Because they should be highly motivated to close a deal, sales reps are oftentimes coached to “ask for the sale.”
It does make sense, especially in B2B sales where most buyers—unless really driven to buy—will never say when they’re ready to make a purchase. It’s also happened that sales reps have lost out on a sale simply because the buyer went with another provider who "simply asked.” Hence, sales reps must really understand the importance of going in for the kill and asking for the sale. Otherwise, they lose.
But many sales reps are afraid to do this for risk of sounding too pushy, aggressive, or desperate. But that doesn’t have to be the case.
So how should you ask without sounding obnoxious, too forward, or frantic?
The most important thing to remember is to display confidence. If you are not confident about your product, why should the client be? Body language and tone of voice are key indicators of your confidence—or lack thereof. Don’t be nervous or hesitant or else your prospect will also second-guess his decision. Stand tall; don’t fidget. Speak calmly and clearly.
You have to be confident about asking for a sale, yes, but confidence doesn’t have to mean forceful or brash. Being confident means being certain of the terms you are proposing to your prospect, and assured of the quality and superiority of what you are selling.
The next thing is to learn how to properly and effectively ask for the sale. Here are some strategies—straight from the pros.
1. Prepare the contract for approval
Tom Hopkins, sales trainer with 30 years of experience and world-renowned as "the builder of sales champions," advises you to come prepared with the contract or order form for the client’s approval. (He hesitates to say for client’s “signature” since the word raises some red flags that makes customers overthink the decision.)
He shares: “Hold out your pen and say, 'John, to get you started enjoying the benefits of our fine product, all I need is your approval right here.' Point to the place where John should sign his name. Then stop talking. Do not distract him from the instruction you've just given. Again, smile sincerely and wait expectantly. Expect him to hesitate, but don't jump in and try to continue selling. You've already said and done everything necessary for him to rationalize the decision to go ahead. It's time for him to do his part by putting his name on the order form.”
2. Give options
Sales and marketing expert Bob Janet says that if you “give your customer choices, you will not be rejected.” He advises sales people to: “Always give your prospect the feeling of control, because people buy when they feel they are in control. You give prospects the feeling of control by asking their permission and using choices for everything you want them to do. When you want people to act in a manner you wish them to, make it appear to them that it was their idea.”
Following this suggestion, you can give options when asking for the sale by asking your customer these sample questions:
“We think either of these two solutions will help drive up revenue for you. Would you like to go with Product A or Product B?”
“Would you like to finalize the agreement tomorrow or on Wednesday?”
“Would you like me to come to your office now to deliver the final contract or is your schedule tight today and do you prefer that I send it through email?”
And if the client, for some reason, chooses neither of the first options, then just simply give them more options.
3. Ask when to start
Entrepreneur and startup advisor Nick Reese has a very simple script for asking for a sale: “I’m really excited about this project. How can we get started?” He says it’s the perfect way to transition to signing a contract without saying, "Sign on the dotted line”—or feeling like a used car salesman.
Reese also advises to reframe your thinking and not see the act of selling as “dirty or sleazy.” Instead of thinking of yourself as someone who is just there to make a sale, think of yourself as a “trusted advisor” whose objective is to help the business owner.
4. Use natural, honest language
Sales expert and author Anthony Iannarino says that most times no tricks and just natural, honest language is the best way. Just politely and professionally ask for the client’s business. He shares this sample script: “Thanks for letting me present our solution today. What we put together will help you achieve the outcomes that you shared with us over this process. I want you to know that we will own and deliver our part of those outcomes. If we’ve done enough to earn your business, I’d like to ask you for the opportunity help with this project. Have we done enough, and if we have, can we have the opportunity to partner with you on this? We want your business.”
It’s direct, but not pushy. Confident, but not aggressive. And if you don’t get the answer you want, Iannarino says that you should never leave without saying something similar to this: “We want really want the opportunity to work with you, and we won’t let you down.”
Asking for the sale doesn't have to be overwhelming. Strategize, come in with a proper mindset, and just ask. Remember: You have nothing to lose if you ask, but you will stand to lose something if you don't.
Photos from Pexels. Main image by Oleg Magni
