Book Review: The Art of Closing the Sale *5 Stars*

The Art of Closing by Brian Tracy

I rate this book 5 out of  5 stars  (you will be able to tell why from all my notes! I learned so much about sales from this book that I am listening to it over and over and over again and keep getting more out of it)


The Art of Closing by Brian Tracy is a must read for any person in business or sales. At the end of the day we are always selling ourselves, no matter where we are in life or what we are doing we are selling. I tried to escape that fact for many years that I did not need to become good at selling or copywriting to be a successful entrepreneur.  From what I have read, watched and seen over the years in successful entreprenuers know how to sell reasonably well and are exceptional at selling their ideas and visions through clear communication that leaves no wondering on the part of the other party.


This is why The Art of Closing would easily be on my must read book list for any person no matter if you are in customer service, sales, marketing or run the business. This book is like a bible for learning how to close sales and understand cues on where a person is at in the closing process.


In his book Brian takes us through the process of dealing with objections to a sale,  How to actually close a sale, the different methods for closing a sale and how and when to use them effectively. He also gives you real life examples (that I have nicely put most of them in my notes for you) of how he would counter objections and help the prospect over come the fear of buying and buy today.


One of the key quotes that stood out to be in this book was “I Don’t do Call backs”. It sounds counter intuitive to making sales. However based on reading this book i have successfully been testing this theory for 2 weeks and you know what so far my close rate has gone up 20% just from tweaking that 1 small part of my sales process. I am just imagining how much further that % is going to deviate from the baseline once I add in a few more of his strategies to my sales process.


Further on in the book Brian explains that objection only really come down to 6 categories (see in my objection notes below) and that you need to create bulleproof rebuttals to these 6 categories of objections if you truly want to become a master sales person. Don’t worry if you have not done this, cause either have I. I am only just starting on it. Then finally Brian finish the book of with 11+ variations of closes that you can use right now in your sales process to help you increase your close rate. Examples of these closes include the Ben Franklin close, The Walk Away close, The Bear Trap Close, The Cold Calling Close, and many more. Just read my notes on Epic Sale Closes to see most of these in action from the legend himself Brian Tracy.


The key take-aways from this book for me are:

  • Many people are prospects does not mean they are your prospects (you may not have synergies with the prospect and might need to hand over to another sales person who might have good synergies instead)
  • Customers are afraid of making a mistake when buying (e.g. I need to ok this with someone first
  • There are no sales without objections, objections indicate interest
  • Test saying I don’t do call backs
  • Never discuss price without mentioning the value and offering at the same time
  • The person who ask questions has control of the sales conversation.
  • After each sales call ask yourself what did I do right, that worked for me, also ask what would I do differently next time? (Positive answering in subconscious)
  • Make your car a learning library by listening to audios as you drive from place to place. (personally I listen to books while I work, at the gym, walking anywhere, grocery shopping. You name it I am probably listening to a book or podcast on 1.5x speed and taking notes)


Has my review got you excited and you want to purchase the book or listen to the audio? Well Click the Links below

(Yes I will get paid if you purchase the book using the links below, so think of it as a thank-you for my awesome notes)


Kindle & Hard Copy – Amazon

Audio Version – Audible


So that is my review of Brian Tracy’s book The Art of Closing. Have you read the book what do you think of it? Are you going to read the book now based on my review? Either way comment below and I look forward to chatting to you again when I do my next book review


