Insider B2B Sales Closing Techniques That Get You to ‘Yes’

12 min read
Nov 8, 2021

Closing sales deals can be either the best or the worst part of your entire career as a sales pro.  

It's the make or break moment when either all of your hard work pays off or the deal falls flat.

Unfortunately, more often than not, salespeople let the deal slip out of their hands right at the bitter end!

And, the worst part is that they had no reason to lose it other than they didn't use the right closing techniques.

With that being said, we're sharing the top B2B sales closing techniques to help secure you more solid yeses from more prospects in less time.

If you follow these top techniques, you'll increase your control over the sales process so that the prospects don't go slipping through your fingers.

Every salesperson lives for the moments when they close out a big deal.  The great news is that you can get to the point where every attempt to close a deal ends in your favor IF you use the right closing techniques!  

It's all in your hands.

Follow these top B2B sales closing techniques so that every deal ends in a 'yes'!


How Do You Close B2B Deals?


If you spend even just a couple of minutes doing some research on how to close sales deals, you'll likely be left thinking that it is a more complicated task than what it actually is.

For example, you'll come to find that there are many different types of closing strategies, including assumptive closes, summary closes, and even puppy dog closes.

But, while there is a lot of information out there on closing deals, that doesn't mean it's all necessary, beneficial, or even remotely close to effective.

And the worst part is that, the more complicated you try and make your closing, the less likely you are to actually end in success!

The real truth is that the key to successful closing is to make it as simple as possible.  Because, when you make it simple, you are able to stay in control of the process!

This isn't the first time that we've talked about the importance of staying in control of the process.

Essentially, if you don't control the narrative, then your prospect’s monkey mind will.  And, nothing good ever comes out of the monkey mind trying to run things!

Furthermore, the way to close deals is by using simple, non-complex closing techniques that help you maintain control!  Our top B2B sales closing techniques are just that.


How do you close a B2B sale?


When Do You Close a B2B Sale?


What is the right time frame to try and close a deal?

That is both a simple and not so simple answer!

The not-to-simple truth is that you always need to be closing.  By that, we mean that every step in your sales process should be calculated and for the purpose of getting you to a closed deal.

A process that is full of steps that do absolutely nothing but dilute your message comes back to bite you in the end.

Therefore, you should always be closing by using a calculated sales process!

The simple truth is that you should try to close a deal immediately after giving your final sales pitch.  By that point, you will have as much information as you possibly can about the prospect.  More specifically, information that would help you help them with their problems!

Always remember that sales is about service.  It's about figuring out what your prospect's business problems are and what you can do to solve them.

And, in order to be the most effective server, you need to have as much information on the prospects as possible.  Information → service → closing the deal.

Furthermore, you will know that it is time to close the sales deal when you know everything you need to know about:

  1. What the prospect's problems are
  2. How you can help solve the prospect's problems
  3. How you can deliver your solutions

When you can confidently say that you have all the necessary information to help serve your prospect, then you can set up the final sales pitch and prepare to close the deal!


5 Techniques to Close More Deals In Less Time


The end of the B2B sales cycle can be the best or the absolute worst time in your career as a sales professional.

It's the moment where either all of your hard work pays off or everything falls through the floor.

Don't lose hold of the sale right at the very end!  Instead, make it the best part of your entire sales process, so that your prospects get the solution they need and you walk away with a signature on the dotted line.

Here are the top 5 techniques for closing the sales process with a guaranteed 'yes'!


Sales closing phrases


1. Come Prepared to Close the Sales Cycle


In short: You need to walk into your final sales pitch fully prepared to close the deal, right then and there!

At the end of the day, you can't expect your prospects to be prepared to give you a 'yes' if you aren't prepared yourself.

With that being said, you need to have a prepared outline of the following:

  1. What you're offering your prospects and how you will deliver it
  2. What you need from them in return

First off, you have to have a clear-cut deliverable to offer your prospects.  By that, we mean an exact outline of what you are going to deliver and how you are going to deliver it.

For example, if you are a social media marketing company, have an outline of your plan to elevate the prospect's social media profiles and show how you are going to make it happen.  

