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Ask for the Business
No Apologies
by Jerry Hocutt

“I can give a dynamite presentation, but I can never ask for the order.”

Sound familiar?  Many salespeople have no problem cold calling, dealing with objections, and making presentations.  But when it comes to closing the deal and asking for the order, the words never come.  Why?

I’ve seen a number of reasons.  Rejection is one.  No one wants to be told “no”.  Not only are the feelings bruised, but rejection makes us question if we’re not really selling smoke and mirrors.  Maybe there is no need for what we sell.  If this one person doesn’t buy what we sell, isn’t it correct to assume that the entire world doesn’t want it either?

Belief in what you’re selling may be a factor in not asking for the business.  Maybe you don’t have the confidence the product or service will perform as promised. 

Sometimes because we can’t afford to buy what we sell, we don’t ask others to buy it either.  Researchers have shown that retail salespeople will show a less expensive product to a customer because they (the salespeople) can’t afford the more expensive one themselves.  (It would be interesting to see how stores like Neiman-Marcus and Tiffany’s screen their consultant/salespeople.  Bet they could teach us some lessons.)

Embarrassment to talk about money can be a factor.  Sunday’s Dilbert has our analytical hero repeatedly asking the sales rep the cost of the system she’s proposing.  In every panel the salesperson changes the subject.  If we’re afraid to talk money, we’ll lose the deal.  People with a brain realize nothing is free.  They’ve budgeted for the purchase.  They’re not as concerned about the price as they are about getting the right product for the job.  The clue is, if they’re interested in knowing the price, they believe the product or service is what they need.  We easily justify the price after we’ve bought.

Ace-in-the-Hole
We have a new service I call our Ace-in-the-Hole (www.ColdCallingForCowards.com and click on the Ace of Spades icon).  It’s guaranteed to get 50 appointments.  The Ace also creates viral marketing, gets you tons of referrals, and gets customers to contact you.  Why wouldn’t I want to ask people if they want a guaranteed way to get in front of those hard-to-see prospects?  Why should I apologize for trying to help salespeople find more customers, make more money, and save their jobs? 

Why should you be afraid to ask your customers to buy your service or product to make their lives better, safer, or more secure?  Why should you be embarrassed if you can save them time and money?  If you’re in staffing, don’t you know better than anyone – even your clients – how to find, screen, and provide the best workers for positions that need to be filled? 

If you sell insurance, aren’t you the best at finding the best policy and rates for your client’s needs?  If you’re a residential real estate broker, aren’t you the best at listing the homeowner’s house, marketing it, and finding the buyer? 

Then why are you afraid to close the deal?  Ask for the business.  If you can and want to help, no apologies are necessary.

A Matter of Priorities
“Computers make it easier to do a lot of things, but most of the things they make it easier to do don’t need to be done.” – Andy Rooney

How to Know If You Have Courage
“Do you want to know who you are?  Don’t ask.  Act!  Action will delineate and define you.” – Thomas Jefferson

Reading /between the Lines/
“There is creative reading as well as creative writing.” – Ralph Waldo Emerson

Bottom’s Up!
“I’m 40.  I don’t want a drink that gives me more energy.  I want a drink that gives me hope.” – Nick Griffin