Editor’s note: Paul Kirch is CEO of ActusMR Inc., a Lewisville, Texas, business and sales consulting agency. Kirch can be reached at 214-295-6111 or at pkirch@actusmr.com.
I laugh every time someone in a sales role states that they don’t want to be seen as “salesy.” I find it funny because there is such a stigma associated with sales professionals and we often let it weigh heavily on our shoulders. In reality, most people spend so much time trying to avoid the label that they do themselves a disservice. I agree that it’s important to avoid being seen as pushy or aggressive – and some of the old “always be closing” tactics really can lead to customer alienation – but when you focus so much on not being perceived as a salesperson, you forget to accomplish your primary job: selling. Though this seems like an ironic statement, so many people who carry a business development, account manager or sales title are limiting their potential by taking too soft of an approach with their clients. Before you jump up from your chair telling me I’m crazy, let me explain why.
Ask for the business
When it comes down to it, if sales professionals aren’t selling, they’re not doing their job. Call their efforts consultative or whatever else you want but if they aren’t generating revenue for the business, there is a problem. That problem may not be with the employee but it is still something you need to look into and asking them to be more consultative isn’t going to fix it. Teaching them how to ask for the business, however, may be just what it takes. Let’s not confuse asking for business with the aggressive “always be closing” mind-set that I mentioned earlier. If your sales team is doing their job and offering value to the customer, there’s no shame in asking for the client’s commitment to give you a project or even a contract.
I learned early on in life if I don’t ask, I don’t get. That valuable lesson helped me transform the way I do business. It’s also benefited me personally, like when it comes to shopping, dining and more. So many people in sales wait for their clients to send them business. That doesn’t mean they aren’t reaching out to them to send them updates on products/services or other information. They may even ask for an update on a proposal but often they stop short of asking for the business or asking for a commitment. After all, this would be “salesy,” right? No, it’s not. It’s what’s required to win. If you want to increase your bid-to-win ratio, start asking for the business. Asking for business can show you care and can help you stand out. It can also help you understand where you stand with your customers. If you’ve taken time to get to know them and their businesses and you’ve provided value to their companies, asking them to award you work is not wrong. Avoiding asking for it isn’t only wrong, it’s a huge mistake.
Seems like a gamble
So why is it a mistake? If you wait for a client to pick your bid out of all they’ve received, you’re relying on them to have you top-of-mind. Granted, we all like to believe we’re memorable and that we have a great relationship with our clients. In many cases both are true. However, relying on them to think of you when they have other reps that are memorable and also have great relationships seems like a gamble. Also, if you’re not following up or getting a commitment, the likelihood that they’ll award the job on price is much higher. If they’re awarding on price, your chances are only as good as the quote you gave. Asking for the business gives you an edge.
As an example, a few years ago I worked with a woman who had been providing bids to a person she had never received work from. She bid on several projects and never seemed to be progressing. One day, she called him and found out he was awarding her a project. She had another bid out with him that she also inquired about. He said that he was doing that project as well but was awarding it to another firm. That job was worth about five times as much as the one she had won. After hearing this, she asked if he had already alerted the other firm. When he admitted he had not, she then said, “I want the larger one. I’ve worked hard to earn your trust and I feel you should give me that one.”
It may seem like a bold move but it worked. Had she not asked, she would have had a $7,000 project. Instead, she walked away with a $35,000 project, which also had much better profit margins. Ask and ye shall receive.
Various ways to ask
There are various ways to ask for a commitment. Depending on your relationship, it may be as easy as saying, “I really want this project. Can you award it to me if I can meet your requirements?” This approach may be the best way to show that you really want your clients’ business. Everyone wants to feel valued so by showing how committed you are to them, it makes them more committed to you.
If this seems simple or obvious, let me state that a large percentage of people in sales roles believe their job is to gather bids and wait for the client to award them. Do you feel like your sales team waits for the phone to ring? It’s probably because many of them do. This isn’t to criticize anyone’s efforts. This is the environment we’ve created when we get hypersensitive to being “salesy.” In fact, I hear “I don’t want to annoy my clients” more than any other phrase. I guarantee if you take the time to follow up in a way that provides value, while asking for the sale, you can increase your win ratio dramatically.
Serving before selling
There is definitely a line you can cross when it comes to asking for business. However, it’s often dictated by a very selfish style or even an overly-aggressive approach. If your approach is selling before serving, you’ll always struggle to win loyalty. However, if your approach is to serve and hope that sales come to you, you’ll never achieve the kind of results you could if you simply ask for the business. There are plenty of people out there who wait for the business. Those people may not be seen as salesy, but then again, they’re not really doing the job of selling.