Sales is a game, but in the game of selling there can be no losers.  If the customer feels slighted or taken advantage of, how eager do you think he or she will be to do business with you again — not to mention the referrals you could lose.  So, R.E.L.A.T.E. well to your customers and everybody will be rewarded with a win/win close. 

Let me explain what I mean by R.E.L.A.T.E.

R einforce features and benefits and recap solutions.
E liminate customer doubts.
L eave customers with a positive feeling about you, your product and services.
A cknowledge your customers by hearing them out.
T ake action — if you have done your job well, don't be afraid to ask for the business.
E valuate and adjust your closing, depending on how the customer is responding.

When you have related well throughout the selling sequence, closing can be as natural and uncomplicated as handing your customer the pen and asking them to authorize the paperwork.  You are in charge.  If you show fear or doubt during the close, you will engender these same feelings in your potential buyers.  So, commit yourself to R.E.L.A.T.E. during the close.