Asking For The Sale

Join Jackie Zach and Mike McKay as they delve into the critical topic of asking for the sale in their latest podcast episode. They discuss a common issue among sales professionals: doing all the groundwork but failing to explicitly ask for the sale due to the fear of rejection. Emphasizing the importance of using effective scripting and purpose statements to guide sales meetings, Jackie and Mike suggest a simple yet powerful question to close the deal: “What would you like to do next?” and highlight the necessity of staying silent to let the prospect respond.

Throughout the conversation, Jackie and Mike stress the significance of setting clear expectations from the beginning of the sales interaction. They advocate for starting with a purpose statement that outlines the intent to make a decision by the end of the meeting. They also touch on the importance of scripting various parts of the sales conversation to handle objections smoothly. Mike and Jackie encourage sales professionals to review and refine their sales processes to ensure they are consistently asking for the sale and ultimately helping clients make informed decisions.

Do you need help evaluating your sales process? Take advantage of a complimentary business strategy session to discover the opportunities in your business! https://actioncoachwi.com/podcast-ask-a-question-complimentary-session/

Check out this episode!

Podcast Transcript

Jackie Zach: Welcome to the Tough Love for Business podcast. I’m your host, Jackie Zach, and I’m here with our fearless leader, Mike McKay. We have a great topic for you today: asking for the sale. Right?

Mike McKay: Why did asking for the sale come up?

Jackie: I don’t really remember how it came up, but I hear a lot from sales professionals and clients that they do all this work to get the sale, and then they don’t actually ask for it. They talk around it but never actually ask. That happens a lot in sales.

Mike: Often, they think they asked, but they never did. We use recordings to check what we’re saying and what our scripting sounds like because entropy attacks scripting and the words you use almost immediately. At the end of the sales meeting, there’s a fear of rejection. The best way not to get rejected is not to ask for anything. So, many salespeople don’t actually ask for the sale.

Jackie: Right, and that’s crucial. There’s interest and need, but if you don’t ask for the sale, you won’t get it.

Mike: The best question to ask for the sale is, “What would you like to do next?” You make your proposal, then ask, “What would you like to do next?” and then remain silent and listen. The hard part is staying quiet and listening.

Jackie: Exactly. It’s hard because five seconds can seem like forever. The rule is, the first person to speak after that moment of silence is the one who loses. If you’re the second person to speak, you win.

Mike: Yes, although winning and losing isn’t the main point. The goal is for someone to decide if they want to take possession of what you have to solve their problem.

Jackie: Right. So, while it’s not about winners and losers, if you stay silent, someone will move. It may seem like an eternity, but it won’t be.

Mike: Yeah, five seconds seems long, twelve seconds feels like a lifetime, and a minute is almost impossible to stay silent. In sales, every tool can be misused. I read a book where a claw hammer, usually for pounding nails, was used as a weapon.

Similarly, in sales, closing tools can be misused. The old way was some rapport, lots of selling, and hoping for a close. Today’s method involves lots of rapport, some selling, and time for conversion. But rapport alone doesn’t make a sale; you still have to ask for it.

Jackie: What are some ways to ask for the sale? One is, “What would you like to do next?” What are other ways?

Mike: “Do you want to buy this?”

Jackie: Yeah, just asking directly.

Mike: To me, it’s all some version of, “What do you want to do next?” I’ve shown you the solution to your problem. Do you want to talk about it? Take possession of it? Think about it? It’s essential to start with a purpose statement. For example, “If it makes sense at the end, I’ll invite you to take possession of this. Is it okay if we proceed this way?”

If you’re unfamiliar with a purpose statement, consider taking sales training with Jackie. In her training, we build your sales process together, which can’t be fully explained in a short podcast. Starting with a clear purpose puts you on the hook to close the deal. By the end, you can remind them, “Remember, we said we’d go through this, and if it makes sense, you’d have an opportunity to buy. Now is that time.”

Putting the bottom line up front is one of the best ways to close. Let them know the meeting’s purpose is for them to make a decision.

Jackie: Right. Set the expectation upfront that they will make a decision at the end. It shouldn’t be a surprise. State the purpose clearly: “Here’s what we’re doing, the purpose, and at the end, I’ll invite you to decide.”

Mike: You’re either going to be a pro at selling, or an amateur. A professional is in charge of the sales meeting. You’re not in charge of the yes or no, but you are in charge of the process and helping the person make a decision. So, put yourself on the hook.

Jackie: Right. By stating it upfront in your purpose statement and saying it at the end.

Mike: Yeah, we’ve been discussing scripting a lot over the past three weeks. For most of my clients, and probably yours too, scripting can be misunderstood. I recently read an article from someone in Sandler who said scripting is a bad idea. However, historically, scripting has made salespeople more effective. 

You should definitely script your purpose statements and your close. Write out how you’ll end the meeting. For example, “We’ve talked about this, this, and this, Mr. or Ms. Jones. These were the challenges, and here’s how they will be solved. This is the best solution for you. What do you want to do next?” Then, pause and listen.

If you’re skilled, you’ll also script other parts of your conversation to address objections as they arise, rather than waiting until the end and hoping the client will decide to buy. If this approach to scripting and handling objections isn’t clear, it would be a great time to join Jackie’s next 12-week sales training program.

Jackie: Absolutely. I suggest everyone review their sales process. Are you asking for the sale at the end? If not, start today.

Mike: That’s right. Ask for the sale. Until next time.