We are very please to have a contribution from Leonard Scales, who contacted us after reading ‘Brilliant Selling’. Leonard has a blog called Sales Reminder where he provides practical sales process guides and reminders for sales managers and their teams.

Did You Ask Them To Buy?

I remember my first sales job out of college. My employer provided me with excellent product training and methods for managing my territory. I was prepared to become the best sales representative the universe had ever seen! On several of my initial sales calls, I was accompanied by a senior salesman who was very successful. After about ninety days of selling, however, I was very disappointed by my performance. My numbers were flat and I was working all day! I spent weekends planning my sales calls. I was motivated and very focused on making my numbers.

I remember discussing this situation with my manager and he said to my surprise, remain patient, a few categories “of your numbers were rising”.  This didn’t satisfy me.  About a week after this conversation, I visited the home of the most experienced sales representative in the district. He patiently listened to me as I discussed my sales activities, number of calls per day, who I spoke to, what I said, why I said it, on and on!!! He sat there for about thirty minutes and then he said the magic words that changed my sales career, “Did you ask them to buy your product?” I was speechless! I sat there completely silent. I remember this salesman saying,  “if I worked as hard as you, I would double my income! We had a big laugh!

My initial sales training was product oriented. Don’t get me wrong, product knowledge is critical. I knew almost everything about my products and competitive products. I could pitch with the best of them and I worked like a sled dog!  I forgot the most important thing, Asking For The Business, Closing! After I remembered this my numbers increased within thirty days.

Closing Is A Continuous Process

I’ve come to realize that asking for the business is not one final act but begins with the initial contact with a prospect. I urge my sales teams to begin asking for the business in specific ways throughout the sales process. Remember, asking for a prospect’s business is not some mystical final and grand act. It is a continuous part of the sales process.

Your success in making the sales depends on the many things you’ve done throughout the process. Sales has established trust, verified needs, presented a viable solution, and justified the cost. Asking for the business is a natural part of the process. You are influencing the prospect to purchase from you. You are uniting all the elements of your sales process to demonstrate to the prospect that by purchasing your solution, their requirements will be completely addressed.

Buying decisions are rarely made just based on presented proof or a single rational reason. Most often a decision to purchase is a combination of emotion and rational factors. But be assured, most buyers do carefully weigh many factors before finalizing their decision. Be attentive during every interaction with your prospect. Learn to recognize buying signals. When you have discussions with your prospect about how your product can be used in their environment, take mental notes! Use these conversations to get even the tiniest commitment to move forward and purchase.

Don’t Relax!

At the end of a sales process it is common for last minute questions and outright objections to arise. Questions about pricing, configurations, training, support, etc are common. If getting the business requires additional resources, find the resources! If you need the technical support team to have a conversation with their technical organization, arrange it! If finance needs to be involved, don’t wait! Quickly neutralize any negative issues by asking for the support you need. I have taken sales from competitors who were confident they had won the day and relaxed. Actually, I urge you to continue a supportive sales process even after the contract is signed. Never disappear even after there has been a hand-off to the implementation team. Is it over when you are implementing the solution? NO! Keep reading…