A FINAL WORD ABOUT FEAR

The moment of truth in a sales conversation is when you ask for the business. As soon as you ask the question, you run the risk of being turned down. The thought of that can be so scary that you stop yourself from asking, maybe not even consciously. You walk out of the meeting or hang up the phone, and realize that you still don’t know whether the prospect will buy.

To become successful at selling, you must overcome this last self-imposed obstacle. Try a memory jogger first. When having sales conversations by phone, post a sign bearing your favorite closing question where you can’t avoid seeing it. For in-person conversations, you may need to be more subtle. Stick a reminder wherever you will be taking notes—on your laptop or tablet’s desktop, or inside your note pad.

If you still find yourself choking on the closing question, start by asking something more indirect. At the point in the sales conversation where the prospect has no more questions, ask, “Where are we?” or “What’s our next step?” This may give you all the information you need to uncover any objections before moving forward. Then it may feel safe enough to ask a more direct question to see if you have the sale.

Practice asking closing questions with a friend or coach. Trust that the more you ask, the more confident you will become. And remember that the only way you are likely to get anything you want in life is to ask for it.