Perfect Pitch: Getting Commitment

The objective of any conversation with a client is always to obtain a commitment of some kind. It might be a commitment to sign a contract or place an order, or perhaps it’s just to have another conversation. But all commitments are like punctuation points that organize a business relationship and help it to go forward. Your job is to get those commitments and to understand what they mean and what they don’t mean.

Unfortunately, the vast majority of business conversations don’t include any discussion of commitment whatsoever. This is an amazing fact. It’s also amazing how much more effectively time could be used if requesting commitment was a conscious objective from the start.

Remember: commitment doesn’t mean only asking for an order. It’s much broader than that. It can be asking for the next meeting, or setting a time for the next phone call or emailed document. Commitment is simply moving the conversation forward.  Conversely, refusal to give commitment – or failure to ask for it -- is a signal that the relationship is not getting the care that it needs.

"You seem pleased. Can we agree to take the next step?” or “Can I have your commitment that you will support me in taking this to next level of buying authority?” Why do people have difficulty getting words like that out of their mouths? Sometimes it’s fear of rejection. Sometimes they don’t want to seem pushy.

Whatever the reason, asking for commitment seems to be a tough challenge for many people in business. But getting it done is one of the clearest markers of a professional – and it doesn’t happen by itself.

Commitment questions demand insight and preparation. You need to determine what commitments can be expected in every conversation. At what points will the commitments be asked for? How many commitments will be needed before the relationship can be formalized?

Preparation of commitment questions is a key element of every contact, and every contact should have its own plan. Without this preparation, commitment questions will be neglected and commitments won’t be attained. Instead, you’ll be giving up control of the conversation. At best, this will confuse the relationship. At worst, it will bring it to a halt.