How To Ask For The Sale

Think about the millions of relationships you’ve had throughout your life. Whether you’ve asked someone out on a date, made plans to golf with a friend, or invited a neighbor into your place, eventually it’s fine to make a move. You’ll notice a similar rhythm in your business relationships. Prospects have subtle ways of letting you know that it’s okay to kick it up a notch. You just have to know what to look for. Marcus Lemonis calls this having “Skin in the game.” Someone’s engaging to the point where they’re investing in you. So, if you’re wondering when it’s time to ask for the sale, read on to learn how to spot all the signals that indicate your customers are welcoming your message with open arms.

Pay close attention to your clients’ body language. Are they leaning forward? Do they look relaxed? Are they looking you in the eye? Do they appear focused? These are all great signs that they’re metaphorically “leaning in.” You’re advancing the ball and they’re on board. Think of these signals as affirming. But also weigh in signs of resistance. Do they appear closed off? Do they lack enthusiasm? Are you extending opportunities for them to engage and they’re declining? Take everything into account and ask yourself where you net out. Does this conversation feel like the wind is at your back? Or does it feel like it’s blowing strongly in your face? Because if it’s the former, it might be time to ask for the sale.

It was the ability to read the room and adjust on the fly that allowed Pepsi to jump from the #7 ranked supplier all the way to #1. This was according to a retailer’s survey by Kantar’s, a prominent market research firm.

But Marcus didn’t disengage. Instead, he dove further in and started to take notes. One of the founders took note of Marcus’ engagement and knew this was a sign that Marcus was trying to make the numbers work. The interest seemed legit. So later, when the owner had a heart-to-heart with Marcus, he felt like it was time to close the deal. Marcus went from taking notes to ultimately giving them an offer. While this partnership didn’t evolve into a long-term arrangement, the owner had read the signals right and took the chance to ask for the sale.

Generally speaking, you’re only doing the deep dive on things that grab your interest. So, when your prospect is asking a lot of questions, that’s a pretty reliable sign that they’re engaging. Just make sure your sales team has the answers. One way to do that is through knowledge sharing. That’s how WePay, a leading online payments company, grew their business. Each week they held a company meeting where sales reps had a chance to share that week’s roadblocks.

Sales can be a high-touch game. In fact, RAIN Group, a sales training firm, explains that it takes an average of eight touches to make a sale. So, if you feel like conversations are dragging out, cheer up. Because you’re probably on the right track. People need a minute to build their comfort level, not just with you, but with what you’re selling. Embrace the slow road. Make the best of these touches by asking some questions of your own. That will help you keep your fingers on the pulse of the conversations, better understand their business problems, and address objections before they’re even made.

So, don’t be afraid to tell someone that you need to look into it further, or even that your product can’t do something. Even though it might be a dealbreaker on this particular sale, you might’ve earned enough trust to do a ton of business with them next time.

They might need to sleep on it, discuss it with their team, or ask for a second layer of approval before breaking out the checkbook. Even if you don’t get the “yes” in the moment, you might wake up with one in your inbox.

Once you spot a few of the signs we’ve been over, invite your audience to take your product for a spin. Marcus helped the owners of a family-run chocolate business in Pennsylvania employ this strategy when he got them a meeting with a leading cruise line. The chocolatiers did a great job pitching and connecting, pointing out all of the features and benefits of their products. The execs showed clear interest, so one of the owners offered some free samples. She paid close attention as the executives tried the chocolate and loved it. Then she felt comfortable enough to go for it, asking “how can we earn your business?” The question felt organic because she’d already read the affirming signals, and further, they loved the product. The cruise line execs had some feedback for her and wanted to start small, but she had clearly played her cards right and done enough to escalate the conversation.

When you’re thinking about your pitch, tap into two elements: your value-add and the cost of going in a different direction. Let’s say you sell electric cars and a potential customer is thinking about buying something gas-powered. It’s okay to remind them that gas-powered cars come with two significant costs: fuel and damaging the environment. You don’t want to be one of those salespeople who preys on fear, so be careful not to slip into that. But it’s perfectly okay to paint a complete and truthful picture of what happens if they pass on your opportunity.

If you’ve ever watched standup comedy, you’re probably familiar with the idea of a “closer.” That’s when the comic saves their best bit for last. You see a similar structure during fireworks displays, concerts — even think about the last line of a movie. People want to end on a high note and go out with a bang. So, think about the order in which you reveal your selling points. You might want to open with something strong, but safe, just to make sure you get people on board. From there, you might reveal your information according to increasing levels of significance. This builds a sense of momentum throughout the pitch. And finally, when you save the best for last, you create a sense of excitement that’s still lingering when it’s time for them to make a decision.

As a consumer, you’ve probably dealt with salespeople of all types. Be the salesperson you’d want to deal with yourself. Look for both verbal and non-verbal cues, but if it seems like a lot to remember, think about it like this: being a salesperson is a lot like being a house guest. Would you show up at a stranger’s house unannounced, in the middle of dinner, and ask to stay the weekend? Or would you build a relationship, read the room, and wait for an opening that felt mutual? People are okay with being sold, but they’ll let you know when. You just have to know what to look for.