Asking for the sale: the good, the bad, and the ugly

August 3, 2023
min read time
Iryna Koshelieva
Iryna Koshelieva
Senior Growth Marketer, Ring.io
Asking for the sale: the good, the bad, and the ugly

Making a sale is not merely about presenting a product or service; it’s about boldly asking for commitment. Asking this one question correctly can convert a potential customer into an actual customer. This is the ultimate goal of your hard work.

Yet, many salespeople, despite their skills and presentations, hesitate or overlook this crucial step, leaving potential sales in a gray zone. Asking for the sale can help sales professionals reach their full potential and achieve greater success.

Let’s face it, we’ve all been there. We’re mid-presentation, our prospect is nodding along, everything’s going swimmingly. You could even call it the “Titanic” of sales pitches — minus the iceberg part, of course. Suddenly, the final moment arrives, the pitch is winding down and we choke.

We don’t ‘pop the question.’ Yes, the crucial, ‘Are you ready to proceed with this?’ Somehow, it feels like asking someone out on a date, doesn’t it? Maybe that’s why 40% of salespeople find this to be the most challenging part of the sales process, as indicated by a survey from HubSpot.

Jokes aside, the truth is, no matter how nerve-wracking it might be, closing the deal by directly asking for a sale is the lifeblood of your career in sales. Just think, by not asking for the sale, you might be part of the 64% of sales reps who lose deals by not taking this final leap of faith.

In this article, we’ll share strategies, tips, and techniques on how to confidently and effectively ask for a sale. By the end, we’ll have you popping the sales question as smoothly as James Bond orders his martinis – shaken, not stirred.

The Importance of Directly Asking for a Sale

In the sales world, assertiveness is not just an admirable trait – it’s a requirement. Being assertive is about confidently expressing what you want, which, in this case, is closing a deal. It involves clear, honest communication, and demonstrates to the prospect your belief in the product or service.

Now, here’s the startling bit: A study by Marc Wayshak found that a staggering 58% of sales meetings do not end with the salesperson asking for the sale. Salespeople need to be assertive and ask directly for the sale in order to avoid missing out on potential business opportunities.

Psychology Behind Making a Sale

Understanding psychological principles can greatly improve your success rate in sales through effective persuasion techniques. At the heart of persuasion are three key principles: Reciprocity, scarcity, and social proof.

Reciprocity dictates that people tend to return favors. When you provide value first, say, a free sample or valuable insight; customers feel obligated to reciprocate – often through a purchase. A study by the Journal of Marketing found that customers who received a free sample boosted sales by up to 2,000%.

Next is scarcity. People assign more value to opportunities when they’re limited. The principle of scarcity can boost sales through limited-time offers or exclusive products. According to data from Experian, emails with “limited time offers” in the subject line had a 17% higher click rate than those without.

Finally, social proof, the idea that people follow the actions of the majority. Seeing others enjoying a product or service can persuade a prospect. An impressive 83% of consumers trust user reviews over advertising, according to BrightLocal’s survey, emphasizing the power of social proof in persuading customers.

By leveraging these psychological principles of persuasion, salespeople can create more compelling pitches, foster better relationships, and ultimately secure more sales.

Know Your Product Inside and Out

Product knowledge is the lifeblood of successful selling. It empowers salespeople with confidence, establishes credibility, and convinces prospects of the product’s value.

For instance, an enlightening survey from Rain Group revealed that “Educating with new ideas or perspectives” was the top factor that separated sales winners from second-place finishers. When salespeople know their product well, they can explain how it meets the customer’s needs and convince them to buy it.

For example, a case study by American Express demonstrated that their top sales teams had a 10% better understanding of product applications than lower-performing teams. This underlines the direct correlation between product knowledge and sales success.

Understanding Your Prospect

Understanding a prospect’s pain points and presenting your product as a solution is a key aspect of successful selling. By understanding and caring about the challenges your prospect faces, you show empathy and support for their success. This is where empathy plays a pivotal role. Empathy allows you to connect with your prospect on a human level, building trust and rapport.

