Close a Sale: Unravelling the Structure of a Power-Packed Closer Call

Closer Call
Table of Contents

What is a Closer Call process and why is it important?

The Closer Call process is one of the common sales closing techniques and a crucial strategy, particularly in the realm of Business-to-Business (B2B) transactions, where complex deals and long-term partnerships often require careful handling in the final stages.

In the B2B context, the process involves thorough discussions, addressing specific needs and concerns unique to the business environment. It becomes a pivotal step in building lasting relationships and ensuring that both parties are aligned on terms, expectations, and deliverables. The meticulous attention to detail in the Closer Call process is especially relevant in B2B scenarios where stakes are high, and decisions can have widespread implications.

Successful implementation of this process in B2B interactions enhances the chances of closing deals, solidifying partnerships, and fostering a positive rapport between businesses, ultimately contributing to sustained success in the dynamic landscape of B2B commerce. This is why the Closer Call is one of the best sales closing techniques.

How to prepare for a Closer Call

Preparing for a Closer Call demands a strategic and focused approach, incorporating key principles that maximise the chances of success. One crucial aspect is the mastery of objection handling, where a deep understanding of potential issues and their solutions is essential. Familiarity with your client’s business, particularly outlining the agenda for the initial collaboration, sets a strong foundation for discussion during the Closer Call.

Doctor Frame

In order to create a professional atmosphere, adopt the “Doctor Frame” mindset. Treat the call as a professional setting, avoiding unnecessary niceties and small talk and give solid answers. This approach emphasises the professionalism akin to a doctor-patient relationship, reinforcing the value of your expertise. Remember, clients are more likely to pay for professional consultation than friendship.

Personal Behaviour

Maintaining a deliberate pace and confident tone is crucial during the call. Speaking slowly and with confidence exudes authority, but be sure to keep the energy levels high to engage your client effectively. Lower the tone of your voice at the end of each question to convey a sense of seriousness and importance. A key rule during the Closer Call is to avoid inserting personal opinions and focus on identifying issues by asking targeted questions. Ensure that each box is checked before moving on to the next section, demonstrating thoroughness and attention to detail.

Close or Die

Adopt a “Close or Die” mindset, emphasising that the objective is not merely a sale but a decision that the client may have been postponing. Believe in the value of the solution you offer, aligning your desire to help with the conviction that your solution can genuinely benefit your client. This mindset not only bolsters your confidence but also underscores the urgency of the decision.

Focus on benefits

During the call, concentrate on showcasing the tangible benefits your client will experience and not just the product. Strengthen emotional buy-in through marketing efforts between calls, leveraging social proof, speed, simplicity, and believability. These elements create a compelling narrative around the solution, enhancing the client’s confidence in the sales.

Show Confidence

Lastly, adopt a level of confidence that may border on arrogance. This doesn’t mean being dismissive or disrespectful, but rather displaying an unwavering belief in the value of your solution. Confidence instills trust in the client and signals that you are unwavering in your commitment to delivering results.

5 Stages of the Closer Call process

1. Framing

The success of sales closing techniques for instance a Closer Call hinges on a well-structured and confident approach, encapsulated in several essential framing steps. During the sales process, maintaining a serious and confident demeanour is paramount. This sets the tone for a professional interaction, conveying authority and competence. The framing of the call dictates that you should dominate 80% of the conversation, underlining your role as the expert guiding the discussion.

The framing part of the sales process should be done in the following steps:

A. Technical Frame

The Technical Frame initiates the call by ensuring clear communication. Confirming the audio quality with a simple “Can you hear me well?” establishes a foundation for effective dialogue, eliminating potential distractions and ensuring a smooth flow of information. Your client can relax and be certain that there won’t be technical issues stopping him from listening to your pitch and all the details.

This approach gives your customer more confidence, since you step into the leading position and take over the call. You walk the customer through the whole process.

