How to Ask for the Business!
At The Last Hurdle, our expertise lies in helping businesses develop by providing the tools, advice and strategies they need to move forward. One area where many SMEs struggle is sealing the deal once all the presentations and discussions have wrapped up.
You’ve got the product, the skills, the customer service, the right price and the perfect solution. You’ve submitted your quote and now you’re waiting for the customer to respond. This passive approach is common, particularly in the UK, where we often avoid appearing too pushy. However, at some point, you need to take the initiative and ask for the business. If you don’t, someone else will – and they’re likely to walk away with the contract.
How to Ask for the Business
Your prospect might be sitting at their desk, wondering why you haven’t followed up. A simple phone call could be all it takes to move things forward. Everyone has a different style and directly asking for the business might not feel natural, but it’s essential to find a method that works for you.
It could be a brief call to check if they have any remaining questions or to ask when they expect to make a decision. Alternatively, you could adopt a more direct approach and ask when they want to get started. There are many ways to ask for the business—find the one that fits both you and the situation.
Yes, it’s important to give your potential client time to consider your proposal, and you certainly don’t want to push them into rejecting you. However, if you’re competing with other businesses, asking if there’s anything else you can do to secure the contract could help you make minor adjustments to your proposal that might sway the decision in your favour.
Overcoming the Fear of Rejection
No one enjoys rejection. One reason people may avoid asking for the business is the fear of hearing “no” directly. Rejection can knock your confidence, especially if you’ve invested a lot of effort into the proposal. But remember, it’s not personal—it’s business. Sometimes, your product or service might simply not be the right fit at that time.
Feedback is Key
You’re not going to win every contract, and that’s just the reality of business. For SMEs, a lost opportunity can feel especially disheartening. However, it’s also a valuable opportunity to gather feedback. Ask the prospect what the competition offered that you didn’t, what you could have done better and how your business was perceived. If you’re uncomfortable asking for feedback face-to-face or over the phone, a polite email can still provide you with useful insights.
One piece of advice: make sure you take that feedback and use it to improve. It’s easy to ask for feedback and then disregard it, but truly listening and adapting can give you the edge next time.
Be Proactive
At The Last Hurdle, we believe that a little courage can make a big difference when it comes to landing a contract. If you’re wondering what happened to that potential client you spoke to last week, it’s time to pick up the phone, take a deep breath, and ask if they’re ready to do business with you.
It’s a small step, but it could be the difference between waiting on the side lines and sealing the deal.
