Closing: 7 secrets to closing your BtoB sales




How do you do when it comes to closing the sale? Do you ever feel hesitant, awkward, and feel like you’re forcing your prospect’s hand? This sales stage, called closing , is a key moment feared by all business leaders. Here are 7 expert tips to close your sales with confidence.

Closing: 7 secrets to closing your BtoB sales

What is the closing?

“Closing” is the Anglo-American term used to name the “closing” phase of a commercial transaction or sale. It designates the finalization of a contract, generally at the end of a period of negotiations, by the signature of the parties concerned. Concretely, the closing means concluding a sale. And this, regardless of the medium on which the sales process takes place (telephone, interview with a salesperson, social networks, website).

In reality, all sellers, salespeople and traders are closing. Indeed, from the moment a sale is completed, we are closed! However, what is your closing rate? How many leads have you converted? Do you use the right frameworks, the right arguments and do you have a good mastery of the subject? With effective sales techniques, it is possible to double or even triple your closing rate and boost your turnover.

Precisely, what are the most effective closing techniques? Answer in this article!

Closing techniques: what are the best methods for success in BtoB? Here are 7 secrets

Here are several closing techniques that make it easier to close the sale and convert your prospect into a satisfied customer!

1. Know how to close at the right time

Indeed, as in all negotiations, there are signals that can tell you if your customers are interested or not and if it is time to close the sale! Pay attention, because this is subtle, but terribly telling information about your prospect’s attentions.

First of all, before closing the meeting with your prospect, make sure that he really understands what it is about, how your company can help him achieve his professional objectives and above all, answer each one. of his objections.

Closing: the best BtoB methods

You cannot go to the closing phase if your future client still has questions and blockages, because the answer will be negative.

If you feel that your interlocutor is hesitant, that he perhaps does not dare to negotiate or express what he really thinks of your proposal, try to identify his fears gently and with understanding.

The best time to offer a deal is therefore when you are certain that your prospect has made up his mind. Your presentation convinced him, so your company wins a client thanks to you, congratulations!

On the other hand, if despite your arguments and the search for a solution to his blockages, your offer is not sufficient to convert him (or if he simply does not wish to change provider for the moment) try using this refusal to improve your sales process: is it a targeting problem? Was the lead hot enough? Did you experience complications and blockages in the negotiation phase? In this situation, you have to know how to learn from it to improve yourself.

2. Spot buy signals

Indeed, during a commercial exchange in a process of acquiring new customers, your interlocutor lets pass a certain number of indices, making it possible to determine if he is interested or not by your product, your services or your training.

Verbal behavior

First observe his verbal behavior. Does your prospect ask questions? Does he look at the leaflet, the report or the sales support several times? Is he interested in after-purchase? Does he ask his partner to join the presentation?

If yes to all or some of these questions, you have every chance of closing the sale with flying colors!

On the contrary, if he is not talkative and seems to be impatiently awaiting the end of your speech, things are off to a bad start! However, in some cases clients remain silent as they begin to think things through. In this specific case, the outcome is sometimes surprising!

A customer who claims a bonus, an additional offer means that he is interested in your product or your trainings, but that he needs to negotiate a small advantage. He can for example ask “If I opt for the highest formula, is it possible to bring forward the date of the training?” » or even « If your company is responsible for installing the tools for free, I’ll sign immediately! “.

Attention, even if your goal is to conclude the sale, it is not a question of accepting all the requirements of your customer! Above all, it is necessary to respect the room for maneuver predefined upstream according to the commercial strategy of your company.


Non-verbal behavior

Much more than words, physical postures and expressions are sometimes more revealing of your prospect’s decision! This is a key step that allows you to gauge the performance of your sales techniques, as well as the possible signing of a contract.

Don’t worry, it’s not about being a psychologist and analyzing the slightest fact and gesture! Start by observing his face: are his features relaxed? Is he smiling? If so, that’s a good start. Being in the company of a pleasant person makes you feel more comfortable and relaxed in turn.

Then, discreetly analyze his posture: are his legs or arms crossed? Is he handling his pen impatiently? These kinds of details can betray your prospect’s disinterestedness in your offer.

Warning ! If the decryption of the physical behavior of your client makes it possible to partly determine the outcome of the negotiation, it is sometimes extremely misleading! Likewise, a very quiet customer doesn’t always mean they’re not interested. Maybe your speech convinced him or it was full so he has no immediate questions.

