We’ve spent time this week talking about the importance of "asking for the sale" with your prospect.
In our new book, "Selling for Coaches", we spend a good deal of time talking about how to "close the deal" with your prospect, what you need to watch out for, and good techniques to use when you’re ready to have them commit to your program. Here’s an excerpt:
Strangely, the simplest rules in selling are sometimes the most difficult to adhere to. Such is the case with this one: “Ask for the sale”.
In the business world, it means “ask for the business.” “Ask for the order.” “Ask them to sign the contract.” In the coaching and recruiting world, it means “Ask your prospect to make a commitment.” “Ask your prospect to make their decision.” “Ask your prospect to give you a verbal commitment.” “Ask your prospect to sign the Letter of Intent.”
It’s as simple as that, right coach? But, as you may know, it’s not always that simple. In fact, it’s hard much of the time. Whether you’re a coach or a sales professional, it’s hard to verbally ask for the sale. Why?
You don’t want to “offend” your prospect by “being pushy.”
You have the “feeling” they are going to sign with you at some point in the future, so you don’t need to ask them.
It’s not the right time to ask for their commitment to your program.
You’re scared of what their answer might be.
Any of those excuses sound familiar? If so, don’t worry…you’re not alone, coach. Many of your fellow coaches that I’ve spoken with and trained have the same hesitations about “asking for the sale.” It’s also a problem for many sales professionals.
If you don’t ask for the sale, you won’t get your prospect. If you don’t get the prospects you really need to make your program successful, you’ll be out of a job. It’s that simple. Athletes want to be wanted. They want to be pursued. You aren’t bothering them by telling them how much your program needs them and asking them to give their commitment to your program; in fact, you’re giving them what they want. You’re giving them the attention they expect and desire, and the coach that demonstrates that the best will usually come away with the athlete.
One well known assistant college coach was recently reported to have written 30 hand-written letters in one day to one of his prized recruits. He signed that recruit, not surprisingly. Do you think that at least one of those letters asked for the sale? Of course. Do you have that kind of creative passion and drive to go after your prospects, and win them over so that they commit to your program?