Have you ever had a brilliant conversation with a prospective client? One that you thought would certainly result in a business relationship? They had a challenge, you had the solution... Getting things started and working together just seemed like a formality. But then, to your surprise, they went silent. Despite a follow up, then another nudge. Maybe they didn't go completely silent on you but just pushed things back again, and again, and again...

Why does this happen? Because enthusiasm is short-lived.

In conversations with potential clients, often there is a fit and once you have finished that initial conversation is when enthusiasm for them to work with you is at its absolute highest. However, as the days and weeks pass, life happens for them. They have other commitments and bills to pay. They start to think, maybe I can hold off on spending that money to solve my problem. Eventually, the enthusiasm that they once had subsides completely and they drop out of your pipeline altogether.

This is a problem for both parties. You as the service provider have just lost out on a new client, and the prospective client has not solved their problem. It's a lose/lose situation.

A win/win situation would be working together. You gain a valuable client, your client solves their problem.

This is why it's crucial to be able to strike while the iron is hot. So many coaches, consultants, agency owners and service providers are great at forging new connections and relationships when they speak with potential clients, but they fail to convert them. Why is that? It's usually because they are afraid to ask for the sale. They think that by asking for the sale, they will somehow lose the opportunity or come off as too pushy. So instead they offer to "send over some more information" or welcome the prospect to "get in touch when they are ready", this does not work. It will inevitably result in enthusiasm wavering and the opportunity is lost.

If you've spent the time to learn about your prospect and then thoughtfully figured out a solution to their challenges, you should feel a duty to ask them for the sale. You must be able to show leadership and confidently move your prospect to the next stage of your sales process.

When the time comes for them to make a decision, it's really no big deal. If there is a fit, simply ask them - would you like to work with me?

The reality is that people play up "the close" in their minds to be some huge, intense event. However, it really doesn't have to be. Sales is about building relationships, forging trust by taking the time to listen and offering insight, guidance and thoughtful recommendations. Once you have done this, it's your duty to move things forward. You will know when the time is right to ask the question, so when you get that feeling - go for it.