ACTION 3: ASK FOR A DECISION OR COMMITMENT TO ACTION

Asking for a decision or action naturally follows the confirmation of value: It keeps you from sounding random or disjointed. “Do you want this?” or “Ready to sign the papers?” without a segue can make the buyer feel defensive. Instead, confirm the value of your solution and then ask for the decision:

• “Chris, as we reviewed, our three-step fertilizer program will yield you between 10 and 15 percent more crop this growing season. Are you ready to place the order?”

• “Your investment in advertising to a targeted audience in the magazine will expose your company to 150,000 potential customers a month. Should we design your campaign to begin with next month’s issue?”

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