In writing the simple fictional narrative entitled The Asking Formula, author John Baker hit a lot of nerves. His book is all about the third phase of new business development, Closing, which follows Finding and Building a Relationship with a new prospective customer/client. See previous blog post. 

As a prospective customer, we’ve all had an experience where we think, Just tell me how much it costs, and then I’ll decide. In this short (99 pages in large font) book, the main character shares his simple formula for Closing. To be honest, I would be embarrassed to relate the many actual stories of instances where my colleagues and I should have used his simple formula.

I won’t ruin the book, but I will share the first two steps:

Step One — Know what you want. (Editorial comment: The best new business development professionals I know always are specific about what they want to accomplish in every meeting with the prospective client — which might even be to have the next meeting with the decision-maker.)

Step Two — Ask for it. (Editorial comment: Don’t laugh; it isn’t as easy as it sounds. I was fortunate because my mentors were so good at teaching and demonstrating this simple action.)

Baker states that “Directness is a rare thing these days.” Once again, I’ll quote my dad, who said, “Ask. What is the worst thing that can happen?” I also remember one of my successful new business development colleagues, who would say, “My goal in this meeting is to get to the ‘No.’ ” Once again, Baker and other sales gurus would say that most people spend too much time with prospects who are never going to purchase anything from them.

I have a suggestion: Consider buying multiple copies of his book and have your new business development team read it. Then, facilitate a discussion and maybe do some role-playing.