These are my general notes that don’t fit into a specific category

  • Test the line sorry (client) but I don’t make call backs, you know everything you need to make a decision right now. Why don’t you just take it?
  • When interviewing a sales person ask them what are the most recent books they have read (if they are not investing in their education, then hey are not going to be an A-player salesperson)
  • fulfil commitments and promises and never lie
  • Point out where your product is weak compared to competitors, but also where it has advantages over competitors
  • Make sure you are selling the product that is right for your personality (tangible or intangible – normally you cannot do both)
  • You must be enthusiastic about what your selling
  • GIGO – good in, good out
  • Make your car a learning library by listening to audios as you drive from place to place.
  • After each sales call ask yourself what did I do right, that worked for me, also ask what would I do differently next time? (Positive answering in subconscious)
  • Learn how to use the silent close
  • The person who ask questions has control of the sales conversation.
  • Try to answer a question with a question when possible ( he who is asking the questions controls the sales conversation)
  • Rejection is not personal
  • Failure is only feedback
  • If a customer is comfortable with another service to get them to change you need to emphasis all additional benefits he will enjoy that he is probably going to miss out on if he stays which his current product or service
  • Don’t assume authority (saying a product can do something it cannot do)
  • Don’t prejudge a prospect expect the best of a relationship
  • Many people are prospects does not mean they are your prospects (you may not have synergies with the prospect and might need to hand over to another sales person who might have good synergies instead)
  • Customers are afraid of making a mistake when buying (e.g. Indeed to ok this with someone first)
  • Make it easy for the customer to say yes
  • When a prospectus has an issue with your product or service answer accordingly  –  “That’s a very valid concern mr. prospect, many of our customers had the same concern and here is how we have taken care of it…”
  • Get sweetheart letters (23:52 chp 3)
  • Keep your opinions as neutral as possible
  • There are no sales without objections, objections indicate interest
  • More fantastic sales lines to swipe in chapter five (5) at the 20:00 minute mark
  • Never discuss price without mentioning the value and offering at the same time
  • Should be able to ask for the close at east 10 different ways
  • Sometimes you need to threaten to take the product of service away to get a prospect to setup up and make a decision.
  • Tell as many happy by the way stories as you can.(24:30 chp 6)
  • Hero and villain story (26:30 chp 6)
  • Law of 3 that gets you 90% of your results prospecting, presenting, following up


The 5 signs you know a client is ready to make a decision

  1. Rampant talking, brighten up
  2. Sudden friendliness
  3. Chin rubbing (going into deep thought,  you shouldf stop talking)
  4. Questions about price, terms or delivery – make this into a closing question
  5.  Any change in attitude, posture or voice (demeanor)


Ask a question to make sure the prospect is ready to make a decision

  • does this make sense so far?
  • do you have any questions or concerns I have not covered

How to overcome objections

  • Treat the question as if the customer is asking you for a reason to eliminate the objection. E.g. I cannot afford it ( really means some me a way I can justify spending this amount of money)
  • Make it easy to object, by responding in cheerful, constructive way when they object
  • Understand the difference between an objection an a condition (e.g. Objection – I cannot afford that , condition – business is going bankrupt)
  • There is never more than 6 objections to an offer Write up your rebuttals to objections by writing down every answer you have to this question “We could sell to every prospect we talk too as long as they just didn’t say …. (Objection)”

Then Cluster objections by

  1. Price
  2. Quality
  3. Competitive
  4. Capability
  5. Reputation
  6. Numerous

Once you know the objections then build a bulletproof rebuttal for each objection and rank by priority by what are most common objections and which ones stand the way the most of you making a sale.

Objection examples and how to overcome them

  • Costs too much = that’s a good question why does it seem to cost more than you expected to pay?
  • I can get it cheaper else where = that’s a good question why does it appear that our competitors offer a similar product for less?
  • I cannot afford it = how do you mean exactly?
  • I cannot afford the monthly payments = What if I could spread the monthly payments over 3 years instead of 2 and get them down below $500 a month? Would you be able to handle that?
  • how much is it? = miss prospect that’s the best part, if it’s not exactly right for you there is no charge. … Miss prospect if what I am calling you about is not right for you, your not going to take it are you? … Well if you don’t take it there is no charge.

To deal with objections use the feel felt found method = acknowledging that the concern is valid! letting the prospect know they are not alone in the concern and answering the objection in a satisfactory way. Be sure to ask at the end does this answer your question

9 common objections and their responses

  1. Unspoken objections – Ask open ended questions to find out what is holding them back from buying.
  2. Excuses – That’s alright most people in your situation felt the same way, when I first called on them, but now they become our best customers and they recommend us to their friends
  3. Malicious – Understand that you are not the issues and be patient with them
  4. The request for more information – (I suggest you checkout the book for this one, it’s worth the $15 fee)
  5. Show off – Take the low road and dominate the listening,
  6. Subjective or personal – Probably talking too much about yourself, stop and ask a question, make customer centre of attention
  7. Objective objection – Provide testimonials and other proof that your product will do what you say it will.
  8. General sales resistance – Use the approach close (mr. Prospect thank-you very much for your time, please relax I am not going to try and sell you anything today all I want to do is ask you some questions and see if there is some way my company can help you achieve your goals in a cost effective way, would that be alright)
  9. The last ditch objection – Mr prospect there seems to be some question in your mind that’s causing you to hesitate about going ahead right now, do you mind if I ask what it is? Is it the price? … That’s a valid question and is there any other reason stopping you from moving ahead right now? (Keep asking this till the prospect has no more reasons or remaining objections) one you answer the last reason follow with

Different types of sales closes:

Closing questions for a direct close:

  • How soon do you need it?
  • How many did you want?
  • Would you like us to get started on this right away?
  • Where would you prefer to deliver this, to your office or to your house?

