It’s the moment many salespeople fear most—and the one that separates conversations from conversions. But why is it so hard to just ask for the sale?
Let’s dive into this honest, practical conversation between sales experts Meridith Elliott Powell and Mark Hunter as they break down the mindset and strategies you need to confidently ask for the sale.
Why People Struggle to Ask for the Sale
Most of us assume people know we want their business. But as Meridith shares, “Assumptions can cost you.” Early in her career, a client who expressed love for her work ended up hiring someone else—because she never asked for the contract. Lesson learned: you care more about getting the sale than the buyer does about giving it to you.
Mark echoes that hesitation, adding that many sellers feel like they’re imposing. But if you’ve gone through the sales process properly—identifying needs and building trust—you’re not asking for something. You’re offering a solution they genuinely need.
Believe in the Outcome, Not Just the Product
“It’s not about the product you sell. It’s about the outcome you deliver.”
If you truly believe your solution helps someone solve a problem, you owe it to them to ask for the sale. Sales is not about pushing—it’s about serving. And no one ever got maimed or murdered for simply asking for the business.
The Fear of Rejection is Real—and Beatable
Fear of rejection holds many salespeople back. But, as Mark says, kids aren’t afraid to ask. Somewhere along the way, we learn to fear “no.”
So what’s the fix? Don’t take rejection personally. If someone says no, it’s not about you. It means they haven’t seen enough value—yet. Keep asking questions. Stay in the game. Keep showing how your solution helps them.
Build Confidence with This Simple Exercise
Still hesitant? Mark offers a brilliant confidence-building tip:
Write down 10 past customers on one side of a paper. On the other side, list the outcomes you helped them achieve. Keep that in front of you. That’s your proof. That’s your confidence.
You’ve helped people. You can help more. That’s worth asking for.
Set Up the Close Early in the Process
A big takeaway from this discussion is that the close should never be a surprise. It should feel like a natural conclusion.
How do you do that? Start by asking questions like:
- “How will this solution help you?”
- “How have you made decisions like this in the past?”
You’re listening for how they buy and what matters to them. This lets you align your solution to what they already value—and sets up a close that makes sense.
Micro Closes Matter
In complex sales, you’re not closing in one call. That’s okay. Start looking for mini-closes along the way:
- Agreeing to a second meeting? That’s a close.
- Bringing in decision-makers? Another close.
- Moving to proposal? Yep, that counts.
Each step forward is progress. Stop looking for the “big yes” and start collecting small ones that lead there.
It’s Never a Waste of Time
Frustrated by stalled deals or long sales cycles? You’re not alone. One caller felt he’d wasted time quoting clients stuck in two-month notice periods.
But as Meridith says: “You didn’t waste your time. You gathered a clue.” Now you know when to follow up. Sales is about playing the long game—and every call teaches you something.
If You’re Still Struggling to Ask, Try This
For those who feel truly stuck asking for the sale—Meridith offers this simple, real-world tactic: Ask your trusted contacts how they would like to be asked.
Say: “I’m working on getting better at closing. Can I ask your opinion? What would feel natural or valuable for you if you were in the buyer’s seat?”
That insight alone can give you language and confidence that feels authentic.
Make the Close About Them, Not You
Here’s a truth bomb: If you’re afraid to ask, you’re focused on yourself—not the customer.
Shift your mindset. Think about how they’re perceiving your silence. Do they feel like you don’t care? Like you’re not confident in your own offer? If you believe you can help, why wouldn’t you want them to say yes?
The Secret: Listen for Pain, Speak Their Language
To close well, you need to echo their own words and challenges:
“You told me your biggest challenge is finding talent. You also mentioned deals stall late in the funnel. Here’s how I can help with both…”
Use their language. Reflect their concerns. When they feel heard, the sale becomes not just easy—it becomes obvious.
Close with Confidence
Mark sums it up perfectly: “Sales is about helping others. And asking for the sale is just the next step in that help.”
If you believe in your solution—if you know you can solve a real problem—then ask boldly, ask often, and ask with purpose.
Because they won’t know unless you ask.
Lightning Round: Top 10 Ways to Set the Right Sales Cadence
Question: “Hi Meredith and Mark, I am really enjoying the show and learning so much. However, I haven’t yet earned a dollar as I struggle to “ask for the sale”. I am a solopreneur providing professional services and my sales cycles are long. I don’t want to blow a good relationship by being too pushy. Any tips would be very welcome.”
Book: The Lost Art of Closing by Anthony Iannarino
Sales Logic EXPERT Exchange, NEXT WEEK on May 27th at [04:00] PM!
This month’s guest: Carson Heady→ on “What it really takes to rise to the top 1% in today’s fast-changing sales landscape.”