Asking and Getting

A good way to cover all the key variables tis to answer the "four Ws"

If you've done your job well up to this point, the customer will know that you have something valuable to offer and will want to buy from you; moreover they'll want you to ask for their business. If you don't, you're expecting the customer to do your job . It seems obvious, but if you don't ask for the business, you're much less likely to get it.

Once there has been a commitment to buy, close the sale by beginning to pin down the specifics. A good way to cover all the key variables is to answer the "four Ws" -- who will do what by when with help from whom? When you have the answers to these questions, you are ready to execute.

If you don't close the deal -- and, of course , you won't always -- it is vital to keep the momentum of the selling process going. Set objectives for resolving issues and be clear about what has to be done before the next meeting. Experienced salespeople will tell you that the only time you fail in a sales call is when you don't get a next step.

ACTION POINT: Always thank the customer for their business. It is the classy thing to do.