The closing condition:

If I can answer this question to your complete satisfaction would you be prepared to go ahead with this? (Remain silent) …. What would it take to satisfy you on (objection)… (Remain silent)


Just suppose close (I can buy because of…)

Miss prospect just suppose that was not a problem is there any other reason to cause you to hesitate going ahead right now?


Bear trap close or porcupine close (I don’t think this is right for me)

(Too expensive) Mrs prospect that’s exactly why you should take it… You want to get this for the lowest possible price don’t you, and you want to get the very best quality at the same time, and your probably going to buy this someday aren’t you? , that’s exactly why you should take it today at this price because you will never get a better combination of product, quality and price as right now. So why don’t you take it.


Cold calling close (when someone wants to hang up right away)

Mr prospect I didn’t think you would be interested that’s exactly why I am calling you… Mr prospect most people using our product where not interested when we first contacted them. The ones least interested turned out to be the most satisfied with what our product does for them and your saying your not interested, this means that this product could be exactly what your looking for. I would like to get together with you for 10minutes to show you what we have so you can decide for yourself, when would be the best time for you?


Change places close (for when a prospect will not give you a straight answer)

Miss prospect let’s change places for just a minute. Put yourself in my situation and imagine you where me. Imagine you where talking to someone who you respect, you’ve shown her and excellent product and yet she won’t make a decision one way or another and she won’t give you the reason why. What would you do or say if you where in my shoes?

If you still don’t get an answer, just say we are really talking about the money aren’t we? (Wait silently)


The ascending close (get a person to say yes at least 6 times) 06:00 chapter 5

An example of the ascending close is;
Would you like to increase your profits? = Yes
Are you interested in cutting your costs? = Yes
Would you like to operate your business more efficiently? = Yes
Would you like to get more done in less time? = Yes
Would you be interested in a cost effective method that more than pays for itself over time? = Yes
Would you like to get started with this right away? = Yes


Invitational close

An example of the invitation close is;
Do you like what I have shown so far…, then why don’t you give it a try
Why don’t you give us a try?
Why don’t you take it?
Why don’t you buy it?
When would you like to get started?
When do you need this by?


The Ben Franklin close (17:00, chp 6)

Talk about how Ben Franklin was one of the best decision makers and Presidents so why don’t me make a decision like he did (Brian Tracy, says it way nicer than me in the book so provided the Time stamp for you to check it out) once you have talked about how Ben Franklin makes his decisions then draw up a sheet with a line down the middle and get the prospect with you to list all the advantages of him or her receving this product or service (At least 10 to 15 points). Then swap over to the other side and get them to write the disadvantages. The advantages should far outweigh the disadvantages and then you can close.


The walk away close (27:50, chp 6)

I have to say this one is very cheeky but so smart! So I will leave it up to you to read or listen to the book as it’s about 2 to 3 pages long and well worth learning it from the master Brian Tracy

Referrals (37:44, chp 6)


Other closes (if taking time to make a decision)

  • How far apart are we?
  • What do we have to do to make a deal today?

Quotes I liked from this book are

  • There are no traffic jams on the extra mile – Unknown
  • Get rich schemes only work for the person selling them – Brian Tracy
  • Keep your word – Brian Tracy
  • Enrol in automobile university and attend full time for the rest of your life – Zig Ziglar
  • Do what you fear most and the death of fear becomes certain Robert Waldo Emerson
  • A man convinced against his will is of the same opinion still – Unknown
  • Don’t knock your competition, but talk about in what specific areas you excel instead – Brian Tracy
  • Objections are the stepping stones to sales success, the rungs on a ladder to higher earnings – Brian Tracy
  • Everybody likes a compliment – Abraham Lincoln
  • The perfect, is the evil of the good – Unknown

Joshua Bretag is a data-driven growth marketer that manages over 6 figures in advertising spend per day. He has a passion for data driven marketing and analytics that has taken him to working large multi-channel marketing campaigns.

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