How to make asking for the sale less difficult

By Don F Perkins

For people just starting out in sales, and even some seasoned sales veterans, asking for the sale can be the most difficult part of the sales process. Why? It’s simple: many of us fear rejection during the buying cycle, but we shouldn’t. Here’s why:

Asking for the sale

Asking for the sale can be scary


The truth is that when asking for the sale, we should not only expect objections, we should welcome them as an integral part of the sales process!

Don’t get me wrong, objections are not my favorite either. I’d rather just have everything go smooth like butter too, but objections are not evil.

Objections can be a positive thing because as a seller they give you the chance to surface things that could cause buyer remorse later on. How much better to find out now, rather than after they buy! After all, as sellers we’re not just trying to get people to buy. We’re seeking a win-win situation together and objections are simply another part of getting everything on the table, and ultimately getting to that mutual goal faster.

Asking for the sale is a positive thing because it gives buyers and sellers the chance to surface things that could cause buyer remorse later on.

So if you’ve got a great product and you’ve done your job right up until this moment:

  • You have prepared well by discovering and fully understanding their needs.
  • You built strong value and made compelling and highly relevant recommendations.
  • You have prepared to handle common objections they might have.
  • You have built in some “trial closes” where you asked for some agreement already.
  • You can enjoy the conversation. You’ve earned this. Relax and have fun with it!

Go ahead and boldly ask for the sale! If your customer objects then it’s an opportunity for you to ask them:

  • Where are your hesitations?
  • Is there anything I didn’t cover with you?
  • What is it that you are not satisfied with?

You see what I mean? Asking for the sale and facing potential objections is an opportunity for you to further understand your customer’s needs, to increase their sense of the value in what you do, to talk about other potential benefits they may have missed, the lost opportunity costs, etc. When you’re prepared for it, asking for the sale is not a moment to be feared, it’s an opportunity to create more value for your customer… and when they are ready, they will say yes!

Anticipating objections and confidently asking for the sale demonstrates that you care about the buyer’s goals and that you are seeking that win-win situation we’re all after as buyers or sellers.


Here are some other great ideas from top sales experts about how to make asking for the sale less difficult.

The Fear Factor of Selling – Kelley Robertson

Tim Knox talks about asking for the sale

Why don’t sales people ask for the sale? Focus Expert Network


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  1. #1 by Marc Zazeela on April 13, 2012 - 11:44 am

    Sometimes the prospect will make the first move. Often times, they are waiting for you. So, if you don’t ask you don’t get.

    We cannot let the fear of rejection become handcuffs. Rejection is part of the process and is not personal. Get a few “no’s” under your belt and it becomes less of a big deal each time.

    • #2 by Don F Perkins on April 13, 2012 - 12:08 pm

      All great points Marc. Thanks for sharing. The onus is on us to move things forward. Sounds like attitude plays a big role, would’nt you agree?

  2. #3 by Jacquelin on April 13, 2012 - 4:42 pm

    It’s true that objections are just a natural part of the sales process. Success depends on how you want to see those objections. Don’t take them personally. At least if you get an objection put to you then you have the opportunity to deal with it. That’s better than not getting any response at all.

    • #4 by Don F Perkins on April 13, 2012 - 4:58 pm

      I like that. It’s not a question of of whether or not objections come. They are inevitable. The question is whether we will choose to use them to our advantage or allow them to drag us down and make us less successful. May I quote you online? What is your Twitter handle?

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