The Definitive Guide on How to Create a Sales Funnel

The Definitive Guide on How to Create a Sales Funnel

No matter what you sell, getting prospective customers to buy doesn’t happen in an instant.

Instead, the sales process unfolds in stages: Warming up cold prospects to the idea of spending their hard-earned cash on your products and priming them for purchases in the future.

Unfortunately, in today’s climate of low trust and fierce competition … that’s no easy task.

In fact, if you’ve ever sold a product or service, you already know how frustrating and painful creating a genuinely valuable offer can be only to have it disappear into the wasteland of failure.

That pain is only intensified if you spend money on marketing and advertising with little to no return on investment (ROI).

The antidote to this pain — and the secret to unlocking success — lies in creating a sales funnel built around five stages. In other words, using a proven template that’s not just easier and faster … but converts like wildfire.

Fair warning: This article is long. Of course, that’s only right with a topic as powerful as sales funnels.

To help guide you, we’ve boiled it all down into a single template and 10 point checklist you can grab right here — think of it as your fast-track cheat sheet …

What is a Sales Funnel?

Answering the question, “What is a sales funnel?” is no easy take (that’s why we wrote an entire article on the subject). By way of offering a simplified definition …

A sales funnel is a marketing strategy designed to turn cold prospects into long-term customers by funneling them through five stages. The “funnel” metaphor means you’ll begin with a large audience of prospective buyers that will eventually pare down to a smaller group of highly-targeted, high-value customers.

The final goal is not to make a sale, at least not a single sale. Instead the goal is create returning customers with life-time value.

Breaking the buyer’s journey down into smaller steps (i.e., stages) allows you to be more precise about how and when you present offers.

For a small business owner, you may start with only one or two products. For a large B2B company, you may have numerous offers fueling lead generation and nurturing new leads through the sales cycle, sales pipeline, or sales team.

Suddenly, everything can feel complex. For the sake of simplicity …

Think about ordering at a McDonald’s. If you order a hamburger, you’re asked if you’d like to add cheese. Order chicken nuggets and you’re asked if you want fries with that. Order a combo meal and you’re given the chance to make it a large or “supersize.”

Then, think about McDonald’s new mobile app and its product-specific loyalty programs, like McCafe Rewards:

Every offer is actually a series of offers designed to increase purchase size as well as drive subsequent purchases.

At the biggest of big picture, funnels are usually divided into three parts:

  1. Top of the funnel (ToFu): Target audience
  2. Middle of the funnel (MoFu): Potential customers
  3. Bottom of the funnel (BoFu): New and existing customers
Don’t let top of the funnel, middle of the funnel, and bottom of the funnel confuse you. Later on we’ll unpack AIDA and then reveal the five stages that truly matter!

On some level, this funneling occurs even if you don’t have intentional sales funnel stages in place. By taking a templated approach — especially if you’re growing an online business — you’ll dramatically increase the number of customers you end up generating.

The key to an effective sales funnel: Engage with and provide increasing value to your prospects throughout each stage.

No matter how simple or complex, the fact is sales funnels work when they’re built according to certain universal principles. Case in point:

  • 87% of consumers choose to do business with vendors who provide valuable content at all stages of the buying process
  • 63% of consumers need to hear a company’s value proposition(s) 3-5 times before they trust these claims
  • Nurtured leads make 47% larger purchases than non-nurtured prospects

In addition to top, middle, and bottom, sales funnels have traditionally been structured around four stages known by the acronym …

AIDA: Awareness. Interest. Desire. Action

The AIDA model was developed in the late 19th century by advertising and sales pioneer Elias St. Elmo Lewis. And, it has become the backbone of almost every successful advertising and marketing campaign since.

Why is it so successful?

AIDA takes potential customers through the emotional journey of making a purchase — guiding the buying decision from initial attraction to taking action.

1. Awareness

Sometimes referred to as “attention,” the first stage of the sales funnel is where a brand catches the eye of new audience members via marketing content and/or a valuable baseline offer.

2. Interest

Here, the brand will begin to forge a deeper relationship with their prospects, becoming more actively involved in learning about their goals and/or problems. In doing so, you can begin providing preliminary solutions, allowing them to experience “quick wins” — and become more engaged.

3. Desire

Consumers who reach this third stage have become convinced that they do, in fact, have a larger problem that needs solving. Moreover, they’re coming around to the idea of making a purchase to solve said problem. At this point, the brand showcases how their premium offering can be of service.

4. Action

The final stage of the sales funnel has prospects deciding to purchase (or not purchase) the brand’s premium product or service. You’ll need to reinforce the value of your offer — as well as the downsides of not making a purchase.

These stages describe the general process all of us go through — as well as some general action steps you should take to keep their prospects moving further in the funnel.

Depending on what you’re selling and who your target audience is, you’ll want to tailor each stage of your sales funnel(s) accordingly.

(Yes, you absolutely can have more than one funnel in place at a given time. This will become more clear in a bit.)

AIDA is a great starting point, but there’s a better way …

Sales Funnel Stages Explained: The 5 Stages of Filling Your Sales Pipeline

Though similar in appearance and structure, our approach  — based on the work of Russel Brunson — differs from the common AIDA model:

The key difference involves getting prospects actively engaged with you at every stage of the process.

Whereas AIDA has the company giving, giving, giving until a prospect converts, Brunson’s funnel has both parties engaged in a process of give-and-take throughout. This version elicits smaller conversions from the target consumer along their path to purchase.

It’s called the value ladder and its steps are a direct reflection of the funnel stages:

We might even say that each stage of the sales funnel (bait, frontend, etc.) contains a “mini funnel” within itself. Let’s take a look at how to make this happen.

Know Thy OfferPre-Stage: Know Thy Offer(s)

First things first, you’ll want to define everything you’ll be offering your customers as they move through your funnel, from bait to backend.

Before digging into each section, look at your overall sales funnel in its entirety with the end goals in mind.

This pre-stage step is vital to success. If you don’t know what you’re offering your customers at different points they won’t exactly have good reason to keep going.

You also want to determine how you’ll connect each subsequent offer within your funnel. The idea is to use your lower-tiered offers to prepare customers to get full use out of the next product or service.

Think of it like: “Okay, you’ve experienced great success with Product A — now let’s supercharge this success by implementing Product B into the mix.”

(Again, if “Product B” doesn’t build on “Product A,” your customers may not have much reason to move to the next stage.)

While your customers will, of course, experience your overall sales funnel in stages, you need to have a clear blueprint in place for how and why they’ll move through it on their way to your most valuable offering.

TrafficStage 1. Traffic

Not all traffic is created equal: Be laser-focused on how your target audience enters your sales funnel.

This preliminary stage is a sort of “controlled awareness,” in that you want to be intentional who you bring into your funnel — in turn allowing you to avoid attracting poor-quality prospects.

This stage of the process, then, involves optimizing the ads, content, and affiliate sources you use to drive traffic to your funnel. Think about:

  • Where your high-value prospects “hang out” on the web
  • What social networks and/or content they interact with
  • What free or lower-cost offers get them to take initial steps with a new brand

Needless to say, if you aren’t sure how to get brand new customers interested in even your lowest-tier offers, there’s no way you’ll be able to get them interested in your big-ticket items or services.

But, by meeting your target audience where they are (and where they’re comfortable engaging with your brand), you can get them to enter your funnel on their terms — and get them on track toward where you want them to be.

BaitStage 2. Bait

A lead magnet offered either for free or at a very low cost to the prospect.

Some clarification here …

While “Bait” is a stage of the overall sales funnel, each “mini funnel” will require the use of some kind of low-risk offer to hook your prospects and get them to engage further.

At the lower tiers of the value ladder, bait may come in the form of free content, webinars, a course delivered as an email sequence, or product samples. At the higher tiers, break-even offers — meaning, you intentionally won’t make a profit on the sale but will make a profit as they continue through your funnel — can be used to keep the customer engaged and ready to move forward.