B. Content Frame

Moving into the Content Frame, articulate the purpose of the call by referencing the previous discussion on problem definition. Express the goal of delving deeper into your client’s current approach to better understand the pain points and the scope for improvement. This step is pivotal in gauging the potential for collaboration and mutually beneficial outcomes. Emphasising that the decision to work together depends on a thorough evaluation of the client’s current state demonstrates a thoughtful and strategic approach.

During this part, your potential customer should know what to expect from the call. Explain shortly the main topic of this call to be on the same page. It is important to ask your clients for their expectations for you to implement the client’s wishes as well. This sales technique makes sure your client understands the advantage of a sales deal and sees it as a win-win deal. By framing the main expectations and topics of the call, you and your client can concentrate on the main goal of the call and not sidetrack other unimportant topics.

C. Honesty Frame

The Honesty Frame reinforces transparency and encourages open communication. Urge your client to share accurate data, even if it may not portray their current situation in the best light. Emphasise that this honesty is crucial for effective work, as it forms the basis for identifying areas of improvement and tailoring solutions accordingly.

You need to make sure your client puts the guard down. Therefore you need to achieve a certain level of trust. Be honest with yourself and tell them that you only can help most efficiently if you understand the whole situation correctly and show them the added benefit from honesty. Encourage prospects to openly communicate their pain points and current situation.

D. Recording Frame

The Recording Frame introduces the idea of recording the call, ensuring that key details and insights are captured accurately. This not only aids in post-call analysis but also serves as a reference point for future discussions and decisions. Later on, it will be easier to make your product or service a fit, if you can replay this conversation.

Ask your client if it is okay that you are recording this call and explain to him the advantages of a recording and your intention behind it. This frame makes the call seem a bit more professional.

E. Call Time Frame

Establishing a Call Time Frame is essential for managing expectations. Clearly state that the scheduled call requires an hour, highlighting a commitment to respect your client’s time. This clarity sets the stage for a focused and productive discussion between your sales experts and the potential client.

Knowing how long your client has time for a call prevents your sales professional from running out of time for the pitch presentations or the wrap-up.

F. Decision Frame

Finally, the Decision Time Frame introduces the concept of defining when your client should make a decision regarding the potential for collaboration. This time frame underscores the efficiency and decisiveness of the consulting process, offering your client a clear pathway for moving forward.

If this is at the same time the decision call, you should communicate to your potential customers that you expect a decision at the end of this call (now or never close) or in the meeting in three weeks. Every company needs to find their own decision process. But you should communicate clearly when the decision is expected.

2. Intel Collection

Conducting a successful Closer Call involves a strategic approach to intelligence collection, spanning several crucial steps. The initial focus of sales closing techniques is on problem definition – a cornerstone that underscores the principle that no sale can occur without a problem to solve. This step is of paramount importance, catalysing meaningful client engagement.

During the intelligence collection phase, the dynamic of conversation shifts, with you taking on a more reserved role, contributing only 20% of the dialogue while encouraging your client to articulate their thoughts and challenges for 80% of the call. This deliberate balance is essential in fostering active listening, where your primary role is to absorb information, take notes, and demonstrate understanding through summarising your client’s challenges.


The heart of the intelligence collection process lies in exploring the various types of challenges faced by your client. This encompasses challenges initially identified during the problem definition stage, common challenges within the industry, and any additional hurdles not previously discussed. Scrutinising the depth of understanding is crucial – determining whether your client is proactively seeking solutions or merely responding to outreach provides valuable insight.

Your clients perspective

To further illuminate your client’s perspective, keep the overall goals of your client into mind. Depending on the perspective, revenue or growth goals take centre stage, allowing you to qualify and assess if the proposed solution aligns with your client’s financial capacity, probing whether they can afford the proposed investment.