While this might sound like common sense, you'd be surprised at how many salespeople don't have these all-important details prepared!

Don't be like those salespeople.  Instead, show up to the sales pitch being able to detail exactly what you're offering.  Make it straightforward enough that you could tell the plan to a stranger and they would understand it. 

Second, never forget that B2B sales is about building relationships with your customers.  It's not a matter of closing the deal and then never speaking again.  Instead, it's about long-term partnerships in which both sides benefit from working with one another.

While many salespeople show up with a plan for their deliverable totally laid out, they forget about what they want to receive in return for it.  By that, we mean that they don't show up with a firm price tag attached to their deliverable.

When attempting to close a deal, you need to know exactly what you need to receive in return for your efforts in order to make your business relationship equal!  

Moreover, the value of your product or service must be equal to your asking price tag.  Otherwise, the business relationship will be unequal and eventually fall off the rails.

Furthermore, don't expect your prospects to be prepared to make a purchasing decision if you aren't prepared yourself!


2. Talk Emotions, Then Facts


If you think that you're motivated to buy things based on facts, then think again.

The hard truth is that we are more emotional than we like to think.  

We think that we buy things because they check the boxes of our ‘needs list’.  But in reality, we buy things because they check our ‘emotional needs list’.

Therefore, top sales professionals use this fact to their advantage to close sales deals!  Specifically, they frame their closing pitch in a way that fulfills their B2B buyer's emotional needs.

Facts tell, emotions sell.

Now, you might be asking yourself... Isn't there something wrong with trying to sell emotions instead of facts?  The truth is that there is nothing wrong with it as long as you do it the right way!

Here's the thing: Your prospects need to know the facts and specs of your product or service.  Knowing the facts ensures that you're selling the right product or service to the right prospect.  

You wouldn't sell a swimming pool to a fish, would you?  Hopefully not.  In the same way, you wouldn’t try to sell your product or service to someone who it factually wouldn’t make sense to sell to.

However, if you've reached the point of the final sales pitch, then the prospect should already be fully informed about the facts.  They should know all of the specs and benefits of your product or service!

Moreover, if you've done your job properly up to the point of closing, then the prospect will have already gotten all the information they need to know.

Therefore, the final sales call or pitch is about fulfilling the prospect's emotional desires instead of carrying on about facts!

They already know the facts... Now, they need to get excited and motivated to sign their name on the dotted line.  And, the way to do that is by getting their emotions to a positive high.

Then, just when their emotions can't get any greater, you jump in with your offer!  It's a full-proof closing technique to close more B2B deals in less time.

Perhaps the best way to get the prospect's emotions right where you need them is by using sales storytelling!  Storytelling will prove to the prospects that your solution aligns perfectly with their needs, both tactical and emotional.


Highly effective sales closing techniques


3. Get the Decision-Makers in Front of You


Believe it or not, but many sales reps attempt to close a deal on a prospect who doesn’t have the authority to make a purchasing decision in their company.

Yet, they get to the final sales pitch and think that they can throw a deal down on the table and get their prospect to respond with an immediate ‘yes’.

Unfortunately, they end up getting hit with a ‘We will get back to you’ because they have to go confirm the decision with a superior before giving any answer.

You can avoid this situation altogether if you make your final sales pitch and attempt to close on one of the key decision-makers at your B2B buyer company.

By key decision-makers, we mean the one or couple of people who have the authority to give you a firm ‘yes’ or ‘no’.  

Instead of wasting your time shelling out energy on people who have little to no authority, make your final pitch to the company’s top stakeholders. Then, try to close the deal then and there. 

It's simple: Why would you try to close a deal on a person who isn't the one doing the final decision-making?  

Unless you want a response like, "We will get back to you", or "We will follow-up with our team and then get back to you", then be sure to get talking with the lead decision-makers!


4. Create a Sense of Urgency


Let's say that you've done everything perfectly up to this point.  You came fully prepared to the sales pitch, elevated your prospect's emotions, and have the key decision-makers in front of you.  

While the stars are almost entirely aligned, you feel that you need something else to really put your offer over the top

What technique can you and your sales team use to take things to the next level?

