Mark Bernardprospect talking. Feature fishing is r eally what you are doing. You are
getting the prospect to talk about what he or she needs, rather than
what you think the person needs. Let the person tell you.
In those twenty-one minutes you should be asking specific questions
so you can find out if you can do business together—if you actually
have a client who needs your service. You’ve got to think about some
specific tools in your belt before you leave. Ask for the business and
al so the follow-up.WRIGHT^
You just mentioned asking for the sale. Will y ou share what is the
most practical way to ask f or the sale?
BERNARD
People make this so complicated. I don’t mean this in any way,
shape, or form to downplay my colleagues, but I’ve heard fifteen
di fferent ways to close. Excuse me, what do you mean by fifteen ways
to close? Well, maybe that means, if the right hand goes up and
scratches their head and then the left hand then scratches their nose, oh
that ’s a buying signal. No, I make it very practical and use five
beautiful words. You know what they are, s traight out, “May I have
your business?” I have gotten so much business from a sking for the
sale. It’s amazing!
I had a telephone conference discovery meeting with a company
th at was in another province. After I went through the Four S’s, she
decided that I was the right trainer for their company. She did share
with me that they had been looking at other ve ndor s. At the end of the
call I asked f or her business with the five magical words.
After I did the sales training I asked, “So can I ask you why you
ch ose me over other vendors?”
“Mark,” she replied, “you are the only one who asked f or the
business!”
Her answer told me th at p eople are not asking for the business. You
must ask for the business.