I am always fascinated by data collected from our clients indicating that approximately 65% of their salespeople fail to ask for commitment from the prospect. I’m even more curious about why this happens.

Most people, including non-sales people, have some concept of “selling.” Undoubtedly, each of us knows what works for us and especially what doesn’t work for us. It’s a fundamental truism that we feel more comfortable buying and selling to and from people most like ourselves. Sales emphasis has shifted throughout the past thirty years from salesperson-focused to customer-focused methodologies. However, in my opinion, asking for commitment should not be perceived as “pushy,” “old” selling methods. It is truly still customer focused.

Asking for commitment assures the customer that you are:

• Reflecting your confidence in your recommendation/solution
• Validating your own belief in your selling process
• Allowing the buyer to decide (their decision, not yours)
• Maintaining trust
• Strengthening dialogue
• Reducing buyer anxiety

You’ve done well to reach this point in the sale. Don’t sabotage your efforts, or your sales career, by not asking for commitment. It’s why you’re there!

Richard Dickerson

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