On the first ad I ever did, for an international Fortune 100 company (Fruehauf), I added the close “Call Today.” I didn’t have any idea how much ire that would stir inside the hallowed halls of the 60-year old Fruehauf! Because it asked for a response, some senior members of the old, established company felt it was too forward and “salesy.” Some thought it was unprofessional, some too bold. As I looked through industry publications, I realized hardly any asked for a simple action like this. The ad ran, successfully creating ongoing leads for over two years. I didn’t know what “direct response” was at the time, but it was my first such marketing piece, and is recognized today as one of the earliest direct response pieces in the industrial ship repair marketplace.
Simply put, the best presentation in the world won’t work if you don’t close the sale and ask for the order! This is the great dip in the dance, where your partner is in absolute trust of you, and your integrity and ability to hold them and not drop them on their head! If you’ve done your job well up to this point, your prospect is waiting for you to lead them in this part of the dance, and to ask them to make their decision to come aboard.
At this point, you have them in an emotional state of mind. The right side of the brain in control. It’s looking to lefty to give it logical reasons why this is a good decision. The logical brain begins working to prepare a case in your favor, but you’ve got to stack the deck a bit.
They want your case to be compelling, one that gives them a good deal, and they’d really like you to offer them more than expected. These are the kinds of things that shut the old left brain down cold. Isn’t this what we all want in our business relationships? What’s great is you have the power to be the smooth operator that delivers… to win the respect and the order from your prospect… excuse me, your customer!
Just ask. Give them a sense of urgency, but ask them to order now. To sign up today. Even to just pick up the phone and call. Just ask for the business!