If you give something away for free now, you’ll have primed the recipient to make a more valuable purchase at some point in the near future — which is where the real money is to be made. You can even operate at a loss for bait offers, as long as the next stages in your funnel are ready to step in to sell at a profit.

You’ll also be able to funnel out those who don’t take you up on your bait offer. After all, those who aren’t interested in your low-risk offers likely won’t be looking to purchase your big-ticket items.

Front End OfferStage 3. Front End Offer

A low-price and low-risk offer that provides value to new customers, allowing them to solve surface-level issues with minimal investment.

Once your prospective customers have taken you up on your bait offer, you’ll want to send them directly to a landing page or squeeze page showcasing your “leveled” premium offer. (You can also — and should — simultaneously follow up with email offers; a practice known as “funnel stacking.”)

Here’s where the stakes get a bit higher for your business …

Those who see this sales-focused content have been pre-qualified (via your bait offer) — meaning they should be interested in the premium product or service you have for them at this point.

That is, if you’re able to keep their attention and effectively communicate the true value of your offer. You can make this happen by optimizing the various elements of your squeeze page …

Squeeze Page Copy

Copy — that is, the words themselves — needs to quickly communicate the value of your offer and prime your audience to take immediate action.

This can be done by adhering to the following checklist as you create your squeeze page copy:

  • Let your brand personality come through (be a relatable character)
  • Tailor the message to your audience
  • Shorten sentences and paragraphs, but provide MORE depth
  • Write at or below a 6th grade reading level
  • Use bullet points or numbered lists
  • Include a subheader or image every 200-300 words

In short: Speak directly to your target audience — and don’t over-complicate your message.

MIG Soap’s 14 Day Challenge shines on all these fronts:

The easier it is for your audience to recognize the value of your offer, the more likely they’ll be to take you up on it.

Squeeze Page Images and Videos

Words are the backbone of your squeeze page. But, content can take a variety of forms:

  • A backstory video showcasing what your brand is “all about”
  • A demonstration (or, explainer) video showing your product in action
  • An interview with a current or past client in which they discuss their positive experiences with your product or service

The approach you go with depends heavily on the value ladder level you’re currently targeting.

For example, if you’re aiming to get a new prospect to commit to a preliminary offer, you’d want to quickly introduce them to your brand, and discuss the “quick wins” they can expect to experience.

Typically, this video content should be short and to-the-point — maximizing the chances that your new prospects will watch it in its entirety.’s hero video is a mere two minutes and fifteen seconds:

Its testimonial videos (i.e., mini case studies) — later on the same page — are even shorter. All of them are under one minute:

On the other hand, if you’re aiming to make a final sale on a higher-priced product, you might decide to go the longform route with you video content.

Reason being, those who are on the cusp of making a more costly purchase will want as much info as you can give them — and will be more willing to stick around long enough to be convinced to do so.

Squeeze Page Social Proof

Social proof can — and should — be used to reinforce the claims you’ve made on your squeeze page.

Tailor this content to the value ladder level you’re currently targeting. Basically, this means ensuring the customer commentary you use matches the offer being presented — and is specific to the use case of the audience being targeted.

LadyBoss Labs seeds a variety of social proof types throughout its squeeze page, opening with brief testimonials and logos to show authority …

… and adding direct endorsements along with real social media posts from its customers later on:

Generalized social proof regarding your brand may work to engage new prospects. However, you’ll need to use specific anecdotes from successful customers when looking to make bigger sales further down the funnel.

Squeeze Page Call-to-Action

No matter what you’re offering on a given squeeze page, it needs to be crystal clear what your audience needs to do to receive it.

Don’t beat around the bush here. Make sure your CTA stands out from all other elements of your landing page — allowing interested customers to take the next step as soon as they’re ready.

There’s no mistaking what action LadyBoss wants its website visitors to take …

In some cases, you might even want to include CTAs at the top, bottom, and middle of your page. The last thing you want is for your engaged audience to not engage further with your brand simply because they aren’t sure how to do so.

Middle OfferStage 4. Middle Offer

A progressively more valuable and intensive solution that helps customers solve a more deep-seated problem — and better prepares them for your highest-price point product or service.

Now we’re getting down to business.

At each stage of the value ladder, as your prospects reach the bottom of your “mini funnel,” you’ll need to provide an irresistible offer that allows them to accomplish a certain task — and prepares them for the next tier of the ladder.

Going back to LadyBoss, its middle offer is an invitation to “Join The CLUB”:

If you’ve thought about middle offers before, the question is …

Upsell or Downsell?

An upsell is an offer that costs more than your front end offer; a downsell costs less.

Before or immediately after they confirm their order, provide an upsell offer that will increase the value of their initial order — and enhance their overall experience with your brand.

(And, of course, allow you to increase your revenues, too.)

Typically, upsell offers come in the form of:

  • Sale prices on bulk orders
  • Customized version or a variation of the initial product or service
  • An offer to increase subscription length at a discounted price
  • Supplemental products (cross-sells)

If they don’t end up taking the upsell, consider sending them a lower-risk offer that meets them where they are.

Examples of downsells include:

  • A payment plan for the otherwise expensive upsell
  • A smaller, lesser, cheaper version of the upsell offer
  • A limited and discounted trial period for the upsell offer

In either case, the idea is to take full advantage of the opportunity at hand — while providing the exact value your prospective customers are looking for at the present moment.

Email Marketing

You’ll notice that in nearly all examples getting a visitor’s email address is emphasized.

That’s because email marketing is a critical part of the customer journey: Before, during, and after buying.

We don’t want to get off topic, especially because email is a detailed tactic. That’s why we’ve written extensively about it all on its own:

Middle OfferStage 5. Backend Offer

Your most valuable, intensive, and costly product or service that customers can use on a continual basis to solve an ever-present problem in their lives.

By now, we’ve made it pretty clear that your ultimate goal is to tie each of your “mini funnels” together to create one overarching sales funnel.

The hope is to transform brand new customers into high-value patrons of your company. As we’ve said, the vast majority of your target audience simply won’t be ready to engage with your highest-value offer …

Until they’ve gotten a taste via your lower-tiered products or services.

The thing is, there’s no guarantee that your customers will simply move onto the next value level once they’ve experienced all you have to offer at their current stage. In many cases, your customers are more likely to stick to what they know, rather than risk jumping up to your next tier of service.

(Or, they may churn completely after having received all you have to offer at a certain value level.)

The onus is on you to convince them that they stand to gain a ton of value from the next-highest level of your value ladder.

Note that, at this point of ascension, the customer will be in a sort of limbo — they’ve gotten near-full value from the previous stage of the ladder but aren’t quite ready to enter the next “mini funnel” you have prepped for them.

So, instead of heavy-handedly pushing your more valuable offer, you’ll want to simply keep them engaged with your brand.

Basically, this involves doing whatever you can to continue providing value to them after they’ve purchased a given product or service.

This could mean:

  • Providing personalized content, in their preferred format, that allows them to get the absolute most out of the product or service they’re currently using
  • Delivering high-quality customer service and support — from onboarding to troubleshooting to instructions for “power use” of your offering
  • Gradually touching on the added value provided by your higher-tiered service — specific to the value sought by the individual customer
  • A community (Facebook group) they can live and grow within

It’s simple …

If you can prove that your main concern is on providing value to your customers — even after they’ve already given you their money — they’ll be that much more likely to trust your more costly offering will be worth the price of admission.

How to Create a Sales Funnel: Don’t Start from Scratch

Conducting Market Research

Many of your competitors have likely already built funnels, generating engagement and sales from the exact type of customer you’re looking to attract with your own funnels.

We’re not advocating that you simply copy what your competitors are doing. But, you do want to take note of how competing brands are working to nurture their audience toward the “big sale” at the end of their funnel.

