Sometimes the easiest way to get a customer’s business is to ask for it. In fact, an argument can easily be made that the only way to get a sale is to ask for the sale. Unfortunately, far too many of today’s salespeople are taught not to ask for a sale.
Instead, they’re told to subtly take control of the buying process, but at the same time, leave the final decision in the hands of the customer. This is not a winning strategy.
Don’t get me wrong. Every customer wants to maintain control over the buying process. Losing control is a common customer fear and concern. In the end, every customer wants to feel like the decision to buy is theirs and theirs alone. However, there are times when it just makes sense to ask for the order.
Now, this doesn’t mean you jump right out and demand the order. Instead, it means you define your case and then make the customer understand that your company wants a shot, you want a chance to prove yourself and you deserve that chance. Granted, I know a bunch of people who adhere to the mindset that a salesperson should never appear needy or desperate – and this is not the intention.
Instead, what I want you to understand is that asking for the customer’s business isn’t needy, it isn’t desperate and it isn’t a sign of weakness. Asking for the customer’s business is good business.
I recently came across a situation with a new customer of mine. I had been pushing for months to have a chance with this particular customer until finally, my employer decided to give me the account. I called the customer up and explained our situation. I closed the sale on one call. How? I asked for their business. I told this individual we wanted a chance to prove ourselves.
I explained that we didn’t need a huge order or anything out of the ordinary. I simply stated that a small order would allow us to set the table for the future. I literally told the customer, “we want your business. Can you place a small order of 50 kilograms just to get started?”
The customer said yes. And, from that yes came all kinds of pricing information about our competition. By the end of the call, I had our competitor’s exact pricing and the customer’s costs to purchase. That’s a critical point to note.
There is a price to purchase and then there’s a cost to purchase. The price is the price for the part. The cost to purchase includes freight, duties, taxes, additional charges and terms. Ultimately, our sticker price was higher, but our overall cost to purchase for the customer was lower.
Don’t be afraid to ask your customer for their business. Move forward by asking for a chance to prove yourself. Your customer wants to know that you want their business, and yes, there will always be those customers who don’t care and simply want to play games. However, does that mean you never ask a customer for their business simply because you’re afraid to look desperate?