Sign on the Line: 5 Steps to Closing the Sale

By Doug Dvorak, writer
Nov 06, 2015
Image Credit: G-Stock Studio/Shutterstock

Following this sales process can help you cultivate a relationship with your prospect that will turn them into a client.

If you are hoping to close an important sale, then you know that your final sales presentation is of the utmost importance.

Closing the right sale can not only earn you and your company a great deal of money, but it can help advance your professional career as well. You need to remember that the act of actually closing the sale is much different than any of the other processes.

This is why taking the time to prepare by using these five simple steps to effectively closing any sale is of the utmost importance. 

Related Article: Shortening the Sales Cycle Through Content Marketing

Step One: The Pre-Closing Approach 

the approach

Make sure that you take the time to really introduce your sales presentation. You want to make sure that you begin with a pre-approach that will help you engage the client and make them feel as though they are part of the process. Start with questions for the client and always begin the presentation in a friendly manner with a smile on your face.

After asking a question, close your mouth! You want them to engage with you and the only way to do this is to give them a chance to talk.

Step Two: The Discovery Stage

needs discovery

The second step in closing any sale is often called the approach or the discovery stage. Here you will ask a number of questions designed to gather facts about the company, uncover their feelings, problems or motivations and determine what their problem is so that you can provide them with a solution.

If you have already met with them before and previously determined their problems or issues, then you will want to take this time to review the issue. 

Step Three: The Presentation

the presentation

The presentation part of closing your sale is extremely important. Once you have taken the time to warm up your prospects and get them ready for your sales pitch; it's time to deliver. Make sure that your presentation is rooted in fact and that it is both effective and efficient. This factual presentation should be in writing and you should have as many copies as you need for each person in the room.

During your presentation, it is important that you make eye contact with the decision makers or influencers when presenting key points. Your goal should be to show the prospect how your product or solution can provide them with the answer to their problem without over-promising or over-selling. If you do not provide them with a clear solution, you have failed.

Related Article: 13 Things to Include in Your Next Powerpoint Presentation

Step Four: Handling Objections

handling objections

One of the most common issues with closing a sale is handling objections. Most people will not buy a product or service without at least asking some questions or providing some ‘objections’ to the presentation.

Make sure that you answer these objections calmly and politely. You will want to address the objection head on and make sure that you provide facts that show the prospect that their objection should not be a concern.

That being said, you should be prepared for certain objections to come up during your presentation.

You can prepare for this by going over the presentation with a colleague or friend beforehand. Any objections or problems they have are areas you need to prepare answers/solutions for. You can also look at past presentations and see what objections have been aroused in the past to prepare for your upcoming sales presentation.

Step Five: Closing 


Your closing words with your prospects should be powerful and should show the prospect that you are providing them with a solution to their problem; a valuable product or service. These closing words should be stated with confidence but not arrogance while remove any doubts or objections in the prospects mind.

If you are unable to close the sale at that moment, it is very important that you set a follow-up date or provide them with your contact information for a follow-up to close.

Following this process can help you cultivate a relationship with your prospect that will turn them into a client. Always give a great amount of attention to each of the 5 steps above for every sale you attempt to close. Your clients will appreciate your preparation and professionalism and surely want to do more business with you.

Doug Dvorak is the CEO of The Sales Coaching Institute, a worldwide organization that assists clients with sales productivity training other aspects of sales and marketing management. Mr. Dvorak’s clients are range from entrepreneurs to fortune 500 companies including, IBM, Marriott, Subway and Unilever, just to name a few. Mr. Dvorak is also a motivational keynote speaker. He has delivered over 1000 customized training keynotes, presentations and workshops on over 5 continents, 107 countries and 1 million people and growing. He has also earned an international reputation for his powerful sales training, educational methods and motivational techniques. His background in sales, leadership, management and customer experience and loyalty has allowed him to become one of world’s most sought after sales training consultants, lecturers and teachers. This vast experience has helped him shape and determine his philosophies on sales success which he now shares annually with thousands of individuals through keynote presentations, syndicated writing, television, seminars, books and tapes. Mr. Dvorak is a certified sales trainer, sales coach and management consultant. He also holds a Bachelor of Arts degree in Business Administration and a Master of Business Administration in Marketing Management. However, Mr. Dvorak’s sense of humor is no less refined, as he is a graduate of the Player’s Workshop of the Second City, one of the oldest and most prestigious improvisational comedy schools in the world. Doug's dedication to success and sales excellence led him to be named one of the “Top Ten Sales Professionals in America” in 1988, by Personal Selling Power Magazine. Between 1995 and 2006, Mr. Dvorak’s vision and leadership were recognized when he was honored with induction into several prestigious National and International Who’s Who organizations, including: Who’s Who in Professional Speaking. Mr. Dvorak is an active member of the National Speakers Association.
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