There’s no one way to close a sale. The best approach depends on where the buyer is and how ready they are to move forward. When interest is high and everyone is aligned, an assumptive close can work well. Instead of asking if they want to proceed, you speak as if they already have. You focus on timing and rollout to move them from considering merch to buying it.
Rework’s Tara Minh says when used ethically, assumptive closing creates forward momentum. Instead of asking, “Are you ready to move forward?” you say, “When we move forward.” This, she says, makes the next step feel inevitable rather than uncertain. There’s psychology behind it, too. We share more from Minh in this issue of PromoPro Daily.
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Social commitment and consistency. Minh points out that people strive to be consistent with their previous statements and behaviors. Once they express interest or agreement in something, it feels psychologically uncomfortable to reverse course. That’s why assumptive closing is so powerful. She says you’re treating their interest as commitment and discussing implementation. This creates psychological pressure to remain consistent with their previous positive statements.
Reducing decision anxiety. The more a prospect thinks about buying merch, the more their anxiety may spike. As a result, Minh says they may find reasons to delay or avoid making a decision. By using the assumptive close, you help them move past the decision moment to getting things rolling. You reduce the psychological weight of the “should we?” question.
Creating forward momentum. Objects in motion stay in motion. So, conversations moving forward naturally continue forward unless met with some roadblock. Minh says the assumptive close is so effective because it assumes progress. By discussing next steps, you create conversational momentum that keeps the deal moving forward.
Path of least resistance. It’s natural to want to choose the easiest option. Minh says that when forward motion is framed as the natural path, it becomes easier than stopping and reversing. She says that by treating forward progress as default, you make objecting or reversing require more effort than continuing.
An assumptive close can be an effective approach. When you shift the conversation to next steps and timing, you’re guiding prospects forward on a decision they’ve already leaned into. It keeps things moving naturally and makes it a whole lot easier for them to say yes.
Compiled by Audrey Sellers
Source: Tara Minh is an operation enthusiast at Rework, a business operation platform.
