The “Assumptive Close”

For a few months after graduation from college (I graduated college in ‘91 in the middle of a recession), I cut my teeth in the sales world selling life insurance.  While life insurance sales professionals get a bad rap sometimes, it was a great learning ground for sales fundamentals.  Many of the selling techniques were “cheesy” and unprofessional, I have abandoned those.  However, some of the techniques learned were really quite professional and very effective.  One particularly effective technique is referred to as the “Assumptive Close”. 

In professional b-2-b selling, where multiple calls and meetings are required and multiple stakeholders are involved in the decision, the “close” is not just what happens at the end.  In fact, if the sales cycle is well managed, these types of sales “close” as a natural evolution of all of the steps that lead up to the final decision.  Closing happens at several, if not many, points during the cycle. 

A “close” is any call to take a next step toward the purchase of a solution.

You close on an agreement to meet, you close on a agreement to involve more stakeholders, you close on a technical evaluation.  Any call made to capture an agreement to take the next step is a form of a “close”. “Mr./Ms. Prospect, you mentioned during our first conversation that once I provided an overview of our capabilities, you would have to set up a meeting with the VP of Sales.  Now that I have provided you with the overview, can we set a meeting with the VP?” – THAT IS A FORM OF A CLOSE.  You are calling the prospect to “close” them on taking the next step.

Normally, I tell sales professionals to not assume anything!  I question everything and encourage reps to do the same.  However, in some cases, making assumptions during the selling cycle can advance you to the next step without having to push the prospect too hard or ‘hard close’ the prospect on taking the next step.

The premise of the technique is making an assumption that the prospect did not say ‘no’, so I must assume the ‘yes’ and move to the next step or the prospect told you certain things would happen, so they are.

Assume that the prospect is moving to the next step because it is a natural or stated continuation of the decision making process.  Assume that since the overview went well that we will be meeting with the VP of Sales.  Why?  Because the prospect told you so.  Assume that since the deadline for registration for the conference is tomorrow and the prospect hasn’t said no, I can send the PO.  Why? Because the prospect wants to be at the conference and the deadline is here.   The key is being professional and making assumption based on known facts, previous commitments or natural time constraints.  Making unfounded assumptions will get you in hot water, making natural well founded assumptions will advance the sale.

I expect many sales people will be uncomfortable with making such assumptions and taking this kind of action, but it is very effective and won’t get you the sort of negative reaction you might expect.  There are very powerful reasons this works.

1) Prospects don’t want to be hard closed.  The assumption eliminates this discomfort.

2) Prospects are time constrained.  They often don’t stop to return your calls or adequately consider your offer because they simply haven’t had time.  You have heard this many times!  Assumptions can highlight issues or time contraints the prospect has ignored.  They told you it would happen, believe them and take the next logical step, don’t make them tell you again.  They will often appreciate your help.

3) Prospects often times don’t have the courage to say ‘no’.  This can lead them to string you along to avoid telling you no.  The assumptive close will either get you to a faster no (which is always a time saver), or simply advance the deal without a formal ‘yes’ or ‘no’.

Don’t be afraid to be bold with this technique!  As long as you maintain your professionalism, and don’t make wild unfounded assumptions, you will never have to be afraid of the consequences of your assumptions.  What is the worst thing that can happen?  You sent the PO at the registration deadline, the prospect calls you and says “I didn’t say we had a deal”.  Your reply?  “Oh, I am sorry, I assumed since you wanted to be at the conference, you wouldn’t want to miss the deadline so I sent the necessary paperwork.”  Prospect replies, “Oh, I haven’t been paying attention, I am glad you sent the PO, I will sign it right now.”  Or…worst case “Sorry, I didn’t get the budget, I can’t sign this.”

No harm, no foul.