Which is where funnel hacking comes into play.

What Is Funnel Hacking?

Funnel hacking is the process of strategically investigating the sales and marketing process of your competitors, which you can use to model and test within your own sales and marketing processes.”

In other words, you’ll actually participate in the various stages of your competitors’ sales funnels, then reverse-engineer the process in order to determine how to go about creating your own.

How to Funnel Hack Your Competitors

1. List Your Competitors

Your main focus, of course, will be on your direct competition. Make a list of all known companies that sell similar products or services to yours.

You also want to consider looking into your indirect competition, as well. Here, you’ll be considering companies who don’t necessarily sell within your niche, but whose audience overlaps with your own.

In doing so, you’ll be able to gain a better understanding of the sales tactics that get your target audience to take action.

Stay broad as you start out. While you’ll eventually pare down your list to your most-successful competitors, you also want to take note of competing companies whose approach isn’t as effective as it could be — allowing you to avoid making the same mistakes.

2. Engage, Document, and Analyze

More than simply checking out your competitors’ websites, landing pages, and other marketing content, you’ll want to take screenshots and create swipe files. As you do so, be sure to categorize these artifacts accordingly.

We advise you create separate folders for Bait, Frontend, and Backend offers for each competitor you analyze. You also may want to create a folder specifically for documenting ad creatives — which you can further categorize based on the medium the creative is presented on (e.g., Google, Facebook, etc.).

At this point, you don’t necessarily need to engage too far with your various competitors — especially if doing so requires that you spend money on their products or services.

You do want to take as many preliminary steps as you can — such as signing up for mailing lists, requesting additional information, and downloading free content.

Once you’ve amassed a robust collection of artifacts, you’ll then want to start analyzing them from a number of different vantage points.

This involves asking blue-print type questions:

  • What words (copywriting) are they using in their headlines?
  • What colors are they using throughout their content?
  • Are buttons located above the fold or below the fold?
  • Do they use videos and images, or just text?
  • Are they listing benefits or features?
  • Do they include social proof like testimonials?
  • Are there any pop-ups during exit intent?
  • Is the header section of the site fixed?
  • Is there a full sign up form or an opt-in form?
  • Do action steps require more than one touchpoint?
  • Is price mentioned for their products (if so, what are their price points?)
  • How many words are there on the homepage?

The idea is to take note of as many different aspects as possible — and to understand why your competitors decided to take the approach they did.

(It’s actually much more important to focus on the “whys” behind these surface-level questions. Remember, you’re not necessarily going to copy your competition — but you will be implementing their successful approaches in your own way as you create your own funnels.)

As you find the answers to these questions, make sure to document this information within the folders you’ve created.

3. Assess Tracking Strategies

Throughout the above stage of the funnel hacking process, you’ve most likely only seen about 20-30% of your competitors’ sales funnels.

That said, we want to know which tools your competitors use and determine whether or not you should be using these same tools as well.

To figure this out, you’ll need to download two add-ons for Google Chrome:

First, check out Ghostery. This extension allows you to see the “invisible” web, detecting trackers, web bugs, pixels and beacons placed on web pages by Facebook, Google, and other platforms that gather information about your internet activity.

While this app is primarily designed to stay hidden from trackers, you can use it to identify which trackers and programs are being used by competing businesses.

The second is BuiltWith Technology Profiler, which allows you to see the tool stack running on a website — especially the marketing and e-commerce platforms — with the simple click of an icon.

This will begin to answer traffic and conversion rate questions about your competitors’ strategies, such as:

  • Are they using remarketing (also known as retargeting)?
  • Are they using Google, Facebook, or other platforms?
  • Are they using any conversion rate tracking software?

The list of questions you might ask (and find the answer to) is nearly inexhaustible.

What’s important is that you dig up the information that will matter most to your company as you begin to build your own sales funnels. All of this should go right into the notes you created during the previous step of the funnel hacking process.

4. Use Competitive Intelligence Tools

You also want to find out how your competitors are acquiring traffic in the first place. This will tell you which sources to focus on when looking to uncover high-value prospects for your own business.

To unearth these game-changers, enlist the help of the following competitive analysis tools:

AdBeat or WhatRunsWhere

These tools instantly show you the strategies of online advertisers in your industry. You can see anything from how many days they’ve been spending money and running a particular ad to the creative content and landing pages they’re sending paid traffic to.


Focusing on the SEO (search engine optimization) and SEM (search engine marketing) side of things, SEMRush gathers insight into how your competitors generate traffic.

This includes information related to search positions (and changes), ads, keywords they’re targeting, the copy, video advertisements, backlinks, estimated traffic generated, keyword research — and much, much more.


This traffic-focused tool allows you to check out a wide range of activity that’s going on within the websites you’re profiling. With SimilarWeb, you can identify top referring sites, as well as top destination sites as people flow to and from your competitor.

5. Purchase From Your Top Competitors

Once you’ve determined which of your competitors are worth taking a closer look at, your next step will be to actually engage with them as if you were an interested customer.

(Note: While you might balk at the idea of giving money to your competitors, the insight you’ll be able to glean — and subsequently implement into your own sales funnels — will be well worth the price of admission.)

Here’s where you want to get ultra-meticulous in your documentation and analysis.

You don’t necessarily need to go through with a top-tier purchase — but you want to act like you’re going to do so.

That is, once you’ve nearly reached the end of their sales funnel, you’ll want to hop on a sales call with them — all the while taking note of everything they talk about throughout.

Since this is the “big” sale your competitors have been aiming to make from the get-go, you can be sure they’ll leave everything out on the table, so to speak. This, in turn, provides the perfect opportunity for you to uncover any information you may have overlooked throughout your funnel hacking process.

(Again, while you don’t necessarily need to make this final purchase, doing so may provide even more information regarding the true value of your competitors’ products or services. This can not only help you further develop your own sales funnel, but also allow you to analyze the strengths and weaknesses of your competitors’ offer — and make the necessary improvements to your own offering.)

Ask yourself questions like …

  • What specific value or benefit is being provided by a given offer?
  • What action do you have to take to receive the offer?
  • What strategies do they use to keep you moving forward?
  • How does each subsequent offer relate to the previous and next stage?

The answers to these questions will round out your understanding and allow you to clearly see what you should be offering your customers throughout your own funnel.

1. Match Domain Name and URL to Your Offer

This is pretty self-explanatory, but still worth mentioning …

The domain name and URL you use for your sales funnel must be representative of your brand and your offer.

A URL like “” comes off not just as generic, but also as overly-salesy. While your customers are smart enough to know when they’re being sold to, there’s no reason for you to be blatant about it.

It sounds like a small detail, but matching your URL to your offer will add to the customer-facing nature of your brand — and will be one less thing to distract your audience from taking the next step.

We’re disciplined about this at ClickFunnels. Not only for the SEO (search engine optimization) benefits of matching URLs to content, but also for the clarity they bring.

Notice the straightforwardness of our own and a couple of the pages we looked at above …

2. Structure Each Stage Relationally: WWWH

Speaking of being customer-facing with your sales funnel content, it’s vital that anything your prospective clients see speaks to them on a personal and individual level.

This means using WWWH …

  • Who is your ideal customer,who do they trust, and who should you put on the page to embody that (current customers)?
  • What do they want out of your product or service? What are they trying to escape from or find a solution to?
  • Why do they want it? What are the deeper emotional needs and pains they’re currently experiencing? Why is the cost less than the benefit?
  • How can your images, words, and calls-to-action bring it to life?

Remember: Your customers don’t want to be sold to; they want to receive value.

And they don’t want to put all that much effort into solving their problem either; they want you to make it easy for them.

3. Address the “Catch”

If you’ve done the above, your prospective customers will likely be left saying to themselves:

“Well, this sounds way too good to be true.”

