Sales Strategy

Sales Closing Techniques and Processes for Maximum Success

lemlist team
LAST UPDATED
September 5, 2024
READING TIME
7 min.

To achieve sales success, one cannot overlook sales closing techniques.

Closing is a combination of strategy, psychology, and finesse.

By mastering closing techniques, you can significantly boost your conversation rate.

The Closing Psychology

The best sales are about more than just presenting facts; it's about building a connection that fosters trust and confidence.

What constitutes closing psychology?

  • Hitting the prospect’s pain points

Don’t send out emails where you pitch every single one of your products.

They may be great, but if your prospect is busy or receives dozens of emails every day, chances are they’re not even going to make it halfway.

Do your research and figure out exactly what their pain points are and how you can help them. That way, you can prove to them that they need you.

a lemlist campaign sequence

Take this template (which has an 81% open rate, BTW) as an example.
It’s short, highly personalized, and is targeting pain points.

  • Takeaway close

With this close, you’re basically adding urgency to your offer.

Make sure your prospect knows that the offer on the table is limited and if they don’t act now, it’ll be gone soon.

Example: Don’t hesitate in getting back to me, {{FirstName}}. Our exclusive discount will only be available for 48 hours.
  • Add social proof

You don’t want your prospect to think you’re just another spam message offering things that aren’t real.

Don’t be afraid of adding a link to your work. Whether it’s a podcast, a YouTube video, an article, a LinkedIn post, or feedback from other clients.  

Example: If you want to see how we can help you exactly, check out my most recent podcast on {{Topic}}.

This will prove you’re a real person and the best one at that to solve their issues.

  • Clear call-to-action

When closing your cold email, you want to keep it very simple.

The reader shouldn’t have to do excessive thinking or wondering, so your CTA needs to be clear.

You've presented your pitch; now you obviously want a meeting.

This follow-up example includes a direct link to book a meeting with you.

Your prospect finishes reading, and if they are interested, they'll have a very clear next step.

Simple, direct, and 0 fuss.

Properly using closing techniques allows you to effectively align your solution with the prospect's desires and needs.

By studying their behavior and decision-making process, you can tailor your approach to maximize impact.

With your lemlist subscription, you can access plenty of multichannel campaigns directly from your dashboard. Plus, it's super simple: 

  • Select “Templates” in your dashboard
  • Filter your desired templates by campaign type, intent, language, etc
  • Click on “Use template”
  • Edit the template to fit your specific leads, messages, and needs
  • Add your leads
  • Send!

Lay the Pre-Sale Foundation for Closing Success

Before closing your sale, you must lay a solid pre-sale foundation.

This means understanding your customers’ needs and pain points to formulate a strategy that resonates with them.

Engaging with key decision-makers requires both empathy and expertise.

Make your Offer Irresistible

When closing a sale, articulating the value of your product or service is paramount.

The use of storytelling and case studies can transform a mundane pitch into a relatable narrative that highlights the benefits of your offering.

  • Develop a value proposition that clearly communicates the advantages of your product or service.
  • Learn to use storytelling and case studies to create a compelling narrative that supports your sales message.
  • Implement effective call-to-action strategies to encourage prospects to take the next step in the sales process.

Advanced Sales Closing Techniques

Always remember that one size does not fit all.

Advanced sales closing techniques require a tailored approach, taking into account each customer’s unique scenarios and personalities.

  • Adapt your closing approach based on the customer's specific needs and situation for a more personalized touch.
  • Use technology such as virtual reality or interactive presentations to bring your product demonstrations to life.
    Check out how to send personalized videos to drive your sales!
  • Gain insights from case studies of top salespeople who have mastered the art of the hard close and other effective sales techniques.

Overcome Objections for a Successful Close

Objections are an inevitable part of the sales process.

However, the difference between good and great sales reps lies in their ability to anticipate and skillfully navigate these objections.

These techniques are not just about countering objections but about embracing them as opportunities to further demonstrate the value of your offer.

  • Learn to anticipate common objections and prepare convincing responses to address them head-on.
  • Discover how to flip objections on their head, using them to highlight the strengths of your product or service.
  • Master negotiation tactics such as the sharp angle close, which can be particularly effective in complex sales scenarios.

