How to Confidently Close the Sale

There's something about the last step of the sales process that makes every salesperson uncomfortable and uneasy.

Asking for the sales order.

Many salespeople present their proposed solution and stop there, assuming the value they've outlined is enough to close the deal. They might send a few follow-up emails or make a couple of calls to check in, but when there's no immediate response, the deal often starts to stall. Weeks go by without progress, and eventually, communication cuts off entirely.

This is when they realise they've been ghosted—left in the dark with no explanation.

The problem?

Simply presenting a solution without stating the obvious (clients to say yes or no thanks), addressing deeper client concerns, building trust, or maintaining consistent engagement often leads to lost opportunities.

Successful sales require more than just a pitch; they demand a proactive approach that keeps the conversation alive and focuses on the client's evolving needs.

But at the same time, the last thing you want is to seem pushy or inauthentic. You want to come across as confident, trusted and assertive.

Closing effectively comes down to two things—a mindset shift and a well-structured approach.

This week, I will guide you through key steps like structuring your proposal, delivering it confidently, handling objections, and closing the deal smoothly. Whether you're a sales leader, account manager, or a founder wearing multiple hats, these actionable insights will help you close your sales opportunities without that sleazy feeling and cringe.

Why Asking for the Sale Feels Uncomfortable

It’s natural to feel uneasy about asking for the sale, but understanding why can help you overcome it. Ask yourself—what’s causing this unease? Identifying the root of your hesitation is the first step toward overcoming it.

It’s natural to fear “losing the deal,” but the truth is you can’t lose what you haven’t won. Delaying only drains valuable time and resources, keeping you from focusing on more promising opportunities.

Ask yourself these questions:

• Do I clearly understand the client’s needs?

• Does my solution solve their key pain points and deliver measurable value?

• Have I addressed their concerns and aligned with their budget, timeline, and resources?

If the answers are yes, then there’s no reason to hesitate. You’re not being “salesy” or pushy. You’re offering a genuinely valuable solution. Remember, it only feels uncomfortable or sleazy when you're not adding value.

Mindset Matters

The shift is simple: think of your role as a trusted advisor and project manager, not just someone trying to hit a sales target. When you know your solution can truly make a difference, asking for the sale becomes a natural step in the process.

Structuring Your Proposal: Creating a Compelling Narrative

Your proposal needs a strong, clear narrative. It’s not just about listing features and prices; it’s about demonstrating how your solution directly addresses your client’s needs.

Here’s a step-by-step guide to structuring it effectively.

Get your Proposal Template here:

1. Start with a Clear Business Goal

Craft a headline that highlights the client’s objectives and the results they want to achieve.

Example Headline:

[Business Goal]: [Client’s Business Group] wants to achieve [desired result] by [timeline]. This will result in [impact] and eliminate [root cause of the problem].

For instance:

"Increase Revenue Streams: ABC Corp wants to generate an additional $2M in revenue by Q3 2024. This will reduce customer churn and increase market share by addressing inefficiencies in their sales funnel."

2. The Problem or Result

Outline the problem the client wants to solve or the result they want to achieve. Be specific. Answer questions like:

• Who is impacted?

• What’s the cost of the issue?

• How does it affect the business if left unaddressed?

This section should build urgency while showing that you fully understand their pain points.

3. Recommended Approach

Clearly outline the solution you’re proposing and how it aligns with the client’s decision criteria. This is where you connect the dots between their needs and your offering.

4. Benefits and Impact

Demonstrate how your solution will make a tangible difference. Use specific metrics or outcomes wherever possible.

Example:

• Problem: High customer churn

• Solution: Advanced customer retention strategies supported by data insights

• Impact: Improved customer retention by 25%, increased CLV (Customer Lifetime Value) by 20%

5. Why Us

Detail the unique strengths and competitive advantages of your solution. Why are you best placed to help them succeed? Align this section with their specific needs and values.

6. Investment

Clearly outline the required resources (time, money, and people) and ensure there are no surprises. By this stage, your client should already have a ballpark idea from previous discussions.

The Delivery: Confidently Present and ask for the Decision

Even the most well-structured proposal can fall flat without confident delivery.

