Marketing: A different perspective on asking for the order
By John Foust
Raleigh, NC
Chase was talking to me about selling. “Ever since I started my sales career, I’ve heard that it’s important to ask for the order. Most of the sales books I’ve read – and most of the sales seminars I’ve attended – preach that successful sales people always ask their prospects to buy. In fact, I wouldn’t be surprised if ‘ask for the order’ is the most frequently quoted sales principle in the world.
“I used to buy into that philosophy hook, line and sinker. But through my years of selling advertising, I’ve come around to a different point of view. Without a doubt, questions are key elements in the sales process. It’s crucial to ask relevant questions during the exploratory part of a sales call. We have to ask questions – and listen intently to the responses – as we get to know our prospects and the problems they face in business. We have to stay in step with their thought process, and ask how they see our paper as a viable solution to their marketing needs. But when it comes to closing, I’ve learned that a directive can work better than a question.
Chase has a good point. When a salesperson has done a good job of identifying needs and solutions, answering objections, and demonstrating the value of purchasing – why in the world should he or she ask for anything? Just come right out and tell them what to do (diplomatically, of course). For example:
Sales person: In our meeting today, we’ve seen that The Gazette reaches the audience you want to target, and that our creative team can put together a campaign that will communicate your message.
Prospect: Yes, I think The Gazette brings a lot to the table.
Sales person: When would you like to sign the contract to get things started?
Prospect: Just leave the information with me, and I’ll let you know.
What just happened? The sales person has asked for the order, but the prospect has backed away. Here’s how a different ending could have produced a more positive result:
Sales person: In our meeting today, we’ve seen that The Gazette reaches the audience you want to target, and that our creative team can put together a campaign that will communicate your message.
Prospect: Yes, I think The Gazette brings a lot to the table.
Sales person: That’s great news. Since this is a prime time for your business, I know you want to get results from your advertising as quickly as possible. Just put your autograph on this agreement, and we’ll get things started.
Prospect: Sounds good. Where do I sign?
See the difference? By asking permission in the first example, the sales person has given the prospect a reason to delay the decision. The second example provides a clear action step. It says “do this” instead of “will you do this?”
“The secret,” Chase concluded, “is to build a strong case for your product, get agreement – then just tell them what they need to do next.”
(c) Copyright 2009 by John Foust. All rights reserved.
E-mail John Foust for information about his training videos for ad departments: jfoust@mindspring.com