Build Urgency: Ethical Ways to Close Deals Faster

When closing, creating a sense of urgency can compel prospects to act swiftly.

By understanding and leveraging the right triggers, you can encourage prospects to make timely decisions that align with their needs and your sales goals.

These techniques are designed to help sales professionals close deals more efficiently while maintaining the integrity of the sales process and the customer relationship.

  • Uncover the psychological triggers that create a legitimate sense of urgency for the buyer.
  • Learn how to craft and communicate offers that are both time-sensitive and value-packed to accelerate the decision-making process.
Example: Last call, Peter… closing soon 🔒
Don't forget about our discussion in last week's meeting. The clock is ticking.
  • Understand the balance between creating urgency and maintaining a pressure-free sales environment.

Leverage Technology for Efficient Sales Closing

Sales automation tools and predictive analytics can revolutionize the way sales professionals close deals.

By integrating these technologies into the sales process, you can streamline operations, personalize approaches, and significantly improve your closing rates.

Learn how to start sending highly personalized (and automated) campaigns with this video! ⬇️

Automation tools simplify repetitive tasks, allowing sales reps to focus on building relationships and closing sales.

Meanwhile, predictive analytics provide insights that refine sales closing techniques, making them more effective.

Together, these tools create a formidable arsenal for any salesperson looking to excel in the modern marketplace.

  • Discover how sales automation can reduce the time spent on administrative tasks and increase the time available for engaging with prospects.
  • Learn how predictive analytics can help you anticipate the needs of your prospects and tailor your closing approach accordingly.
  • See real-world examples of how integrating technology leads to smoother and more successful sales closings.

Ensure Excellent Customer Experience

After successfully closing a sale, the journey doesn't end there.

Ensuring an excellent customer experience post-close is crucial for fostering loyalty and securing repeat business.

You need to be aware of the customer's journey and maintain a consistent level of service.

The Ben Franklin Close, for example, involves listing the pros and cons with the customer to reassure them of their decision, while the Puppy Dog Close relies on the customer's attachment to the product post-purchase.

These techniques help in retaining customers and set the stage for future upsells and cross-sells.

Conclusion

Integrating these strategies into your sales processes can dramatically increase your ability to close deals faster and more efficiently.

From understanding the psychology of closing to leveraging technology for efficiency, the process of sales is ongoing and dynamic.

The sales closing technique involves a mix of interpersonal skills, strategic thinking, and the timely use of proven methodologies. Whether it's the sharp angle close to tackling complex objections or creating urgency with a time-limited offer, each technique has its place in the salesperson's arsenal.

Incorporating these best sales closing techniques will help you close more deals but also build lasting relationships with your clients.

It's about understanding your prospects' needs and desires and guiding them to the realization that your product or service is the solution they've been seeking.

Apply these techniques, refine your approach, and watch your sales performance soar.

Remember, the close is not just an end but a beginning to future opportunities and sustained business growth.

