How and When You Should Ask for the Sale

Good Morning. Welcome to June. It's starting to feel like summer, but we're still 19 days away from the official first day on June 21st. Conveniently, today is also National Leave Work Early Day. The bad news is your quota doesn't celebrate this holiday unless you’re already ahead for the quarter. In that case, well done. I’m jealous. Now, let's get into today's Follow Up. (:

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Asking for what you want is uncomfortable. You don’t want someone to think you’re pushy or like you’re ‘salesy’.

But at some point in your sales career, you realize just how important it is.

Think about going on a great first date. The conversation flows, you're both laughing, and everything clicks. Then, at the end, you just shake hands in the parking lot, say thanks, and never ask to see them again.

That's basically what it looks like when a sales rep runs a great call and never asks for the sale.

And this concept applies way beyond sales. Interviews, partnerships, negotiations. The people who get what they want are the ones willing to ask for it directly.

So here’s my guide on how to correctly ask for the sale.

This probably goes without saying, but you shouldn't ask for the sale out of nowhere.

If you haven't earned the right to ask, you're going to get a no, and that’s what you deserve.

Before you ask, three things should be true:

First, you've done enough discovery to understand their actual problem, and you've clearly shown them how your solution connects to it.

Second, you've answered their questions and concerns. Make sure you’ve covered their concerns about how something works, what the implementation looks like, or whether it fits their situation.

Third, you have some signal that they're a qualified buyer. You don't need every box checked on BANT. But you should have enough to know this is a real opportunity.

When all three are true, the ask should feel like the obvious next step. If it feels forced or premature, one of those three is likely missing. Go back and figure out which one.

There's no magic phrase that’s going to change whether they say yes or no. But here are a few ways to deliver that I’ve seen work well:

The direct ask. Just say it. "Based on everything we've talked about, I think this is a strong fit. Are you ready to move forward?" Most prospects respect directness. They know you're a salesperson, so they expect you to ask.

The assumptive close. Skip past the yes or no and move to logistics. "Whose name goes on the contract?" or "When would you want to kick off implementation?" This works when the conversation has already been positive, and the prospect has been nodding along. You're treating the close like a formality because you know it’s a fit.

The timeline close. Tie the ask to their own deadline. "You mentioned wanting this live by Q3. To hit that timeline, we'd need to get the contract signed by the end of the month. Does that work on your end?"

I know… this isn’t rocket science. So choose the one that feels most natural to you and go for it.

Everything we just talked about above also applies to an interview for a sales job.

The interview is a live audition for whether you can actually sell. So the hiring manager is watching how you communicate and if you have the confidence to close. So do it!

Use trial closes throughout the interview. For example, after you walk through a relevant experience, check in with: "Is that the kind of approach you're looking for on this team?" or "Does that line up with what you'd want to see from someone in this role?"

Then, at the end of the interview, ask directly: "Based on everything we've talked about, do you see me as a good fit for this role?" Bar none, that’s the single best thing you can do to wrap up an interview. It's a bit uncomfortable and puts the hiring manager on the spot. Which is exactly why it works.

Show the hiring manager you can close.

Today’s newsletter was written by Nic Conley