Increase Sales And Business Cash Flow by Simply Asking For The Sale

by Doug Smith, President, The Woodhaven Group

As CEOs, owners, and senior managers we often spend countless hours analyzing why a sale did not occur. 

Was the price too high?  Is it poor advertising?  Was our product the wrong design? Are we marketing to the wrong customer?

Many times I have found the reason is very simple. 

No one asked for the sale.  You may be thinking that no way does that happen in my company.  You have a selling methodology in place and your sales manager  reviews it weekly in sales meetings.  Well, it happens.  And it can occur in retail stores,  with in home sales persons and in business to business selling situations.

In a business to consumer company I was involved with, we would follow-up the sales visit with a “quality control” phone call to the prospect that did not buy.  Our conversation asked if our sales person was on time, explained the benefits of our product and answered all their questions.  Invariably the feedback was extremely positive on our sales person and many times when we questioned why the prospect did not buy, the feedback would be that they were not asked to buy.  The call would conclude by asking if they were ready to purchase, the prospect often said yes and we would schedule a manager to go write the sale.

Why do sales people fail to ask for the sale?  I have found many sales people do not ask because they are afraid the answer will be “no.”  It is easier to report back that the prospect wanted to “think it over.”

When asking for the sale everyone wants to hear a “yes.”  However, a “no” answer is not bad because now the sales person can identify the objection and overcome it.  If no one asks for the sale then there is no chance to overcome an objection and close the deal.

How can an owner or CEO prevent this problem  from happening?  The best way to identify which sales persons have this problem is for the sales manager to observe the interaction with the prospect at the point of sale.  By doing this the manager can then coach the sales person on what to say the next time he or she is on a sales call.

Failure to ask for the sale is a problem that is never discussed enough with sales forces.

In my opinion, if you don’t ask for the sale then all that took place was a nice conversation. 

That won’t help revenue, cash flow, or profit.

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