10 Effective B2B Closing Techniques to Boost Conversion Rates

Deal or no deal? 

(We really hope you pictured Howie Mandel saying that.)

Any veteran sales pro will tell you that finalizing the deal is the hardest part of the sales process. They also might say that the art of closing can be pretty challenging to master. 

No need to panic. 

Seriously, deep breath in and out. 

Using the right closing technique at the right time can help you get across the finish line in less time and with more efficiency. 

So, join us as we go over the top 10 closing techniques for B2B SaaS sales and when you should be using them. 

What is the process of closing a B2B sale?

Unfortunately, making a B2B sale typically isn’t as easy as 1, 2, 3 or as simple as Do-Re-Mi.   

Once you generate a B2B lead, it kicks off a multi-stage process that usually involves all of the following steps:

• Lead nurturing 
• Making an offer
• Objection handling
• And finally, closing the sale

Reps need to find ways to turn prospects into customers, because, well, they’ve got quotas to meet. 

So, sales teams are always looking for effective closing techniques to improve their win rates.  

What exactly are B2B closing techniques?

Simply put, sales closing techniques are different ways to persuade prospects to take the plunge and buy your product. 

The sales closing technique you choose determines the type of language, incentives, and ultimatums you’ll use to guide your prospect towards a deal. On top of this, the information you learn from a product demo can be used to further refine your closing technique.

But remember, closing techniques aren’t one-size-fits-all. Different SaaS products, clients, and stages of the sales journey call for different closing techniques. 

Top 10 closing techniques for SaaS sales

How do you know which closing technique you should be using? Great question!

Because there isn’t one standard approach that will work for every situation, reps need to evaluate each opportunity on a case-by-case basis to determine which technique to use. 

We know that’s not what you wanted to hear. Or maybe it is. What do we know? We never met you.

Anyways, to help point you in the right direction, here are the top 10 sales closing techniques to boost your SaaS sales and advice on when you should be using them:

1. The Summary Close

First up to bat, we have the Summary Close.

This technique is all about reminding the client of all the positives before moving to close the sale. This can be the highlights from the sales demo or the specific product features that will solve the customer’s pain points.

The idea is to deliver a great closing argument and make it seem like closing the deal is the logical next step.

When should you use it?

This approach works best in cases where your product is an amazing fit for the prospect and they just need a quick reminder about why it could be so life-changing for them.  

However, you’ll want to steer clear of this closing technique if you’ve only had limited conversations with the prospect or if you know they’re going to need a lot more convincing. 

Here’s an example of how you can use this closing technique to get the deal done:

• Sales rep: So, as you can see, we cut the time it takes for your sales team to create demos by 50%. You’ve also seen that it improves your team’s ability to collaborate, share, and improve product demos. All you need to do now is say the word, and we can get you up and running.

2. The Assumptive Closing technique

Fake it ‘till you make it! 

Using the Assumptive Closing technique, a sales rep will use language that implies the deal is done. The rep will also check in with the prospect regularly, determine their interest or if there are any objections, and make sure the prospect is on the same page as they are.   

Why does this work? Because optimism and confidence are contagious! And this can help make prospects believe in the solution just as much as you do. 

Just remember not to overdo it because you don’t want to come off as arrogant. 

When should you use it?

This technique isn’t the right fit for every prospect.

You should only use this technique when clients say they want to buy your product or when you’re familiar with the lead. 

It’s also a good idea to use it later in the sales process or conversation. Using it too early will come across as presumptive and “pushy.”

When using this technique, there are a few questions that can help you move the conversation forward:

• When would you like to get started?
• What plan/package are you going with?
• When would you like to speak with our customer success team?

3. The Takeaway Close

Sometimes, all it takes is some reverse psychology.

The Takeaway Close is a high-stakes technique where the sales rep uses reverse psychology to offer an ultimatum. 

This strategy can also involve suggesting the removal of a feature or service after a prospect asks for a price reduction. Instead of thinking about the discount, the prospect will be thinking about the part of the package you took away. 

If framed correctly, you can make it come across as a mutual agreement instead of a threat. This shows your confidence in the product and your unwillingness to budge. 

When should you use it?

This technique should be used sparingly and with great care. It works best when you’re struggling to close a deal because of a picky customer continually looking for freebies or dodging your attempts to finally close the deal.

To further show how this closing technique can come in handy, here’s an example interaction between a prospect and a rep:

• Client: I appreciate your time, but I’m still not sure I’m happy with the pricing.
• Sales rep: Okay, how about this: I’ll give you until the end of the day to decide. If you’re still not ready, we’ll take this up another time in the future when you feel this is the right solution for you.

4. The Thermometer Closing technique

Thermometers at the ready!

Actually, you don’t really need a thermometer here. But thinking of a thermometer will help us explain the next B2B closing technique to you. 

Basically, the sales rep will measure how the customer rates their interest in the product at various points throughout the sales journey. If the client is unhappy, the sales rep needs to understand why and make adjustments. It’s all about trying again until there’s a perfect “temperature reading” and the prospect is ready to make the deal.

When should you use it?

Sales reps should only use this closing technique if they are prepared to constantly track customer satisfaction. 

On top of this, because it’s an intensive and time-consuming technique, we recommend this strategy when you have high-value clients you know you want to sign.

Here’s an example of how you could use this technique:

• Sales rep: How would you rate your interest in the product out of 10?
• Client: I would give it a 6.
• Sales rep: Ok, thank you for your feedback. Would you mind telling me what you would need to make it a 10?

