Too many salespeople shy away from the most important part of sales and closing: asking for the money.
They fear it might “taint” the relationship or make the conversation uncomfortable. But in truth, learning how to talk about money with clients is a critical sales skill—and one that separates top closers from average performers. Money is not the enemy of trust; avoiding it is.
After decades in sales—and closing hundreds of millions in business—I’ve learned one rule that never fails: if a client pushes back on your terms, it’s often not the terms themselves. It’s that they can’t afford the deal—or they’re not fully sold. When your value proposition is clear and compelling, and you’re confident in your offer, there’s no reason not to use an assumptive close in sales. Assume the sale is happening. Assume the client sees the value. And assume payment is part of the natural next step.
Want to avoid late payments and awkward follow-ups? Ask for the money as part of the close. Don’t leave payment terms dangling until after the deal is signed. Include it in the pitch. Frame it confidently. If they hesitate, it’s your cue to reframe, not retreat.
Let’s take a lesson from the local dry cleaner. Why are there always forgotten clothes in the back? Because they didn’t ask for payment up front. Had they said, “You can pick up your suit Friday—€18, please,” the transaction would be complete.
The same applies in B2B sales, consulting, tech, recruitment—anywhere. Don’t dodge the numbers. Integrate them naturally into your script, into your pitch deck, and into every client conversation. Talk ROI. Talk billing terms. Talk value exchange.
In my own sales career, I made a habit of calling the accounts department personally. Why? Because I didn’t want to risk the relationship I’d built being strained by an anonymous collections call. I’d rather be the friendly, direct voice who follows up—consistent with the trust I’ve earned.
If you want to get better at closing the sale, stop treating the money talk as something separate. It’s not. It’s the final step in value delivery. The stronger your relationship, the more natural that step becomes.
So here’s your sales tip of the day:
Don’t wait. Don’t whisper. Don’t apologize.
Just ask. And close the deal.