You will Never GET the Business if You don’t ASK for the Business

Throughout my professional career and personal life, I have always been interested in sales skills and how people follow the steps of the sales cycle.   During any given day, one can see these performances unfold repeatedly by many and the results of their efforts.    Selling is happening every minute of the day, as we are selling all the time and sometimes don’t even recognize it.  

Our golf club has a caddy program to help introduce the game of golf to high school students while giving them a chance to earn some pocket money.   The program has been very successful, and all the “kids” who participate have positive responses to their experience.  They are eager to be a caddy.

This morning, I was practicing on the driving range at the golf club, something I do regularly (always hoping to improve my game).     I noticed a small group of our young caddies gathering in hopes of securing a job for the day.  They huddled together as if to plan their sales pitch.   I certainly hoped that they would all get selected for the day.    My curiosity rose, and I wanted to observe their sales skills as they approached the members.

As the members warmed up on the practice range, the youngsters would approach them to see if they desired a caddy for the round.   One young caddy caught my attention.  She was well-groomed, charming, polite, courteous, and had a smile that was sincere and captivating.   She approached a member to introduce herself.    She must have practiced her pitch for some time because she knew her product and presented with great confidence.    She promoted the features and advantages of a caddy and followed up each advantage with a benefit to the member.   As I listened, I was so impressed with her use of FAB statements (Features + Advantages = Benefits).   She provided the member with a clear perception of the need for a caddy.  Remember, people buy because they have a need or the perception of a need.  There were a few minor objections from the member, and she responded to each objection by further emphasizing the benefits.  Answering the objections put the member at ease.   She was convincing.      

The last step of any sale is the close.   As I have repeatedly said time and again, “you will never get the business if you do not ask for the business.”  Her closing was spot on, and I wish that I could have recorded it for future reference.   With a big, warm smile and strong eye contact, she addressed the member, “I’ve introduced our caddy program, my role, and the benefits to you in your round of golf today.   Could I please be your caddy today?”  It was concise, simple, and direct.  She asked for the business.   I could not be prouder of her for the way she handled the sale.  

In all my presentations regarding the sales cycle, I am always asked when the right time is to close.   The answer is ANYTIME.   Ask for the business, as often as possible.    After all, if the answer is no, it only means that you haven’t completed selling, and it gives you a chance to continue your pitch.  

I am confident that this member enjoyed his round of golf and the support of this caddy.    She could certainly be a role model for the other caddies.