If this situation sounds familiar to you, perhaps the best sales closing technique you can use is creating a psychological sense of urgency in your prospects.

By that, we mean to make them feel as if they will miss out on something big if they don't take you up on your offer, then and there.

One of the best ways to build up that urgency is by offering a limited-time free add-on to your existing offer.

For example, if you are a social media marketing company, offer a free week of services or additional consultation if they take you up on your offer.

Or, you can try using social proof!  Another infamous sales psychology tactic, social proof is using case studies to show prospects that others are already taking advantage of and loving your product or service.  

Showing that others are ahead of them in terms of working with you will make them feel a greater pull to work with you themselves.

Whichever sales psychology tactic you go with, the goal should be to leverage your deal by making your prospect feel an urgent need to give you a 'yes'!  

It's an extra sales closing technique that can help put your deal over the edge.


Techniques in the closing process


5. Make Your Deal Short and Sweet


When it comes to your closing sales strategy, using methodologies that are simple and straightforward is the key to success.  

Instead of overloading your final pitch with endless talk and pointless details, keeping things short and sweet is the name of the game.  

Furthermore, make your final pitch and attempt to close as easy as possible!  In fact, make it the simplest part of the entire sales process. 

Put yourself in your prospects shoes... After going through a long buying journey, don't you kind of just want things to end?  And, end on a high note?

Don't put your prospects through anything that is not necessary or wastes their time!

Make things as easy on them as possible by making your closing short and sweet.


Bonus Tip: How to Close a B2B Sale With a Customer Objection


Let's say that you've made your final sales pitch and put your deal down on the table.  The ball is now in the prospect's court.  Instead of jumping out of their seats and giving you a hard 'yes', they hit you with a soft, 'We need to discuss' or 'Let's talk about some of this'.

In short, they hit you with some kind of an objection.  The most common kinds of objections at closing time include:

  1. Negotiation on price
  2. Request to reconvene later on so that they can “think about things

First off, the most common objection is to negotiate on price.

If you're a regular here on the Business Growth Insider, then you already know what the deal on negotiating price is.  In short: Don't negotiate!

While you can reconfigure the terms of your agreement, for example setting up a payment plan, you should never negotiate your price.

Negotiating price is like saying, "My product/service really isn't as valuable as I said it was, so I’m willing to cheapen it".  

Basically, it's like saying that you aren't confident in what you have to bring to the table!

Therefore, if your prospect objects to your price, do not drop it!  Instead, get them back in line to close the deal.  

The way to get them back in line is by asking questions to figure out why they really don't want to pay your asking price.  Is it because they still don't see you as a perfect fit for them?  Or, are they truly going to have a tough time paying up front?

Whatever their reason, ask questions to uncover the real problem and get the sale back on track!

Second, few things are worse than being hit with a 'We need to discuss' objection.  

On the surface, it sounds totally innocent.  The prospects just want to meet up and talk things over, right?


When the prospects ask for time to discuss the deal and to meet up later on, what they're really doing is saying that they don't have a lot of confidence in the deal.  Because if they did, they would have no problem entrusting you for their solution right away. 

Just like you would if your prospect objects to the price tag, start asking questions to uncover the real problem.  

By doing so, you are able to figure out why the prospect doesn't have full confidence in you.  Then, you can address those concerns and get back on track to closing the deal.

Moreover, the key to overcoming objections is to ask questions!  Questions empower you to take back control of the deal and close it off with a ‘yes’.


Effective techniques for closing a sale


Final Thoughts on Top B2B Sales Techniques For Closing Deals


Closing a deal is a make or break moment.  It can either be the height of your career, or the worst moment of your time as a sales professional.

The good news is that you hold 100% of the power to close your sales deals with a ‘yes’ from your prospects!  

If you can take control of the deal by using the right B2B sales closing techniques, then consider the prospect already yours.

Don't let outside factors or your prospects be what prevents you from closing a deal.  Use the top closing techniques to get more 'yeses' in less time!


Get more prospects, more sales, and higher-paying clients fast, so you can take your business to the next level.

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