A study conducted by the Journal of Personality and Social Psychology revealed that empathetic conversations lead to better outcomes and customer satisfaction. It’s about stepping into your customer’s shoes, understanding their needs, and positioning your product as the perfect fit.

Moreover, understanding client needs and aligning your product as a solution can significantly improve closing rates. According to research by Salesforce, salespeople who excel at uncovering and addressing their prospect’s needs were 32% more likely to close the deal.

Empathy and understanding are crucial in sales. It’s not only about strategy, but also about forming connections with potential customers. Understanding their issues and demonstrating how your product can turn those issues into opportunities is also crucial.

Timing is Everything: When to Ask for the Sale

Choosing the right moment to ask for the sale can be just as crucial as the pitch itself. Generally, this comes after you’ve identified the prospect’s needs, demonstrated your product’s value, and addressed any objections. However, the ideal time may vary based on the sales cycle, the nature of the product, and the rapport you’ve built.

According to a study by LeadResponseManagement.org, the optimal time to qualify leads is within 5 minutes of initial contact, highlighting the importance of timing in the early stages of the sales process.

Yet, patience is key too. Another study from Marketing Donut showed that 80% of sales require 5 follow-up calls after a meeting, underscoring that persistence often pays off in the end.

How to Ask for the Sale: Techniques and Strategies

Different situations call for different techniques when it’s time to ask for a sale. Three popular ones are the direct close, the assumptive close, and the option close.

  1. Direct Close: This is the most straightforward approach where you directly ask the prospect to buy. Example: “Would you like to proceed with the purchase?” This approach is effective when the rapport is strong and the prospect has shown positive buying signals throughout the conversation.
  2. Assumptive Close: Here, you operate under the assumption that the sale has been made. You transition into discussing the next steps, like “So, for your delivery address…” This technique is useful when a prospect behaves as though they are ready to buy.
  3. Option Close: Instead of asking for a yes or no, you offer options. For instance, “Would you prefer the standard or premium package?” This works well when a prospect has expressed interest but hasn’t decided on the specifics.

Remember, each technique’s effectiveness depends on your timing, the client’s readiness, and the rapport you’ve established.

Overcoming Objections and Resistance

Facing objections is part and parcel of the sales process. Some common objections include “The price is too high,” “I need to think about it,” or “I’m happy with my current supplier.”

To overcome these objections, it’s important first to acknowledge the concern, then counteract it with a compelling response. For instance, if a prospect finds the price high, emphasize the value and long-term savings your product offers.

A study by Gong.io found that successful salespeople handle an average of 4 objections during successful calls, compared to just 2 for unsuccessful ones. So, handling objections well doesn’t just clear the path to a sale; it can practically double your chances of success.

Follow-up: The Key to Long-term Success

Following up is an essential step in the sales process. It helps maintain relationships, ensure customer satisfaction, and can potentially lead to repeat business or referrals. Many sales reps, however, underestimate its importance.

According to the National Sales Executive Association, 80% of sales require five follow-ups after the initial contact, yet a surprising 48% of salespeople never make a single follow-up attempt.

And for repeat business? Bain & Company states that a 5% increase in customer retention can increase profits by 25-95%. So, not only do follow-ups improve the likelihood of a sale, they also contribute significantly to customer retention and profitability.


In conclusion, as we’ve navigated the nuanced landscape of sales training, we’ve discovered that the art of asking for a sale is about mastering a delicate balance – achieving a sale without being pushy. By dedicating time and energy to understanding our prospect’s pain points, we can craft a compelling narrative about how our product or service is uniquely positioned to solve the problem.

Whether you’re dealing with a decision-maker in a B2B setting or a potential customer in a retail environment, the tactics remain the same. Develop your product knowledge, build a strong rapport, employ psychology, handle objections, and most importantly, have the courage to ask the close question. “Would you like to go ahead with our solution?”

Remember, timing is a vital element in all this. Knowing when to make the big ask is a skill that refines with experience. Do not let initial objections or rejections discourage you; persistence pays off.

Remember the important effect of follow-ups, once you have finished and said everything. They can be the key to not only closing the sale but also creating lasting relationships and securing repeat business. With these strategies in your arsenal, you’re well on your way to becoming a sales maestro.


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