Sales 101 – The Assumptive Close

Articles, Selling

This article is a part of our Sales 101 series. When I first got started in B2B selling, I was formally trained on how to use a variety of sales closes … “either or”, “Ben Franklin”, “Columbo”, and many more. Through the years I picked up quite a few more including the “Japanese Origami Folding Paper” close. Ping me if you know this one!

Truth be told, I don’t use any of them. I am a strong believer that closing is severely overrated. This is based on my conviction that the “close is the natural culmination to a deal performed properly”. In other words, if you didn’t get the deal, don’t look at your close, look at what you did before the close.

There is an exception to my choice of closing techniques and that is the use of the assumptive close. Actually, I’m not even sure if that would be the correct definition of what I do as I will combine it with elements of a trial close.

A trial close differs from a traditional close in two distinct areas …

  1. A close requests action. Sign the order. A trial close solicits an opinion.
  2. A close typically occurs at the end of the sale. A trial close occurs multiple times during the sale. It takes your prospect’s temperature.

As with a trial close, the assumptive close also occurs frequently during the sales process. As the name would suggest, in its simplest form, you discuss your product or service in the context of the client having already purchased it. 

If they don’t stop or correct you, it is time to request action. However, in practice, an effective delivery needs to be a much more subtle process. Part of this lies in abandoning traditional selling techniques. What some might view as a test of wills between salesperson and customer (antagonists) instead becomes a conversation.

It’s somewhat difficult to put into words exactly how I do this but, the easiest way to explain it would be that I discuss how we will do something, or how they will use it rather than if. The entire conversation will follow this pattern. Once again, this is done very subtlety.

Mind you, this does not replace your responsibility to completely understand the needs and goals of your client. This must occur first! No shortcuts there.

Now, one of two things is going to happen. They are either going to stop you or … they are going to verbally assume ownership. They may even just say “let’s go!” or “what do we need to do to get started?”. 

Or, they may just refer to your product or service in a manner that suggests that they have already made the buying decision. Guess what. They have.

What I like best about this methodology is that it creates zero tension for both the client and the salesperson. No awkward pauses. No hesitancy in wondering if this is the right time to do “x”. If they don’t close themselves, merely asking the question “what would you like to do now?” will generally be sufficient.

No pros and cons listed on notebook paper. No folding up paper to make it look like a bird. No bloodshed. What’s not to love! Next up, and for selling purists, the “order form close” complete with optional contingencies that are 100% guaranteed to piss off your sales manager:) Priceless!

Craig M. Jamieson

Craig M. Jamieson

Managing Member at Adaptive Business Services
Craig M. Jamieson is a lifelong B2B salesperson, manager, owner, and a networking enthusiast. Adaptive Business Services provides solutions related to the sales professional. We are a Nimble CRM Solution Partner. Craig also conducts training and workshops primarily in social selling and communication skills. Craig is also the author of "The Small Business' Guide to Social CRM", now available on Amazon!
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