Winning in B2B sales isn’t just about a strong start—it’s about mastering the final moves that seal high-stakes deals.
Closing deals doesn’t happen because of flashy starts or clever mid-game maneuvers. It’s about how you finish. It’s about mastering the endgame—the last moves that get contracts signed and deals closed.
I’ve already written the opening and middle chapters of B2B sales. So, let’s wrap up this trilogy by borrowing a few moves from the chessboard. If you’re not a chess player, don’t worry—I’ll walk you through it. The endgame in chess, like in sales, is stripped down. Most of the pieces are off the board. What’s left requires finesse, not force.
You opened strong by positioning yourself as a credible expert. You survived the chaos of the middle game with persistence. Now you’re down to the final phase, staring down the deal. Your job is simple: no mistakes.
Handling Silence in the Final Stretch
Avoid the vanishing act. Your once-responsive stakeholder now replies with the speed of a government office. Don’t panic. They didn’t ghost you. They handed it off—likely to legal, procurement, or some slower-moving part of the machine.
Your job? Stay present without being a pest. Think like a chess player—control the space without overextending. And please, for the love of deals, stop sending “Just checking in” emails every 48 hours. That’s not strategy; it’s desperation in disguise.
You’ve already established yourself as an expert, someone worthy of being a consultant to your client. Build on that to stay connected by acting the part. Extend your value to the new players in legal and procurement. Be strategic about your messaging. Instead of bombarding your contacts with check-ins, send fewer messages that do more to reinforce your role as a valuable partner.
Pro move: Silence doesn’t mean the deal’s dead. It means it’s under review. Stay visible, stay valuable, and stop hovering.
Why Legal Slows Deals—and How the Pros Stay in Control
Enter the redline rodeo. Legal isn’t your buyer, but they can kill the deal. Despite this, many salespeople hand over the contract and disappear. That’s a mistake.
Effective sales pros don’t vanish. They orchestrate the endgame. They partner with their legal teams. They escalate. They push back when needed. They run point. There may be fewer pieces on the board, but you need to be the person in control. That means influencing the other side’s final moves, directing them into their final positions.
You send your client your contract. They send theirs. You’re in for the classic “indemnification standoff.” The quarter's closing. Time is tight. It’s your move. Don’t let the stress of the situation get you. You must maintain your composure. Don’t rush things, but don’t let them stall. Keep the process moving.
Power play: Be the conductor, not the spectator. This part of the deal plays in redlines—make sure your hand is on the baton.
Overcoming Risk Aversion at the Finish Line
Facing the “What if?” moment. The closer you get to the decision, the louder the voices of fear become. This isn’t about value anymore. It’s about risk.
Your buyer starts asking, “What if this doesn’t work?” That’s not doubt. It’s normal. They’re making a career-impacting decision. They need to get this right on the first try because the company’s strategy and their professional reputation are on the line.
Your job? Lower the perceived risk and calm the water. This is not a moment to sell harder or to push. It can be hard to recalibrate the temperature of the discussion, especially after you’ve made it this far. Instead of arguing with your contacts, reassure them. Don’t dismiss their fears or try to tell them their anxiety isn’t warranted. Instead, tighten your language, address their concerns directly, and be highly responsive. Prepare concrete facts and data to back up your position and remind them why they made this decision. Do this with compassion. This isn’t the time for a pitch.
In chess, the final moves can be full of tension. In order to execute your plan and see it through, you must help your opponent stay calm. If they do something rash, it can disrupt your strategy. You want them to remain rational, and keeping cool is a huge part of that.
Relaxed response: Be the calm in the storm. When your client’s feet get cold, be the warm cup of certainty they need to move forward.
Simplify to Win
Clarity closes. In chess, a single pawn quietly marching down the board can win the game. Your close is about making the next step unmistakably clear to you and your prospective client.
To do this, simplify and remove friction. Don’t bring up new options, issues, or opportunities. Don’t add slides that will distract your client or encourage them to think about things differently. Instead, focus. Remove everything that doesn’t lead to a yes.
Rule of thumb: If you’re explaining something new in the last meeting, you’ve already lost. The close is about clarity—not creativity.
Closing with Precision
No rushing. Rushing invites error. You can be ahead, but lose by sprinting to the end. Be methodical and plan the final steps that will guarantee your success.
Like reaching checkmate, closing isn’t about speed—it’s about sequence. Your timeline and the client’s have to align. The stakeholders need to be ready. Getting the proposal out doesn’t mean the deal is done. That’s the first step of doing business together.
The finish line isn’t the signature. After the contract is signed, you must work toward the invoice and the internal handoff. Planning beyond the proposal will help you keep your head in the game until your client is ready for success. It helps you focus on the relationship instead of the signature. That’s the win.
Closer’s law: If you feel like you're racing to the end, slow down. In the endgame, precision beats speed every time.
