I’ve always believed that “sales” can be summed up like this:
Make yourself available to understand whether you can make a positive difference for someone—then help them get started with your product or service.
It’s about genuinely wanting them to be successful and believing that what you offer is what they truly need.
But as simple as that philosophy is... there’s more to it.
That’s why I want to share some highlights from James Muir’s book The Perfect Close: The Secret to Closing Sales. He does a great job breaking down a simple framework that feels both natural and effective.
Why The Perfect Close Stands Out
There are countless books on sales techniques, but many rely on aggressive tactics that feel out of step with today’s customer-first world. Cheeky tactics that create false sense of urgency, persuasion language, etc.
Muir’s central thesis is refreshingly simple:
The best close is collaborative, not coercive.
He rejects any notion of tricking or forcing a prospect into a decision. Instead, he offers a two-question technique that gently and naturally moves the conversation forward… based on where the buyer is in their journey.
The Two-Question Method
At the heart of The Perfect Close are two elegantly simple questions:
Does it make sense to [propose next logical step]?
If the answer is no: What do you think is a good next step?
These questions work because they are open, non-threatening, and respect the prospect’s autonomy.
They foster genuine dialogue, helping uncover and resolve any concerns. And because they are flexible, you can use them in virtually any industry or sales cycle.
Psychology Meets Process
Muir supports his method with insights from psychology and decision science.
He explains why prospects often resist being “closed” and why traditional closing tactics can backfire.
Rather than applying pressure, The Perfect Close encourages sales professionals to align with the buyer’s pace, advancing the conversation one step at a time.
This builds trust and often accelerates the deal… because the prospect feels heard and empowered.
Practical and Actionable
The book is highly practical, offering clear examples, role-play scenarios, and guidance for common situations.
Muir also covers:
What to do if a prospect isn’t ready to move forward
How to handle objections gracefully
How to maintain momentum without being pushy
One of its biggest strengths is universality: Whether you are selling a multi-million dollar enterprise solution or a personal coaching package, the principles apply.
Many of Muir’s clients report higher close rates and stronger customer relationships after adopting this simple framework. From my own experience selling high-value services engagements in my prior role at Agilion, I found that sales success consistently followed when the approach mirrored the very ideas shared in this book.
Final Thoughts
Trust and authenticity matter more than ever, The Perfect Close is a must-read for anyone who wants to improve their sales conversations.
James Muir reminds us that selling is an act of service.
When you align your approach with the buyer’s needs and timing, closing becomes a natural, comfortable part of the process.
If you are looking for a closing technique that is both effective and ethical, The Perfect Close deserves a spot on your bookshelf.