The best time to ask for the sale

Knowing how to seal the deal during a sales conversation is critical to the success of your small business, but more important than being able to close the sale is knowing WHEN to ask for the sale.

I advise my clients to look for trigger events. A trigger event is something that occurs within an organization that creates a ripple affect across the entire organization that may spark an acute need for your product or service.

Here are some examples of trigger events:

  • Hiring or firing of a leader
  • Mergers and acquisitions
  • Strong or poor financial results
  • Emerging into new markets
  • Introducing new products or services
  • Lawsuits

I think you get the point. When you hear that these activities occur within an organization it is the perfect opportunity to strike while the iron is hot!

If you’ve been around me any length of time you know that I advise to begin your communications with something that is timely and relevant to the person you’re addressing. An email to your prospective client may go like this:

Dear Joan,

I saw on the news last night that your company is merging with ABC Corporation. Often when this occurs it is difficult for the cultures of each organization to combine successfully. My company helps organizations experiencing mergers and acquisitions to ensure there is a seamless process and effective blending of employees where a high performing culture is created.

I’d love to share some ideas with you of how we do this. Are you free to chat Thursday or Friday morning?

I look forward to hearing from you.



Now THIS is the type of communication that will not get deleted, and will get your foot in the door rather than getting your toes smashed. 🙂 Try it out and let me know how it goes…….

SUPER TIP: Set up a Google Alert for all of the companies on your prospective target list so you’re always on top of what’s going on.


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