"Always Be Closing" (ABC) is dead. In 2025, if you try to pressure a B2B buyer with aggressive tactics from the 1980s, you will lose the deal - and your reputation.
Modern closing isn't an event that happens at the end of the call. It is a series of micro-agreements that naturally lead to a signature. It shouldn't feel like a trap; it should feel like the logical next step.
However, the "fear of rejection" still causes reps to freeze up when it's time to ask for the business. This guide provides 7 modern sales closing techniques to help you transition from "pitching" to "partnering."
Key takeaways
- Closing is a process. Successful reps close on "next steps" throughout the entire cycle, not just at the contract phase. Gartner: Trends in the 2025 Software Buyer Journey
- Silence is power. After you ask for the close, stop talking. The first person to speak loses leverage. HBR – Negotiate Like a Pro
- Context beats scripts. The right technique depends on the buyer's signals. Real-time AI can detect these signals and suggest the right close instantly. McKinsey – Unlocking Gen AI in B2B Sales
Table of contents
- The Psychology of Closing
- Technique 1: The Assumptive Close
- Technique 2: The Summary Close
- Technique 3: The Question Close
- Technique 4: The "Now or Never" Close
- Technique 5: The Takeaway Close
- Technique 6: The "Soft" Close
- Technique 7: The Next-Step Close
- Why reps fail to close
- How Nomi fits
The Psychology of Closing
Closing is not about tricking someone. It is about removing friction.
If you have done your discovery correctly, the close is just the cherry on top. If you haven't, no technique will save you.
Use the techniques below only when you have confirmed pain and budget.
1. The Assumptive Close
Best for: When the call has gone perfectly and trust is high.
You don't ask "if" they want to buy; you proceed as if they already have. This projects confidence.
Script: "Since we align on the timeline, I’ll send over the agreement for legal review this afternoon. Who is the best person to address that email to?"
2. The Summary Close
Best for: Complex B2B deals with multiple stakeholders.
You reiterate the value points you agreed upon (ideally using MEDDIC) before asking for the signature.
Script: "We’ve agreed that [Product] will solve your [Pain Point A] and reduce costs by [X%]. We also confirmed that [Date] is your target go-live. To hit that date, we need to sign by Friday. Does that still sound right to you?"
3. The Question Close
Best for: Uncovering hidden objections.
Instead of demanding a yes, you ask a question that forces the prospect to reveal any remaining blockers.
Script: "Is there any reason - budget, timing, or otherwise - that would prevent us from moving forward with this partnership today?"
If they say yes, pivot immediately to your objection handling scripts.
4. The "Now or Never" Close
Best for: Stalled deals that need a nudge (Use with caution).
This leverages FOMO (Fear Of Missing Out). Only use this if you have a genuine reason (end of quarter, price hike).
Script: "I can extend that 15% discount we discussed, but only if we get the paperwork finalized by the end of the month. Can you commit to that timeline?"
5. The Takeaway Close
Best for: Prospects who are asking for too much (Negotiation).
If a prospect wants a discount but isn't giving anything in return, you "take away" a feature to restore value.
Script: "We can definitely meet that budget figure. To do that, we’ll just need to remove the [Premium Onboarding] package. Are you comfortable handling the setup internally?"
6. The "Soft" Close
Best for: Early-stage demos or low-pressure environments.
You test the waters without asking for a contract.
Script: "If I could show you a way to solve [Problem] for under [Price], would that be something you’d be interested in learning more about?"
7. The Next-Step Close
Best for: Enterprise sales where you don't close on the first call.
In B2B, "closing" often means booking the next meeting.
Script: "Typically, the next step is a technical review with your CTO. I have my calendar open next Tuesday afternoon - does 2 PM work to bring them in?"
Why reps fail to close
The #1 reason deals don't close is fear.
Reps are afraid of hearing "No," so they delay the ask. They end the call with a vague "I'll send you an email" instead of securing a commitment.
This is the "Panic Gap" at the end of the call. When the conversation naturally slows down, the rep's brain freezes. They forget the technique and default to passivity.
How Nomi fits
Nomi removes the fear of closing.
It acts as a real-time partner that monitors the conversation live:
- Buying Signals: When the prospect asks "How long is the contract?", Nomi detects intent.
- Live Prompt: It immediately flashes the Assumptive Close script on your screen.
- Next Steps: Before you hang up, Nomi reminds you: "Don't forget to book the follow-up meeting."
You don't need to memorize 7 techniques. You just need to read the screen.
Start closing more deals with Nomi.
FAQ: Common Closing Questions
What is the most effective closing technique?
In modern B2B sales, the Summary Close is statistically the most effective because it reinforces value before asking for the commitment. 92% of sales pros use AI to accelerate this process.
How do I close without being pushy?
Use the Question Close ("Is there any reason not to...?"). It invites the prospect to share concerns rather than forcing them into a corner, keeping the dialogue open.
What are buying signals?
Buying signals are verbal cues like asking about pricing, implementation timelines, or asking "What happens next?". Nomi detects these automatically to trigger the right closing script.
References & Further Reading
- Gartner – Trends in the 2025 Software Buyer Journey
- McKinsey – Unlocking Gen AI in B2B Sales (2025)
- HubSpot – How to use AI to close more sales
- HBR – Negotiate Like a Pro
- HBR – There Really Is a “Sales Gene”
- Pavilion – The Future of Revenue 2025 Report
- Salesforce – State of Sales Report (2024)
- Forrester – 2025 Predictions For B2B Marketing & Sales
- ZoomInfo – Buyer Intent Signals