The #1 Reason Why We Don’t Sell More

Years ago, I wrote a column piece on an experience I had while buying a car. A friend of mine and I went to a Saab dealer south of Boston to look again at its inventory. It was my second trip. The salesman did not remember me.

Strike one. Dude, I’m 6’6” and have a unique last name. Seriously?

Anywho...there we were looking over $25,000 cars and giving off more buying signals than a crack addict who needs a fix. The sales rep was, at best, indifferent, and let us walk out the door without so much as an offer to go for a test drive. I was so dumbfounded that I dedicated my monthly column to the experience, identifying the company only as a “Saab dealer south of Boston.”

Fast forward two months.

My phone rings. Caller ID says, “Shaw Saab.” To my surprise, someone had sent the article to the owner and it landed on the desk of the clueless sales rep. He was calling me to ask what he did wrong. We had a laugh and a good conversation and, yes, I gave him an earful on what he did wrong. I’m honestly not sure what more I could have done in the dealership at the time to get his attention and let him know that I was ready to buy.

Are you missing signals?

Want to know the number one reason why we don’t sell more? The answer is simple: If you aren’t asking for the sale, you won’t get it.

Now, it could be that you—like my car friend, Dave*—are missing buying signals. But I’d bet the key to your increasing your sales comes in your closing skills, or lack thereof.

(* Not his real name. His real name is Mark.)