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“Ask, and you shall receive,” a biblical principle that offers some of the best sales advice for both beginning salespeople and seasoned sales professionals. The best sales presentation imaginable will generally not produce the desired results unless the salesperson solicits the business.

Is this tip just for people who make a living offering products and services to others for a commission? Yes, of course, but it’s really for all of us. After all, everyone sells! Surprised? Everyone sells, although many people may not realize it at the time or consider themselves a seller. We sell ourselves and our ideas every day.

In the job interview setting, we are selling to the potential employer why we are the best person for the job. The guy who wants to date the girl she is in love with must convince her of the benefits of dating him. The man who proposes to her girlfriend is selling her on the lifetime benefits of being alone with him. We all sell, in one way or another, though possibly not in the traditional sense.

Selling, distilled to its most basic roots, is simply matching profits with needs and wants. The seller acts as the broker who simply brings the product or service to the table so that the buyer can see the personal benefits of ownership or use. In ideal circumstances, the seller’s purpose is simply to help the buyer buy what he needs or wants. It is a win-win scenario for both of you. There is no coercion.

What’s missing from many sales presentations, however, is the final close… asking for the order. I have witnessed countless sales presentations during my career where the salesperson has done a terrific job of presenting. She answered all objections. She did her research and used test clasps along the way. At the peak of the introduction, the crescendo…she says “have a nice day” or “I’ll see you next time” or “call me when you’re ready” or some other unconvincing comment and then turns to walk away. . She never asked for the order!

My sales motto has always been, “Ask, or the answer is always no,” and it really is. We should always take the next natural step in the progression of our wonderful sales presentation, after any objections have been answered, and that is to ask the customer to make a buying decision now. This is the reason why there are sales people. Otherwise, we would not be needed.

After all, an interested potential customer can go online these days and learn almost every imaginable fact about our products or services. You can also check out our competitors. The customer is better educated than ever. The salesperson must be at least as well educated as his customer about the features, advantages, and benefits of his own products and services, as well as those of his competitors. Given these facts, what then is the role of the seller? Sellers exist to close the sale. That’s all.

As sellers, if we don’t place the order, we will rarely receive the trade and related commissions we desire. So… “Ask, and it will be given to you.”

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