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All Sales Articles > ASK for the Order!
ASK for the Order!
By Todd Cohen
Some years ago, I was asked to write a short paper and give a talk about my observations and ideas on what might be keeping salespeople from closing more business when they have all the tools to do the job. At the time I thought long and hard about it and came up with a few basic things. Hopefully you find this helpful in some small way.
For many of us, we are good at taking the client through a sales cycle and doing things in a linear way. In other words talking to the client, making an appointment seeing them, gathering information, doing a demo and trial, sending a proposal, and waiting and calling and calling again and then ….. You guessed it-nothing! You end up with a stale prospect in your pipeline and a sales manager who keeps asking you WHY this deal is not getting closed as it moves from month to month!
So, are all sales campaigns created equal? Nope! Many sales campaigns falter and fail and one main reason I have seen is that we are simply not ASKING for the order! Now, I don’t claim what I am saying here is a brilliant and earth shaking revelation about why salespeople struggle at times, just my own observations in real time. If you have done everything right in the course of a sales campaign, then you have EARNED the right to ASK for the order! Do it! (Apologies to Nike). The client is more often than not waiting to be closed, so ASK for the order! I have seen too many instances where the rep does not ASK for the order because of a lack of confidence in themselves or in how they have conducted the sales campaign or other fears, all of which are nothing to be ashamed of. Many times we fail to ASK for the order because we are afraid of hearing the “No” and losing a prospect.
Well, here is a basic fact: If you hear “No” that does not always mean “Never” or NO way or “I want to you to leave now” or “You are a bad person or a bad sales rep”, but more often it means you need to do some more investigation to understand the issues and objections. I have seen many “No’s” go to “Where do I sign” more times that I can count. If you hear “No”, then BE CONFIDENT! That’s when selling and the fun starts! If you know your product and you know your customer and you are using solid sales techniques, such as SPIN selling. (More about that later). You know when it is right to ASK for the order!
Now, I know full well that asking for the order can be hard and at times scary and I can tell you from personal experience it gets easier as you get older! One reason it can be hard to ASK for the order is a fear of rejection or not feeling confident. If you don’t ASK for the order you will not know what the client's objections are and you will never know quite where you stand. Once you know the objections, you know what you have to do to close the deal and move ahead. The “N” in SPIN is all about needs payoff questions. This allows you to ASK for the order in a way that it will close.
Here is something else. If you are conducting all of your sales campaigns in that linear way, then ask yourself if you need to do it that way each time. Is your prospect someone who already knows the products and therefore you could have ASKED for the order during an initial conversation? Or is that prospect someone who you have the confidence that you answered all there questions and did a good demo, probed for needs and then just did not ASK for the order?
Why stretch out a sales campaign for all eternity because we think we have to go through all of the steps, when you could have had the order if you just ASKED! I promise you if you make a commitment to ask for the order more often and earlier at times, you will be surprised and find yourself with more orders and shortened sales cycles-or at the very least you will know very well which clients are real and which are not. This result is a very accurate pipeline (and a happier rep and manager!) I do know, without hesitation, if you ASK for the order more often and consistently you will CLOSE more orders.
If you don’t treat ASKING for the order like it’s akin to buying a house, then the client will not either. Clients look at times for you for clues-give them BUYING clues. Casually ask them "can I place that order for you now” or if you want to be more subtle try "can we move ahead with the paperwork?" They will say YES in many cases. If not, don’t panic! You know where you stand and what you have to do. ASKING for the order, along with effective use of selling techniques is like taking a temperature to see where you are.
Finally, you have seen that I have referred to SPIN selling in this conversation. If you have never had SPIN selling, then find a class, ask your boss or get the book. Its on of the best parts of sales!
- S-Situation Questions
- P-Problem Questions
- I-Implication Questions
- N-Needs Payoff Questions
So, on your next call, ASK for the order-I dare you!
As always, let me know what you think....and Good Selling!
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Todd Cohen recently presented to a group of Omnicare Clinical Research leaders on the topic of building a sales culture. Todd's thorough preparation for the meeting and his presentation were spot on to what we needed to energize our leaders about 'selling' our services, no matter what their role.
Todd's desire to understand his audience, his knowledge of the subject matter and his enthusiasm really showed. Meeting participants left the meeting referencing many of his points, and we continue to refer back to his advice in subsequent meetings and interactions. He really made an impact. I would highly recommend Todd as a presenter on this topic.
