Ask For The Business
by Joe Bonura, CSP
BORN TO SELL
We are all born sales people. Somewhere between the time we are
born and the time that we get our business cards printed, we forget
how to ask for the business. Have you seen how babies get what they
want? They only want two things: a bottle of milk or a diaper change.
If they were not good sales people, they would die of starvation
or diaper rash.
BE A CRY BABY
They know how to ask, and they will keep asking until they get
it. Of course, they know only one way to ask, and that is to cry.
Crying is a babys way of communicating what he wants. At Thanksgiving,
I noticed my grandson Michael, born a few weeks ago, sell us on
feeding him or changing him. It works.
I WANT SOME CANDY
Have you pushed a five-year-old through the checkout counter in
the supermarket? Why do you think the candy display is in the front
of the store by the register? Lets listen in on the dialogue:
Five-Year-Old: "Daddy, I want some candy!"
Daddy: "No, you cannot have candy!"
Five-Year-Old: "Daddy, please can I have some candy?"
Daddy: "No, I said you cannot have candy." (Now this
child has not been in any sales training program, and yet, listen
Five-Year -Old: "Daddy, how come I cant have any candy?"
Daddy: "Because you will not eat your dinner." (Observe
how he handles the objection)
Five-Year-Old: "Daddy, I promise I wont eat the candy
until after dinner."
Daddy: "I said no."
Five-Year-Old: "Please daddy, please ."
Daddy: "You heard me; I said no." (Never quit asking
until you get the order)
Five-Year-Old: "I promise I will not eat it until after dinner."
Daddy: "OK, OK, here, take the candy."
Now, I would wager that the five-year-old will eat the candy on
the way home after going through the same questioning process as
IT IS POLITE TO ASK
So what happens to us that we no longer ask for the business? We
have been told so many times that it is impolite to ask, but the
truth is, that if you believe in your product and it is the right
thing for the customer, then it is impolite to NOT ask for the business.
60% NEVER ASK
Asking for the business should be a natural part of the selling
process, and yet, in over 60% of the cases, most sales people never
ask for the business. They are waiting for the prospect to jump
up and say, Ill take it, Ill take it!
ASK EVERY TIME
Asking for the business on every sales call is called closing the
sale. I like to call it opening a relationship. You might close
(open) on the intention of the call. If the intention of the call
is to gather information in order for you to make a full presentation,
you would close by asking, Based on what you have shared with
me today, I would like to gather some information and return to
demonstrate how we can help your business. How does next Friday
at 2:00 PM look on your calendar?
WALK OUT WITH THE BUSINESS
If you are ready to walk out with a contract, and you have demonstrated
how your product will help grow their business, simply say, What
would need to exist for us to move forward today? What is
the worst thing that can happen? They can say no. If you do not
ask, the answer remains no. At least by asking, you have a better
chance of changing the outcome and securing the business.
NO TRICK CLOSES
I do not believe in trick closes. You know: The puppy dog close,
the either-or close, the Ben Franklin close, the right upper-cut
close. I have only one close, and it is easy to remember: it is
the same close that the baby or the Five-Year-Old uses every day,
and it works Just Ask!
© 2009 Joe Bonura & Associates, Inc.