Closing is more than a list of tactics: how to build rapport while facilitating a commercial exchange

Abstract

Closing is an essential part of selling. However, academic research related to closing has been quite limited and detailed observational research has not yet been conducted. This research analyzes the closing process in a series of 111 buyer-seller sales interactions using a combination of observational research and a follow-up survey about the customers’ experience. The results of a qualitative analysis suggest that the closing process consists of three stages: (1) the preamble, the lead up or approach to the ask, (2) the closing moment, when the ask is made, and (3) post-sale assurance, the moments directly following the close in which the salesperson debriefs the sales encounter. The closing process impacts customers’ assessment of salesperson responsiveness and empathy, which ultimately leads to relationship commitment. The findings indicate that sufficient post-sale assurance improves both perceived responsiveness and empathy. Meanwhile, the efficacy of the preamble and closing moment techniques depends on customer amicability. For amicable customers, a preamble tactic with a direct close improves perceived responsiveness, while for less amicable customers, indirect closing tactics improve responsiveness. In sum, this research provides a theoretical framework for the closing process and explains the underlying mechanisms by which the closing process impacts sales outcomes.