Closing in five steps
The CLOSE framework for the demonstration: context, cause, outcomes in figures, showing the result and establishing the next step, with phrasing and a calculation aid.
The demonstration is your strongest lever. If it ends without a next step, everything else depends on the prospect getting in touch of their own accord. The CLOSE framework helps you get from the trigger to the decision in 30 to 45 minutes, without pushing.
The five steps at a glance
| Step | Time | What you agree on |
|---|---|---|
| Context | 3 minutes | goal of the meeting, who decides, how much time you have |
| Learn the cause | 10 minutes | trigger, bottlenecks and the figures behind them |
| Outcomes in figures | 5 minutes | what the problem costs per month |
| Show the result | 15 minutes | the live call with their own demo agent, concerns cleared up |
| Establish the next step | 5 minutes | sign-up or a fixed appointment with date and purpose |
C: Context
At the start, say what should be in place at the end of the meeting: "If it suits you, we'll set up the assistant together today." Ask who decides and how much time you have. A clear frame takes pressure out of the conversation, because both sides know where it's heading.
L: Learn the cause
Ask about the trigger and have them tell you examples:
- "Tell me about the last call that was lost."
- "When is it tightest on the phone at your company?"
- "What happens today to a call at 7 pm?"
Listen and write down the sentences the prospect uses to describe their problem.
O: Outcomes in figures
Calculate with the prospect's figures, not yours:
| Question | Example |
|---|---|
| How many calls are lost in a week? | 12 |
| How many of them would have become a job? | every fourth, so 3 |
| What's a job worth on average? | €350 |
| What's lost per month as a result? | about 4 weeks × 3 × €350 = €4,200 |
Put the amount next to the monthly price of the matching plan. The figures are an example. Don't promise a result: how many jobs the agent saves depends on the company, and you may not make a promise about it.
S: Show the result
Now comes the live call. The prospect calls their demo agent and asks the questions they've just described. Afterwards you show what reaches them: transcript, summary, captured data, the email in the inbox. Connect each moment to a sentence from step L: "That would have been the call at 7 pm."
You clear up concerns here, not at the end. Answers to typical concerns are under Objections.
E: Establish the next step
Ask directly: "Shall we set up your assistant together now?"
| Answer | What you do |
|---|---|
| Yes | Share your screen, sign up via your partner link, create the first agent |
| "I still need to talk to …" | Arrange an appointment with that person in the next few days, directly in the calendar |
| "I want to test it first." | Trial access with the demo agent and an appointment shortly before it ends |
| No | Ask for the reason, note it down and offer a follow-up appointment |
Tips from practice
- Talk less than the prospect in the first half.
- Don't show any feature that has nothing to do with their trigger.
- State the price before they ask for it.
- After the closing question, stay silent until they answer.
- After the meeting, send a short summary with the agreed steps.
Evaluating your demonstrations
After each meeting, note which step was missing or too short. After ten demonstrations, you'll see a pattern, for example that the price comes too late or the decision-maker is missing. That's what you work on first.
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