43Selling the Engagement
many buyers of services don’t know what to do next (of course, if they did know, they
would have done it already). Asking for the order drives the conversation in one of
two directions. The buyer asks either where they should sign to authorize the pro-
posal or what they have to do to move the process forward. Maintaining momentum
is key. You want to control this process as much as you are allowed. For example, if
the buyer says that they have to meet with a decision committee, ask if you can attend
and make a presentation to that group. Or maintain the momentum by nudging them
to establish a follow- up date. Organizational inertia will move the client in the direc-
tion of doing nothing. You need to get them to do somethi ...