Wouldn’t it be great if you never had to ask for the sale? Imagine if your clients and prospects just automatically said, “Sure, I want to buy your product or service right now.”
While this may occasionally happen if you have a really strong referral or a great relationship, for the most part you’re going to have to ask for the business. This is the norm each time you approach someone to sell your products and services. It’s just part of the process. But for many salespeople (small business owners and entrepreneurs are salespeople, too), closing is the hardest part of the sale.
The #1 Reason Salespeople Have Trouble Asking For The Sale: Fear
Our discomfort comes in many varieties, but when we don’t want to do something because it seems scary, that’s fear. Here are some of the more common types of fear when closing the sale.
AFRAID THEY WILL BE PERCEIVED AS PUSHY. Many salespeople don’t like being in a situation where someone is closing the sale on them. Therefore, they think their prospects probably feel the same way toward them.
Yes, there are some folks who don’t like to be sold to. But for the most part, people understand that’s part of the sales process. You don’t have to be pushy or aggressive in order to close the sale. If you’ve done a good job of identifying the problems the prospect has, presenting solutions that your products or services can provide, and addressing potential concerns, then the close is the next logical step to take in the process.
It’s not pushy to follow a logical step! So don’t be afraid.
FEAR OF REJECTION. Many salespeople don’t like to ask for the sale because they’re afraid the prospect will say “NO.” Getting turned down is an inevitable part of the sales process. You should expect to fail as much as you succeed, if not more. But you shouldn’t take it personally. Look at “NO” has an opportunity to perfect your sales skills. The more “NO’s” you get and successfully turn into “YESes,” the better salesperson you’ll become.
Plus, if you’re only getting a “YES” then you might be doing something wrong. Maybe your price is too low, or maybe you’re not going after big enough orders. If you’re not getting rejected you’re not growing.
FEAR OF MAKING A MISTAKE. Closing the sale can feel awkward at first, especially if you’re a new salesperson. So instead, they may hesitate, waiting until it’s too late. Then, the meeting is over or the prospect already hung up the phone. The problem is, they still don’t know if the prospect is going to buy or not.
When you’re having sales conversations on the phone, try posting a sign with your favorite closing question near the phone. It’ll remind you to ask the question. For in-person sales meetings, stick a reminder note on your note pad, laptop. or tablet.
Getting Past Your Fear of Closing
There is a secret to working through your apprehension about asking for the sale. But it’s the same secret of getting past any fear: to face it through practice! You can overcome the fear and become more comfortable with asking for the sale by working it through on your own time. Get together with a friend and practice asking closing questions. Or, better yet, give me a call. I can help you perfect your technique.
I don’t know who said this quote, but it really is true when comes to sales: “To become really good at anything, you have to practice and repeat, practice and repeat, until the technique becomes intuitive.” Trust me, the more you practice, the more confident you’ll become and the better you’ll get – which, ultimately means, the more sales you’ll close.
Now, get out there and make some deals happen!