions—it’s about finding a mutually beneficial arrangement. Clearly define what aspects of the deal are flexible and which are non-negotiable. Approach negotiations with an open mind and the aim of finding a win-win outcome.

Step 7. Offering a closing statement

When you sense that the prospect is ready to make a decision, offer a closing statement. This statement should succinctly summarize the value your solution provides and directly address the prospect’s needs. It could be as simple as, “Given how our solution addresses your challenges, would you like to proceed with the purchase?”.

Step 8. Using closing techniques

Numerous closing techniques can help how to close deals, from the assumptive close (acting as if the prospect has already decided to buy) to the summary close (recapping the benefits of your solution). Choose a technique that aligns with the prospect’s buying style, your sales approach, and the specific context of the deal.

Step 9. Following up

If the prospect needs time to make a decision, ensure to follow up. Keep the lines of communication open, offer additional information if needed, and reaffirm the value of your solution. Be patient but persistent. Use the follow-up as an opportunity to strengthen the relationship and keep your offering top of their mind.

Step 10. Sealing the deal

Once the prospect agrees to the deal, finalize the terms, ensure everything is transparent and understood by all parties, and make the closing process as smooth as possible. Don’t forget to thank the prospect for their time and trust. Remember, the end of a deal is the start of a customer relationship, so aim to close on a positive, memorable note.

Tips on how to close deals faster

Understand your customer

Understanding your customer should be your first step, as it lays the foundation for a successful sales pitch. Research extensively about your prospect’s business, the industry they are operating in, and their competitors. Understand their pain points and how your product or service can address these. This is more than just selling—it’s about offering a solution to their problems. Encourage them to share their needs and concerns, and show genuine interest in helping them meet their objectives. This kind of empathy can greatly shorten the sales cycle.

Position your product strategically

Position your product or service strategically to resonate with your prospects’ needs and wants. Explain the unique value proposition of your offering and how it stands out from competitors. Use storytelling, data, and case studies to demonstrate the benefits of your solution. Make sure your presentation is personalized, engaging, and highly relevant to the prospect’s situation. A well-positioned product can quickly convince prospects about its worth, speeding up how to close deals.

Manage objections proactively

Objections are inevitable in the sales process. However, if handled correctly, they can be turned into opportunities to reinforce the value of your product or service. Proactively anticipate possible objections and prepare thoughtful, well-structured responses. When objections arise, address them patiently and empathetically. Show that you value their concerns and are willing to provide satisfactory solutions. Quick and effective objection handling can greatly expedite the closing process.

Leverage technology

In the digital age, technology can be your ally in how to close deals faster. Use Customer Relationship Management (CRM) tools to track leads, manage follow-ups, and monitor the sales process. Such tools can automate repetitive tasks, freeing up your time to focus on what truly matters—how to close deals.

Create a sense of urgency

Creating a sense of urgency can motivate prospects to act faster. Limited-time offers, special discounts, or exclusive packages can encourage quicker decision-making. However, ensure that the urgency is genuine and not forced. No one likes to be rushed into making a decision, especially when it involves a substantial investment.


In sales, mastering the art of closing is critical for success. By following this 10-step process, you can enhance your ability on how to close deals, building stronger relationships and boosting your sales performance. Remember, closing is not a one-time event but an ongoing process. Keep refining your approach and strive to improve with every deal. Happy selling!