Help Your Clients Close the Deal for You

I was in my client’s boardroom, walking him through a three-part proposal with leadership coaching, personnel assessments, and business development training. He’s a straight shooter and believes in the commitment of a handshake. When he says he’s going to do something, he does. When he indicated that we would move forward with the coaching and assessment part of the contract, I knew he meant he wouldn’t be agreeing to the training component. Or did I?

In previous conversations, he and his partner shared how they wanted to see their whole team feel hungry and confident to pursue business growth. I firmly believed our training framework could get them there, so I pulled up my big boy pants and went for a commitment: “When would you like to start the training program?” His response: “What was that again?” I’m glad I asked, because it revealed I was wrong in thinking he wasn’t interested. I just hadn’t explained the program well enough.

Commitment is the final stage in this series of the Sales Diamond™. If we’ve done our due diligence as sales professionals, it’s the simplest of the six-step process. It’s a natural outcome of engaging, qualifying, discovering, and tailoring a solution that meets their true requirements, wants, and desires that we’ve uncovered. But its simplicity doesn’t negate the need for us to directly ask for the commitment of a buying decision in our favour.

4 Styles to Request a Commitment From a Client

There are four styles or methods to request a commitment from a client or prospect:

1. The Trial Approach works well when you’ve fully presented your solution and clarified how it addresses clients’ requirements, but they don’t seem sure about committing. Ask a question like, “How do you feel we’ve met your project requirements with this proposal?” to check for fit and alignment. Their own answer is likely to lead them to the conclusion of making a commitment, or it will help them communicate to you what is holding them back.
2. The Alternative Approach is an empowering tactic for clients when you sense they want to proceed, but you’re not sure of their preferred path forward. Ask a question like, “It sounds like the best two options are A or B, which do you prefer?” This can help bring client clarity and let them determine the best choice for them to move forward.
3. The Assumptive Approach is best used when you’re confident clients want to proceed with your solution, and they simply need to know where to start. For example, “We’ll prepare the drawings for your approval next week. How does that fit with your schedule?”
4. The Call-to-Action Approach invites clients to get proactive when you’re convinced they have everything they need to make the decision. For example, “Based on our shared vision and strategy for this project, let’s proceed with the contract. How does that sound?”

In each case, we aren’t “closing the sale” in the traditional sense; we’re looking for a win-win solution where both parties feel they’re meeting their objectives for success.

Don’t let the fear of “no” hold you back from asking for a commitment. It’s better to know rather than wonder where the client stands. If you should find that you and your company are officially out of the running, ask for a debrief. If the client agrees, enter the call with humility and curiosity. Don’t treat it as a court case to present evidence against their perspective (even if it’s wrong). Let them be the expert, thank them for their helpful feedback, and ask for the opportunity to be considered in the future. They’ll likely keep you in mind and may even refer you to another business contact with a fitting opportunity.

In closing, no one demonstrates an ideal client and solution-provider conversation better than the beloved Cheshire Cat:

Alice said, “Would you tell me please which way I ought to go from here?” The cat responded, “That depends a great deal on where you want to get to.” ~ Alice in Wonderland

Curious about how you can best apply the Sales Diamond™ toward your business development success? Book a zero-pressure exploration call to learn more about the framework details.