Lesson 1, Topic 1
In Progress

4.6 Close 1 – 4

ryanrori January 7, 2021

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Concession Close

Offer a concession of something they want in return for them buying the product.

You can be explicit about wanting an order in return for the concession or you can give the concession without asking – the other person will very likely still feel they owe you something for it.


If I reduce the price by 10%, will you take the product today?

Well, I think you deserve a free case with this.

Listen, I’m going to throw in a free tank of fuel.

If you are ready now, I’ll make sure it is delivered by the end of the day.

How it works

The Concession Close works by offering the other person something and either requesting or implicitly expecting something in return – usually the sale.

The Concession Close is also called the Trade-off Close.

Summary Close

Summarize the list of benefits that the other person will receive, telling them the full extent of what they are getting for their money.

Make it sound impressive, using full phrases and attractive words.

Go into detail, separating out as many sub-items and features as you can.

But also fit the description into a reasonable space of time. You goal is to impress them with what they are getting, not to bore them with excessive detail.


So as well as the basic product, you are getting free delivery, a five-day exchange assurance plus our comprehensive guarantee.

This comes in an easy-carry box and includes a remote control, with batteries included, of course!

How it works

The Summary Close works by repeating what has already been agreed. Putting it all together makes it seem like an even bigger package. This is particularly true when

Adjournment Close

Do not go for the sale now. Give them time to think. Tell them that they probably need time to consider the offer you have made.

Use this when:

  • You can see that they are not going to decide now.
  • You have set up enough tension that you are reasonably convinced that they will indeed seriously consider the deal and are likely to come back.
  • Given some more time, it is likely that they will buy more (for example if they are at the edge of a budgetary period and their current funds are low).
  • The relationship is important to you, and them making a wrong decision now would affect the chances of making sales in the future.
  • You do not need to make the sale today (for example you have made your quota and this sale would be just fine for next month).

Combine this with setting up the next meeting, when perhaps you will be able to solidly close the deal.


This is an important decision for you and I think you need time to consider how important it is. Shall we discuss the details further next time I see you?

I can see you’re thinking very carefully about this. Shall I come back next week to see how you are progressing then?

How it works

In many sales situations the relationship is very important as the sales person will be going back to the customer with more sales to make. It is thus a bad idea to push them into a decision when they are not ready and may later be unhappy about this.

Offering an adjournment can be a nice surprise for the customer, who may be expecting a harder style of selling. This sets up an exchange tension, encouraging them to pay back your offer of time with later agreeing to the deal.

The Adjournment Close is particularly easy to manage when the sales person visits the customer, as opposed to having to hope that they will call back.

Either-or/Alternative Close

The alternative close works by offering more than one clearly defined alternative to the customer.

The number of alternative should be very few – two or three is often quite adequate. If you offer too many alternatives, the customer will then be faced with a more complex problem of how they choose between the many alternatives offered.

Note that this technique works well in many different situations where you are seeking agreement, and not just selling products.

An extra technique that can be effective is to add a slight nod when offering the preferred choice. This can be accompanied by subtle verbal emphasis on the words.


Would you prefer the red one or the yellow one?

Would you like one packet or two?

Which of these three instruments seems best for you?

Shall we meet next week or the week after?

How it works

The Alternative Close is a variant on the broader-based Assumptive Close and works primarily through the assumption principle, where you act as if the customer has already decided to buy, and the only question left is which of a limited number of options they should choose.

Assumptive Close

Act as if the other person has made the decision already.

Turn the focus of the conversation towards the next level of questions, such as how many they want, when they want it delivered, what size they need, and so on.


When shall we deliver it to you?

What will your friends say when they see it?

Will 20 cases be enough?

Where will you put it?

How it works

The Assumptive Close works by the Assumption principle, where acting confidently as if something is true makes it difficult for the other person to deny this. For them to say you are wrong would be to cast themselves as an antisocial naysayer.

Note: This is one of the most common closes used. Many other closes, such as the Alternative Close are variants of the Assumptive Close