You’ve worked hard to become an expert in your field, and you’re confident in your abilities — so much so that you’ve struck out on your own as a freelancer. But all the expertise and confidence in the world may not cover up what you (and many of us Unemployable types) don’t know: how to close a sale.
The good news is that learning how to close the deal doesn’t require an ulcer-inducing overlord like Alec Baldwin’s Blake in Glengarry Glen Ross telling us what to do and how to do it.
It’s not as hard as it seems. Take it from someone who used to experience all the tell-tale signs of a lack of confidence before client engagement calls — sweaty palms, shaking hands, racing heart. I hated “hopping on the phone,” even though it was a necessary start to any client relationship.
So, you’re not alone if you need a little help learning how to get clients. All it takes is adding a few tried and true sales closing techniques to your repertoire. By the time you finish reading this article, you’ll have a strong command of the ABCs of closing freelance deals.
How to Close the Deal Every Time
Getting people to “yes” is equal parts art and science. And not all clients are created equal.
That’s why you’ve got to be attuned to the prospective customer’s needs by quickly assessing their pain points and challenges. When you come from an empathetic standpoint, you’re much more able to hear what they need and tune into how they want to be treated.
It starts with a bit of armchair psychology, a dash of emotional intelligence, and a healthy dose of confidence-building.
Do Your Homework Beforehand
Pre-call prep is a tricky thing. How much time should you spend researching a client, especially if there’s no signed contract yet? Chances are, you have more to get done in your day than one sales call.
Do enough research to the point where you feel like you have a basic understanding of what the company does and who they serve. Spend some time learning enough where you could confidently summarize the company in a sentence or two.
Also, make sure you research the company’s key players like the founder or CEO, your point of contact, and anyone else prominent in the company. I always like to look up a few news clips, press releases, and other articles of note to see what the company has been up to lately.
So, while intimate knowledge of the company isn’t essential, a surface-level understanding of the company will help you feel more confident going into the call.
Pick Your Three
After you’ve chatted a bit and gone through your sales pitch, what happens next?
I don’t know about you, but the part that comes after the “getting to know you” portion of the call was always a struggle for me. To avoid this awkward silence, or worse, letting the client take control of the call, this is where handy prep work comes into play.
Before you hop on the call, while you’re in the research phase, identify three things you could immediately change or suggest changing. For example, if you’re a content creator, it could be a line of copy on their website, how they’re structuring their blog or the imagery on their website.
These suggestions should be related to how you can help them. Or, in other words, you’re demonstrating the value you can provide.
Now, it’s probably not the best idea to begin rattling off what you would change about what your client is doing. Offending the client is not the goal of this tactic.
Instead, present your suggestions in a way that shows you’ve done your homework and can provide intentional, strategic advice right off the bat. The idea is to give them a taste of what you can do for them.
So how should you transition to this part of the call? I love a good script, so here’s what I would say:
“Now that we’ve gotten to know each other a little better, I wanted to touch on a few things I noticed during my research. The first thing…”
Remember, you’re giving them a little taste of the value you can provide, so don’t give too much away.
Create Urgency With Your Followup
Before you hang up, and if you’d like to work with this client, make sure it’s clear what the next steps for each of you are. Whether you’re drafting up a proposal or contract, or if you’re sending over more samples of past work, turn it around promptly.
Then, create a sense of urgency.
Include a sentence or two in your email stating your calendar is filling up, but you really want to work with them for X reason. The key with this tactic isn’t to lather on the sleaze or anything like that. You’re creating a sense of urgency so your prospect will get to a decision quicker.
Practice Makes Perfect
It takes practice to feel confident in nailing a sales call.
Over time, you’ll figure out the best way to close a sale for yourself. In other words, what sounds more natural for your brand and what you’re comfortable with saying or talking about.
Keep going and try different techniques as learn how to close a sale. You’ll only improve with each time.
The Best Sales Closing Techniques
This brings us to the fun part of this post: nine classic sales closes that will take you from your first hello to a prospect’s enthusiastic hell yes! (Or, conversely, a decisive no so you both can move on.)
1. The Presumptive Close
Sometimes you know you’re the perfect fit for a prospect or project. You’re sure you can be of service and offer significant benefits because the work is right in your wheelhouse. Resist the urge to self-sabotage and go ahead and be confident.
Use language that communicates you view the situation as a “done deal” — not in a slimy way, but with genuine enthusiasm.
That said, remember this is an assumptive close. And when you assume you make an ass out of u and me, so be extra sensitive and listen to the prospect’s feedback. If they say your talents aren’t a fit for them, drop the presumption and move on to other ways to close the deal.
When to use it: When your confidence and positivity are high, you have a relationship or connection with the prospect, and you’re the perfect fit for the job.
When to avoid it: When you don’t know the prospect at all, and you’re making a guess based on something you’ve read or heard about the prospective client you’re speaking with.
2. The Option Close
Make it easier for your prospect to say “yes” by giving them two or more choices for how you might work together.
For example, you might offer tiered services with different features for budget pricing, regular pricing, and premium pricing. Or you might use time as the differential, with accelerated delivery as a more expensive option and a longer timeline to suit a more modest budget.
When to use it: When you have different types or levels of service that all make sense for the potential client.
When to avoid it: When you don’t have leeway with your service offerings or if you’re not sure your services suit your prospect’s needs or desires.
3. The Take Away Close
This close is perfect for those prospects that keep putting you off, telling you they just need a little more time — a week, a month, next quarter — to make a decision.
