Close more with a checklist

During my first sales job, I learned a powerful lesson from my mentor, Bill M., who shared a story from his first sales job. He was pursuing a significant opportunity and went above and beyond to win the prospect’s trust—treating them to golf outings, dinners, and presentations for every department in the company. Eager to impress, he even mailed relevant materials to the prospect the old-fashioned way, thinking the deal would close itself. After months of this courtship, the prospect finally said, “Bill, I love playing golf, but are you ever going to ask me for the deal?”

Bill was stunned. He had been waiting for the buyer to make the first move—a common sales mistake I have made and seen other sellers do.

Knowing When to Close the Deal

So, how do you know it’s time to ask for the sale? The best moment to close is when you have successfully defined your value proposition, identified the problem, and can show a clear win for the prospect. For newer sales professionals, it can be tricky to recognize these signals. Instead of waiting for the prospect to initiate the next step, you should be the one to say, “Are you ready to move forward confidently?”

The Power of a “Ready to Close” Checklist

A simple way to avoid endless pitching and waiting is to create a Ready to Close Checklist—a set of high-level actions or milestones that tell enough information has been gathered and satisfied critical decision criteria. While that can be a timely ordeal, it provides clear signposts that you are prepared to shift from information-sharing to closing.

Sample Ready to Close Checklist:

1. Timeframe is Established
   - You and the prospect have agreed on a clear timeline.

2. The budget is Identified
   - Funding requirements and constraints are out in the open.

3. Decision Maker(s) Are Identified.
   - You know exactly who has the final say.

4. The Problem has been Identified and Handled Satisfactorily
   - You have exposed and addressed any concerns or reservations.

5. Solution Is Agreed Upon
   - The prospect acknowledges your product or service meets their needs.

6. The end Goal Is Defined
   - You share the same vision of what success looks like.

By using a checklist, you will recognize when you are ready to close—without waiting for the prospect to make the first move. Put the focus on asking for the deal once you hit these milestones, and watch your sales outcomes improve.