🦾 Stop Being a Coward. Ask for the Close

Hey Insider, I watched a seasoned enterprise tech rep give a flawless presentation last week. The prospect—a VP of Operations at a $50M company—was nodding, asking questions, and clearly seeing value in our solution.

Then came the moment of truth.

Instead of asking for the business, he said: "Think it over and let me know what you decide."

$87,000 deal. Gone to a competitor who asked directly for the business two days later.

The Fear That's Costing You Millions

Let's be brutally honest: Indirect closing isn't professional. It's not respectful. It's pure cowardice.

When you say:

• "Let me know what you think"

• "Would you like some time to consider?"

• "I'll send a proposal and follow up next week"

You're not being consultative. You're being afraid.

And your prospect knows it.

Why You're Not Asking for the Business

Research from our State of Sales report shows that 68% of sales conversations end without a clear request for commitment.

Why?

• Fear of rejection (the primitive brain protecting you from perceived social danger)

• Misplaced concern about being "pushy" (a story you tell yourself to justify fear)

• Lack of conviction in your solution (which prospects sense immediately)

• Uncertainty about next steps (poor preparation)

Here's the truth: Your inability to ask for the business directly reflects your belief in what you're selling.

If you truly believe your solution helps people, not asking for a decision is actually selfish. You're denying them the opportunity to benefit from what you offer.

The A.S.K. Close Framework

Top performers use this three-step approach:

1. Affirm the value: "Based on what we've discussed, we can help you increase conversion rates by 22% within 90 days, saving approximately $230,000 annually."

2. Suggest the path: "The next step is to get the agreement signed this week so we can begin implementation by the 15th and start capturing that value immediately."

3. Knife through hesitation: "Are you ready to move forward today?" (Then silence)

That last step—and this is critical—requires you to shut up and wait.

The silence feels uncomfortable. That's the point.

Let them break it.

What Happens When You Ask Directly

When Mark, a manufacturing sales leader with one of our clients, started implementing direct closes, his team's conversion rate jumped 34% in just 30 days.

No new skills. No new product features. Just the courage to ask for the business directly.

The most surprising part? Prospects thanked him for his directness. They appreciated not having the decision linger in their to-do list.

Your Direct Close Challenge

For your next three sales conversations:

1. Write your closing question in advance (be specific about value, timing, and next steps)

2. Say it out loud 3 times before the meeting (conditioning your comfort with the words)

3. Ask directly for the business at the first clear buying signal

4. Count to 10 silently before speaking again

Then email me what happens. I bet you'll close at least one deal you would have previously lost.

The difference between average and elite salespeople often isn't skill—it's courage.

Stop being a coward. Ask for the close.

Win the Day! Ken Lundin

P.S. The prospect who feels pressured by a direct request for commitment wasn't going to buy anyway. You're just accelerating the inevitable and saving yourself weeks of follow-up.