Rackham’s research pointed to the fact that closing is often premature on larger sales and resulted in fewer sales or advances.

We’ll have to agree to disagree on whether or not you have to ask for the order in large sale. I believe this reluctance to do so is part of what I call the softness epidemic, and it indicates a problem with asking for and obtaining commitments.

Asking to help determine the optimum solution is fine, but what do you do after you have helped them determine what the optimum solution is? Do you not ask for the commitment to move forward? (which is evidence of infection with the softness virus now at epidemic proportions) I am happy to arrive at a conclusion as to what the optimum solution with the client AND I am happy to ask for the commitment to move forward together once we have done so.

As for asking for their next order, it may or may not be correct. But if they re-purchase something that you sell again and again, I believe it is wrong not to.

Some of this may be semantics, but I believe most of it is the misconception of what closing is and how it should be done.

In this case you bring up the perfect example, SPIN Selling.

In SPIN selling you are closing, but you’re doing it “properly.” It is so obvious that asking for the “order” over and over again in a larger sale is so senseless as to be an irrelevant discussion.

However, in SPIN you are closing, all the time, but you are closing the prospect on what is important to the solution. If you cannot agree on what is important to the prospect, you’ll never get the sale.

If you are using SPIN correctly you can influence what is important via education and your own clearer understanding of the prospect’s situation and needs which of course are a part of the SPIN model.

Closing in the larger sale is not about asking for the order, but arriving at with the prospect at a conclusion of what the optimum solution for the situation is.

The fact of the matter is you are closing all the way through the process starting with the problem questions. You are closing the prospect on what is a problem — that doesn’t mean you are giving the answer — but you’re getting the prospect to clarify and decide. In the impact questions you are closing the prospect on the importance of those problems and finally getting the prospect to agree on there relative value.

You are always closing. You just aren’t asking for the order in the classical sense.

I would never ask “Can I have the opportunity to fill your next order” I would ask “May I help you determine what the optimum solution to your situation is at which point I we’ll easily be able to tell if we can help you.”

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This post was mentioned on Twitter by troywilson: RT @iannarino Always Be Advancing http://bit.ly/d2oHD1 #sales…