In many sales trainings, you’ll still hear the same advice:
“When it’s time to close, ask a closed question – that way you get the ‘yes’.”
But what actually happens in the customer’s mind when we do that?
Examples:
“Shall we go ahead with this?”
“You want the best for your team, right?”
At first glance, this sounds logical. But from a neuroscience perspective, it’s risky.
Closed, suggestive, or rhetorical questions trigger a subtle defence reaction in the buyer’s brain. Why?
Because the customer unconsciously senses that they’re being steered in a certain direction.
This doesn’t create trust – it creates resistance.
The brain senses that it’s not fully in control of the decision.
Even if the customer can’t explain it rationally, they feel it in their gut:
a slight discomfort, a drop in psychological safety.
That internal tension gets subconsciously linked to you, the seller – and the decision itself.
In other words: they don’t say “I need to think about it” or “We will get back to you” because of logic. They say it because it just doesn’t feel right.
Sound familiar?
Maybe you felt it yourself when someone tried to nudge you into a decision –
that subtle pushback in your stomach, even if everything else made sense.
Like when your’re browsing quietly in a fashion store, holding a sweater and the salesperson walks over: “That would look amazing on you. Want me to grab your size?”
It’s meant to be helpful – but suddenly, you feel pressured. Even if you liked it before, now you’re unsure.
Why? Because your choice is being steered, not seen.
That’s not reluctance.
That’s neurobiology.
So, what’s the smarter approach?
Use open closing questions.
Instead of pushing, we invite the customer to co-create the next steps –
and let them lead the way.
Try these:
- “What’s important to you at this point?”
- “How would you like to move forward?”
- “What would be a good next step from your point of view?”
- “What’s a good timeline?”
- “What would you like to take on – and what can I support you with?”
The effect:
The customer stays in control.
They feel free to choose – not pushed to agree.
That results in a positive gut feeling and stronger emotional connection to you and your offer.
And there’s more.
According to Robert Cialdini’s principle of consistency, people are far more likely to follow through on something they’ve said themselves. According to Cialdini, the more active, voluntary, and public a commitment is, the stronger it becomes.
So, when a customer answers an open question and commits voluntarily, the chances of action increase dramatically.
Because people follow through on what they freely decide.
Your turn:
What open-ended closing question do you use most – and why does it work for you?
Let’s share ideas in the comments!
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