How to act when your prospect seems disinterested?

If from a physical and verbal point of view your interlocutor does not seem at all to adhere to your product, training or service, try to identify his blockages by asking him for his opinion. For example: “What are your first impressions? » or « Do you think that our training courses can be a solution to boost your activity? “.

In this situation, there is effective advice to apply: involve the client and make him talk about himself. His expectations, his fears in short, he must feel concerned and open up to you, so that you identify the real obstacles that prevent him from committing. To do this, asking open questions, reformulating words and information are effective techniques.


3. The technique of “what do we do?” »

When the sale process is completed, each party has presented its point of view and its objections . Your argument seems to have seduced your client, it’s time to move on to the closing phase!

Instead of steering the conversation too abruptly with a “can we move on to signing?” “, ask him rather “What do we do? “, ” What do you think ? or even “Is your reflection complete? “. This technique makes it possible to suggest the conclusion of the sale without ordering.

If the client is seduced, he agrees to move on to this essential step in the field of sales: the closing. Otherwise, it is also an opportunity for him to admit the points that do not suit him to find a possible agreement.

The technique of “what do we do?” is known and solicited by all business leaders, familiar with the most formidable marketing methods and sales techniques.

Need help training your marketing and sales team on closing? Find our advice in a moment and increase your chances of closing your sales by phone, in business, from your website and even on social networks!

4. Apply the try and buy technique

This method consists of offering your customer the opportunity to test your product for a limited time before deciding to buy it. This allows him to form his own opinion on your article. It is also a very effective technique for converting a prospect into a customer.

The test has 2 advantages:

  • Make the customer adhere to the product by showing its qualities;
  • Make him take action, engage him in a contract (even free).

For example, you suggest to your prospect, a traveling btob salesperson , to test your commercial vehicle for 1 week before deciding. You are aware that your range of utilities is much more comfortable and responsive than the one he uses. So you know that once he gets used to your vehicle, your customer won’t be able to bring himself to let him go.

The try and buy remains a very effective way to convince your prospect of the benefits of your product or service. When he subscribes to a trial, he has already taken the first step to try your product or service, there is already a “commitment” on his part.


5. Rule out the choice of refusal

At the end of a commercial meeting, the customer has the choice between yes, he adheres to your articles and proceeds to the sale or not, he does not wish to give your product a chance. And, if you offered him another alternative in which the no does not exist?

It is a classic of marketing companies, because this method is particularly powerful and clever. To illustrate this, here is an example: you are self-employed and you sell training to companies to help them perform better. Your client seems to like it and the presentation is going well. To conclude the sales process, you therefore ask him:

“So which pack do you choose? The integral or the discovery? »

Instead of asking him whether he wants to join or not, you focus attention on the choice. The goal ? That your customer does not think of refusing and that he signs for your product, training or service.

6. Add a benefit for a limited time

Your prospect is one step away from agreeing to collaborate with you . However, he does not pronounce himself and is content to lengthen the conversation by evoking light subjects. He is waiting for you to show him the big game!

When you advance an advantage, an offer valid for a limited time, you resort to a psychological purchase lever that advocates scarcity. For example, you offer to offer a service in addition to your article, only if your client signs within a week. It is a method that allows you to put pressure and make the prospect decide quickly.

What are the human qualities that a salesperson absolutely must have? We’ll reveal that to you in a moment!

7. Sales Skills Bonus Tip: Trust Yourself

In closing but also for all other marketing and commercial activities, trust calls for trust! The term trusting each other does not mean that you have no doubts. However, when you are with your client, nothing should distract you or make you fail. Doubts, worries and stress stay outside the door.

Don’t forget that your client does business with you first and foremost! You are the image of your company alone and it is up to you first that he chooses to place his trust or not. Selling in BtoB is above all an exchange between two humans who trust each other!


Closing training: how to train your team in closing negotiations?

In b2b, the sales cycle is a process that can take several weeks or even months. Each phase of the cycle must be known and mastered by everyone in order to conclude the sale step by step and inflate the account of your activity.

