Step F: Master of the deal

Hello Reader,

We’re now on week 6, and we’re over 85% of the way through with the 7 Figure Sales Programme! Next week will be the final lesson, a bonus on top of these first 6.

But for now, we dive into this week’s lesson, Step F, where you graduate to the “master of deals” level. Step F is all about closing the deal.

And so far, you’ve learnt how to build a foundation, you’re able to think better, you’re calculated with finding what you need to, you’re brilliant at understanding, and you’ve perfected your art of selling. Now, it’s time for the final part of the sales cycle – closing.

Now, closing a deal isn’t just about getting a signature on the dotted line…

It’s about guiding your prospect confidently to a decision they feel good about. If you’ve done everything right up until this point, closing should feel like the natural next step rather than a hurdle. But this is where many salespeople falter, either hesitating out of fear of rejection or pushing too aggressively and losing trust.

Mastering the close requires skill, timing, and a deep understanding of human psychology. Let’s break it down the four critical elements.

F1: Objections and reactions

The real test of a great salesperson

Objections are a natural part of the buying process. More often than not, it doesn’t mean the prospect isn’t interested, but rather, they need more certainty.

So don’t look at objections as roadblocks. They’re signals that the prospect is engaged but needs reassurance. The biggest mistake you can make is seeing objections as a rejection rather than an invitation to deepen the conversation.

Common objections and how to handle them:

“It’s too expensive” – Instead of defending the price, reinforce the value. Shift the conversation from cost to return on investment. Show them how similar clients achieved measurable results. Another good strategy is to ask them “How far apart on price we?”
“We want to stay with our current provider” – Try asking them, “What would you need to see to make you think it’s worth making a change?”
“Now’s not the right time.” – Probe deeper. Is it genuinely lousy timing, or is it a polite way of saying “I’m not convinced yet”? Ask what would need to change for them to move forward.
“I need to think about it” – Guide them toward a decision by asking, “What’s on your mind? What concerns do you have?” This invites them to express unspoken doubts you can address directly.

Proactive objection handling tip:

Instead of waiting for objections, anticipate them and address them before they arise. This positions you as a professional who understands their concerns before they even voice them.

How to handle objections like a pro:

Stay calm and listen – Don’t jump in with a defensive response. Let them finish and understand the root cause of their hesitation.
Acknowledge and validate – Show empathy. “I understand why you might feel that way. Many of our customers had the same concern initially.”
Turn the objection into a discussion – Ask clarifying questions to uncover the real issue.
Use proof and reassurance – Stories, testimonials, and then logic all help reinforce your value.

Example: If a prospect says, “I’m not sure if this is the right time,” instead of arguing, respond with:

“Timing is always a factor. Often, I find that businesses that wait end up facing [specific consequence]. What specifically makes you feel it’s not the right moment?”

Identify the top three objections you face and craft confident, reassuring responses to each.

F2: Closing & Yes

Making it easy to say yes

One of the differences between top-performing salespeople and average ones is the ability to ask for the sale. If you’ve built value, handled objections, and led the prospect through the journey, the close should feel like a natural next step.

Effective closing techniques:

The Direct Close: Simply ask, “Shall we move forward?” or “Are you ready to get started?” If they hesitate, dig deeper into their concerns.
The Assumptive Close: Act as if the decision is already made. “Let’s schedule your onboarding session, does next Tuesday work?”
The Choice Close: Give two positive options. “Would you prefer the standard package or the premium package?” This shifts their focus from ‘yes or no’ to ‘which one?’
The Timeline Close: Create urgency by anchoring a timeline. “To get started by [specific date], we’ll need to finalise things by [earlier date]. Does that work for you?”

Handling last-minute hesitation:

Even when a prospect is 95% ready, doubt can creep in at the last moment. This is where summarising the conversation helps. Recap their problem, your solution, and the agreed-upon benefits.

So a great close isn’t a trick. It’s simply reinforcing the value they already believe in and removing any lingering hesitation.

Practice different closing techniques and refine the one that feels most natural to you.

F3: Negotiations & Contracts

Creating a win-win outcome

Negotiation isn’t about winning or losing.

It’s actually about creating an agreement where both sides feel like they’re getting value. The best negotiators hold their ground on value while staying flexible on details that don’t compromise the deal.

Key negotiation principles: Know your non-negotiables – What are you willing to adjust, and what must remain firm?

Focus on total value, not just price – Show them what they gain beyond the product itself. Like the expertise, reliability, long-term ROI.
Know your walk-away point – If a deal doesn’t meet your minimum acceptable terms, be willing to walk away. Desperation weakens your position.
Use silence strategically – After making an offer, stay quiet. The next person to speak usually concedes something.
Frame concessions wisely – If you need to give something, trade for something in return (e.g., “I can adjust the terms slightly if we sign by Friday”)

Making contracts easy to sign:

A contract shouldn’t be a roadblock. It should instead be a natural continuation of the sales conversation.

Here’s how to achieve that:

Keep it simple. Avoid legal jargon that confuses decision-makers.
Summarise key points. Before sending a contract, give them a quick verbal or written summary of what they’re agreeing to.
Reinforce the benefits. Remind them why they made this decision and what they’re gaining.

Write down three alternative ways to respond when a prospect asks for a discount. Also, review your negotiation style. Are you giving away too much, or are you confidently holding your value?

F4: Onboarding and Referrals

Closing Is Just the Beginning

Many salespeople think their job is done once the contract is signed. But the reality is that closing the sale is just the beginning of what should turn into a long-standing relationship. After the closing comes the onboarding. A smooth onboarding experience sets the tone for a long-term relationship and opens the door to referrals. Because it ensures clients feel confident in their decisions and reduces buyer’s remorse.

So, the best salespeople understand that closing a deal is just the start of a long-term relationship.

How to create a strong onboarding process:

Ensure clarity - Immediately after the sale, confirm next steps, deliverables, and timelines.
Reduce friction - Make the transition easy with clear instructions, dedicated support, and quick wins.
Stay engaged - Regular check-ins in the first 30-60 days reinforce trust and satisfaction.

And don’t forget referrals!

How to ask for referrals naturally:

The best time to ask for a referral is when the client is happiest. This is often right after they’ve seen success.

Make it natural - “Who else in your network could benefit from this?”
Offer an incentive - If applicable, provide a bonus or discount for referrals.
Show appreciation - Even a simple thank-you goes a long way in encouraging more referrals.

Create a post-sale follow-up plan that includes an onboarding process and a strategy for requesting referrals.

So, as you can see, mastering the art of closing isn’t about tricks or pressure.

Instead, you need to guide your prospect through a well-structured journey where saying “yes” is the most logical and comfortable next step.

And that’s the end of Step F: Closing – week 6 done!

You’ve crossed the finish line of the sales race and now have solid information to handle your entire sales process!

Well done!

But what comes next?

What’s after the finish line?

Well, next week, we’ll be diving into what comes after the sales process. This is a level up – going into leadership, and I’ll unravel everything you need to know about it!

So keep an eye on your inbox!

Until then, keep closing like a master.

James