Alan Rigg

During a recent Open Q&A Call I was asked the following question:

As you know, we are doing an in-person presentation to four executives at (company name) next week. That "pitch" is a combination of "demo" (we are showing our creative work via video projection and PowerPoint slides, etc.) and a lot of talking for 60 minutes among several of us on our team. Our primary contact has warned us not to "sell" (meaning don't sell our company and our past glories, etc.).

How do we "close" the sale at the end of this 60 minute presentation when we are told to only discuss the merits of our creative concepts for this one event? I know I need to ask for the business at the end of the pitch - yet I need to do it without "selling." Personally, I think I MUST do some "selling" briefly at the end of this presentation. I must convince the clients that we are the very best choice for this event and tell them WHY that is so.

This question touched a hot button of mine. Why I don't feel this individual has any problem with selling or any insecurity about being perceived as a salesperson, there are quite a few salespeople who are not proud of the fact that they sell for a living. This flavored my response to his question, which was:

A salesperson's job is to sell. When a company inquires about the possibility of purchasing another company's products and services, they know the people they are going to talk to are responsible for selling those products and services. This is not hidden or any form of subterfuge. It's how business works - nothing happens until someone sells something!

Let's look at selling from the following three perspectives:

1. The Hunter/Hard Closer ("used car salesman"): No one enjoys dealing with this type of salesperson. They are pushy and don't give a hoot about the customer. They only care about accomplishing their own objectives. Are you one of these salespeople? I don't think so!

2. You have invested a lot of your company's valuable time and resources in preparing your proposal for this customer. It would be ridiculous for them to expect you to make that investment and then expect you to not ask for their business. If you're not going to ask for their business, why would you invest all that time and effort? Do they thing your company is some kind of charity?

3. Do you believe your company will do the best job of servicing the prospect's needs? Of course you do! Not making an effort to help them understand why they should choose you would be a disservice to them because they could end up choosing someone who won't do as good a job of servicing their needs.

I wasn't part of the conversation with the individual who "warned you not to sell." However, I am willing to bet a whole bunch of money that what he meant was, "Don't try to give us the hard sell." Nobody likes the hard sell when they are the buyer!

On the other hand, it is perfectly reasonable for you to explain to the prospect the reasons why your company is best suited to manage their project and to politely ask for their business. If you don't do this, who will do it on your company's behalf? No one!

Let's take this to the extreme - what will happen if someone becomes offended because you attempt to make a sale? What will the outcome be? The outcome will be that they won't buy from you.

What will the likely outcome be if you don't attempt to put your best foot forward when talking about your company and its capabilities and if you don't ask for the business? It will most likely be the same outcome - they won't buy from you.

So what have you got to lose by being a professional salesperson and asking for their business? Absolutely nothing!!!

©2009 Alan Rigg

About the Author

Sales performance expert Alan Rigg is the author of How to Beat the 80/20 Rule in Sales Team Performance, and the companion book, How to Beat the 80/20 Rule in Selling. His 80/20 Selling System™ helps business owners, executives and managers end the frustration of 80/20 sales team performance, where 20% of salespeople produce 80% of sales. For more information and more FREE sales and sales management tips, visit http://www.8020sales.com.

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