Have you ever felt stuck after a promising sales meeting, facing the usual objections like “I need to think about it” or “I’m talking to others”? I’ve been there—wondering how to turn those hesitant answers into a firm ‘yes.’ Today, let’s explore a clever, yet simple closing technique called the sunset close. Drawing from my own (sometimes messy!) attempts and successes, I’ll show you how a clear contract expiration date paired with persistent, thoughtful follow-up can transform your sales game. You must learn how to follow up in sales in order to close deals. One of the best closes is the sunset close.
Understanding the Sunset Close: What Is It and Why It Works
The sunset close is a powerful sales technique that leverages the psychology of time-limited opportunities to motivate clients and drive decisions. At its core, the sunset close involves presenting your proposal with a clear contract expiration—typically 30 days—after which the offer is no longer valid. This simple yet strategic approach sets a defined boundary for your sales conversation, helping you manage expectations and maintain control of the process.
What Is the Sunset Close?
When you meet with a potential client, it’s common to encounter objections such as, “I want to think about it,” or “I need to talk to my partner.” Instead of leaving your proposal open-ended, the sunset close gives your offer a firm deadline. As Scott Bell explains,
“30 days only. At 30 days, they close out. That means it’s over and we’re going to have to give you a new investment or a new price.”
This approach communicates that your proposal is valid for a limited time, creating a sense of urgency without applying undue pressure. Clients understand that after the expiration date, the terms may change, which encourages them to make a decision within the window.
Why Contract Expiration Creates Urgency
Setting a 30-day contract expiration is effective because it introduces a natural deadline. This not only helps prevent endless indecision but also gives clients a clear timeframe to consult with others or compare options. The sunset close is especially useful for overcoming common sales objections and keeping your pipeline moving.
The Power of a Robust Follow Up Strategy
Simply setting a deadline isn’t enough. To maximize the impact of the sunset close, you need a consistent and varied follow up strategy. Experts recommend using 12 to 15 different touchpoints—such as phone calls, text messages, personalized videos, and emails—throughout the 30-day period. Each interaction serves as a gentle reminder and keeps your proposal top of mind.
- Follow up with calls, texts, and personalized videos
- Send reminders at key intervals, especially around day 21
- Use data and facts to reinforce the value of your offer
This multi-channel approach increases engagement and boosts your chances of converting hesitant clients before the proposal expires.
Crafting Your Follow-Up Strategy with the Sunset Close
Mastering the sunset close requires a thoughtful, multi-touch follow up strategy that keeps your offer top of mind and leverages urgency without sacrificing trust. To maximize your sales success, it’s crucial to blend varied communication channels, creative personalization, and transparent messaging.
Developing a Multi-Channel Follow-Up Plan
Effective customer communication means reaching out through several mediums. Scott Bell recommends scripting 12 to 15 follow-up approaches, including:
- Text messages
- Personalized phone calls
- Video messages
- Emails with visual elements
This variety ensures your message resonates with different client preferences and increases the likelihood of engagement.
Leveraging AI Sales Tools for Personalization
Today’s AI sales tools make it easy and affordable to personalize your outreach. For example, platforms like V Dio or HeyGen allow you to create a generic sunset video and automatically insert each client’s name for under $20/month. As Scott Bell shares:
“I can flip my camera around and take a picture of the sunset, shoot a generic video, and then have AI add their names. It’s a powerful way to remind clients.”
This approach not only saves time but also delivers a memorable, custom touch that boosts customer engagement.
Strategic Scheduling to Highlight Urgency
Timing is everything with the sunset close. Research shows that varied and frequent follow-ups increase your chances of closing. Consider this proven schedule:
- Day 21: Send a friendly reminder highlighting the upcoming deadline and the value at stake.
- Days 25-29: Share visual reminders—such as a sunset photo or video—reinforcing that the opportunity is about to end.
- Final Day: In the morning, send a clear message: “The sunset’s tonight on this deal. After midnight, the proposal expires and terms will change.”
Visual storytelling, like sunset images or videos, powerfully reinforces the closing message and creates a sense of urgency.
Building Trust Through Authentic Communication
Always be truthful about what’s at stake. Avoid exaggeration or false deadlines. As Bell emphasizes, “Don’t lie. Don’t make up stuff, right? Be truthful and say, ‘Here’s what you’re going to lose because there is a loss of gain.’” Authenticity in your customer communication reduces friction and builds long-term trust, even when using urgency to close.
Navigating Customer Psychology and Handling Objections
Mastering the sunset close requires a deep understanding of customer psychology and a strategic approach to handling sales objections. Most customers are influenced by constraints—whether it’s a limited-time offer, a price increase, or a contract expiration. These boundaries create a sense of urgency that can drive decision-making and accelerate the sales process.
Leveraging Constraints to Drive Action
Time-bound proposals, such as a hard expiration date on Day 30, are powerful motivators. When you communicate that a special offer or pricing will end soon, you introduce a real consequence for inaction. As Scott Bell notes, “Some people say, ‘You suck, I can’t believe you’re putting me under pressure,’ others don’t care, but there’s always a segment that says, ‘Let’s get this done.’” This highlights the importance of focusing on the segment of customers who are motivated by deadlines and ready to commit.
