Getting customer agreement to purchase is the goal of every sales process—but your salespeople need to ask for the business. Sales closing questions are some of the most important questions your sales team can ask. These questions help your sellers determine the customer’s level of interest and willingness to buy your product or service.
What is a sales closing question? It’s a strategic inquiry near the end of a sales conversation that prompts the customer to make a decision, commit to the next step, or reveal final concerns.
This post offers proven closing questions and techniques for any sales leader whose team is struggling to close deals.
Types of Closing Questions to Use in Sales
When closing a sale, understanding the right questions to ask can make all the difference. As a sales leader, you want to make sure your team isn’t just pitching your company’s product but instead working to understand the needs and concerns of potential customers.
Asking closing questions can help a salesperson guide a potential customer closer to making a purchase. There are several types of closing questions salespeople can ask to increase their chances of closing a sale.
Assumptive Questions
Assumptive questions (as the name suggests) assume the customer will buy the product or service. Sales professionals typically ask assumptive questions to understand how a specific customer plans to use their offering.
For example, let’s say your company sells air conditioning units. Your sellers might ask a prospect an assumptive question like: “When would you like to schedule the installation of your new AC unit?” This question assumes the customer will buy the AC unit and focuses on the next step of the sales process.
Alternative Choice Questions
Choice questions, also known as “either/or” questions, are another type of closing question sales professionals can use to guide a customer toward buying decisions. These questions present the customer with two options.
For example, “Would you like the red or blue version of this product?” This type of question can help sellers understand the customer’s preferences. It also gives the customer a sense of control over the decision-making process, which helps increase the likelihood of purchase.
Trial Close Questions
Asking trial close questions is a great way to gauge the customer’s interest and readiness to buy without asking for a real commitment. These questions are meant to test the waters and reveal where customers stand in their decision-making process.
When sellers get close to the end of your sales process, they can ask trial close questions such as: “Based on what you’ve learned so far, how likely are you to move forward with this purchase?” Trial close questions can also build momentum and encourage the customer to take the next step in the sales process.
The Difference Between Closing Questions and Consultative Sales Questions
Closing questions are distinct from consultative selling questions in several ways. While closing questions come at the end of the sales process, a consultative sales approach begins by asking probing, open-ended questions.
Asking consultative sales questions is the core of value-based selling. It allows the seller to identify customers’ wants, needs, and concerns early in the sales process. This step is crucial to building trust and rapport. Asking open-ended questions can also create a productive dialogue between seller and buyer.
Based on the answers, the seller can address the customer’s goals and understand how to add value. These questions also shed light on the buyer’s decision-making process, reveal buying signals, and gauge their level of interest in the product or service.
Sales Closing Techniques
By using the proper closing techniques, such as asking choices, objection handling, and trial close questions, sales professionals can increase their chances of closing deals. Here are some techniques to help your sales team be more successful.
Ask for the Sale
Asking for a sale is a critical step in the sales process. There are various ways to ask qualified prospects for the sale, including asking the customer directly if they’re ready to make a purchase or using a more subtle approach (like the closing questions above) to gauge the customer’s level of interest if they seem unsure.
Use Testimonials
Using customer testimonials, reviews, or referrals can also be helpful when it comes to closing a sale. Showing the customer proof of your product or service’s effectiveness builds their confidence and sways them in the right direction.
Follow Up
Following up with customers after a sale is more important than you think. You want to ensure they are satisfied with their purchase and build rapport, loyalty, and trust. It’s also a good idea to ask your customers for feedback on your sales process, as this can help you improve your sales approach in the future.
Recognize When the Customer Isn’t Ready to Purchase
If the customer can’t decide now but may purchase later, be patient. Ask them about their concerns and offer solutions that adequately address these issues. Offer to schedule a follow-up meeting. This will give the customer time to think about their decision and give sellers another opportunity to add value.
Tips for Asking Closing Questions
How a seller asks closing questions is as important as the specific questions they ask. Make sure your sellers tailor questions to the customer based on their specific needs. Remind sellers to address any objections before asking them if they’re ready to purchase and to time this conversation at the right time, i.e., when the customer seems ready to make a purchase.
Be Clear and Concise
It’s essential to be clear and concise. Avoid overly complex language or jargon, as this may confuse or alienate customers.
Listen Carefully
Practice active listening. This will help sellers understand customer needs and concerns so they can tailor their messaging and closing statement accordingly.
Be Prepared
Make sure sellers clearly understand the customer’s needs and concerns. If they don’t, they should take more time before attempting to wrap up the sales conversation.
Don’t Be Aggressive
Being too pushy and aggressive with your closing questions is a valid concern. There are plenty of ways to ensure sales closing questions aren’t putting people off or making them uncomfortable. Instead of simply pitching a product, use a consultative selling approach to understand the customer’s needs and feelings.
Be Positive
It can be hard to remain positive after a long workday, but it will ultimately benefit both the customer and the seller. Keeping a positive attitude and using the right tone can create a sense of enthusiasm and excitement in the customer, encouraging them to purchase.
Be Respectful
Don’t pressure customers into making purchases. This might make them feel like they’re being manipulated. Use appropriate language. Show you’re professional and that you care about providing top-notch customer service.
Learn How to Become a Trusted Advisor in Sales
Sales leaders, give your sellers the sales training and coaching to ask effective closing questions. When your sales team can tailor closing questions to each customer’s specific needs, they’ll establish long-term relationships and position themselves as trusted advisors.
See how The Brooks Group IMPACT sales training can give your team the skills to ask better questions throughout the sales process and win more deals.