This is where many salespeople struggle—clearly understanding and communicating the proposal's intent. The goal of any proposal is to provide clients with enough clarity and information to make an informed decision.

Here's how to nail your presentation and create a collaborative approach.

1. Start with Mutual Interests

Set the tone by reaffirming shared goals and what you’re both trying to achieve.

2. State the Objective

Clearly state the purpose of the meeting. For example:

Example 1:

“We’ve all worked together on the ABC initiative for 4 months. In our last meeting, you confirmed that you are ready for this project. Now, we will address the question: Should you do this with the company’s help, or would another option be better for you?

Is that what you were hoping to decide as well?”

Example 2:

"We’re grateful for the opportunity to present our solution to you today. Building on our previous discussions, we’ll walk you through how we plan to address [specific problem].

At the end of the presentation, we’d truly value your feedback—whether we’ve met your expectations, need to refine certain areas, or missed any key points.

Does that align with where you are as well?"

Example 3:

“We understand that you are counting on us during this meeting to give you sufficient information to decide that either our solution makes sense—Let’s do it” – or does not make sense, and you’ll pass.

Is that what you were expecting as well?”

3. Gain Micro-Commitments

Break your presentation into sections and ensure agreement on each point before moving forward. This keeps the client engaged and builds confidence. Examples include providing proof points, addressing uncertainties, and answering questions as they arise.

4. Pause for Yellow Lights

I recommend assigning someone on your team to stay alert for warning signs or subtle objections. These can often appear as questions, shifts in facial expressions, or changes in tone.

Uncover these subtle objections by asking:

• Is there anything you’d like me to clarify further?

• Do you have any questions I can answer?

• Is there something I can explain in more detail?

• Would you like me to elaborate on anything?

• Can I provide more information or clarify anything else for you?

Uncovering concerns early will help you address them and prevent them from escalating into larger issues. It also shows your team that you are attentive and committed to their understanding and success.

5. Explain the Investment

Be transparent about the costs, timeline, and resources required. Frame it around the results, impact and ROI they can expect.

6. Ask for the Decision

Don’t skirt around the ask. Use straightforward, confident language like:

"Based on everything we’ve discussed, are you ready to move forward with this solution?"

Practice delivering this message so that it feels natural and is conveyed at the right moment.

Handling Objections

Objections are a normal part of any sales conversation. See them as opportunities to clarify and address concerns rather than barriers to closing.

Key Tips:

• Listen Actively: Don’t interrupt or jump to conclusions.

• Acknowledge Concerns: Repeat back their objection to show understanding.

• Understand: Ask questions to get to the root of their concern.

• Provide Solutions: Offer specific solutions or resources based on their needs.

• Confirm Understanding: Check that they are satisfied with your response and address any follow-up concerns.

Closing the Deal

When it’s time to close, avoid over-explaining or backtracking. Be direct, yet professional.

• Confirm mutual understanding of goals and proposed approaches.

• Ask for the final decision with clarity and confidence.

For example:

"Are we in agreement to move forward with this plan starting [date]? Who should I send the contract for review?"

Follow-Up Strategies

Even after the decision, your job isn’t done. Keep the momentum going and nurture the relationship.

At the End of the Meeting:

• Confirm next steps and set clear deadlines.

• Schedule any necessary follow-up meetings (e.g., legal sign-offs).Book the next date or action.

Post-Meeting:

• Send a summary email outlining what was discussed.

• Stay in the driver’s seat and keep the process on track while positioning you as a proactive, dependable partner.

TLDR:Confidently Present, Close, and Build Trust

Closing deals doesn’t have to be awkward or anxiety-inducing.

With the right mindset and a structured, confident approach, you can present proposals that win over even the toughest clients.

Remember, successful sales come from providing value that aligns with your client’s needs. When you approach every conversation as a trusted advisor, asking for the sale becomes the natural next step.

1. Start with mutual interests.

2. State the objective of the presentation.

3. Propose the approach to reach the objective (key beliefs).

4. Gain micro-commitments through the sales process

5. Explain the investment

6. Ask for the decision

Which one of these jumps out at you? Which do you think you already do well, and which do you want to add to your closing skills?

Hit reply—I’d love to hear your thoughts. Thanks for being here, and I’ll see you next week!

Ren