Skip to content

Asking for the Business

< 1 min read

One of the hardest parts of the sales process comes right at the very end: asking for the business. It’s awkward. It can feel unnatural. Many of us would prefer to just skirt around it.

But research suggests that simply being asked for the business is one of the top 10 reasons prospects become buyers. Amazing, isn’t it? With that in mind, let’s look at how to make the process more comfortable:

Go for the “assumptive close.” We believe that if the client doesn’t have any reason not to buy, it’s safe to assume they’re ready to buy. We call this the Assumptive Close. Try saying something like:

You: “Is there anything else we need to discuss?”

Client: “No, you have answered my questions.”

You: “So, does everything seem right as far as you are concerned?”

Client: “Yes.”

You (asking for the business): “Great. Then let’s start filling out the paper work.”


“That’s terrific. What is the next step to making this happen?”


“I am delighted. Let’s finalize the deal.”

Think of a “no” as an extension of the objection resolution process. If you ask for the business and the client isn’t ready to move forward, don’t think of it as rejection–you just have more work to do. Ask more questions. Seek elaboration. At the very least you have more information than you had before and can continue working towards a close.

Bottom line: Ask for the business. Your clients want you to do this. You need to do it. And it’s not as painful as you might think.


Virtual Presence Guide: How to Help Virtual Teams Create Authentic Connections

Download this guide to discover tips and best practices to help your teams be productive and engaged when working virtually.

View Resource