"Our salespeople aren't asking for the business!"

Some may find the concept of salespeople not asking for the business strange and ridiculous given 'the close' has traditionally been a salesperson's end-game. 

This is analogous to a football player running down the sideline, struggling to avoid the clutches of would-be tacklers - to just sit down on their bum and scratch their head an inch before the goal line. It's just doesn't make sense, yet in sales, this type of conducts is surprisingly common.

Why do businesses spend enormous amounts of time, money, and resources investing in salespeople and developing, hopefully, effective sales initiatives to then have their salespeople balk, and even completely avoid the final step? Well, it comes down to two key areas: A lack of Confidence and Commitment in what are how they are selling.

Not asking for the business is a symptom of a lack of confidence and this is always a symptom of a lack of commitment. To avoid rejection and disappointment of hearing yet another, "no" or, "we'll think about it" the salesperson simply chooses not to ask for the business. Doing so, they protect their fragile ego from the pain of being rejected, yet again.

One of the most effective ways to harness your fear of rejection is to be fully committed to what you are doing: like jumping into the deep-end of a freezing cold swimming pool! You can stand on the edge frozen in anticipation of your reaction to the chilly waters. Alternatively, you can slowly lower yourself into the water bit-by-excruciating-bit screaming aloud as you go. Both these methods do little but enhance the pain and suffering. 

The best way, if you're Bold enough, is to enthusiastically jump into the air - clutch both your knees and bomb dive into the freezing water, with an almighty Splash!!! We all know that after a few seconds our body adjusts to the new temperature and we are then responsible for egging everyone else into the water join us - as the cold water isn't all that bad!

When you are selling, you must see your customer's potential rejection as the chilly pools response. By jumping in and asking for the business, your pain, if any, will only be momentary. But by not taking-on the (potential) chilly response, you're limiting, if not totally removing your capacity to create your desired outcome: to make the sale! To avoid potential short term pain and by not asking for the business, you will never get into the pool let alone develop your closing ability.

When you are committed to your cause, strange things happen: you become more confident. In sales commitment means: knowing your stuff; being passionate about what you do; never ending improvement, taking on constructive criticism; and using each opportunity to grow into your full potential. Commitment also requires a process and a way of doing things you can develop until you get exceptional at it.

Sales Tip: If your salespeople aren't asking for the business, Commitment and Confidence are the two areas you need to address with them as quick as you can. They may require more support, training and development or coaching? Perhaps they are just not right for the role and your recruitment process needs to be refined? In any case, if your salespeople are not fully committed they will never develop into their full potential. And if they are not confident they won't ask for the sale - making their contribution to your business redundant, if not counterintuitive.