lemlist team
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G2 Rating
Price
Best for
Standout feature
Con
4.9
star
star
star
star
star
$30/mo
$75/mo
$2,999/mo
Large, distributed sales teams
AI evaluation precision, gamified KPIs
Lack of tracking system
4.6
star
star
star
star
star-half
Not publicly available
Sales operations and finance teams
Powerful configurability
Limited training resources and complex to navigate
4.4
star
star
star
star
star-half
Not publicly available
Mid-market and enterprise businesses
Comprehensive incentive management
Potentially high cost and steep learning curve
4.7
star
star
star
star
star-half
$15/user/mo
$40/user/mo
Enterprise: custom price
Complex sales structures and businesses of all sizes
Complex sales structures and businesses of all sizes
Steep learning curve
4.6
star
star
star
star
star-half
Not publicly available
Collaborative teams
Connected planning
Complexity and steep learning curve
4.6
star
star
star
star
star-half
Not publicly available
Companies with complex sales structures
Complex incentive compensation management (ICM) with high efficiency and accuracy
Complexity for smaller teams and potentially high costs
4.7
star
star
star
star
star-half
Not publicly available
Companies who want to automate commission calculations and payouts
Simplicity and ease of use
Lack of features like redirection
4.7
star
star
star
star
star-half
$30/user/mo
$35/user/mo
Custom: upon request
Businesses that need a comprehensive and user-friendly sales compensation management software
Ease of use and adoption
Lack of ability to configure the product based on user needs
4.8
star
star
star
star
star-half
Not publicly available
Companies with modern sales culture and businesses who want real-time insights
A built-in dispute management and real-time visibility
Users say it works slowly, customer support is slow
4.9
star
star
star
star
star
$30/user/mo
$50/user/mo
Smaller sales teams
Powerful automation
Lesser user base and average user interface
4.7
star
star
star
star
star-half
Not publicly available
Companies with scalable needs
Automated Commission Calculations
Lack of filtering by date, no mobile app
ERP vs. CRM
ERP
CRM
Summary
Backbone of a business's internal operations.
Backbone of customer-centric interactions and operations.
Goal
To centralize and streamline core business processes in a company.
To increase customer experience, satisfaction and loyalty, and boost sales.
Focus
Internal operations and processes across departments (finance, accounting, inventory, supply chain, HR, and sales).
All interactions with leads and customers.
Manages
Internal business data like financial data, inventory levels, production details, supply chain, HR info.
All customer data like contact info, purchase history, communication history, customer preferences and more.
Users
Finance, accounting, operations, supply chain, and HR departments.
Customer-facing teams like sales, marketing, and customer service.
Benefits
Streamlines operations, improves data accuracy, enhances decision-making, boosts collaboration, increases productivity.
Improves customer relationships, increases sales, strengthens customer service, personalizes marketing campaigns, provides insights.
Price
$150 per user per year on average.
$10 to $30 per user per month on average.
PRM Tool
Rating
Feature
Pro
Con
Mobile App
Integrations
Free Plan
Pricing
4.65
star
star
star
star
star-half
Org-wide alignment
User-friendly layout and database
Suboptimal as a personal CRM
square-check
Lack of tracking system
square-check
Team: $20/month
Business: $45/month
4.7
star
star
star
star
star-half
Social Media Integration
Easy contact data collection
No marketing/sales features
square-check
Lack of tracking system
square-xmark
7-day trial
$12/month
4.75
star
star
star
star
star-half
Block Functions
High customization capability
Not a dedicated CRM
square-check
Limited
square-check
Plus: €7.50/month
Business: €14/month
N/A
Open-source
Open-source flexibility
Requires extensive manual input
square-xmark
Limited
square-check
Self-hosted
$9/month or
$90/year
3.1
star
star
star
Simple iOS app
Ideal for non-tech-savvy users
iPhone only
square-check
iOS only
Limited
square-xmark
1-month trial
$1.49/month or
$14.99/month
3.6
star
star
star
star-half
Smart Contact Management
Feature-rich and flexible
Reported bugs
square-check
Rich
square-xmark
7-day trial
Premium: $13.99/month
Teams: $17.99/month
4.4
star
star
star
star
star-half
Customizable Interface
Customizable for teamwork
Pricey for personal use
square-check
Rich
square-xmark
Standard: $24/member
Premium: $39/member
4.7
star
star
star
star
star-half
Integrated Calling
Integrated Calling
Too sales-oriented & pricey
square-check
Rich
square-xmark
14-day trial
Startup: $59/user/month
Professional: $329/user/month
4.8
star
star
star
star
star
Business Card Scanning
Business Card Scanning
Mobile only
square-check
Limited
square-check
$9.99/month
4.45
star
star
star
star
star-half
160+ app integrations
Comprehensive integrations
No free app version
square-check
Rich
square-xmark
14-day trial
$29.90/month or