Your goal is to clarify to them that your offer is the real deal. But, that doesn’t necessarily mean that your offer will always be on the table.

Maybe you’re offering a time-sensitive sale or a one-time offer. Or, maybe you’re planning on discontinuing a product or service after a certain period of time.

Whatever the case may be, addressing the “catch” to your current offer can instill a sense of urgency — making them more likely to take immediate action.

Since your customers will likely be looking for a “catch” anyway, you might as well give them one that puts the ball in their court. That way, they’ll understand that the only thing standing between them and the offer is … themselves.

4. Add a Guarantee

In furthering the customer-facing and “too good to be true” nature of your sales funnel, you also want to minimize the amount of risk your prospects will have to take when going through with a purchase.

In fact, you can even take this a step further and explain that it’s you who will be taking a risk by doing business with your customers. Known as risk-reversal, the idea is to make your potential customers feel like they have no reason not to take advantage of the offer at hand.

Whether you’re offering money-back guarantees, double-your-money-back guarantees, or any other kind of risk-free assurance, you’ll inherently bring your prospects to trust your brand in two key ways …

First, they simply have nothing (or very little) to lose, and a ton of value to gain. Second, confidence in your ability to follow through with your promise will shine — building trust when it matters most.

5. Recap

If a prospect or customer is close to the point-of-purchase at any level of your value ladder, two things are all but certain:

  • You’ve provided them with some sort of value in your relationship thus far
  • They’ve grown in some way since they’ve first engaged with your brand

As you begin to close in on a sale, it’s imperative that you make these two points clear to your potential customer.

The goal is reinforcement. On some level, the customer knows these things — but may not be consciously thinking about them when you actually make your offer.

But, with a little gentle nudging on your end, they’ll be reminded of how far they’ve come — and how much further they’ll be able to go.

Notice how MIG Soap’s 14 Day Challenge order page summarizes all the elements in short-form immediately next to the two-stage order form:

6. Sequence the Right Pages

The key to successfully nurturing consumers through your sales funnel is to get them to take action at every touchpoint.

You even want to go as far as to create touchpoints for your prospects to engage with throughout your sales funnel. This is where techniques such as the two-step tripwire come into play.

As the name suggests, a two-step tripwire has consumers taking two steps to complete the overall task at hand. Most often, this two-step process is as follows:

  1. The prospect fills out a contact info form on the first page of your funnel (typically in exchange for a freebie offer)
  2. On the second page, the prospect is shown a small-ticket, frontend offer. If they choose to make a purchase, only then will they be asked to provide payment info.

This allows you to implement the “foot-in-door” technique, as you’ll be gradually asking the prospect for more information after they commit to providing some surface-level info.

Then, you can hit them with the more valuable offer after they’ve become a bit more invested in your brand.

Even if a prospect decides not to go through with the follow-up purchase, you’ll still have collected their contact info — and can then send them more applicable offers in the future.

7. Order Your Offers Intentionally

It’s vital to know exactly how each of your “mini funnels” connect with one another to create an overarching sales funnel that encompasses all levels of your value ladder.

Within each “mini funnel,” this means offering content and freebies that prepare the customer to get the most out of your main offering at that level. Within your overall sales funnel, it means ensuring those who have gone through one “mini funnel” are fully prepared to enter the next.

Basically, you want your customers to feel like they’ve “graduated” to the next step of your value ladder once they’ve reached a certain point with your lower-tiered products.

If a subsequent offer has little to nothing to do with the previous product or service you’ve offered, your audience will likely be rather hesitant to take the next step with your brand.

8. Connect Bundles, Bumps, Upsells, and Downsells

Once a prospect has gotten to the point where you believe they’re ready to make a purchase, you need to be sure the offer you present them is highly-relevant to their specific circumstances.

Of course, the ideal scenario is that your prospects simply take advantage of your main offering as is.

When your “typical” offer isn’t exactly what a customer is looking for … you’ll need to have subsequent offers at the ready to keep them on track toward converting.

If a prospect doesn’t feel ready to purchase your mid- or top-tier service, you’ll want to have a related, yet lower-value service to offer them. It’s important to tailor these downsells to the prospect’s specific needs (as opposed to providing a more generalized downsell to all prospects who decline your main offer).

On the other hand, if a customer does accept your main offer, you also want to provide an upsell that’s relevant to their needs. They’ll be much more likely to accept this subsequent offer if it provides the specific value they’re looking to get from your brand.

9. Include Social Proof

No matter how valuable your products or services are — and no matter what you have to say about this value — you absolutely need to back up your claims with proof from your current customer base.

By sprinkling social proof throughout your sales funnel, you’ll give your prospects the evidence they need to feel confident.

For one thing, the modern consumer places more trust in their peers than the brands they do business with. Providing various types of social proof can allow prospective customers to truly understand what they have to gain by engaging further with your brand.

Social proof can take lots of different forms:

  • Short endorsements
  • Long-form testimonials
  • Written case studies
  • Video testimonials
  • User-generated content
  • Pictures and videos posted to social
  • Logos or “trust seals”
  • Before and after images
  • Numerical reviews and ratings

10. Remember Exit Intent Offers

As you probably know, most people who click-through to your landing page will end up leaving without taking even the smallest step forward.

While this is to be expected, you shouldn’t just accept it without putting up a fight.

Rather, you’ll want to take action to keep them on your landing page — and, ideally, giving your offer a second thought.

Include exit intent offers on each of your landing pages. This means adding popups, overlays, and other such “extras” to be presented to your site’s visitors once it becomes clear they’re ready to head elsewhere.

Within these overlays, you can include one-time offers for freebies, downsells, or other lower-value offers that your more hesitant prospects may be interested in receiving.

This way, you can make a last-ditch effort to keep these individuals engaged before they navigate away from your site for good.

The 19 Best Sales Closing Techniques — How To Close A Sale

The 19 Best Sales Closing Techniques — How To Close A Sale

signing a contract paper

In 2019, only 60% of sales reps in the tech industry satisfied their quota. And 42.5% of salespersons take over 10 months to become productive enough to enhance company goals.

sales representative productivity statistics

The primary duty of a sales reps is to close sales and if they’re not satisfying their quota or helping their organization achieve its revenue goals then it’s because they aren’t closing sales.

This can be resolved if you know how to use sales closing techniques properly.

Closing strategies are many, but choosing the best ones for the moment will help you achieve your sales targets.

Not every sales close is perfect for the moment. Some do better in particular selling scenarios than others would. This makes it vital for sales reps to be properly equipped with the various closing techniques so they can seamlessly adapt to any selling situation.

We know the pressure. As a sales rep or even a manager over salespersons, you’re under crazy pressure to close the deal or get sales.

So we’ve compiled a list of 19 proven and tried sales closing techniques for you. From Now or Never Close to Needs Close, sales reps will be able to sign off deals in any selling situation.

Before that, though, let’s have a quick run-through on why it’s important to know how to close a sale.

Why is Knowing How to Close A Sale Important?

Let’s begin with some enlightening sales facts. 92% of salespeople state they give up on candidates after those prospects tell them “no” 4 times. Alternatively, the same study showed that 80% of potential customers stated they say “no” 4 times before saying “yes”. 

sales representative and potential customer statistics

Did you see that?

A huge bulk of people (80%) tell a sales rep “no” 4 times before changing their minds to try out the new offer. And nearly all sales representatives (92%) don’t go beyond the fourth “no”.

This doesn’t consider the number of founders and sales reps that dance in the stagnant sales zone waters forever, without the possibility of getting an answer from potential candidates.

It’s imperative to say that this statistic doesn’t imply that all prospects are 4 “no’s” away from changing their minds to a “yes”, but it reveals that most candidates won’t close immediately on the first interaction.

By committing to build a relationship, staying in touch with potential customers that have the most to offer (prospects that will benefit the most from your product), and lead follow-up, you’ll outshine your competitors.