5. The Now-Or-Never Close

One of the most tried and true ways to make a sale is by creating a sense of urgency. And this is exactly what the Now-Or-Never Close is all about. 

The aim is to put pressure on the buyer to get them to make a commitment. You can do this by offering a discount for a limited time or saying there’s limited availability for the product.

Why does it work? Because no one wants to have FOMO. 

So, if there’s a good chance the prospect will say yes in the future, this strategy can help give them the push they need to make a decision. 

When should you use it?

This closing technique can be super effective if a client seems on the verge of signing, but some unknown is holding them back. By offering a time-sensitive incentive, it could tip the scales in your favor.

Here’s an example of how you can put this strategy into practice:

• Sales rep: So, are you ready for me to help you get started?
• Client: Hmm, I think I want to use your product, but I need some more time to decide.
• Sales rep: Sure, I understand. However, I can offer a discount of 30% to clients that sign up with us that expires at the end of the day.

6. The Sharp Angle Closing technique

Every rep has probably encountered their fair share of tricky prospects. 

But what should you do if your prospect keeps asking for price reductions or specific add-ons? Well, that’s when it’s time to use the Sharp Angle Closing technique. 

This technique is most effective if a client seems ready to buy but has a final request or condition. So, the rep will grant the request to seal the deal, but at a cost. 

When should you use it?

Of course, this approach only works if the sales rep can give the client what they’re asking for. 

For example, if the prospect asks for a price reduction, you need to make sure that you have the authority to make that happen.

Here’s an example of how you can use this closing technique to respond to a customer request:

• Client: I love your product but can only afford it at a 25% discount.
• Sales rep: Ok, if I can arrange that for you, will you be able to make a commitment today?

7. The Ben Franklin Close

What does Ben Franklin have to do with closing deals? 

Let us explain. 

Supposedly, Ben Franklin loved making pros and cons lists. And in this technique, the rep needs to highlight the pros and cons of a product for a given client. 

Hence, this technique has been dubbed the Ben Franklin Close.  

The idea is to help the rep better understand their prospect’s needs, while at the same time, giving them an opportunity to showcase the value the product could bring. 

When should you use it?

This approach can be helpful if a prospect is particularly hesitant or unsure. Seeing the pros and cons in black and white can help them visualize the product’s benefits and ease their concerns.

Here’s an example to better demonstrate how you can use this sales closing technique:

• Sales rep: The pros of using our product are that your teams will save a lot of time and money. You will also be able to close more deals. The only con is that you will need to pay to use it. However, you’ll make up for the cost with just a couple of extra sales a year.

8. The Needs Close

Repeat after us: the prospect’s needs have to come first!

And showing that your product can satisfy the prospect’s needs is at the very heart of this closing technique. 

By going through and listing the specific needs that your product can meet, you can help the prospect visualize how it will eliminate their pain points.

When should you use it?

The Needs Close technique can be used for any number of situations. However, it’s particularly useful if a client has a very particular need or pain point and doesn’t understand what your product can do for them.

Here’s is an example of how you can implement this closing technique into your SaaS sales strategy:

• Sales rep: As we spoke about earlier, you need a solution that lets you quickly create sales demos at scale. As you can see from the interactive demo we sent you, our product allows you to create a demo in minutes and quickly customize them for new clients.

9. The Objection Close

Does anyone have any objections? Speak now or forever hold your peace!

We know we aren’t talking about weddings right now. But it is still a good idea during the closing phase to ask if the prospect has any remaining hesitations before moving forward. 

This gives the prospect the opportunity to raise any last objections without saying no to the deal. 

When should you use it?

A sales rep can use this technique during the final stage of the sales process. If the customer already has a solid understanding of your product but isn’t ready to take the next step, it’s usually because of a lingering objection. 

So, this is your chance to address it and guide them towards a signed deal. 

Here’s an example of how you can get the conversation about objections started:

• Sales rep: Let me know what you’re still unsure about, and I’ll see what I can do to solve it.

10. The Ownership Closing technique

Last but definitely not least, we have the Ownership Close. 

This technique relies on making the customer think about what it feels like to own the product. The secret is to keep talking about the product in the context of everyday life for the client and how it could make their life easier.

When you focus on all of the life-changing benefits your product has to offer, it’s much easier for the prospect to visualize why your product is a must-have. 

When should you use it?

You’ll want to take advantage of this technique if you can see that the client is already excited about your product, but just hesitating to pull the trigger.

Here’s an example of what a sales rep that’s using this closing technique might say:

• Sales rep: So, see? You could create 5 different product demos before lunchtime! Just imagine what you could do with the rest of the day?

Using interactive product demos to improve win rates

Closing time, every new beginning comes from some other beginning’s end. 

(We apologize because now that song will probably be stuck in your head for the rest of the day.)

In all seriousness, closing time is when reps need to pull out all the stops. And mastering these closing techniques can certainly help you do just that. 

However, there’s more you can do to improve the chances of successfully closing a deal.

Using a demo experience platform (like Walnut), you can create interactive and personalized product demos that you can use in your demo follow-up emails to really drive your product’s value home during the closing stage.  

Some demo experience platforms (like Walnut) even let prospects share your demos with other decision-makers to help move the deal forward.  

Think about it this way. When you combine the right closing techniques with engaging demos (like Walnut’s), you’ll be one step closer to boosting your win rate. 

Ready to start seeing an improvement in your close rate? Book a meeting with us now by clicking that “Get Started” button on the top of the screen.