Have you ever heard of an assumptive close in sales? It’s one of 8 different closing strategies that sales professionals who sell B2B use.
The assumptive close results when a sales professional assumes their buyer has agreed to their offer and is ready to move forward with the sale.
Also often referred to as the presumptive close, this technique can be highly effective in moving a sale to close.
In this post, we’ll discuss when you should use an assumptive close, when you shouldn’t and how doing so can help you increase your closing ratio.
If that sounds like something you’d like to try, read on.
What is an Assumptive Close?
An assumptive close is when you presume, following your presentation or discussion with a buyer, that they have no further questions or objections and are ready to buy.
You’re essentially responding and behaving the same way you would if they had just agreed to move forward, even though they haven’t.
What’s unique about this type of closing technique is that it attempts to skip over any questions, concerns, or pushback your prospect or buyer might have.
Skipping over potential objections allows the sales professional to re-focus on the value and benefits their product or service can provide. But, on the other hand, the approach can distract your buyer and reduce resistance to closing.
With this in mind, let’s dive into how you can apply this closing technique for the best possible results.
The Assumptive Closing Technique: Why and How to Use It
Like any closing method, the key to using the assumptive close method versus using a different approach will determine your degree of success at closing the deal.
You might use this technique to minimize any objections, pushback, or delays the buyer could present to you. After all, if you sense your buyer is interested, it can often make sense to assume the sale is moving forward to avoid rethinking their position.
The key, however, is how you introduce the assumptive close. Some conditions must be in place to find success with this technique.
- Your buyer is the decision-maker.
- You have already built trust with your buyer.
- Your buyer is clear on the features and benefits of your product or service.
- The buyer has demonstrated an interest in what you are selling.
- You’ve adequately addressed their questions of objections to this point.
- The buyer has given you signs they would like to proceed with a purchase.
- The next logical step in the sales process is to close.
In addition to ensuring the right conditions are in place for the successful application of the assumptive close, there are some key things you’ll want to keep in mind during your interaction with the customer, namely:
- Have the necessary paperwork or contract available for the buyer to sign.
- Be prepared to take the next step if they agree to your assumptive close.
- Always continue forward momentum in the sale, have delivery dates and next steps laid out and ready to present.
- If they decide not to proceed, ask, “what is holding you back from moving forward?“
- If they object, address the objection and then attempt the assumptive close again.
There are also times when you shouldn’t use an assumptive close, most notably:
- If your buyer does not know you well and you haven’t built any trust.
- You’ve yet to fully present or explain your product or service to the buyer.
- The buyer has not shown that they are interested in what you are selling.
- The person you are speaking with is not the decision-maker.
- The buyer is distracted and otherwise not showing any signs of interest.
With these tips in mind, let’s discuss some assumptive close examples.
Assumptive Close Examples: Two Options
There are two options when it comes to the assumptive close.
If you are bold or are incredibly confident in the trust built with your buyer, you can use the single part assumptive close. More often than not, however, the two-part close is more effective.
Let’s look at some examples.
One-Part Assumptive Close Examples
The single part assumptive close is what I refer to as the value close. In this close, you focus on the next step in the sale and use closing phrases that suggest this.
Here are some examples of a one-part assumptive close:
- “Would you like me to charge your credit card, or would an invoice be more appropriate?”
- “I’ll schedule Bob to arrive next Tuesday. Does 10 am work for you?”
- “If you sign right here, I’ll get the completed contract sent over, and we can schedule your delivery.”
Two-Part Assumptive Close Examples
A two-part assumptive close has (you guessed it!) two parts. The first is reaffirming the benefits the buyer will gain by using our product, then the second part focuses on the next step to be taken.
If your relationship with the buyer is still new, or you believe the buyer is not yet completely sold on the idea of moving forward, the two-part version makes sense.
Here are some examples of a two-part assumptive close:
- “As we discussed earlier, you will see a double-digit return on your investment within 30 days if you introduce our product. If you sign here, I’ll get the delivery scheduled.”
- “You may recall that you’ll be able to eliminate these other costs by using our service, which means you’ll be saving money. Would you prefer an invoice or payment via credit card?”
- “By introducing our product, you’ll find an increase in productivity by 25%, and it will require less of your time. Does delivery next Tuesday at 10 am work for you?”
3 Tips to Master Your Assumptive Close Techniques
I wasn’t always successful when I began using assumptive close techniques.
It wasn’t until I dissected my approach that I realized three steps were missing. These are fundamental, and I recommend all sales professionals brush up on them to ensure the assumptive close is effective.
1. Preparation: Know Your Product
It should go without saying that you need to know your product. Let me explain why.
If you attempt to close the sale, you need to address any questions or feedback quickly. If you don’t know your product (or service) well, it will be challenging to do so, and you’re likely to lose the sale.
2. Positive Attitude in Sales
Pessimism is a deal killer, mainly when using an assumptive close. The reason why is that your buyer can sense your pessimism.
For this reason, you need to have a positive attitude, particularly when it comes to assuming the sale. For example, you need to be:
- Positive that your product or service can help your buyer.
- Confident that you can overcome any objections.
- Optimistic that your buyer will agree and you can close the deal.
3. Practice Sales Closing Scenarios
As the old saying goes, practice makes perfect.
Not every buyer is the same, and not every discussion goes the way you expect. For this reason, you need to practice a variety of assumptive closing scenarios, for example:
- What if your buyer initially pushes back? How will you recover and assume the close again?
- What if your buyer agrees? What are the logical next steps?
- What if your buyer defers to someone else to make the decision? How can you adjust your assumptive close approach?
Want to Improve Your Closing Rates?
There are many different closing strategies you can use in B2B sales.
The assumptive close is one of my favorites because, if done correctly, it can give you a sense of whether your buyer is ready to close or if you’ve missed the mark.
For this reason, you can use the assumptive close strategy more often than other closing strategies.
So if you think you have built trust with your buyer and your product or service is a great fit, try an assumptive close.
At worst, they’ll share some objections you’ll need to address; however, you’ll close the sale at best and move on to the next opportunity.
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