Therefore, it’s important to know and understand the various sales closing techniques for every scenario.

19 Proven and Tried Sales Close Techniques To Seamlessly Close More Sales

Closing a deal isn’t as easy as it may seem. In fact, research shows that 80% of sales require 5 follow-ups. 

infographic on salespeople different stage of follow-ups

Besides the tenacity, it involves sales reps having to configure their strategy through a tailored pitch that fits in with a particular prospect.

This is responsible for the numerous sales closing strategies available.

Let’s see 19 battle-tried sales closing techniques to consider as a sales rep:

The Assumptive Close – 1st Sales Close Technique

The Assumptive Close works excellently when what you’re selling, checks every box in terms of what the prospect is looking for in an offer.

To close the deal with this strategy, after you’ve certified that your solution checks their needs list, you must then assume that the deal is as good as sealed and then make the ask for a close. 

For example:

How about Tuesday to get the Onboarding process going?”

This is a solid strategy because it politely nudges the person to go forward with the deal by eliminating the time they may have to change their minds about buying your offer or service. 

The Something for Nothing Close – 2nd Sales Close Technique

Everyone likes free things, which is why the Something for Nothing Close works so great. This close strategy works by offering a discount or waiving a fee for the potential customer. And through this, you can move the prospect to a state of appreciation and good deeds cannot be ignored. 

For example: 

We are 100% certain that our product is what you’re searching for, and to prove it, we would love to offer you a 13% discount. Is this okay with you?”

The Inoffensive Close – 3rd Sales Close Technique

When using this technique to close a sale, you use questions to navigate the prospect to a yes. 

However, these aren’t ordinary questions, they’re designed to assert your expertise, showcase value to the prospect, and nudge them towards the next step. 

The Inoffensive Close does great with people hesitant to give up control or that naturally opt for a process instead of making abrupt decisions. 

So this sales closing strategy plays right into the prospect’s game by using a question-and-answer method to give the person the illusion of control, as the buyer seems to direct the conversation. 

This sales closing strategy may look something like this:

“From what I’ve gathered from our discussion earlier today you have certain segments in your organization where our product could help bridge the gap, like the need for more production support, the option of including 4 more extensions to your offerings, a boost in access to organizational resources, and assisting your 5 major operational challenges. 

Is there anything else that you may want to include that I missed in our conversation yesterday?” 

(If the buyer says no. Then ask one of the next set of questions below

“Did I get a good grasp of everything you need based on our meeting yesterday?”

“Will our offerings handle those needs?”

“Do you have an alternative method you prefer for addressing those “Do you have an alternative method you prefer for addressing those needs?”

“If our offerings can satisfy your needs and every other expectation you may have, would you be ready to take us in as a partner in working towards your organization’s goals?”

The Now or Never Close – 4th Sales Close Technique

This sales closing strategy is a traditional method that promises additional benefits to the prospect if they act right away. It is excellent for use when the person isn’t so certain about moving to a yes. That is, they’re interested but not yet sold. 

By including the additional benefits, you seamlessly craft a feeling of urgency with the prospect. 

That said, with this method you’ll want to be careful to avoid being too pushy. And the way to achieve the “non-pushy” approach is to present the prospect with value before making the Now or Never Close move. 

The prospect should move from interested to convinced with the nudge you give them via the “limited time or once in a lifetime offer.

Here’s a great example of how the Now or Never Close may look like: 

“I understand that you’ve been wanting to make a switch from your current website theme to ours for quite some time now. 

We have a limited time offer that will make that seamless for you. If you change to our website theme today, we can add an exclusive support package for an entire year as a show of gratitude. 

However, it’s a limited-time offer and will only stay available until the end of today.” 

The Backwards Close – 5th Sales Close Technique

road with arrow sign

This sales closing strategy flips the sales process upside down, beginning at the end by asking the prospect for referrals. 

Normally, the referral request should come after closing the sale to capitalize on the happy feeling that surrounds the creation of a new relationship. 

The amazing thing about this valuable sales closing technique is that it puts prospects at ease as they don’t feel you’re trying to sell something. That said, once the conversation is on, you can work your way back to the first stage by describing your product’s or service’s benefits and features to close the sale. 

A perfectly worded Backwards Close may sound something like the below: 

Do you know anyone who would benefit from our offer? I would be delighted to discuss how our service can help them boost their business. Our unique product automates and manages loyalty programs with no additional staff and boosts loyalty sales by 15%.”

The Hard close – 6th Sales Close Technique

Usually termed the accounting technique. The Hard Close sales strategy is called so because it involves an organization “closing the books” after a particular time frame. 

A hard close can happen at the end of every quarter or month, or even annually. Hard closes assist sales representatives in making last-minute deals with buyers that have been lingering near the close of the sales cycle. 

However, as the hard close is beyond the sales rep’s control, it necessitates a deadline for the prospect’s decision. Most times, sales managers include an incentive to make the deal more attractive and facilitate a close.

A Hard Close would sound something like this: 

“I have just been informed that our accounting department will close the books in 4 days. After that, we will transition to new package/product/pricing plans. Do you want to take advantage of the current website theme plan we put together for your business before the books are closed on us?”

The Puppy Dog Close – 7th Sales Close Technique

This is an effective technique to close a sale that uses the love a prospect has for a service or product to get them to make a purchase. It works with the ideology that few persons who take a puppy home for some days would be willing to give it back. 

The Puppy Dog Close allows the prospect to “test drive” or have a “trial run” of the product or service, with the goal that the candidate will fall in love with the offer.

You won’t push them to buy but you take their order. That said, the sales rep must ensure that the business is capable of running free trials before they suggest it. Otherwise, the situation gets messy when the candidate gets an invoice they weren’t expecting. 

This sales close strategy can look something like this: 

“If you would love to try out our WordPress website theme for 2 weeks for free with zero obligation to make a purchase, I can email you your login details to our download portal right away. If it doesn’t work out for you, hit revoke subscription on our portal. Would you love to give our theme a shot?”

The Option Close – 8th Sales Close Technique 

The Option Close is one of the oldest sales closing strategies that gives the prospect the option to choose between the products or services you offer. This sales closing technique is great for scenarios where you feel that easing the buyer into the closing process can build the relationship positively. After all 51% of sales pros direct their efforts towards relationship-building.

sales professionals statistical data

The option close gives 2 options to a prospect for them to choose, with a “yes” answer for both. 

For example:

We could send you your login details at the beginning of next week or in two weeks. Which works best for you?”

However, there are moves you shouldn’t make when using The Option Close technique.  

Here’s an example of such:

So do you feel like purchasing any of these products?”

The aim is not to nudge them for business, which would most likely be a move too soon, it’s to simply ask what package or products they prefer. 

The buyer will then proceed in the purchase process with little to no pressure or reluctance, as they’re just choosing which product they want to buy. 

This closing method is a bit similar to the Assumptive Close. That said, The Option Close may sound something like this: 

“Now that you’re aware of what we offer, which package do you prefer, the silver package, the gold package, of the Platinum package?”

The Summary Close – 9th Sales Close Technique 

The summary close is a battle-tested sales closing strategy that works by reiterating your offer’s benefits and features before asking for the prospect’s order. 

This technique guides prospects to a decision, when they have to pick between multiple products, or are handling many purchases simultaneously for a business, or just distracted. 

It’s also valuable if your sales cycle is quite long and the product presentation was a long time ago. 

This strategy assists the prospect to visualize what they’re about to purchase and how it’ll satisfy their needs. 

The Summary Close may look like this:

“With our product, the double blades make it glide easily over your face for a closer shave, and with our advanced battery life technology, it can work for 6 days per recommended shave time without charging. Plus, if you choose our premium package you’ll get a 3 years warranty and daily tips from professionals on how to get an expert shave.”

