This week on the podcast, Chris Elmore and Chris Loudermilk talk about how you should be asking the customer to buy, but not before you’ve earned the right to ask. You have to earn the right by doing all of the things upfront that help build value, discover needs and wants, and make it easier for you to ask. You then have to be direct and ask for what you want. You must also be willing to stand up and fight for your recommendation. Asking the customer to buy is more than just asking them a question.