Transparent Customer Communication
Honest, transparent communication is essential when addressing sales objections. Clearly outline what benefits, prices, or bonuses will change after the sunset date. For example, a personalized video message can reinforce the urgency:
“Hey [Name], just wanted to let you know our special is going to end very soon on [date]. You’re going to lose out on this special, this special, and this special.”
By framing the consequences of delay in a straightforward way, you help customers make informed decisions and avoid surprises after the contract expiration.
Anticipating and Accepting Customer Reactions
When you implement a sunset close, expect a range of reactions:
- Frustration: Some clients may feel pressured and express annoyance.
- Indifference: Others may ignore the deadline and remain non-committal.
- Commitment: A motivated segment will recognize the value and act quickly.
Sales resilience means accepting these varied responses and not becoming discouraged by objections or resistance. Focus your energy on those who are ready to move forward within the limited window, as these are the clients most likely to convert.
Best Practices for Handling Objections
- Send reminder messages in the final week before the proposal expires.
- Use AI tools to personalize communication and reinforce urgency.
- Always verify that your sunset close approach complies with legal guidelines.
By understanding customer psychology and proactively addressing objections, you can maximize your success with the sunset close technique.
Leveraging Legal and Ethical Aspects in Your Sunset Strategy
When implementing a sunset clause as part of your sales strategy, understanding the legal and ethical landscape is essential. A sunset close can be a powerful tool, but only if you use it responsibly and within the boundaries of the law. As Scott Bell advises,
“Check out and make sure that you’re doing this the legal way because you don’t want to run afoul of a government agency.”
Consulting Legal Advice on Sunset Clauses
Before you introduce any time-limited offer, consult with a qualified attorney who understands your industry and local regulations. Legal compliance is not optional—missteps can result in regulatory scrutiny or even penalties. The legal landscape for sunset clauses varies by state and industry, so what works in one area may not be acceptable in another. For example, the typical sunset clause duration is 30 days, but this can differ depending on your product or service. A legal review ensures your sunset close does not violate consumer protection laws or advertising standards.
Ensuring Transparency and Honesty
Transparency is key to both legal compliance and ethical sales. Always communicate the terms of your sunset clause clearly to your customers. This means specifying the duration, conditions, and any limitations of the offer. Honest communication helps prevent misunderstandings and disputes, and it also protects your business from regulatory action. Being upfront about your offer builds trust and reinforces your reputation as an ethical seller.
Using Sunset Closes Without Crossing Ethical Lines
Ethical sales practices are the foundation of long-term customer loyalty. While a sunset close can create urgency, it should never mislead or pressure customers unfairly. Avoid exaggerating the scarcity or time-sensitivity of your offer. Instead, use sunset clauses as a genuine business strategy to reward prompt decision-making. Ethical use of these tactics not only keeps you compliant but also enhances your brand’s reputation in the marketplace.
- Consult legal experts to verify your sunset clause meets all regulatory requirements.
- Be transparent about all terms and conditions to maintain customer trust.
- Prioritize ethical sales by avoiding manipulative or deceptive practices.
By integrating legal compliance and ethical sales into your sunset strategy, you protect your business and foster lasting customer relationships.
Wild Card: Sunset Close as a Natural Phenomenon Metaphor
Imagine the sun dipping below the horizon—its final rays painting the sky in vibrant colors. This natural spectacle is more than just a beautiful view; it’s a powerful metaphor for the sunset close in sales. Just as the day inevitably ends, so too do special offers and opportunities. By using the imagery of an actual sunset, you can create a clear, emotional connection with your clients, making the concept of time limits both tangible and memorable.
Scott Bell captures this creative sales technique perfectly:
“I can shoot a picture of the sunset, send it, and say ‘time’s coming to a close’—it’s a cool and compelling close.”
This approach transforms a standard deadline into a shared experience. When you send a photo or video of a real sunset—perhaps even personalized with the client’s name using AI—you’re not just reminding them of a closing window. You’re inviting them to witness a moment of beauty and urgency together. This visual metaphor enhances message retention and adds authenticity, making your sales communication stand out.
Stories of sealing deals as the sun sets are more than just anecdotes; they’re proof that urgency can be both gentle and inspiring. The natural beauty of a sunset reduces sales friction, shifting the conversation from pressure to possibility. Sunsets symbolize endings, but they also promise new beginnings—a perfect analogy for the close of one offer and the potential for future collaboration.
Incorporating personal or local sunset visuals into your follow-ups adds a human touch that clients remember. Whether you’re sending a quick video from a mountain, field, or even the ocean, you’re showing your clients that you value authenticity and creativity. This approach is especially effective in today’s digital world, where personalized content is key to building trust and emotional engagement.
Ultimately, the sunset close is more than a sales tactic—it’s a way to connect, inspire, and motivate action. By leveraging the universal language of nature, you remind clients that every opportunity has its moment. As the sun sets on your offer, you’re not just closing a deal; you’re opening the door to a new chapter. Use this creative sales technique to leave a lasting impression, and watch your sales success rise with every sunset.
TL;DR: Use the sunset close by setting a clear 30-day proposal expiry, employing multiple follow-up methods, and communicating transparently to close more deals.
