Master Closing vs. Normal Closing: Understanding the Difference between Features & Benefits

Introduction to Master and Normal Closings

In sales, the technique used during the closing stage can significantly impact the outcome. 

A normal closing involves responding to customer inquiries straightforwardly and then asking for the sale. 

On the other hand, a master closer employs a more strategic approach. 

They not only answer questions but also tie in specific benefits tailored to the prospect's needs, demonstrating how the product or service directly addresses their concerns and goals.

Differentiating Features and Benefits

Features: Technical Specifications

A feature is a factual attribute of a product or service. 

For instance, if you're selling a juice product known for its superior anti-inflammatory properties and high ORAC (Oxygen Radical Absorbance Capacity) levels, these qualities are its features.

 They are objective, tangible aspects that describe what the product is or does.

Benefits: Addressing Customer Needs

Conversely, benefits explain how features fulfill the customer's needs or improve their situation. When a master closer discusses benefits, they connect the features directly to what matters most to the prospect. 

For example, highlighting how the juice product's anti-inflammatory properties can alleviate joint pain or improve overall health helps the prospect envision its direct impact on their life.

Applied Benefits: Mastering the Art of Closing

Master closers take it a step further by presenting applied benefits. 

These are benefits that are not just general but specifically tailored to the prospect's current circumstances or challenges. 

By understanding the prospect's unique situation, a master closer can articulate how the product or service provides a solution that addresses their specific needs effectively.


In conclusion, while both normal and master closings aim to secure a sale, the distinction lies in their approach to features and benefits. 

A master closer goes beyond simply listing features; they adeptly weave these features into compelling benefits and applied benefits that resonate deeply with the prospect. 

By understanding this difference and honing the ability to effectively communicate applied benefits, sales professionals can elevate their closing techniques to achieve greater success in converting prospects into satisfied customers.

This approach not only enhances sales effectiveness but also establishes trust and credibility by demonstrating a genuine understanding of the customer's needs and how the offered solution can truly make a difference in their lives. 

Understanding and mastering the art of closing through applied benefits is therefore essential for any sales professional looking to excel in today's competitive market.

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Jonathan Coates
Jonathan Coates

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