Mary Vila VP-Human Resources, Omnicare CRO -
Todd Cohen's program is WAY more than sales training! Todd instills a mindset and skill set that are far more powerful, meaningful, and lasting. His expertise - building sales culture - is about showing sales leaders at companies of all sizes how to multiply their sales effectiveness by harnessing the power of the entire organization and ALL its stakeholders in the pursuit of closing sales. Bigger sales. Better sales. More sales. THAT is the result of implementing Todd's strategies.
David Newman Marketing Speaker and President, Do It! Marketing -
Todd is the ultimate catalyst to grow a positive, highly-motivated sales culture within any organization. He's the perfect coach to build or strengthen teams. As a marketing professional, working with Todd was insightful!
Sue Watts Product Marketing, Shunra Software LLC -
Outstanding...very powerful! You came across well spoken, experienced, confident and most of all I felt like I wanted to hear more. I had no idea you were such a great inspirational public speaker with such a powerful message to deliver.
Russell Heid Manager, Deloitte and Touche, LLP -
I just read your whitepaper and found it to be the ABC's of successful selling. It applies to any selling and is an excellent paper! I will recommend it to my sales team for reading.
Mike McCann #1 Prudential Realtor in the USA -
Todd is as passionate about helping others as he is about selling. I would certainly recommend him for assistance in motivating others to achieve a sales objective, whether selling the value of a non-profit, any product or a service.
Craig Stabler Soliant Consulting -
Todd...is passionate about helping organizations build a "sales culture" that understands customer needs and develops an out of the box approach to the sales process.
Dr. Jean Wilcox, PhD Professor of Marketing, Temple University -
Todd is the consummate professional - his presentations are effective, to the point and entertaining. His demeanor is one of confidence that reflects years of experience and successful outcomes. He's also a terrific guy to work with.
Jerry Wolfe Partner, Nenko Advisors International -
Todd has an unusual combination of sales talents - he can sell (intangibles to the C-level? no problem here!), build and manage a sales department and train for success. Impeccable execution and classy style!
Dr. Janice Presser CEO, The Gabriel Institute -
I have worked with Todd and SalesLeader in connection with helping me to expand my client base. Todd readily wraps his mind around concepts and then uses that understanding to help you achieve your goals in an ethical manner.
Todd Ewan, Esq. Partner, Fisher and Phillips -
In a relatively short time, Todd has provided substantial value as both a sales leader and a personal coach. As a sales leader, he has proven abilities to bring a sales orientation to a technology startup business. As a personal coach, Todd constantly pushes to ensure that this entrepreneur stays focused on the things that will bring the company growth and results.
Chuck Sacco CEO, PhindMe -
I have known Todd for a long time and witnessed the results of his hard work, knowledge, and enthusiasm as a sales person, sales manager, and entrepreneur. Todd is results driven and is able to leverage his experience, knowledge, and professionalism to create, mentor, and manage winning sales teams. What is impressive about Todd is his ability to communicate to individuals and groups. I highly recommend Todd to anyone interested in improving their sales organization.
Reynold Guida Director of Product Development, Thomson Scientific -
Your seminar was quite an eye opener for me...Speaking for the Finance folk majority, your tips are invaluable.
George Daulerio Senior Finance Professional -
Todd is a sales visionary, a champion with a drive to connect with his customer and drive the performance of his sales team.
Oliver Picher Executive Marketing Consultant -
Just read your paper, it was great! Keep the wonderful info coming....Your work has helped me tremendously already! .... I have you to thank for that...
Chad Holland Independent Insurance Agent, AFLAC -
... your enthusiasm and passion for sales, marketing and networking is contagious!.....
Michael Hughes Executive Level Banking Executive and Adjunct Professor -
Todd, thank you for creating a wonderful resource for information to support professional services sales.
Mary Newman Search Consultant -
Todd succeeded in bridging the gap between a Silicon Valley start-up and an old-line 'white-shoe' firm, having the patience to lead us through a long sales cycle, building first a foundation of trust, before diving into features. He was always a welcome sight in the office. We found him to be consistently creative, personable and with the highest integrity.
Marco Parillo Senior Manager, IBM -
Todd Cohen is an extremely focused, hard working and intelligent sales manager.... He is a tireless sales asset and takes great pride in building successful, revenue producing sales organizations.
Jim Riely Owner, Brownstone Group -
Todd this is a very helpful site that really illustrates your strengths in Solution Sales.... I hope the industry will take advantage of your insight.
Jonathan Grant LexisNexis