The Impending Event – 10th Sales Close Technique 

This sales closing technique uses a time-limited opportunity or a deadline to close the deal if the prospect can make prompt decisions. 

The Impending Event Close works in situations like when a customer cancels on an install schedule and this allows you to put a new prospect ahead in the queue. So you tell them your installation crew will be around their locality for a short period of time and this makes the prospect want to take advantage of the deadline given. 

However, this close strategy must be done carefully because if the prospect finds out that the impending event serves your organization better than it does them, it may not be effective and could ruin the close. 

This close technique may sound similar to this:

“I just realized that one of our clients had to defer their installation by a week. So we have time for the team to come this week and complete the installation instead of in 2 weeks as we earlier discussed. Should I place you on the schedule?”

The Scale Close – 11th Sales Closing Technique

5 star rating with a hand holding star

This sales closing technique assists the move to the closing stage from the qualifying stage. The Scale Close lets you know the interest of prospects regarding moving forward with the deal or if objections that need to be handled exist. 

Besides letting you know where you stand in terms of the sales process, it also shows you the next step that satisfies your prospect’s wants. 

The Scale Close can look something like this: 

If 10 means you’re interested in our offer and 2 means that you have certain objections that need to be answered, what’s your level of interest in our offer?” 

(Say the person rates you a 9

“Got it. That’s cool. Could you let us know why a 9?”

(The person tells you of a particular feature of your offer they like)

“Awesome, most of our customers like those features as well, so why didn’t we get a 10?”

(Say the candidate states pricing as the objection

Oh wow! That’s understandable. We’ve had two other people that were hesitant to switch to our product because of the price as well, but they discovered that the value our product offered was way more than what they paid for in just the first month of use.” 

The Ben Franklin Close – 12th Sales Closing Technique 

The Ben Franklin Close is similar to the concept that guides a pros and cons list. The idea comes from what Ben Franklin did where he made 2 lists and then made a choice based on the longer one. 

The best way to use this closing technique is with prospects who aren’t certain or struggle with making decisions. 

However, to effectively use this method to close a sale you need to be sure that you have more pros than cons. 

Here’s an example of what the Ben Franklin Close may look like: 

As you’ve probably already noticed, the pros of our app is that it’s versatile, compact and can fix the operational issues that your organization has been trying to solve. However, the con is that it presents a new learning challenge for your team and that it’s a new app. 

Though a new app that does a lot better than the current one in use is a better investment than sticking to an operational app that creates more problems than it solves. So we’re just dealing with the fresh learning curve here.”

The Needs Close – 13th Sales Close Technique 

The moment you know how your offer can satisfy the needs of prospects, you can be almost certain of a close. This is what Needs Close seeks to achieve. 

The prospects send you a list of what they require from a product as per your request. After you receive the list, go through the list and tick all the needs your product satisfies. 

Send the list back to them with the ticked needs. If the prospect still doesn’t move to the close, then pose a question to them:

By satisfying your needs, how will your ROI be achieved and how much money will you save?”

This is a fast and seamless way to help the prospect visualize how your product will be of benefit to them, by proving its value.

Of all the sales closing strategies, this is the most versatile and can work in almost all sales situations. And it can also work with all the listed sales closing techniques in this piece. 

The Objection Solicitation Close – 14th Sales Close Technique

The Objection Solicitation Close uses a questioning system to transition the sales process to the close stage. The idea behind the questions posed in this sales closing strategy is to get the prospect to state openly the reservations they have about the offer. 

This way the sales rep knows exactly why the prospect is hesitant to move forward with the deal and can easily address the issue directly. 

The Objection Solicitation Close works best for a sales cycle process that is stagnant or for people who seem reluctant to make a move. 

This sales close strategy will look something like this: 

“Is there a reason we can’t send your first bulk order over to you next week?” 

The 70/30 Rule Close – 15th Sales Close Technique

This sales close strategy works by using the 70/30 rule, which refers to how much participation the sales rep and prospect should have in the sales conversation. The sales rep should do 30% of the conversation and the prospect 70%. 

potential prospect interaction statistical data

This ratio is usually termed as a healthy balance. It’s a successful rule because as the potential customer speaks you get to learn what you must need to nudge them to the close stage. 

To succeed with this strategy, you need to embrace active listening, both for the relationship between you and the prospect as well as for the sale. 

The idea is to simply keep the candidate talking till they uncover every pain point and then you address every one of them with your offer to close the sale.

The Take Away Close – 16th Sales Close Technique 

This closing strategy involves you reviewing your product’s features and then suggesting to the prospect that they let go of some of those elements to cut down on costs, hassle, or time, etc.

The idea behind The Take Away Close is that humans don’t like losing anything, even if we do not own it yet. 

Removing something from an offer can make prospects want to go through with the original offer, so they don’t lose out on certain elements of the product. 

A great example of the Takeaway Close is something like this: 

“I understand we talked about the cordless version of the device, but based on how you want to use the device, you may not require a cordless version. Also, the portable version won’t be necessary as well, since you intend to use it at home. That said, what you’d lose on portability will save you a couple of dollars monthly. What’s your take on this?”

The Question Close – 17th Sales Closing Technique

The question close utilizes questions to come up with solutions for the candidate while unmasking the potential customer’s objections. 

This sales closing strategy builds on the qualifying stage sales reps use in closing sales. It’s an effective strategy for candidates that are very conscious of where to spend or prefer to hide their intentions. This tactic aims to pull them out with the opportunities your offer presents while you learn about their challenges and business. 

You can even use a question to close the deal; doing so lets you address any hesitations the potential customer may have or get down to business.

Here’s how the Question Close would go: 

“Now that you get the features of our offer, do you affirm it solves your problem?”

(If the answer is yes, then you can transition to the closing details. Otherwise, ask why it doesn’t handle the problem.)

The Probe for Opinion Close – 18th Sales Close Technique

The Probe for Opinion Close involves the sales rep asking a prospect for their opinion of the service or product. Numerous sales closing strategies use questions to get over obstacles that resist the close of a sale, and this technique is just like such. 

By asking a potential customer about their opinion, you’ll be able to know the issues they have about the offer early enough, so you can fix them right away, which speeds up the close cycle. 

The Probing for Opinion Close is super effective when the sales rep aims to connect and build a relationship with the candidate. Requesting the prospect’s opinion makes them feel you want to understand them. 

Here’s how a Probe for Opinion Close could be like:

“I see you’ve been checking out the forest package on our website theme plan. They are designed to boost your website’s speed. What’s your take on them?”

The If I – Will You Close – 19th Closing Technique

The If I -Will You Close is also known as the Sharp Angle Close and it’s an old sales closing strategy that gives the potential candidate what they’re looking for but gets you what you want in exchange. 

This strategy works great when the candidate desires a discount or an add-on service without charges that aren’t included in your offer. The technique works because you give the prospect what they requested, but on the condition that they close the deal right away. 

The If I – Will You Close provides a great mixture of assertion and accommodation that ensures the potential customer feels like they get the bigger slice of the pie as well as seals the deal for you. 

That said, sales reps need to get their manager’s approval before using this method. 

Using this technique to close a sale may sound like this: 

“Of course, I can give you the forest theme at a discount. But for this to work, could we seal the deal today?”

6 Tips to Close a Sale Seamlessly 

As a founder pushing sales or a sales rep, your goal should be to ensure clear outcomes: “no” or a “yes”, never a “maybe”. That said, follow these tips to move your candidates to a defined outcome quickly. 

1. Find the Decision-Maker and Start a Conversation

Qualifying is all about knowing and asking the right questions as well as getting valuable information from the potential customer that provides insight which shows that they’d be successful after buying your product. 

This means that the quality of insight you get from the candidate is crucial in assisting them to choose to buy or not to. 

However, to effectively get the right information, you have to be talking with the right individual – the decision-maker. Let’s see an example. 

