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Don’t Be Afraid To Ask For It!
For years, retail salespeople have worked to distance themselves from the old stereotype: pushy, high-pressure, commission-driven. And rightly so. Today’s successful salesperson isn’t about pressure — it’s about service, trust, and professionalism.
But here’s the truth many salespeople overlook: not asking for the sale isn’t customer service — it’s a missed opportunity.
At some point in every sales conversation, you must confidently guide the customer to a decision. If you don’t, chances are your competition will. Customers don’t come into your store to “just look.” They come in with a need, a problem to solve, or a dream to fulfill. Your job is to help them take the final step.
Why Salespeople Don’t Ask.
Many sales associates hesitate to close because they’re afraid of being labeled “pushy.” Others assume the customer will let them know when they’re ready to buy. Unfortunately, both approaches backfire.
- The Fear Factor: A salesperson avoids asking, thinking it will scare the customer away. In reality, it leaves the customer without direction.
- The Assumption Trap: A salesperson waits for the customer to ask. Most won’t. Instead, they’ll leave the store to “think about it” — and too often, they buy elsewhere.
The customer expects you to lead. If you don’t, you’ve not only lost the sale — you’ve let the customer down.
Recognizing Buying Signals
Customers rarely come out and say, “I’m ready to buy.” Instead, they give clues. A professional salesperson knows how to spot them:
- Asking about financing, layaway, or trade-ins.
- Asking about warranties, service, or delivery timelines.
- Spending extra time with one product.
- Saying things like, “This would look great in my living room,” or “She’s going to love this ring.”
When you see these signals, that’s your moment. Don’t let it slip away.
Real World Examples:
A Furniture Store
A couple comes in with measurements written on paper. They sit on the same sofa three times, discuss colors, and mention they’re hosting family soon. That’s a flashing neon sign they’re ready. Saying, “Let me know what you decide,” leaves them hanging. Instead, a professional might say:
“This sofa fits your space perfectly and we can deliver before your company arrives. Shall we get the order started so you’ll be ready?”
A Jewelry Store
A young man shopping for an engagement ring has a budget, describes his fiancée’s style, and reacts emotionally when he sees the perfect ring. That’s not the time to say, “Think it over.” A professional says:
“This ring matches everything you described. We can size it and have it ready by the weekend. Would you like to surprise her with it then?”
An Appliance Store
A family looks at refrigerators, measuring the inside and asking about energy savings. They’re comparing features but clearly narrowing down. A professional moves them forward:
“This model checks all the boxes you mentioned — space, efficiency, and budget. We can deliver and install by Thursday. Should we reserve it for you?”
A Pawnshop
A customer brings in an older guitar, asking about trade-in value toward a newer model. They’re motivated but nervous. A professional says:
“Here’s what we can offer for your trade, and this new guitar would only be $25 a month with layaway. Want me to set it aside so no one else grabs it?”
In every case, asking is not pushy. It’s respectful. It shows the customer you’ve listened, understood, and are ready to help them complete the purchase.
Pushy vs. Professional
The difference is clear:
- Pushy: Ignoring the customer’s needs, applying pressure, and rushing the process.
- Professional: Listening, recommending, presenting options, and guiding them with confidence.
Customers don’t want to feel pressured — but they do want help making a decision. Asking for the sale is not pressure. It’s leadership.
The Bottom Line
If you don’t ask, you don’t sell. More importantly, you don’t serve. Customers want guidance, clarity, and reassurance. They want to feel they made the right choice — and they look to you to help them take that final step.
So don’t be afraid to ask for the sale. Done with sincerity, confidence, and professionalism, it’s not pushy at all. It’s great customer service.
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Be sure to go to https://principlesforbusinessandlife.com/ – click on Our Viewpoint Newsletter and read a fabulous article titled:
What is Your Jewelry Store Really Worth?
By Chuck Frey – President of Charles Frey & Company Inc.
Recruiting, Interviewing and Hiring Guide – Now Available
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Have your staff subscribe to the Munchies Newsletter and please pass this along to others within your circle of influence. https://principlesforbusinessandlife.com/contact-us/
FINAO
Brad Huisken
IAS Training
[email protected]