By
Bob Phibbs
Updated June 24, 2025
Too many retail associates freeze when it’s time to close a sale.
Not because they don’t want the sale, but because they were never trained how to ask for it without sounding like a pushy car salesman.
Let's fix that.
If you’ve ever watched a shopper leave empty-handed after 20 minutes of chit-chat, this guide’s for you. I’ll walk you through the same 5 steps I’ve taught thousands of retail teams around the world—from home décor to luxury watches—that actually lead to the register.
Why is closing a sale so hard?
Because you are putting yourself on the line. Did you read the situation correctly? If you ask and they aren’t ready, you might look foolish.
Rejection. It is much like asking someone to marry you; you think you know they’ll answer yes but until you ask, you won’t really know.
Understanding the retail selling process is the key to running a successful retail business.
Back in the '80s when I was creating my own retail sales techniques, I heard a sales trainer say that as soon as the shopper is in front of you, you should be trying to close the sale.
Funny! Back then, when customers had more time to browse a brick-and-mortar store and more time to take with the decision-making process, retail salespeople were encouraged to quickly get the customer closed and back out of the store.
They were told to hire hungry salespeople who wouldn't stop until the shopper gave in.
When it came to selling, it was believed that volume was the most important factor and the way to success was by getting as many customers checked out as possible.
That's not how you close a sale.
It can lead to pushy sales techniques that have been showcased in any movie about a car salesman, electronics salesman, or bad realtor. Such overemphasis on closing techniques has been proven ineffective and those salespeople often missed valuable add-on sales.
That being said, you still don’t want your salespeople to spend hours leisurely on a single shopper without making a sale.
Striking a balance between a positive customer experience and a quick business sale can be difficult. You must have a sales process.
The trick is to create an environment in which the consumer feels comfortable purchasing and is excited about the product. Great customer service can take work, but ensuring your retail sales associate uses the proper selling techniques is half the battle.
Once this technique has been mastered, customers will move through the buying process more rapidly. It doesn’t require additional pressure from your sales associates, but it requires an ability to follow the steps to create a positive buying environment.
The steps outlined below will help your retail salespeople create that environment and close more retail sales in a timely manner.
Closing a sale too quickly can cost you an opportunity to sell add-ons, and more importantly, could create a negative experience for the shopper.
Instead of trying to push your customers through the buying process, these steps will encourage them to pull their own way through.
A salesperson who has mastered these steps will know how to close a sale in retail and move visitors from casual browsers to loyal customers.
Step 1: Greet Them Like It’s Go Time (Because It Is)
You can’t sell if you don’t engage.
Hiding behind a counter, stocking shelves, or chatting with coworkers won’t cut it. Get in front of shoppers early, ideally within 15 seconds of entering. Say something real, "Good morning." Make eye contact. Let them feel your energy.
The sooner the conversation starts, the sooner the sale begins.
Step 2: Build a Connection That Feels Real
Trust doesn’t come from product specs. It comes from genuine interest. Ask a question that isn’t about what they’re “looking for.” Listen. Share something from your own life. Create a back-and-forth.
That’s what invites the shopper to see you as a guide, not a clerk.
Step 3: Uncover What’s Holding Them Back
If you're listening closely, they'll tell you what’s really going on. Maybe it’s confusion. Maybe it’s past regret. Maybe it’s just nerves.
Once you hear an objection, go back and restate in your own words three points they told you were important for this new product or service to do for them. Then simply ask, “Did I miss anything?” And shut up.
Many times they'll hear those reasons and close themselves - because it is what they said was important to have about your merchandise.
Step 4: Help Them See Why It’s Worth It
Price objections usually mean they don’t understand the value. Shift the focus from how much it costs to what it adds to their life.
“This jacket isn’t just warm, it’s the one you’ll wear every day from October to March.”
When you connect price to real-life benefits, the conversation changes.
Step 5: Don’t Push—Guide Them to the Finish Line
When they start asking about delivery, sizing, or care instructions, it’s time. You’ve earned the close.
You don’t need to hard-sell. Instead, offer to build the basket:
“Let’s grab a belt that works with this.”
Then assume the sale: “Would you like to take this today or have it delivered?”
If they say they aren’t ready, pause. Reflect back what they’ve told you. “You said the fit, the fabric, and the fact it’s machine-washable all work for you. Did I miss anything?” Then be quiet.
Let them respond.
How to close a sale in retail when customers have objections?
If they have objections and say they aren’t ready to buy, it’s time to slow down and regroup. Repeat back three things they told you were important.
You can see how to handle objections in this short video below:
That will help them paint a picture in their mind to visualize the benefits of your . For an art dealer, you might sum up the sale by saying, “Imagine how this will look in your den every night when you get home and can get lost in that sunset.”
Once you’ve done that, ask, “Did I miss anything?” And shut up.
Many times they’ll agree and tell you they’ll take it. But is something you do with people, not to people so there is no formula to doing it right.
Be genuine.
Be curious.
Help them get what they spent time with you discovering. is how you drive .
See also, Why Closing The Sale Techniques Are Dead For Retailers
Final Thoughts
Closing isn’t a moment—it’s a process. One that begins with a real greeting and ends with a confident customer.
Want your staff to stop waiting and start closing?
Take my free 5-part sales email series: Being Brilliant On The Basics. Learn how top-performing stores greet, guide, and close—without ever sounding scripted. 👇[ Start Lesson 1 Now]
