Thoughtful Thursdays - You didn't ask for the order

This series of posts is all about closing a sale faster. Not being mindful of the topics on the list absolutely does not mean you will not make the sale - It might just take longer.

Things That Can Lengthen Your Sales Cycle - Not Closing

While thinking about the content for this post I recalled a true story told to me by my first manager and sales mentor, some thirty plus years ago. The lesson is still relevant today.

It doesn't matter what products we were selling or to who, what is important will become evident.

Over a period of several months and after many regular meetings, my manager, I'll call him Bill, identified a potential business opportunity. The size of the opportunity was confirmed, samples were provided and the product was approved for use. Bill was aware that a competitive situation existed, and through his ongoing meetings was able to determine that he was also competitively priced. His prospect was happy with the work that Bill had done and everything pointed to the business coming to him. The business relationship was developing well.

The order did not come in as expected however and Bill was very disappointed. As a professional sales person he knew that it was equally as important to find out why he did not get the business. After all, his managers would also want to know.

At the next meeting Bill expressed his disappointment and asked for future reference if he might now why the order was not place with his company. Many potential reasons were running through his head, but he was not expecting the answer he was given:

"... you didn't ask for the order."

He had done everything correctly except what might seem to be the obvious - ask for the order. Needless to say, it did not happen again. As a matter of fact he received the next order.

It was a tough lesson and I am thankful that he related the story to me.

Next week it's about listening.

Good selling,
Richard