Close The Sale By Asking For The Sale
If you don’t ask for the sale, you don’t get the sale
You have done it all – prospected, qualified, presented, handled objections, sent a proposal and maybe even asked for a referral. The only thing left to do is “close the sale.” Closing the sale is an important part of doing business but a critical part of staying in business. If you haven’t officially asked for the business you’re not done yet. Asking for the sale represents a pivotal moment in the relationship between buyer and seller.
For many, it’s the hardest part of the sales process. You don’t have a problem telling your customers all the great value your product or service brings or telling them about the wonderful feedback you’ve received from satisfied customers. You’ve answered all their questions and accommodated every request. Now it’s time for the next step – to ask for the business and close the sale. But the reluctant salesperson that has trouble taking that final step in sealing the deal and closing the sale will lose the sale at that precise moment. If you cannot close the sale, why bother opening it.
The reluctant salesperson ends up limiting their success and choking off new business. If you don’t ask for the business, you will not have a business.
Asking for the sale is the most avoided question in sales and it’s the most powerful. What is the cause of this hesitation? Fear! Fear shows up in the strangest places. But fear is no excuse for not asking for the sale. Fear is among the top reasons many fail to close. You should never be afraid to ask for a customer’s business; after all, that’s why you’re there. Plus, they’re expecting that at some point in the sales process you’re going to ask for their business.
Many of the business owners I coach have recognized the costly consequences of being reluctant to ask for the sale. Together, we have implemented programs to help them immunize themselves and their sales teams against its deadly effects.
Learning the principles of closing and asking for the sale is important for any business owner. This is true whether sales are your primary business function or just one of many tasks you do, maybe even reluctantly.
Most businesses involve sales, but in many of those businesses the owner is wearing other hats. These business owners often focus on other tasks for the bulk of their day. The owner might be a web designer, landscaper, dentist or financial planner. Imagine a financial planner who starts her own business and spends most of the day creating wealth for her clients. While she might be a master at finances, she has not mastered selling her talent or skill. In order to make any money, sales need to be made. So sales, while not her primary activity, are vital for the success of her business.
You cannot expect your potential customer to jump up and say, “I am ready to buy.” It’s up to you to push past the fear and ask for what you want. Asking for the sale is a hallmark of a confident, proactive and professional salesperson. This direct approach is so much more effective than wishing, praying and hoping. There is no good excuse for not asking or forgetting to do the one thing that will make you a sale and that is to ask for it. You have nothing to lose, so take a chance.
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