Ask for the decision in plain words once the buyer has what they need.
A seller has a meeting that goes well. The buyer likes the recommended option, their questions have been answered, and the last two trial closes were positive. The seller asks "Any other questions?", the buyer says no, the seller suggests they have a think and let them know, the buyer agrees, and the seller leaves pleased. A week later, the same seller is writing a follow-up message asking whether the buyer has decided.
Many deals are lost this way. The buyer never says no; nobody asks for the decision. The seller waits for the buyer to volunteer a yes, and the buyer, who is ready, waits for a question that never comes. You need to ask clearly at the right moment, stay quiet while the buyer decides, and know what to do if the answer is "not yet".
Timing matters. If you ask while concerns are still open, the buyer feels rushed. If you wait until everyone is packing up, the energy has gone from the meeting.
The right moment usually has two signs. First, the buyer's concerns have been answered and confirmed using the method from lesson 4.2, Listen, clarify, respond, confirm. Second, the buyer has stopped asking new questions about the substance. They may still ask practical questions, such as when it would start or how billing works. Questions like these come from someone who is already picturing themselves as a customer.
The trial closes from lesson 6.1, Trial closes: check where the buyer stands, tell you when the moment has arrived. If the last two or three trial closes were positive and no new concern came up, it is time to ask.
Ask in a way the buyer can answer yes or no without wondering what you meant. A good closing question names the specific thing they would be agreeing to, so nothing is ambiguous. For example: "Shall we go ahead with option two?", "Shall we start the weekly till checks from next month?", "Shall we go ahead on that basis?" or "Shall I send the agreement for option two?" (option two and the start month are invented examples).
You can offer a real choice about how or when to start: "Would you like to go ahead with option two now, or start next month after the busy period?" A choice question is acceptable only under two conditions. Both options must be genuine, meaning ones the buyer has raised or would reasonably want. And the buyer must still be able to say no or not yet, and you accept that answer when they give it.
Avoid vague questions such as "What are your thoughts?", "Where do we go from here?" or "How would you like to proceed?" They sound polite, but they hand the work of asking back to the buyer. Many buyers answer an open question like that with "let me think about it", because it is the easiest reply.
The hardest part is often the first few words. If you haven't chosen them in advance, you will reach for something vague under pressure. Write your question down and say it aloud several times so that it feels natural when the moment comes.
Once you have asked, stop talking and let the buyer answer. You practised this for price in lesson 3.2, Say the price plainly, then stop talking. The same rule applies here with more force, because the buyer is weighing the whole decision. Anything you say during the silence interrupts the decision and gives the buyer a reason to delay, whether it's another benefit, a reassurance or a softer version of the question. The silence may last several seconds. If the buyer asks a question during it, answer briefly, in a sentence, and then wait again.
Priya is meeting two buyers, Joel and Lin. At the end of the meeting she says option two sounds like it covers what both of them need. She asks whether they should go ahead, starting with last year's records in January (an invented example). Then she stops talking. Joel and Lin look at each other. Lin asks one more question, about the start date. Priya answers in one sentence and waits again. Joel says, "Yes, let's do it."
A not yet is a delay, which is different from a no. It can sound like "I need more time", "Not quite yet" or "I'd like to sleep on it". The worst response is to repeat the pitch. Going back over the benefits tells the buyer you did not hear them and makes the meeting feel like a push.
Instead, ask what is missing: "What would you need to feel ready?" or "Which part are you still unsure about?" The answer usually reveals a concern the trial closes missed. It may be a person: someone else who needs to be involved, which lesson 5.5, I need to check with someone else, deals with. It may be a specific worry about timing, risk or cost. Handle the concern with the method from lesson 4.2, then ask again if the moment is right.
Sometimes the buyer has a clear and genuine need for more time, such as until next week. In that case, agree a specific date and time to talk, and make sure the buyer knows what will happen then. A not yet with a date is still progress. Sales foundations lesson 5.3, Ask for a next step every time, makes the same point about first meetings. If the answer is a no, module 7 covers what to do.
Have the option you expect to recommend in your next proposal meeting in front of you before you start the activity below.
Write down the exact words you will use to ask for the decision at your next proposal meeting, then say them aloud five times.
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