If you’re offering a SaaS tool for graphic designers and through an experience, you know that the individual with the final say on buying new tools like what your brand is offering would be the Director of Content, it’ll be a fruitless attempt wasting time speaking to entry-level copywriters or a random content creator in the organization. 

The idea is to know who the decision-maker is and start the conversation with them. 

Beginning your conversation with the team member who would most probably be the decision-maker with regards to your product or service increases your chances of closing the sale significantly.

Once you’ve done this, the next step is starting the conversation with the decision-maker. But what communication medium is the most effective when getting across to decision-makers about your solution? 

And is it ok to start by sending them cold emails, or do you call the company directly requesting to speak with the decision-maker, or perhaps book an exploratory call? 

To do this right, you may have to fall back on the facts. 75% of adults in nations like the UK or US have a smartphone however, over a quarter of these adults rarely use it for receiving or making calls. 

This is creating a trend of preference for digital communication, which isn’t as interruptive as phone calls when speaking to people who aren’t close to them. 

Reaching the decision-maker the way they’d most likely prefer to be reached is only half of a win as most salespersons today lean on email as the first communication medium, with the end goal of getting a video or phone call with the prospect for a deeper discussion about the solution if there’s a show of interest. 

That said, to verify the decision-maker’s email (you have to be certain you’re not sending a message to a robot) you can use tools like Rocket Reach, or LinkedIn’s Sales Navigator Lite

linkedin sales navigation interface

After you’ve confirmed that correct email address for the decision-maker, you can then write a concise cold email with a clear Call-to-Action, which is usually scheduling a call for a more elaborate discussion about your solution. 

You can use this cold email template: 

Hello [Decision-Maker’s First Name],

I hope you’re doing great! I am reaching out to you because [tell them how you got their email address and how you relate with them: Saw your brand on the web, talked to one of their employees, etc.] 

[Name of your business] launched a new solution that will (help your team do so and so). As our solution [one line of the product or service benefits].

I am certain that our solution can help [name their company] [state what the solution will help them achieve again]

Would be available for a brief call on [date and time]?

Your Name

See how the goal of this email is to get the potential customer to either say “yes” or “no” or schedule a call to the question of “would you be available for a brief call on so and so date and time?

The worst move you could make is to ask a prospect multiple questions in the first email as this opens them up to decision paralysis. That is, they feel that they’re unable to answer all questions at once or overwhelmed and choose not to answer you right away. 

Keep your focus on the goal of the next stage in the first email, which is getting them to schedule a call. Every other thing can be done when this happens. 

2. Properly Qualify Potential Candidates 

Most of the extensive work with regards to closing a sale or whether sales close techniques work, is done in the early conversations and preliminary research when you’re qualifying potential customers by determining if they stand to benefit from your offer or not. 

If the candidate doesn’t satisfy your ideal buyer persona, then you shouldn’t waste time trying to close a sale with them or even send cold emails to them. 

Before you follow-up with a candidate, ensure that you or a team member begins by ensuring they satisfying the critical qualifying questions such as:

  • To what degree do they match your ideal buyer persona? 
  • What’s the size of their company? 
  • What’s the brand’s industry? 
  • Where is the company based? 
  • What would be the ideal use case for the company? 
  • What type of tools has the company previously used? 
  • What’s the ecosystem type they play in? 

If the answers to the questions above align with your ideal buyer persona, then they’re a qualified lead that would most likely benefit from your offer. You can easily spot candidates that’ll waste your time right away using these questions. 

Once you’ve qualified the prospect and connected with the right person in the company, you can then prepare your pitch for delivery.

3. Pitch Your Offer 

The best sales reps understand their offer in-depth. And they transcend the knowledge of the product or service by accurately understanding every way that the solution will positively affect their prospect’s business and personal life.

When you try to sell your product’s features to the prospect you’re telling and not selling, because no product can sell itself and you’re not speaking their language. All the candidate cares about is quantifiable results, and how your solution can create an answer to the challenges of their business. 

That’s selling and must be the core of a solid pitch. 

4. Use the Power of Urgency 

By offering the potential customer something time-sensitive, that they’re interested in, you could incentivize them to decide quicker. 

This could be a free add-on to the solution, a discount, or anything else that makes them feel like they have the upper hand and that they’ll lose out if they decline. 

That said, this isn’t about rushing your potential customer into a decision. The worst thing to do is pressure them. 

5. Defeat the Prospect’s Objections

In the journey to closing a sale, you’re going to encounter objections to particular features, pricing, and much more. 

Some common objections you’ll encounter are:

  • Your pricing is way too high 
  • My schedule is too tight 
  • Please email me other information 
  • We don’t need this currently
  • Industry-specific challenges or objections

You need specific and detailed answers for such objections and shouldn’t “wing it”. Coming up with answers on the call or on-the-spot may make you seem like you don’t know what you’re talking about and that places you in a bad light as a sales rep. 

You need adequate preparation beforehand with pre-defined and researched answers to keep the sale as a possibility and ultimately close the sale. 

For example, say you’re on a call with a potential client and they’re interested in your solution but display hesitation when it comes to pricing, you could answer with any of these 3 phrases:

“I understand. We had 3 other clients just like you who weren’t certain about the product’s pricing as well. But they quickly discovered that..” 

“Is the price issue a budget concern or a cash flow one?” 

Could we explore some creative approaches to aligning this with your budget?”

These answers will force the underlying issues behind the objections to come out. That said, write all the objections your prospect mentioned that you weren’t ready for and have answers ready for such questions in the future. 

6. Close the Sale with an Ask 

Knowing when and how to ask “Do you want to buy now?” is the cornerstone of closing a sale. And as a sales rep, you need to be comfortable asking that question. As strange as it may seem most salespersons do not ask for the sale. 

They assume that presenting the prospect with multiple benefits and why the product is a great fit for their business would move the potential customer to buy, but that isn’t the case most times. You need to ask.

The reluctance in asking for a sale is probably due to not wanting to face rejection but without the ask, you may never close the sale. 

Here’s a great way to ask to close a sale. 

“I believe your company is a great fit for our solution. I’ve shown how our Solution can solve your challenges seamlessly. Are you set to buy now?”

If you receive a no, handle it with confidence and ask for the reason for the objection, then proffer a solution to the objection that works for the both of you but seems to work more for the prospect.


Every effective sales representative understands the right closing technique to use per prospect. They also know that the most important aspect l of every sales process is the close phase as it’s the make or break stage of the sales process. 

These 19 sales closing strategies and 6 tips that we’ve given to you are the most valuable tools to assist you to achieve the sales goals you need to reach to be successful. 

Here is a recap of the 19 sales closing techniques we covered: 

  • The Assumptive Close – 1st Sales Close Technique
  • The Something for Nothing Close – 2nd Sales Close Technique
  • The Inoffensive Close – 3rd Sales Close Technique
  • The Now or Never Close – 4th Sales Close Technique
  • The Backwards Close – 5th Sales Close Technique
  • The Hard close – 6th Sales Close Technique
  • The Puppy Dog Close – 7th Sales Close Technique
  • The Option Close – 8th Sales Close Technique
  • The Summary Close – 9th Sales Close Technique
  • The Impending Event – 10th Sales Close Technique
  • The Scale Close – 11th Sales Closing Technique
  • The Ben Franklin Close – 12th Sales Closing Technique
  • The Needs Close – 13th Sales Close Technique
  • The Objection Solicitation Close – 14th Sales Close Technique
  • The 70/30 Rule Close – 15th Sales Close Technique
  • The Take Away Close – 16th Sales Close Technique
  • The Question Close – 17th Sales Closing Technique
  • The Probe for Opinion Close – 18th Sales Close Technique
  • The If I – Will You Close – 19th Closing Technique

With the strategies you’ve gone through in this piece, you’re ready to close sales seamlessly and effectively. You now possess the right close for any potential candidate in any situation you could face. 

