2 weeks ago
July 8, 2021

Enough Is Enough: Why You Should Stop Asking for the Sale

Asking for the sale has long been part of most company’s sales process strategy. You have probably been reminded time and time again by your sales superiors to ask for…

Claire McConnachie

Asking for the sale has long been part of most company’s sales process strategy. You have probably been reminded time and time again by your sales superiors to ask for the sale during each interaction with your customers. After all, if you don’t ask for the sale, you will miss out on it, right?

Things have changed. The sales strategies that worked in the past are less relevant today. People are more educated and have smartened up to these dated tactics. So, stop asking for the sale.


Here we will tell you why you should stop asking for the sale and what you should do instead:

Why Should You Stop Asking for the Sale?

The sale should be a natural conclusion to your interactions with a customer. If you do your job right, it should not be something you have to ask for. First, asking for the sale is inherently salesy. It could actually turn off a customer rather than getting them to give you their business.

Sales today is about a lot more than selling. It’s about building a relationship with your customers and helping them find solutions to improve their business.

Hans J. Van Order II summarizes the modern approach to sales:

“Modern selling is a process of educating, helping, advising, and guiding. Today’s true sales professional is a consultant and advisor. In this role, you do not ask your client what they want to do, or if they want to do it. You direct them forward to the product or solution that will satisfy their needs and desires. In short, you don’t ask for the sale, you recommend it.”

Recommend the Sale Instead

Providing a recommendation is a more effective approach than asking a question. If you ask for the sale, you give your customer the chance to say no. Rather, suggesting options that are ideal for the customer is a better approach.

Van Order II provides a good example of how this could work:

“Stop asking for the sale and start recommending it instead. ‘Since you’ve been struggling to make all of your monthly payments, I recommend we include all of your credit and installment debt in your refinance. This will reduce your monthly payments significantly, reduce your stress, and allow you to get back on your feet financially.’”

If a customer questions your suggestions, provide some possible repercussions. If you truly understand your customer’s situation, you are more than likely to recommend a solution they will want to pursue.

Get More Sales Strategies on Our Blog

How Do I Get My Confidence Back in Sales? 5 Lessons From Successful Salespeople

5 Ways Successful Salespeople Deal With Objections

4 Sales Questions to Identify a Change in Customer Needs

7 Creative Ways to Close More Deals During the COVID Era

Claire McConnachie

Claire has 4+ years of experience in sales and recruitment. As a Director of Client Services, her main objective is to connect great people to great companies by building strong relationships with both top clients and candidates in the sales industry. She specializes in sales roles of all seniority levels for both enterprise and start-up clients North American wide. When Claire isn't networking with top talent, she enjoys being outdoors, traveling and spending time with friends & family.