4 Simple Steps to Close ANY Deal

As a salesperson, you may have found yourself in a situation where you have a prospect who is interested in your product or service but is still on the fence about making a purchase. In such situations, you need to know how to close the deal effectively. In this video, Cole Gordon, a sales trainer, shares four simple steps that you can follow to close any sale.

Step 1: Where Are You in the Sales Process?

First, it’s essential to understand where you are in the sales process. According to Gordon, the sales process has five stages: Introduction, Information Gathering, Transition, Pitch, and Committing. In the Introduction stage, you build rapport and frame the call. In the Information Gathering stage, you ask questions to understand if and how you can help the prospect. In the Transition stage, you bridge the gap between the Information Gathering and Pitch stages. In the Pitch stage, you explain what you do in a compelling and unique way. Finally, in the Committing stage, you tie the prospect down and get them bought in on the idea that your process is what they need to get the outcome they want.

Step 2: Pitching Effectively

Before you can use the four steps to close the deal, you need to pitch effectively. According to Gordon, there are a few things you need to keep in mind when pitching:

Focus on the End Result: Always focus on the big high-level promise, i.e., the end result your prospect wants to achieve.

Break the Process into Simple Steps: Break your process of working with clients into three to five simple, clear steps to help the prospect see how you can take them from their current situation to their desired situation.

Create Clarity and Certainty: Your pitch should create two feelings in the prospect – clarity and certainty. Clarity comes from understanding how the three to five steps you gave them can get them from point A to point B, and certainty comes from understanding why your solution is different from everything they’ve tried in the past.

Step 3: The Four Steps to Close Any Sale

Now that you have pitched effectively, you can use the four steps to close any sale:

Step 1: Get Agreement: Ask the prospect if they agree with what you’ve said so far. This step creates a sense of agreement and builds momentum towards the sale.

Step 2: Ask for Permission to Ask More Questions: Ask the prospect if it’s okay to ask a few more questions to make sure you fully understand their needs. This step shows that you care about their needs and want to help them find the right solution.

Step 3: Recap the Benefits: Recap the benefits of your solution, including the end result, the simple steps, and the clarity and certainty they will feel. This step reinforces why your solution is the best fit

Once you have isolated and handled the objection, you need to re-tie down and ensure that the prospect is still bought in. This involves asking clarifying questions to make sure that they understand the solution you are offering and are still committed to it.

Step 4: Transition Language

Assuming the prospect is bought in and ready to move forward, it’s time to move onto the final step: transition language. At this point, you want to open up the floor for any questions the prospect might have about the process. If you’ve explained everything well, they should have no questions. From there, you can smoothly close the deal by saying something like, “You feel really good about the process, you feel like it’s what you need, no questions. What’s next? Where do you want to go from here?”

This phrase is powerful because it recaps everything that has been discussed and highlights the fact that the prospect is fully bought in. It also sets the stage for closing the deal by asking the prospect where they want to go from here.

If the prospect does ask about the investment at this point, it’s important to stick to your process and not give them the investment information right away. Instead, say something like, “I’ll process the investment with you once we take care of that. What we’re going to do is set a baseline so we can come up with an implementation game plan. Then on our one-on-one call, we’ll lay that strategy out for you, book other one-on-one calls, and get you oriented to the entire program. Does that make sense?”

Once you’ve set the stage for the next steps, it’s time to give the investment information. Be confident and direct when you deliver this information, and don’t be afraid to ask for the sale. A simple statement like, “And the investment is just $10k,” followed by silence, is often all it takes to close the deal.


Closing a deal can be nerve-wracking, but with the right process and techniques, it can become second nature. Remember to focus on building rapport, gathering information, transitioning to the pitch, handling objections, and using transition language to smoothly close the deal.

By following the four steps outlined in this article, you’ll be well on your way to closing any deal that comes your way. And if you want more guidance on how to become a master closer, consider investing in a sales training program (like ours). With the right mindset and skills, you can become a top-performing salesperson and achieve the success you desire.

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