When you're new to sales, it's easy to focus only on the final moment: asking for the deal. But most deals are not lost at the end. They are lost earlier, during discovery, positioning, or trust-building.
Research from Gartner shows that modern buyers spend only a small portion of their time with sales reps and prefer to make decisions independently (Gartner, 2020).
This means one thing: if you don’t understand the customer deeply before the close, you’re already at a disadvantage.
1. Understand your product at a deep level
A good place to start is simple: know exactly what you are selling. Not just the features, but the real value.
If you don’t believe your product can help your customer, that will show in how you speak. And if you sound unsure, the customer will feel it.
This works because confidence comes from clarity. When you clearly understand how your product solves a problem, you explain it better and answer objections more naturally.
A practical way to improve this:
- Write down the main problem your product solves
- Define the result it creates
- Practice explaining it in one simple sentence
For example: instead of explaining features, focus on outcomes.
2. Ask better questions during discovery
A strong discovery phase makes closing much easier.
The goal is not just to gather information, but to understand whether the customer is a good fit and how important the problem is for them.
According to Salesforce, high-performing salespeople are more likely to focus on understanding customer needs rather than pushing a product (Salesforce, 2022).
Good discovery questions usually cover three areas:
- The problem: What is the customer struggling with?
- The impact: What is this problem costing them (time, money, opportunities)?
- The consequences: What happens if they don’t solve it?
Examples of good discovery questions:
- “What’s the biggest challenge you’re facing right now?”
- “How is this affecting your results?”
- “What happens if this continues for the next 3–6 months?”
By asking these questions, you build context. And when the time comes to close, you are not convincing, you are connecting the solution to a problem they already recognize.
3. Use the “puppy dog close” to reduce risk
This technique is based on a simple idea: people are more likely to commit when the risk is low.
The “puppy dog close” works by letting the customer try the product before making a final decision.
Free trials are a common example. According to Totango, SaaS companies that offer free trials often see higher conversion rates because users experience the value directly (Totango, 2022).
This works because the decision shifts from “Should I trust this?” to “Do I want to keep this?”
Ways to apply this technique:
- Offer a free trial
- Provide a demo with real use cases
- Use a clear refund policy
4. The “one more thing” (Columbo close)
Sometimes a customer says no, even after a good conversation.
This doesn’t always mean the opportunity is gone.
The “one more thing” technique works by reopening the conversation with a simple question.
Instead of pushing harder, you step back and ask for clarity.
“Before we close, can I ask one more thing, what would need to change for this to make sense for you?”
This works because it removes pressure. The customer often shares the real reason behind their hesitation.
5. Review your sales calls to improve faster
One of the biggest differences between beginners and experienced salespeople is feedback.
If you don’t review your calls, you rely only on memory. And memory is often incomplete.
According to Gong, analyzing sales conversations helps identify patterns in top-performing calls and improves win rates (Gong, 2023).
By reviewing your calls, you can understand:
- Which questions worked well
- Where the conversation lost direction
- What objections come up most often
This creates a feedback loop. Each call becomes a way to improve the next one.
One way to do this is to use tools that help you record, transcribe, and analyze your conversations quickly. Tools like Onira AI can help you review calls, identify mistakes, and understand what to improve, without spending hours doing it manually.
How these techniques work together
Each technique on its own is useful.
But the real improvement happens when they are used together.
- Understanding your product builds confidence
- Discovery questions build context
- Risk reduction builds trust
- Follow-up questions reopen opportunities
- Call review improves future performance
When these steps are aligned, closing becomes easier because the decision feels natural for the customer.
Key takeaways
- Closing depends on the entire sales process, not just the final moment
- Strong discovery makes closing much easier
- Reducing risk helps customers move forward
- Small follow-up questions can reopen conversations
- Reviewing your calls is one of the fastest ways to improve
FAQ
1. What is the most effective sales technique for beginners?
There is no single technique that works in every situation. However, focusing on discovery, asking the right questions, is often the most effective starting point. Salesforce research shows that top salespeople prioritize understanding customer needs over pushing products.
2. Why do sales calls fail even when the product is good?
Many calls fail because the problem is not clearly understood or communicated. Gartner reports that buyers spend limited time with sales reps, so clarity and relevance are essential.
3. How can I improve my closing rate quickly?
A good way to improve quickly is to review your past calls and identify patterns. Tools that analyze conversations can highlight what works and what doesn’t, helping you adjust faster.
4. What questions should I ask in a sales call?
Focus on understanding the problem, its impact, and the consequences of not solving it.
5. Do free trials really help close more deals?
Yes, free trials reduce perceived risk and allow customers to experience value directly. Many SaaS companies see higher conversion rates when users can try the product before committing.
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