Getting More Commitments from Buyers at Every Stage
Why Closing Is a Core Skill—Not Just a Final Step
“Closing” isn’t something that just happens at the end of a deal—it happens throughout the sales process. The ability to earn and secure commitment at every stage of the sales process is a critical skill, yet many sales teams treat it as a final hurdle rather than a continuous competency.
In reality, closing is a skill that links directly to sales velocity, deal quality, and overall win rate.
The Value of Closing in Sales Success
Closing is the ability to secure decisions, drive next steps, and gain commitments throughout the sales cycle. This includes everything from getting an agreement and meeting with additional stakeholders to navigating objections and earning a signed contract.
Top closers know how to guide—not pressure—buyers toward decisions that benefit both sides. They help shorten sales cycles, reduce ghosting, and improve deal margins, while also preventing pipeline stagnation. They move deals forward with confidence, earning trust by clarifying expectations and value
Beyond its tactical value, effective closing taps into a powerful psychological dynamic: when a prospect makes a verbal or written commitment—even a small one—they’re more likely to honor it. This principle of consistency helps create forward momentum and builds trust. Each agreement, even a next step or small “yes,” acts like a handshake between seller and buyer—reinforcing the relationship and making future commitments easier.
If your sales team is struggling with long sales cycles or bloated pipelines, it may be a sign they are hesitating to ask for commitments—not just at the end, but throughout the process.
A Measurable, Trainable Skill
Closing is often assumed to be a “natural” ability, but it’s highly trainable and highly measurable. It is one of the Tactical Competencies within the 21 research-backed sales competencies that can be developed through coaching and tracked over time to improve deal consistency.
Top sales teams don’t just evaluate who closed the most—they evaluate how they closed.
What to Look for in a Strong Closer
A sales evaluation can reveal which team members:
- Ask for the sale with confidence
- Handle objections effectively
- Don’t discount too quickly
- Maintain control of the buying process
When evaluated properly, these closing skills provide insights into a seller’s assertiveness, deal structuring, and even pricing effectiveness.
Closing Builds Momentum Across the Pipeline
Closing isn’t just about the endgame—it’s about how reps drive decisions throughout the buyer’s journey. Strength in this competency leads to stronger forecasting, cleaner pipelines, and more decisive sales processes. When this skill is understood, evaluated, and developed with intention, sales teams become more efficient, more consistent, and close more deals.
For a full view of the competencies that support closing—and every other stage of the sales process—check out the 21 Sales Competencies white paper.