Defining the why

An essential aspect of intelligence collection is uncovering your client’s “why.” This involves understanding the deeper purpose behind their goals. Asking probing questions about the significance of their objectives beyond business considerations helps establish a more profound connection and allows the consultant to tailor solutions that align with your client’s values and motivations.

Consider previous actions

Exploring your client’s previous attempts to address the challenges provides insight into their problem-solving approach. Understanding why these efforts fell short offers a critical perspective on your client’s experiences and expectations, guiding you in tailoring a more effective solution.

3. Pitch

Entering the Pitch phase of the Closer Call is a pivotal moment in your closing technique where you take the lead, guiding the conversation to present a compelling proposal. This step is crucial in outlining the collaboration’s structure, defining how the partnership will unfold, and transparently presenting the pricing model.

Show your client what solution you have for the problem. What is the reason, why should they hire you?

In this stage, you take on an assertive role, speaking for 80% of the time while allowing your client a 20% window for questions and clarifications. The objective is to efficiently convey the proposed approach, collaborate on the structure of the partnership, and introduce the pricing details.

The pitch commences with a strategic move — show your client your unique selling point. Why is your product perfect for them? Your sales expert articulates the need for simplicity, emphasising that the client requires a solution that works seamlessly and as a personalised fit for their problem. This sets the tone for a focused and pragmatic collaboration and a seamless sales closing.

Each element of your Pitch is presented systematically, utilising a structured framework. Your sales team pre-handles objections by addressing common pitfalls and misconceptions. For instance, examining the client’s calendar to optimise time and strategically defining a winning strategy to avoid financial losses are highlighted. Real-world examples underscore the personalised benefits of each element, showcasing positive consequences on a client’s success while also delving into potential setbacks.

Your sales reps systematically guide the client through each feature of your product or service, tying it back to the personalised benefits and illustrating how it positively impacts the client’s specific challenges. Pre-handling objections remains a consistent theme, providing your client with clarity on potential concerns and showcasing frameworks that address these issues effectively.

A critical aspect of the Pitch involves anchoring the proposed pricing. Drawing on industry examples, you establish a price anchor, providing context and rationale for the investment. Again show your client why your solution is worth it and that your product and service has the flexibility and agility to adapt to the needs.

The pitch takes on a consultative approach as you sit on the same side of the table, analysing how each element of the solution presented in the pitch can be practically applied to your client’s unique situation and help them. This collaborative analysis fosters a sense of partnership and ensures that the proposed product features align with the client’s specific preferences and expectations.

Recognising that clients want to buy a product or service they believe in, you should address potential reservations. Whether it’s concerns about specific features like the material or hesitations about current advertising efforts, the pitch accommodates your client’s preferences and fears. A crucial checkpoint of this closing technique is ensuring your client believes in the efficacy of the proposed product or service and, subsequently, in their potential to achieve tangible results.

4. Wrap up

As the Closer Call draws to close a sale, it’s essential to orchestrate a thoughtful wrap-up, ensuring a smooth transition to the next steps. First and foremost, inquire about the prospect’s mind regarding the discussion, providing valuable insights into their perception of the proposed collaboration. This moment of reflection allows for any lingering concerns to be addressed and reinforces a sense of open communication.

Next, firmly secure the path forward by booking the Decision Call if the decision has not already happened during the Closer Call. This ensures a dedicated time for the lead to make a final determination, creating a clear timeline for the decision-making process and when to sign at the dotted line. By formalising the commitment to the next call and making a clear call to action, both parties remain focused on the evolving collaboration.

Crucially, diligent tracking of the Closer Call’s outcomes is imperative. Utilising a robust Sales system, whether a CRM or tracking sheets, ensures that key details, agreements, and action items are recorded accurately. This systematic approach not only facilitates organised follow-up but also provides a comprehensive record of the lead’s journey, aiding in future discussions and adjustments to the strategy.


