Closing (well) is one of the most difficult yet satisfying steps in the sales process. When done right, closing is a natural element of the sales process. It's not sleazy, tricky or slimy. When done poorly, it can be all of these things and more.

By doing it right, you can avoid the Puppy Dog, Expiring Offer, the Walk Away, and all the other tricky closes. But you still have to ask a great closing question. What makes a great closing question? It has to be direct, succinct and open, and it has to invite a reply. In addition, a great closing question needs to be used with a decision maker - a person who has the ability to say "yes" or "no".

The set-up to a great close can be so natural - you review what they are trying to accomplish, position your ability to be a resource, present the business fit and solution fit, and make your suggestions on how to best move forward. Then you ask THE question:

"These are my recommendations. How do you feel we should proceed?"

The customer's answer will tell us if we've done a good job with the set-up or if we've got more work to do.

Closing well is a natural part of the sales process which doesn't feel contrived or intimidating in any way. And this closing question needs to be asked. After all, it's our job to get the customer to the point where they are excited and ready to take the next step.