$24.90/month (billed annually)
Capterra Rating
Free Trial
Free Plan
Starting Price (excluding the free plan)
Maximum Price (for the most expensive plan)
Best for
4.5
star
star
star
star
star-half
square-check
14-day
square-check
€15/month/seat billed annually
€792/month/3 seats billed annually + €45/month for each extra seat
Versatility and free plan
4.2
star
star
star
star
square-check
30-day
square-xmark
But it offers reduced price to authorised nonprofit organisations
€25/user/month
€500/user/month billed annually (includes Einstein AI)
Best overall operational CRM
4.3
star
star
star
star
star-half
square-xmark
square-check
Limited to 3 users
Comprehensive incentive management
€52/user/month billed annually
Small-medium businesses and automation
4.5
star
star
star
star
star-half
square-check
14-day
square-xmark
€14/seat/month billed annually
€99/seat/month billed annually
Sales teams and ease of use
4.1
star
star
star
star
square-xmark
square-check
Limited 10 users
$9.99/user/month billed annually
$64.99/user/month billed annually
Free plan for very small teams up to 10
CRM goal
Increase the sales conversion rate for qualified leads from marketing automation campaigns by 10% in the next 6 months.
SMART Breakdown
1. Specific: It targets a specific area (conversion rate) for a defined segment (qualified leads from marketing automation).
2. Measurable: The desired increase (10%) is a clear metric, and the timeframe (6 months) allows for progress tracking.
3. Achievable: A 10% increase is possible based on historical data and potential improvements.
4. Relevant: Boosting sales from marketing efforts aligns with overall business objectives.
5. Time-bound: The 6-month timeframe creates urgency and a clear target date.
Actions
Step 1: Refine lead qualification criteria to ensure high-quality leads are nurtured through marketing automation.
Step 2: Personalize marketing automation campaigns based on lead demographics, interests, and behavior.
Step 3: Develop targeted landing pages with clear calls to action for qualified leads.
Step 4: Implement lead scoring to prioritize high-potential leads for sales follow-up.
Step 5: Track and analyze campaign performance to identify areas for optimization.
Outcomes
Increased sales and revenue
Improved marketing automation ROI
Marketing and sales alignment
Data-driven marketing optimization
Table
CDP Software
CRM Software
Approach
Data-centric
Customer-centric
Focus
Interactions across various channels and touchpoints, both online and offline.
Sales, marketing, and customer service interactions.
Functionality
Automatically collects, organizes, tags, and makes data available in real-time.
Helps businesses track customer interactions, sales pipelines, prospects, and service requests.
Goals
Personalized customer experiences across all channels.
Better customer relationships, streamlined processes, and improved profitability.
Benefits
Data integration, management, and accessibility, allowing for detailed analysis and segmentation.
Better communication within teams and with customers by organizing information about customer interactions and history.
Data Handling
Handles both identified and anonymous data, stitches together various data points.
Deals primarily with identified customer data.
Use Cases
Personalized marketing campaigns, targeted advertising, content customization across multiple channels.
Managing campaigns and leads, enhancing customer service, providing better customer support, increasing customer satisfaction and loyalty.
Examples
Insider, Bloomreach, Salesforce Marketing Cloud CDP
HubSpot, Salesforce Sales Cloud Lightning Professional, and Zoho CRM
CRM
Free plan
Best feature
Best for
Con
1. HubSpot CRM
square-check
Sales automation
Sales teams
Up to 1,000 contacts
2. Insightly
square-check
Custom fields
Basic needs
Not enough info about the free plan
3. Agile CRM
square-check
Deal and sales pipeline tracking
Small teams
Up to 10 users
4. Zoho CRM
square-check
Lead and contact management
Businesses of all sizes
Limited to 3 users
5. ClickUp
square-check
Unlimited tasks and unlimited members
Personal use
Up to 100MB storage
6. EngageBay
square-check
Live chat
Small and midsize enterprises
Up to 1,000 branded emails per month
7. Bitrix24
square-check
Unlimited users and 5 scrum teams
Big teams
Up to 5GB of cloud storage
8. FreshSales
square-check
Easy to use and simple setup
Beginners
Up to 3 users
9. Mailchimp
square-check
Very beginner friendly
Marketing teams
Send up to 500 branded emails per month
Type of Affiliate Marketing
Unattached
Related
Involved
Format
Paid advertising
Social media or YouTube channels
Dedicated website or blog
Focus
Quick income
Your niche
Your audience
Engagement with your audience
square-xmark
square-check
square-check
square-check
square-check
Very close connection with your audience
Pro
Little effort
Higher credibility thanks to your niche
Long-lasting and scalable
Con
Paid ads cost a lot
Potential for bias since you don’t use the thing you promote
Require time, effort, and dedication

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