She’s not alone.  Many sales professionals are reticent about asking for the order.  Perhaps they do not actually believe in their product or deep down inside, they believe that the prospect will not buy.  Whatever the reason, when they make the transition from product features and benefits to “The Close,” it is so obvious, clunky and clumsy that, yes, they seriously risk losing the sale.

The goal should be to make that transition so smooth and seamless that it appears as nothing more than the obvious, logical next step in the presentation, which it is. 

If you’re an awkward closer, here are a few tips that may help:

1. Let prospects know in advance that if what you’re about to discuss appeals to them, they will have the opportunity to purchase it.  That way, the request for the order comes as no surprise to either of you.
2. Bring out the application/order form at the beginning of your presentation.  If you pull it out of your briefcase when you are ready to close, that can set off alarms with prospects.  It is also awkward and clumsy.  Instead, get it out on the table early on.
3. Don’t shift your voice tone.  Instead, keep it upbeat, positive, steady:  “I think you’ll agree that this is quite a product, and it definitely meets your needs.  We can get the order process rolling today.  All I need is some information.”
4. Or use implied consent:  “I believe this product meets your needs.  Would you like to start with X amount or lock in some savings by going with XX?  Your call.” 
5. Then begin filling out that application/order form that has been at your elbow for the last fifteen minutes, starting with easy questions;  “Okay, now, let’s confirm your street address?”

The bottom line:  Don’t hesitate or change your tone when you make the transition to the close.  Keep it smooth and upbeat.

Good luck and good selling. 

Want more biz tips and support?  Visit www.TheFreestyleEntrepreneur.com.

The Freestyle Entrepreneur – winner of the 2010 Top 35 Entrepreneur Blog awards from OnLine MBA.