To train your team to excel in closing:

  • You ask an external specialist in closing (closer) to train your teams.
  • You take care of it yourself, after having gathered the best closing strategies and produced a virtual or paper presentation of them. Do not hesitate to take advantage of your past experience to progress: what worked? How? ‘Or’ What ? Why ? Do an internal closing process, use appropriate tools such as a CRM, etc.
  • The DISC method, also known as the color method, is a sales technique that associates a color with each adjective. Indeed, DISC is an acronym meaning Dominant, Influential, Stable and Compliant. The interest of this method is to determine the color or colors of your interlocutor. You can thus individualize and adapt your sales pitch.

Business closing: what are the qualities of a good salesperson?

A salesperson or salesperson must have several qualities in order to shine and multiply the number of sales.


Knowing how to understand the objections, the blockages of his interlocutor in order to adjust the shot and propose adapted solutions makes it possible to find new customers. Empathy is a human quality that the salesperson must absolutely possess in order to thrive.

Have an excellent sense of contact

The sense of contact or relationship is essential to exercise the profession of seller in BtoB. Indeed, its main mission is to serve its client in a win-win exchange! For this he exchanges with many people and multiple companies every day!

The seller must be able to easily get in touch with his interlocutors, understand their needs quickly, and above all, not hesitate to refuse a contract if he cannot really help them! This is essential in the sale in btob which is, above all, based on trust!


The job of salesman also requires knowing how to listen to the needs or objections of his client. Certainly, he must know how to answer and argue in order to praise his article. However, if he does not listen to the opinion of his interlocutor, he will not be able to conclude the sale. Listening is therefore an essential quality. It often allows you to identify important needs and turn the conversation to your advantage.

express yourself well

It’s a known fact that a salesperson must have some glibness, that is to say, have the ability to express themselves clearly and easily. Whether it is for the research of needs, argumentation or simply to make contact, speech and the art of conversation are the salesperson’s main tools.

be social

Loving people, talking to them, taking news, that’s also being a salesman. You have to enjoy meeting new people and helping them by giving them advice or proposing solutions capable of solving their problems.


Closing to conclude

Closing is an Anglo-American term which means “finalization of a sale”. The closing is the last step in the sales process, the one that follows from the signing of a contract. To increase your closing rate, use these principles:
  • Know how to close at the right time by spotting buying signals through the verbal and physical behavior of your client;
  • Use the “what do we do?” technique. to conclude the interview.
  • Offer an additional offer or a discount if he signs during the day.
  • Offer to try the product before buying. Even if it is a free test, it is already a commitment on the part of the customer, a first step to help him take action.
  • Train yourself and your teams in closing by involving a specialized trainer, rely on your experiences and bring together the most effective closing strategies.
  • Rely on your soft skills: interpersonal skills, listening, empathy, ease of communication…

Closing to summarize in 4 questions

What is closing?

Closing is an English term that means finalizing or closing a sale. In the sales cycle, this is therefore the last phase, the one that gives rise to the signing of a contract. The closing stage is present in all types of sales: by telephone, from the company’s website, in professional meetings and even on social networks.

What is the Closer's job ?

A closer is a person who perfectly masters closing techniques. It comes into play when it’s time to move on to the last stage of the sales process, the closing. The closer is there to help you convert your qualified prospect into a customer. The intervention of a closer is common in all companies.

The closer is mainly present to serve the needs of the client (and the company). If he has nothing to offer the customer, he is not going to make a sale. The goal is to make customers satisfied! The human being is at the center of his attention, as well as the exchange, understanding the needs of his client, listening to him and quickly analyzing the situation.

How to do the closing?

To set up closing methods, several strategies must be established upstream in order to opt for the most efficient on D-Day. For this, each company generally has its own strengths and strategies developed by the marketing and sales team.

The closing is the last step in the sales process which ensures a good conversion rate and therefore sends only qualified prospects to the agenda of the closer. To achieve this, you must first develop your sales funnel, that is to say, carry out good targeting and sufficient work in terms of content (advertisements, webinar, articles on the blog, etc.).

When the sales tunnel and the purchase path are well mastered, we send to the closer or we go to the closing (if it is done by the same person).

How does closing work?

The closing represents all the strategies allowing to conclude in style a sale and to sign a contract. There are several methods that make it possible to effectively apply the closing, for example, to identify buying signals and know how to close at the right time or even offer the client to test before making his decision.

Concretely, the closing is to conclude a sale in style by developing upstream a sales funnel or an efficient purchase path, then, by following the closing frames during the meeting with your client.

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Qui est Yannick BOUISSIERE ?

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