Advice from the Political Campaign Trail: Always Ask for the Sale
Founder + Partner + CEO
Published Thursday, August 26, 2020
One of the first lessons I learned when I ran for public office was to always ask someone for their vote. I was young at the time, and it seemed like smart advice to follow, so I did. As I campaigned, I talked to thousands of people, and every voter I ended with the statement, “It would mean a lot to me if I can have your vote.” Eventually, I realized why the advice was essential. The direction wasn’t giving a young candidate something clever to say; it was creating a verbal contract. The voters that looked me in the eye and told me they would vote for me were making a commitment.
I carry the same lessons from the campaign trail to business. Instead of asking for votes, I am now asking for a sale, a chance to have my team prove the exceptional work we do. Ultimately, I am looking for a commitment because I know what the bond means and how powerful it can become.
At ScreenBroidery, we sell marketing, advertising, and promotional products – and now our fair share of PPE items. We design the products we sell to help companies and salespeople close deals. I coach our customers on the power of asking for the sale. Regardless of how creative, innovative, and cleaver we get with the campaigns we design, they are useless unless our customers using them do a straightforward thing – ask for the sale.
Never be Afraid to Ask for a Customer's Business. Many people, including some of the best salespeople I know, are terrified of rejection. They never stop talking, adjusting prices, and oversell to do everything they can to avoid rejection. Even when the customer is showing clear signs, they are ready to move forward; they still aren't asking the most critical question. So, rule number one, never be afraid to ask for a customer's business.
When I ran for office, I heard the word "no" hundreds of times. In my mind, "no" was simply a challenge that I hadn't fully communicated my ideas and abilities. On the campaign trail, "no" came in several forms – you are too young, inexperienced, not ready, would be eaten alive in politics… all of which were probably true, but not a reason for me to give up. I followed up with comments like, "being new to the game is an ability to have a fresh perspective," "we need my generation to start solving problems," and "this is our chance to outwork the old guys that seem to have been in office for 30 years – and what have they done for you lately?" Eventually, I get a yes or "I'll think about it." But what I wanted was for them not to forget about me and recognize me as a true contender. And when I lead the ticket in the primary election, if I didn't have their attention when asking for their vote, I certainly had it then.
Care About the Details and be Prepared. I'm a huge believer in being prepared and working hard. I never want anyone to rule me out because I don't know the details of my business. I've lost count of the number of other sales reps that have called on me that don't know answers to simple questions, aren't logged into their products, haven't read the news, don't know what their competition is doing, or have to get back to me. When you are confident in what you are selling and can speak knowledgeably, asking for the sale becomes much comfortable. Consumers want salespeople who go deep and are passionate about what they are selling. Ask questions, walk me through the process, -- I care about the details and would like for you to care about them too.
Create a Competitive Advantage. When you ask for a sale, you are getting a commitment. With the verbal commitment comes a competitive advantage. It is much harder for a competitor of yours to undersell you or "steal" your customer after your customer has agreed to do business with you.
When campaigning, I trusted that after someone agreed to vote for me, if my opponent also asked for the same person's vote, she would remember her commitment. Or better yet, she would tell my opponent she had already agreed to vote for me. It completely changes the dynamic of the conversation and takes my opponent off his game.
Creating this competitive advantage is twofold; you have to not only ask for the sale; you have to do it before your competition—preparation and hustle matter. Get to your customer first, ask for their commitment, and consistently follow up to remind them of their duty.