In Sales, What is Closing?

Originally Posted on LinkedIn 4/28/25

Let’s talk sales…or more specifically, ‘closing’.

First, what is ‘closing’? Most salespeople answer with ‘getting the check’, or ‘getting their signature’. While these are the textbook answers, here is a different perspective:

‘Closing’ is achieving your objective(s) in any given selling environment; ‘closing’ should not exclusively mean getting a check or signature. So, when engaging your customers, you must have clarity as to your desired outcome before you ever pick up the phone, write an email, or walk in their door.

Scenario:

You are visiting a prospective homebuilder for a first visit ‘meet-n-greet’. You will not leave with a contract. So, ask yourself “what can I do today to put myself in a better position to be hired tomorrow?” Clarify your messaging and objective(s), and work towards that. If your objective was to be placed on their bid list…focus there, and if you succeed…you closed it!

If you have no chance at landing the contract today, you must be doing all you can to increase your odds for the next contract. Play the long game here…construction is the greatest example of ‘it’s a marathon, not a sprint’.