9 Ways To Generate More Recruitment Leads – Full Guide

9 Ways To Generate More Recruitment Leads – Full Guide

Generating leads is complicated with any business, but not all leads are created the same. What’s more important in crafting a lead generation strategy is finding valuable leads, ready to make a purchase, which is often an art form to itself. There is a science to the process as well, and knowing the science behind excellent lead generation is the most important thing to move your business forward.

This guide will offer you the complete framework to build your exposure and establish your business as the go-to recruitment service for both future clients and employers over time.

Before we discuss how to generate the best type of lead, it’s fundamental to understand the term lead generation.  Lead generation is a term in marketing for a strategy that focuses on building a potential client pool. And with recruiting becoming more competitive than ever, understanding the science behind lead generation will give you and your business a head start on the competition.

In other words, you need to position your services as the trusted source that can help a candidate achieve their goals, but only by using your services.

You want to be seen by potential clients and employers as the center of all career advancement and employment opportunities and your connections, you are the tree, and employers and candidates are like branches growing out from the base of your tree.

design of a demo lead tree with small cubes

Narrow Your Lead Generation Strategy

The primary mistake that businesses make with their lead generation strategies is the one-size-fits-all approach.

Too often, these strategies are too broad in their targeting. It’s often the goal of this strategy to reach as broad an audience as possible and hope for the best outcome.

This approach is the “throw spaghetti on the wall and sees what sticks,” which sounds delicious until you realize that all that spaghetti is on the floor. In this analogy, spaghetti is your time and money and wasted time and money is just not worth it.

What you need to do is focus your attention on getting in front of your target potential client. By focusing on the specific type of client you want to acquire, you can shape your marketing efforts to what that individual may want to hear and where they may find your message the best.

The next step is to offer ways your potential client can grow professionally, whether they choose to utilize your service or not. Make your knowledge and connections so attractive that they can’t resist your offer when it comes time for them to look elsewhere for employment. By taking a helpful tone and approach, you’ll be seen as someone knowledgeable and without an agenda, which helps build trust. By building trust, you are seen as a valuable resource that the potential client will reach out for help when the time is right.

The Best Recruiters Lead Generation Strategies

There are a few tips for creating your best lead generation strategy, and this full guide will explore them in detail.

In essence, you need to focus on a specific type of client, find where they may be “hanging out,” whether it’s social media, blogs, job boards, or other places you can think of, and address their needs in a way that you position your business as the solution.

finding talent with magnifying glass

The goal is to position your business as a trusted expert, an authority in the recruitment and placement process. To set your authority and expertise, you need to develop a clear strategy of how you plan to attract, retain, and position your future clients.

The key is that you want to have a two-headed approach to your lead generation and the first one is to become a trusted resource for employers while becoming more attractive to future potential candidates.

Expand Your Base To Expand Your Opportunities

people putting their hands up to take opportunities

The first approach is to have as large a pool of potential landing spots for your clients as possible. You need to create an extensive network of connections and job opportunities for your potential clients that have hired your services.

This approach will go a long way toward follow-up and back-filling positions, which doubles your client pool. Back-filling a position is a process where you move one candidate out of a job and relocate them to another position either in the same firm or elsewhere.

You are now able to position another of your clients into the vacant job. Two clients, two jobs, double your earnings. This tactic also helps you build a more extensive network of potential employers for future candidates.

The second phase of this process is to position yourself as the recruiter that potential candidates turn toward as they consider professional growth and advancements. By having an extensive network of potential employers, you become the recruiter who can help a candidate land their best job placement.

Keep in mind that all your work will mean nothing if you cannot promote it and find future clients by focusing on expanding your network of employers and your talent pool.

By utilizing the tips we discuss in this full guide of lead generation ideas, you better position yourself as the expert to turn to and expand your portfolio of professionals and potential landing spots, further positioning you as the go-to recruiter for potential clients seeking professional growth and career advancement.

The 9 Best Lead Generation Strategies To Incorporate

Now that you have your general strategy in place, let’s look at the lead generation’s best practices for your recruitment business.

  1. Content Marketing: Content marketing is a type of marketing that highlights your services’ many benefits toward a specific desired audience to raise awareness of what you can offer without being aggressive in promoting your brand. Right content marketing strategies will focus on providing some resources that a potential client may need to have and offer solutions that are parallel to the services you offer.
  2. Career Blogs: An excellent way to integrate your content marketing is with a career blog. You can use your blog to highlight various opportunities in a profession or present a case study that benefits your audience. The key is to have a great call-to-action that your readers need to act upon, such as signing up to join your talent network or to apply for an open position. You’ll capture their active contact information, and you can reuse that to communicate with them further.
  3. Lead Magnets: Creating a lead magnet that gives your target some solution or tip in exchange for their contact info is an excellent way to further communicate with them. A good lead magnet should be something of value to the reader, have a solution to a problem, and require them to sign-up for more specific solutions. Good examples are case-studies or career guides that show job growth and market trends in time and how you can position them for success in the future, but only if they give you their information!
  4. Hosted Career Day Webinars: In traditional marketing, webinars are the most popular lead generation. A webinar is an online seminar you can schedule to have experts or human resource departments speak on a hiring trend, interview techniques, or some other expert advice and use that webinar to collect information from potential clients. Webinars are an easy way to set yourself apart and increase your reputation as an expert as well.
  5. Engage Your Sphere: We all have a group of colleagues and friends that we speak with regularly. Tap into that resource for referrals and potential leads. If you’re reaching out to your business networks, incentivize them to help you by first helping them. Social psychologists define this as the law of reciprocity. By helping someone, preferably, they have an underlying desire to assist you. Often, that assistance is paid back more than you put in.
  6. Social Media Posts, ads, and boosted posts: According to Pew Research, over 70% of us are active in some form of social media. Knowing where your potential clients may be and the type of content they enjoy is an excellent way to think about how to market to them. You may also write a great piece of content or have produced a great video that you want to promote outside your contact list, and you can do this by targeting a new audience through paid advertising and boosted posts.
  7. Re-target Previous Applicants and Clients: Often, in a job search, many qualified candidates don’t get the position. Using your network, connect with those that missed out on a job, and offer to assist them with placement at another firm or alternate work. Promising applicants are easier to find than great positions, so having a stable of good prospects goes a long way toward building your rapport with employers.
  8. Partnerships: The first thing to consider is a partnership with other recruiting firms that aren’t operating in your niche. For example, you may specialize in health care, so partnering with a medical sales recruiter would be a decent pair. You’d be advocating for a doctor to be placed into a new position while they would be working with you on tying their sales team with your doctor, building a relationship for both parties. By partnering with another recruiter, you may have a lead that fits their client pool and vice-versa. This action encourages the law of reciprocity between you, the other recruiter, and your potential clients.
  9. Get Referrals: The proof is in the pudding, as the saying goes. Offer excellent service, education, and placement for your talent pool and employers, then ask for a referral you can use on your website, social media, or ad. According to Entrepreneur magazine, word of mouth made up 85% of new business for most small businesses! Why is that so powerful?  As social beings, humans are predisposed to react to others’ social cues. If something is a danger, we react accordingly, but we share the news excitedly to any-and-everyone when something is great tasting. That’s why getting referrals from past clients is golden to building your reputation in the eyes of potential clients.

Finding new clients to expand your talent pool isn’t an easy task. But with a dedicated lead generation strategy, you can differentiate your business from your competitors, build trust in future clients and employers, and expand your sphere of influence.

You want to become the trusted resource and authority that people seek for help in their job search and as they explore professional growth opportunities. By focusing on the nine ways to generate more recruitment leads, you’ll develop your talent pool, attracting more and higher quality talent over time.

Utilizing the strategies listed here is a sure-fire way to generate an expanded talent pool and position yourself for future growth. You’ll out position your competitors and create a growing revenue stream that is more consistent over the long run.