What is an Assumptive Close? (Explained With Examples)

An assumptive close is a sales technique that assumes the buyer's agreement and moves the sales process forward with confidence. It is based on the belief that the buyer has already made the decision to purchase and focuses on reinforcing that decision throughout the sales conversation. This article will explore the concept of an assumptive close and provide examples to illustrate its application in various contexts

1°) What is an Assumptive Close?

1.1 - Definition of an Assumptive Close

An assumptive close is a sales technique where the salesperson assumes the buyer's agreement to move the conversation towards closing the sale. Instead of asking the buyer if they want to proceed, the assumptive close assumes their positive response and asks questions that assume their agreement.

This technique is rooted in psychology and the principle of cognitive consistency. It leverages the idea that people tend to act in ways consistent with their previous commitments and beliefs. By assuming the buyer's agreement, the salesperson aims to reinforce their decision to purchase and make it easier for them to say yes.

For example, let's say a salesperson is selling a car. Instead of asking, "Would you like to buy this car?" they might say, "When would you like to take delivery of your new car?" This assumes that the buyer has already made the decision to purchase and focuses the conversation on the logistics of the sale.

1.2 - Advantages of an Assumptive Close

The assumptive close offers several advantages to salespeople. Firstly, it creates a sense of confidence and decisiveness, which can positively influence the buyer's perception of the salesperson and the product or service being offered.

When a salesperson confidently assumes the buyer's agreement, it can instill trust and make the buyer more likely to follow through with the purchase. This technique can also help overcome buyer hesitation or indecision by presenting the sale as a natural next step.

Secondly, this technique saves time by bypassing lengthy discussions and objections that may arise when asking direct questions about the buyer's interest in purchasing. By assuming their agreement, the salesperson can focus on addressing any remaining concerns and closing the sale more efficiently.

By assuming the buyer's agreement, the salesperson can also guide the conversation towards discussing the next steps in the buying process, such as payment options or delivery arrangements. This can help move the sale forward and prevent the buyer from getting distracted or losing interest.

1.3 - Disadvantages of an Assumptive Close

While the assumptive close can be effective in certain situations, it is not without its limitations. One potential disadvantage is that it may come across as pushy or aggressive if not executed properly. Some buyers may feel that their autonomy is being disregarded, leading to resistance rather than commitment.

It is important for salespeople to gauge the buyer's receptiveness to this technique and adjust their approach accordingly. Building rapport and establishing trust are crucial before employing an assumptive close. If the buyer does not feel comfortable or if the relationship is not yet established, alternative closing techniques may be more appropriate.

Furthermore, the assumptive close may not be suitable for every sales situation. It works best when there is already a high level of rapport and trust between the salesperson and the buyer. If the relationship is not yet established or if the buyer does not feel comfortable with this approach, alternative closing techniques may be more appropriate.

It is also important for salespeople to be prepared for objections and be able to address them effectively. If a buyer raises concerns or objections during an assumptive close, the salesperson should be ready to provide additional information or reassurance to alleviate any doubts.

In conclusion, the assumptive close can be a powerful sales technique when used appropriately. It can help salespeople confidently guide the conversation towards closing the sale and save time by bypassing lengthy discussions. However, it is important to be mindful of the buyer's comfort level and adjust the approach accordingly to avoid coming across as pushy or aggressive.

2°) Examples of an Assumptive Close

2.1 - Example in a Startup Context

Imagine a salesperson from a startup pitching their product to a potential investor. Instead of directly asking whether the investor is interested in funding the startup, they might say, "When would you like to start seeing a return on your investment?" This assumes the investor's agreement and focuses on discussing the timeline for returns rather than whether they are interested in investing.

By framing the conversation in terms of when, not if, the salesperson reinforces the investor's decision to invest and makes it easier for them to move forward with the deal.

Furthermore, the salesperson can provide additional details about the potential return on investment. They can explain how the startup's innovative product has the potential to disrupt the market and generate substantial profits. They can also highlight success stories of other investors who have seen significant returns by investing in similar startups. These additional details help build confidence in the investor's decision to proceed with the investment.

2.2 - Example in a Consulting Context

In a consulting scenario, a consultant may assume the client's desire to proceed with their recommended solution. Instead of asking whether the client wants to move forward with the proposed strategy, they might say, "Shall we discuss the implementation plan for the solution?" This assumes the client's agreement and shifts the focus towards planning the implementation, assuming their commitment to proceeding.

By framing the conversation in terms of discussing the implementation plan, the consultant reinforces the decision-making process and encourages the client to move forward with the proposed solution.

In addition, the consultant can provide further details about the benefits of implementing the recommended solution. They can explain how it will address the client's specific challenges, improve efficiency, and drive growth. They can also share case studies of other clients who have successfully implemented similar strategies and achieved remarkable results. These additional details help strengthen the client's confidence in the consultant's expertise and increase their willingness to proceed.

2.3 - Example in a Digital Marketing Agency Context

A digital marketing agency pitching their services to a potential client may use an assumptive close by saying, "Which platforms would you like us to start advertising on?" This assumes the client's agreement to move forward with advertising and focuses on discussing the specific platforms, rather than whether they want to advertise.

By assuming the client's agreement and focusing on the practicalities of implementation, the agency reinforces the client's decision to engage their services and facilitates the next steps towards setting up successful advertising campaigns.

Moreover, the agency can provide additional details about the advantages of advertising on different platforms. They can explain how each platform reaches a specific target audience and can help achieve different marketing objectives. They can also showcase successful campaigns they have run on various platforms, highlighting the impressive results achieved. These additional details help the potential client understand the value and effectiveness of advertising on different platforms, further solidifying their decision to proceed.

2.4 - Example with Analogies

Another way to explain the concept of an assumptive close is through analogies. Consider a car salesperson who assumes the buyer's commitment by saying, "Would you prefer the red or blue exterior for your new car?" This assumes the buyer's agreement to purchase a car and shifts the focus towards choosing the details, assuming their commitment to making a purchase.

By using analogies, the concept of an assumptive close becomes more relatable and easier to understand. It highlights the technique's effectiveness across different industries and emphasizes its reliance on assuming the buyer's agreement.

Furthermore, the car salesperson can provide additional details about the features and benefits of the car. They can discuss the advanced safety features, the luxurious interior, and the powerful engine. They can also share stories of satisfied customers who have enjoyed the driving experience and reliability of the same model. These additional details help the buyer envision themselves owning the car and strengthen their commitment to making a purchase.

Conclusion

In summary, an assumptive close is a sales technique that assumes the buyer's agreement and moves the sales process forward with confidence. It can be a powerful tool when used appropriately, but it is important to be mindful of the buyer's comfort level and maintain a respectful approach.

By understanding the definition, advantages, and disadvantages of an assumptive close, as well as exploring examples in different contexts, sales professionals can incorporate this technique into their selling strategies effectively. Remember, while the assumptive close can be a valuable approach, it should always be used ethically and with the buyer's best interests in mind.