This is reverse psychology in action: by telling them it seems to you that they’re not interested and you won’t bother them again, you can potentially move that annoying maybe to a satisfying yes.
When to use it: When you’re willing to take your business off the table to force a decision.
When to avoid it: When you’re not ready to get a definitive no for an answer.
4. The Summary Close
Your value proposition may be clear to you, but are you sure your prospect gets how you can benefit their business? Wrap it up for them.
Put together a clear summary of all you have to offer. If you’re giving them options, use this opportunity to create a distinction between each one. (This serves double duty by reminding the prospect of their choices.)
When to use it: When you’re on your way to yes, and you’re confident what you have to offer is an excellent fit for the prospect — all they need is a little nudge to remind them of what they already know they want.
When to avoid it: When you haven’t had a long or in-depth connection with the prospect, and a summary is jumping the gun. Also, if the benefits you’ve already outlined haven’t seemed to make much of an impact on your lead.
5. The Columbo Close
In the late 1960s/early 1970s, there was a television show about a shrewd but low-key detective called Columbo, played by the actor Peter Falk. Not only was it a hit show, but it also was the source of perhaps one of the most famous lines in sales history.
After a suspect thought Columbo was done speaking to them and was breathing a sigh of relief, the detective would turn around and say, “Just one more thing…”
Similarly, once you’ve finished your sales pitch and believe your prospect will walk away, pull a Columbo and hit them the most enticing part of your pitch.
When to use it: When you haven’t shared the best part of your services yet, and you’ve gotten clear signs the prospect is losing (or has lost) interest.
When to avoid it: When you’ve already pitched all the benefits, and there’s not a compelling aspect left to use as an enticement.
6. The Suggestion Close
At the heart of what you’re pitching should be a way that your services will solve your prospect’s challenges and make their life better. Now, some of that is a fact, but much of it is your opinion.
Make sure you are clear on their needs and then make suggestions about the best way to resolve their issues and improve their business in your professional opinion.
When to use it: When you have a solid working relationship with your prospect or feel that someone with your expertise may easily influence that person.
When to avoid it: When you’re cold-calling or if they are as much of an expert in your field as you are.
7. The Backwards Close
Sometimes the act of not selling can lead to more sales. The Backwards Close turns the sales process around and has you asking first for referrals — something you would usually request at the end of a successful project.
This technique can help put your prospect at ease because you’re not coming at them with a hard sell. And it opens the door for you to explain your services and value in a non-threatening way.
When to use it: When you know the person and think they could use your services, even though they have said no to you before.
When to avoid it: When you haven’t pitched them yet, and telling them about your current services would be more straightforward.
8. The Sharp Angle Close
This is the perfect technique to pull out when you’ve done the heavy lifting of presenting your services, you have the prospect’s interest… and then they drop an objection bomb.
Don’t let it derail you! Take a sharp turn by responding with a counteroffer to give them what they want, but at a price. For example, meet their demand of a discounted rate but only if they agree to sign an agreement on the spot.
When to use it: When your prospect is looking for incentives and/or is a seasoned negotiator.
When to avoid it: When the prospective client isn’t looking for any special benefits, doesn’t understand nuanced sales, or doesn’t have the power to ink a deal right away.
9. The Nothing to Lose Close
This is the ultimate hard close, in which you’re transparent about selling your services. You cut to the chase and directly ask for what you want: a firm commitment, a signed contract, a date for you to get started.
The goal is to get a clear yes (or no), so you can both move forward — or move on.
When to use it: When you’re willing to give it one last shot, and you’re out of other options.
When to avoid it: Any other time in the sales process. This is a last-ditch attempt to get business. Earlier on, when you’re still pitching, there are still opportunities to negotiate and be more artful in your ask.
Now that you have nine types of sales close to get your prospect to sign on the dotted line, let’s close this article out strong with great lines you can use to seal the deal.
The Best Sales Closing Questions and Phrases
To create urgency: Time is of the essence!
“I’d love to work together on [insert project]. I’m offering my new clients a rate of [insert current rate] until I raise my rates on [insert date of rate increase]. Let me know how you’d like to proceed.”
To meet a price objection: Flexibility with your freelance rates can keep the deal alive.
“If my freelance rates are beyond your budget, you can let me know what you have to spend, and I’ll let you know what I can do for that amount.”
To use a little reverse psychology: A perfect example of the Take Away Close.
“When we first spoke, you mentioned that you needed [X, Y, Z]. I thought [your idea] would be the perfect solution for you, but I’m noticing you seem reluctant to move forward. So, I’m wondering if it doesn’t feel like the right fit for you, perhaps we should move on?
To convey your enthusiasm and positivity: Give them a sneak preview of how nice it’ll be to work with you.
“I’m really looking forward to working with you.”
To win over an indecisive prospect: Take the pressure off.
“How about giving my services a try?”
To win back a reluctant prospect: Put them in the power position.
“How do you think we should proceed?”
To address concerns and finish the deal: A perfect example of the Summary Close.
“From what we’ve discussed, it seems that my services could [provide what benefits] if you sign the agreement today.”
These are just a handful of ideas to get you started. You’ll come up with what works best and is most authentic to you. Just remember, deal-closing messages include a few key ingredients:
- Urgency
- Conciseness
- Responsiveness
- Politeness
- Empathy
- Control (your own and, when appropriate, relinquished to your prospect)
As you learn how to close a sale with some of these techniques, don’t forget tune in to the Unemployable podcast for more freelance tips and best practices.