How to convince a client to close a deal in 7 tips

Closing a deal isn’t always easy — especially for small business owners who face indecisive clients who are holding up their revenue stream. The question “How to convince the client to close a contract” arises precisely from these difficulties: fearful people delay and postpone decisions, and this directly impacts revenue. 

For many professionals marketing or sales, this insecurity can delay internal processes, increase costs and compromise negotiations. Therefore, this article presents 7 practical recommendations, with technical basis, data and references, adapted for customers with less digital familiarity and that show how to solve these challenges with low cost and high usability.

7 tips on how to convince a client to sign a contract​

Continue reading until the end to learn about each of them and apply them to your sales process.

1. Make a good diagnosis

Before presenting any proposal, it is essential to deeply understand the client’s reality. This means going beyond “who they are” and understanding “what they are feeling”. Use tools like LinkedIn to understand the company’s structure, visit the institutional website, read news, and see the latest blog posts. 

With this data in hand, you can ask more strategic questions: “What concerns you most today in the signing process?”, “Do you feel that your team wastes time on manual tasks?”.

Avoid questions with binary answers. Opt for open-ended ones that allow you to get to the bottom of the customer's pain. At the end of the conversation, you will not only have a true picture of the situation, but you will also gain authority. After all, showing that you have researched and understood the situation conveys professionalism.

Extra tip: use resources from editorial calendar e content planning to organize your approach materials in a personalized way. Well-done diagnostics also reduce negotiation time, as the client realizes that your proposal is aligned with their real needs. This care avoids rework and increases the conversion rate in future stages.

2. Provoke identification with pain

Customers buy when they feel they are facing a relevant and imminent problem. Therefore, it is important to make them aware of this pain. For example: if the customer still uses paper for signatures, ask about lost documents, delays in collecting signatures or reworked contracts with errors.

“Imagine that an important contract is held up for three days because of a signature in another city.” The idea here is to create a mental image that highlights the impacts of a lack of agility. Use data to reinforce: “Companies that automate contracts can save up to 90% of operational time".

In practice, you are encouraging the prospect to visualize a negative scenario that they want to avoid. This generates mobilization and urgency. It is also a way to better qualify the lead: the greater the perceived pain, the greater the propensity to make a decision. Identifying with the pain is the starting point for the customer to accept a concrete solution.

3. Use mental triggers and positive language

Words are tools of persuasion. Using expressions such as “guarantee”, “achievement”, “proven efficiency” helps to inspire trust. For example: “With the ZapSign, you achieve agility without giving up legal security”.

Including the customer in the conversation is also strategic. Phrases like “can we do it this way?” or “which option do you prefer?” create a sense of control, which reduces resistance. A customer who feels autonomous in the negotiation engages more easily with the solution presented.

Positive language should also avoid impossible promises. Don’t guarantee results, but say that you are committed to delivering efficient solutions. Use terms such as “I will do my best” and “our team will support you throughout the process”. Phrases like these convey empathy and transparency.

Additionally, it’s worth emphasizing words that indicate safety and predictability, such as “stable,” “tested,” and “recommended.” These help the customer realize that your solution isn’t an experiment — it’s something that already works.

4. Active listening and inclusion in negotiation

Active listening is more than just hearing. It is welcoming, validating, confirming understandings, and rephrasing based on what the client says. This means interrupting less and observing more.

During the conversation, use expressions such as “I understand that you need agility with simplicity, right?” or “you mentioned that your team has difficulties with very complex platforms… our interface solves this with 3 clicks”.

Let’s imagine someone who, for example, is looking to reduce costs without sacrificing usability. By listening carefully, you can show how electronic signature platforms can adapt to teams with different levels of digital literacy.

Combining this with good practices UX design when presenting the proposal, it improves the overall sales experience. Active listening also allows you to anticipate objections and offer real ways to resolve them. When the customer feels like they are part of the process, they are more involved.

5. Create an authentic sense of urgency

The customer’s decision time can be shortened with elements that show the impact of the delay. This does not mean applying forced pressure, but rather demonstrating the value of agility. Phrases like: “In order to meet your schedule, the signature needs to be made by Friday. I can help you with that today.”

Discounts with a specific deadline or additional offers also work. Example: “Customers who sign up by Friday get free onboarding for the entire team.” This creates added value without devaluing the product.

The sense of urgency can also be built with external milestones: “We know that the LGPD requires process traceability. With electronic signature, you can adapt quickly.” True urgency is that which shows the practical consequences of postponing. If you can connect this to the real context of the customer, you will be more successful.

6. Use social validation and tangible proof

Social validation is the idea that if others have trusted it, the prospect can trust it too. Bring testimonials, case studies and, if possible, mention similar companies that already use the solution.

Present tangible evidence. Following the example of electronic signatures, it allows you to demonstrate how the process is faster, safer and more auditable. You can even show the process live: “See how it takes less than two minutes to sign a contract with our tool”.

Also show how the solution integrates with existing routines. website optimization is a practical example of how small technical improvements make a difference in overall performance. Tangible evidence eliminates abstract doubts. Practical visualization generates confidence and brings the customer closer to signing.

7. Effective closing phrases

When it comes time to close, you may be one question away from signing. Here are some effective options:

• “If we can adjust this point of the proposal, can you sign it by tomorrow?”
• “You mentioned saving time. If we start today, you can have the team trained by next week. Are we done?”
• “What do you need right now to feel confident signing? Can I help with that?”

These phrases are not meant to force, but to guide you with confidence. Remember that the focus is on helping the client make a decision with conviction, not pressuring them. 

If you feel that the prospect is stagnant, use the technique of Mike Brooks: Ask “What now?” and let him verbalize what is holding him back from making a decision. From there, you can redirect the conversation. Closing well means closing lightly, but with clear direction.

Therefore, the process of convincing a client to sign a contract depends on listening, empathy, proof, rhythm and language. With the seven tips above, you have the tools to turn indecisive conversations into real signatures. 

It is not a ready-made formula, but an adjustable method according to each client profile — especially for companies that need simple, fast and cost-reducing solutions. Henshin Agency is aligned with these expectations, offering ease of use, flexible plans and agile support.

By the way, do you want to learn how to use texts that increase commercial conversions with Henshin Agency? Then, click here and check out this content with real examples!