The best sales strategy you'll ever apply is don't sell.
But that doesn't mean you shouldn't be closing.
It sounds contradictory, I know.
In fact, it's one of the most misunderstood concepts in sales.
"Don't sell" doesn't mean be passive. It doesn't mean sit back and wait. And it definitely doesn't mean ignoring your responsibility to drive a deal that's ready to close over the line.
Following the don't sell philosophy is about creating an environment of buyability. Something I write about often. And once that environment exists and the deal is lined up to close, that's the last job that you need to be focussed on.
Because if you don't… someone else will.
Closing is an art, but one we often overlook.
In high-ticket, complex sales environments, we tend to spend a lot of time talking about lead generation, positioning, messaging, pitch decks, ICPs, discovery questions, problem mapping… you name it.
But closing? We kind of assume it'll take care of itself.
If the sales process is strong enough… if the prospect is the right fit… if the stars align… the deal will close itself, right?
Sometimes, yes. But not always.
Sometimes, you need to help it close. And that's where real sales skill comes in. Not pushiness, not pressure, but professionalism and real skill.
The problem is that many founders and sales leaders feel uneasy using closing techniques.
It can feel manipulative or old-school. We want to be trusted advisors, not closers with slick lines.
And I get that. I'm with you. That's our whole thing.
But, I also believe that to be a well-rounded sales professional you need to understand both sides of the force.
Zig Ziglar knew how to close.
One of the most interesting perspectives on closing comes from Zig Ziglar's classic Secrets of Closing the Sale. It's packed with techniques. Some charming, some cheesy, some surprisingly useful.
Personally? I'm not an advocate of hard closes or pressure tactics. They move you out of buyability and into forced selling. That's not the game we play here.
But Zig's book is valuable. Not because you'll copy every line but because it helps you understand the psychology of decision-making. It gives you language, structure, and confidence when the moment to close actually arrives.
So let's walk through ten of Ziglar's most well-known closing strategies—and reflect on what they teach us in a modern B2B context.
10 closing techniques every closer should understand.
1. The assumptive close
Assume the sale is already done.
"Will you be onboarding this month or next?"
In B2B, this works when you've created a strong foundation. If you've aligned on needs and value, this isn't pushy—it's just moving forward.
2. The alternative choice close
Give two options, both of which lead to a 'yes.'
"Would you prefer the quarterly plan or the annual?"
It's not manipulation—it's helping the buyer decide how they want to proceed, not if they should.
3. The puppy dog close
Let them try before they commit.
Zig's classic "take the puppy home" example speaks to the power of emotional buy-in. In B2B, this could be a free trial, a pilot programme, or a low-risk entry product.
4. The summary close
Recap what's been agreed, then move to close.
"So, we've aligned on the integration, timeline, and value—shall we go ahead?"
Great when you need to remind the prospect just how far you've already travelled together.
5. The sharp angle close
Turn a request into a close.
"If we can include that feature in the scope, are you ready to move forward?"
It keeps the conversation grounded in progress—not endless negotiation.
6. The objection close
Use objections to uncover the real barrier.
"Is it the price you're unsure about, or the return you're expecting?"
This one is about empathy, not pressure. It invites honesty and deeper conversation.
7. The columbo close
The 'just one more thing' question.
"Before we wrap—what would need to happen for you to say yes today?"
Gentle, disarming, and surprisingly effective. Works best when trust is high.
8. The ben franklin close
A simple pros and cons list.
Lay it out. Let the logic lead.
Great for analytical buyers who need to justify the decision internally.
9. The testimonial close
Use social proof.
"Another founder like you was in the same spot—here's what happened next."
Still one of the most powerful tools in B2B selling.
10. The silent close
Ask the closing question—and wait.
"Shall we get started?"
Let the silence do the work. It's uncomfortable. But it shows confidence.
When should you close?
Here's the truth. If your sales process has created buyability, you don't need to sell hard. You just need to close well.
That's the difference.
The close isn't about forcing the buyer into a decision. It's about helping them take action once the value is clear. If you've done the work up front, discovery, alignment, proof, trust building and instilling confidence in the buyer. The close should feel natural. Logical. Almost inevitable.
If it doesn't? That's a sign you've still got work to do earlier in the funnel.
What's buyability got to do with it?
Everything.
Buyability is the environment that makes closing possible. It's built on trust, relevance, clarity, timing, and proof. When those things are in place, your closing style can be gentle and collaborative and still effective.
You don't need pressure when your prospect already sees the value.
Let's wrap this up.
Closing is not about being pushy. It's about being ready.
It's the moment your solution becomes their decision. And if you've done everything right.
You've built trust, created clarity, and shown real value, and there is a relationship there. Then, it's your responsibility to help the buyer take the final step.
Understand the techniques. Know when to use them. Most importantly, we should always stay rooted in buyability.
Because the best closers?
They don't sell.
They help people buy.
Ready to level up your closing skills?
Start by reviewing your current sales process. Where are you building buyability, and where are you leaving buyers to drift?