The ask.

When it comes down to it, this is what sales is about:

to get a deal done, there has to be an ask.

“Would you like to buy it?”

Ultimately that’s the ask.

Would they like to buy it but

We’re thinking about it wrong.

It’s often framed as,

We ask them, ‘Do you want to buy it?’

The actual ask of the sale,

but the reality is we have to frame it differently.

They should ask us,

“Can I buy it?”

Wait, what?

They ask us?

Yes, that’s next-level sales,

Let’s flip it around.

Ultimately, we’re solving their problem.

We’re there to help,

and if we correctly tell them how we can help,

At one point, they will say words like,

“How does this work?”

That’s them basically saying,

“How do I buy this.”

They won’t actually say,

“How do I buy it.”

They will ask questions that will make it obvious that they have realized they need it.

In essence, they’re asking you, not you asking them.

And if they ask you, then it’s so much easier to close

because asking people to give us money is hard.

It feels a little jarring to us, and we can get stuck here.

It’s a mindset thing.

The concept we’re aiming for is selling without selling,

the ask is hard because it’s associated with the idea that sales is pushy.

We’re asking them for something they don’t want to do,

but that’s not how it is if you’re selling something you’re proud of and something that works.

Your job is to get the client to a state where they realize they need it,

If you ask them about their current problems

and where they want to be in the future,

and you really listen to them,

they will start to realize that your product fills that gap

But It’s not always black and white.

There’s a gray area where you will have to push a little bit on the ask.

You have to get to that point because, at the end of the day, we want yes’s or no’s, not maybes.

The ask will tell us where we’re at,

and if you know where you’re at, it’s better for everybody.

If it’s a no, you can move on to the next one.

If it’s a yes, you can get the deal done.

Don’t be scared of the ask.

Indeed, get them to ask you,

and I can promise you it’s the

best. feeling. ever.

Get at it, Ned!

This week I’m giving you something different. I’ve talked a lot recently about the resilience of sales and how you have to give that little extra.

As you guys know, I love running, so I’m going to share a film that I think is one of the best films about resilience. You do not have to be a runner to like this movie. It’s about the ability to do as much as we can, and I think that’s essential in sales.

It’s one hour, it’s absolutely amazing, and it was made by a non-runner. I hope you enjoy it.