You wouldn’t think that you’d have to tell a salesman to ask for the sale during a pitch, but sales managers report this as one of the most often forgotten aspects of a sales pitch. Imagine: you’ve done all the leg work of finding a prospect, complimented them gratuitously for anywhere from an hour to several years, hugged them when they were down, laughed with them when they were happy, and in general devoted your efforts to their complete enjoyment of the universe. After all this, you then forget to ask them to spend their money on your service or product? It is, quite simply, insane.
The problem is not unique to sales, though in sales it comes up most frequently. We’re taught from an early age not to impose on others. I remember, as a child, being specifically instructed by my parents not to ask for seconds when spending the night with a friend. The idea, apparently, is to slink through social engagements making the smallest splash possible, as though interactions with other humans were an Olympic diving event.
Yet, when we stand back and wait for others to come to us, we miss out frequently and big. When I have friends over at my house, I want them to be as relaxed and comfortable as possible. If they want seconds, I want them to help themselves, rather than suffering through conversation with 1/4th of their brain devoted to latent cravings. The same is true in business life: most people appreciate a clearcut, transparent route to obtaining the solutions they need. When a salesman, or a presenter, fails to put forth that path, the result is confusion and delays–things no consumer or partner needs.
As you develop your presentations, make sure that you spend quality time on your conclusion. Not only should you summarize the key points you have made, but you should also provide clear direction to audience members regarding their next steps. Tell them exactly what you want them to do and when. Close them, right on the spot. No one has ever said, “I hear you, but I’m going to work with the guy that didn’t care one way or another about my business.” To ask is to believe in what you’re saying. So what does it mean when you don’t?
Question: Who is the best “closer” you know? What do you think are the key elements to a good call to action?
