Ask For The Sale, It’s Why You’re There


Andy Bagner
Implementation Manager
May 3, 2018
minutes to read

Get to the Point

  1. Change the Questions - Asking questions that request commitments from customers, and are not just gathering information. For example, don’t be afraid to say “Would you like to hire us for this service?” Instead of “What else do you need to know before making a decision?”
  2. Ask Sooner - Sometimes customers know 5 minutes into a discussion if they want to buy or not, so don’t wait until 20 minutes into a sales pitch before asking.
  3. Move To the Next - Once a decision is made, you can either start planning for the job, or move on to the next sale. Either way, time is working for you instead of against you.

You're there for a reason.

There are a lot of qualities that make a great salesperson. A competitive drive is essential, but so is a level of empathy to understand how a potential customer feels. Big companies spend tons of money on building sales strategies and training employees. Small companies may not have all the resources of corporate America, but there's one simple thing companies can teach employees that will increase sales.

You miss 100% of the shots you don't take

The Great One, Wayne Gretzky said it and it's just as true in sales as it is in hockey. There are lots of reasons that customers choose not to buy. Maybe they aren't ready to make a decision, aren't financially able to do it, or are using your business as leverage for another vendor they have already selected. These, and many other reasons may derail a sale, but perhaps the single biggest reason people don't buy is that they aren't asked to buy.

Many inexperienced salespeople are reluctant to ask a customer to buy. Instead, they talk about options and service and how great things will be once your company has done its work. None of that is asking for the sale. Even though a  salesperson thinks they have clearly asked the customer to buy, the customer may not feel that they're being asked to commit.

Here are some things salespeople say to customers that are NOT asking for the sale.

  • "What do you think?"
  • "Does this sound good to you?"
  • "Is this something you'd be interested in doing?"

If you want a customer to buy you must provide clarity that you are asking them to buy. Examples of asking for the sale are:

  • "Will you buy [product or service]?"
  • "When can we get started?"
  • "Can I have your business?"
  • "Have I earned your business?"

So why don't salespeople ask for the sale? It's simple: fear. No one likes the feeling of being rejected and as a result opportunities are lost because of the fear of rejection. By not asking for the sale, a salesperson is letting fear get in the way of closing. But delaying possible rejection isn't a solution.

Embrace "No"

It's important to let your sales team know that they shouldn't fear a "no" from customers. Instead they should embrace it. Why? Well, first off you're not selling until the customer says "no." Prior to that, you're just giving information. If your job is to sell, then sell. Getting to "no" fast means that you get to selling sooner.

When a "no" is clear and definitive you can turn your attention elsewhere. For a salesperson, time is the most valuable thing you have. The number of people who say "yes" is at the heart of your success. People aren't always honest about not wanting to buy because they are afraid of conflict and this can drag out the sales process for what will eventually be a "no." Getting to "no" quickly lets you move on to another opportunity where you can get a "yes."

4. Add-On or Upsell Count and Amount

Here, we’re looking at repairs sold beyond the original reason for the call. Every time you enter a customer’s home your techs have the chance to sell value added work, beyond the repair itself. If you’re training your techs to sell add-on products, don’t you want to know who's doing it well, and who may need a training refresher?

5. Agreement Opportunities/Sales

Maintenance agreements are the key to a consistent client base and essential for keeping your team busy during the shoulder seasons. Every time your technician is in the home of a non-member there is an opportunity to sell. Are they delivering? You need to know.

6. Future Opportunities

Are your technicians talking to customers with forced air heat about the improved comfort that comes with a humidifier? How about the benefits of water softeners or whole-house surge protection? If the customer is interested, but not now, you need to be able to follow up on those opportunities.

How much money do you think gets left on the table just by failing to make a follow-up call to reintroduce an offered product or service? Tracking these opportunities can be the secret to putting more of that money in your pocket. These opportunities are the gold dust that’s hiding in your business. With a little work, there’s a lot of money just waiting to be panned for and earned.

7. Replacement Opportunities/Sales

Repairing a capacitor on a 17-year-old condenser, or the pilot on a 12-year old hot water tank? These are opportunities for replacement, and your techs should be offering that as an option along with the repair itself. You can determine what you consider a replacement opportunity in your business. But regardless of the conditions you establish, you want to know which of your techs is making the most of them. 

And if they didn’t sell? See the previous item. You should be setting this as an opportunity for a follow up.

Have any recommendations for additional information you’ve found to be essential? How do you make sure your team shares these details after each visit? We’d love to know — drop us a line here.

Pass Along these Points

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