In conclusion, the Closer Call process is an indispensable sales closing technique in the Business-to-Business sales landscape. It plays a critical role in closing deals and fostering long-term partnerships. The process involves thorough discussions, addressing specific needs and concerns unique to the business environment. This meticulous attention to detail is especially relevant in B2B scenarios where stakes are high, and decisions can have widespread implications.

A Closer Call has four stages to follow. Firstly it is crucial to explain the frame of the call. Take the lead and explain what will happen in the call. Also clarify all organisational issues. Secondly you should let your customer explain the situation to you in detail. What are the main pain points? Afterwards you can Pitch your solution for these issues and why your product or service is a perfect fit. Lastly, wrap it up by making sure to secure the path forward by booking the Decision Call, and diligent tracking of outcomes using a robust sales system, all of which facilitate a smooth transition to the next steps, ensure open communication, and aid in future strategy adjustments.

The success of the Closer Call process hinges on a strategic and focused approach. This includes mastering objection handling, understanding the client’s business, and maintaining a professional demeanour. The “Doctor Frame” mindset is adopted to treat the call as a professional setting, reinforcing the value of your expertise.

The “Close or Die” mindset is another crucial aspect, emphasising that the objective is not merely a sale but a decision that the client may have been postponing. This mindset bolsters your confidence and underscores the urgency of the decision.

During the call, the focus should be on showcasing the tangible benefits the client will experience, not just the product. This is achieved through marketing efforts between calls, leveraging social proof, speed, simplicity, and believability. These elements create a compelling narrative around the solution, enhancing the client’s confidence in the sales.

Lastly, unwavering confidence in the value of the solution is key. This doesn’t mean being dismissive or disrespectful, but exuding an unwavering belief in the value of your solution. Confidence instils trust in the client and signals that you are unwavering in your commitment to delivering results. By adopting these techniques, sales professionals can navigate the complex dynamics of B2B transactions, solidify partnerships, and contribute to sustained success in the dynamic landscape of B2B commerce.


1. Why is the Closer Call process important?

The Closer Call in sales is the pivotal moment where you close a sale, acting as the culmination of previous efforts and negotiations.

This sales process is crucial because it’s where the sales team’s skills in understanding the client’s needs, building rapport, and addressing objections are put to the test drive. An effective Closer Call demonstrates an acute awareness of the client’s priorities, presenting a tailored solution that aligns with their goals and concerns. Moreover, it’s an opportunity to reinforce trust, ensuring the client feels understood and valued.

This final interaction not only influences the current sale but also sets the tone for future business relations and more deals.

2. What metrics or key performance indicators (KPIs) are important to track in the Closer Call process?

In the Closer Call sales process, tracking KPI through your sales pipeline is vital to gauge effectiveness and refine sales closing strategies.

Crucial metrics include the closing ratio, measuring the percentage of calls that result in closing sales and highlighting the sales expert’s persuasion skills. The average deal size offers insights into the value each call brings. Call duration can indicate engagement levels and efficiency in conveying the value proposition. Additionally, monitoring the number of follow-up interactions required post-call helps understand the clarity and impact of the initial conversation and the sales closing techniques.

These KPIs collectively provide a comprehensive view of the Closer Call’s efficacy and areas for improvement in the sales cycle.

3. What are common challenges in the closer call process, and how can they be overcome?

Common challenges in the Closer Call process include overcoming objections, building rapport, and maintaining client engagement. Overcoming objections requires active listening and tailored responses that directly address the prospect’s pain points.

Building rapport is essential for trust; this can be enhanced by showing genuine interest in the client’s needs and providing personalised solutions with our product or service. Maintaining engagement is often a hurdle; it’s crucial to keep the conversation focused and value-driven to close deals.

Utilising storytelling techniques and demonstrating a clear understanding of the client’s problems can significantly boost engagement. If necessary combine it with a puppy dog close to allow the customer to try your product before closing sales.

Overcoming these challenges requires a blend of empathy, strategic communication, and a deep understanding of the client’s business landscape.

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