Selling by Serving 3: How to Close a Sale With Confidence

What’s the moment many salespeople dread (or rush)? Closing the sale. 

But here’s the thing: If you’ve done the right work up front in the sales process, you shouldn’t have to hard-close anyone. Often, the close happens naturally when you lead the conversation with care and integrity.

Yes, you do still need to close. After all, who else is going to finalize the order, serve the customer well, and wrap things up smoothly? Remember, closing is how you stay in business and build lifelong customers. But it’s easier with the right mindset, preparation and tools under your belt.

In Part 1 of the Selling by Serving series, we shared a story from Ramsey Solutions’ found and CEO Dave Ramsey about a powerful lesson he learned in his twenties: Never assume, always listen, and treat everyone with respect. That’s the heart of serving, not selling.

Then in Part 2, we walked through mastering the sales process by qualifying the customer, building rapport, and gathering the right information to showcase your benefits.

In this article, we’ll walk through how to close a sale, including some practical sales closing techniques so you can close with confidence and serve with excellence.

Why Closing Techniques Matter

Some sales trainers tell you to close early and close often. Don’t fall for that. You’ll just come across as pushy. Focus instead on the strength of each technique and how it helps you serve—not pressure—the customer.

Want to do one better? Understand customer personalities. Every person you serve responds differently based on how they’re wired. When using DISC personality types, here's what we mean:

• A high D (dominant) personality appreciates efficiency and directness.
• A high I (influencer) enjoys enthusiasm and stories.
• A high S (steady) wants reassurance and stability.
• A high C (compliant) values details and careful explanations.

Here’s why that matters: Right before someone buys, there’s often a moment of agitation and hesitation. That’s normal. But it’s also the point when their personality shows up the strongest. If you’re not tuned in—if you haven’t been guiding them well or you aren’t speaking their language—they may walk away. And if you sound scripted? Game over. You can’t truly listen and respond when you’re just following what comes next on your page.

The heart of serving is listening. When you stay present, ask good questions and make real-time recommendations based on what your customer shares, you’re not just closing a sale—you’re earning trust. Now that’s selling by serving!

Closing is step four for a reason.

If you haven’t done the first three steps in the selling process (covered in Part 2 of this series, don’t expect the close to work. Make sure you’ve done the rest of the sales work that gets you there.

• Qualify: You’ll never get an unqualified prospect to close.
• Build rapport: You have to understand the prospect, earn their trust, and sometimes ask a few more questions so you can clearly restate the value of what you’re offering.
• Educate: The right close only works if you’ve guided them well and show up as a trusted advisor.

6 Sales Closing Techniques

Now, here are six practical ways to guide the conversation and help buyers cross the finish line confidently.

1. The Feel-Felt-Found Close

The feel-felt-found close helps calm last-minute hesitation. It’s simple, honest and reassuring.

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It sounds like this:

“John, I understand how you feel. I’ve had other clients who felt the same way. What they found was, after they moved forward, they were really glad they did.”

You’re not forcing anyone—you’re showing empathy, sharing a story, and inviting the customer to join others who’ve had a positive experience.

Pro tip: Keep it genuine. If you’re just repeating a script without meaning it, people will pick up on it fast.

2. The Assumptive Close

The assumptive close is when you move forward as though the customer has already decided to buy. You start filling out paperwork, getting shipping details, or preparing the order. This is one you’ll likely use most often.

For example:

“Great, should we deliver this Thursday or Friday?”“I’ll get this written up for you.”

This isn’t pushy—it’s serving. Think of a restaurant server: When you’re ready to order, you want them to take your order. It’s part of great service.

Pro tip: If the customer isn’t ready, they’ll let you know, and that’s your cue to go back and check the earlier steps.

3. The Shut Up Close

Yes, this really is a close! Too many salespeople kill deals by talking too much, especially right after asking for the sale.

If you’re quiet and listen, the prospect will tell you how to serve them. Staying quiet is just good manners when you’ve asked a question and are waiting for a response. There’s a natural pressure that builds with the pause. This allows your prospect to decide and tell you what they want and need.

Here’s how it works:

You ask a closing question—then stop talking.

For example:

“Would you like to go with the standard option or the premium package?”(Silence.)

That quiet pause feels a little awkward, but it creates gentle pressure and gives the customer space to respond. The pause is what tips the deal over the finish line.

Pro tip: Respect the pause. Don’t jump in to fill it. The sale often happens in that quiet moment.

4. The Alternative Close

The alternative close is a cousin of the assumptive close. Instead of asking if the customer wants to buy, you ask which option they want.

For example:

“Would you like the blue one or the black one?”“Do you want to set up monthly or annual billing?”

You’re not pushing—you’re guiding. You help the customer make a decision without overwhelming them.

Pro tip: Only offer two or three choices. Too many options can backfire and create decision fatigue.

5. The Calendar Close

This is a combination of the assumptive close and alternative close and is done by using the calendar. You simply present two dates that you might do business.

It sounds like this:

“We have two days open for your install or consultation the week of October 16—Tuesday and Thursday. Which works better for you?”

(Pause for response.)

“Great! We have a slot open at 10 a.m. and 2 p.m. Which is better?”

(Pause for response.)

“Awesome! I have you down at 2 p.m. on Tuesday. We’ll see you then.”

Pro tip: Be ready to adjust quickly if they need a different time. And confirm the details clearly so nothing slips through the cracks.

6. The Integrity Close

With this close, you let the prospect experience the product or service with the promise that, if pleased, they’ll do business with you.

In the old days, the pet shop owner would let you take the puppy home to let you test-drive owning a  dog. (Almost no one can bring a puppy back.)

For you, it might look like letting someone advertise free for a week, try out a tool or service, or get a free consultation. This is called the integrity close because it depends on the integrity of your prospect. It’s up to them to follow through on the purchase if the product or service meets their needs as you said.

Pro tip: Sometimes it’s smart to set clear expectations in writing, like having them sign a simple agreement that spells out the test period and purchase conditions if certain criteria are met. This helps avoid misunderstandings.

Closing With a Serving Spirit

It’s worth repeating: Closing isn’t about strong-arming anyone—ever. It’s about serving your customer so well that saying yes feels like the natural next step.

If you’ve laid the groundwork well, that will happen. And when you master these closing techniques with a genuine, serving spirit, you don’t just win the sale, you win a customer for life.

(Haven’t read Part 1 yet? That’s where Dave Ramsey shares one of the biggest sales lessons he learned in his twenties. And don’t miss Part 2, where you’ll learn the three steps every seller walks through with the buyer before the close.)