There’s a lot of excitement in a sales conversation that’s going well. The buyer is engaged, nodding along, and you’re in sync. But here’s the million-dollar question: how do you turn that initial excitement into a real, actionable commitment? One of the most effective ways I’ve found is the “quid pro quo” approach—asking for something in return to solidify their commitment to move forward.
Here’s why this approach works so well and how you can apply it to close more deals.
Why Quid Pro Quo Makes a Difference
At its core, the quid pro quo approach is about mutual investment. When you ask a prospect to prepare something for your next meeting, whether it’s gathering feedback from their team or preparing questions about your solution, you’re giving them an active role. It shifts the relationship from a passive “wait-and-see” dynamic to a collaborative one where both parties are contributing.
I learned the value of this approach early on. There were several calls where everything seemed aligned, but when it came time for the follow-up, it would be difficult to get the prospect to re-engage. Once I started asking them to take a small step to prepare for the next conversation, I noticed that they would show up more engaged, more informed, and—most importantly—more invested in the process.
Starting with the Right Mindset
Before you can apply quid pro quo effectively, it’s essential to approach the conversation with the right mindset. Quid pro quo isn’t about demanding anything unreasonable; it’s about showing that you’re serious about providing value and expecting the same level of commitment in return. This approach not only reinforces your professionalism but also subtly emphasizes that the sales process is a collaborative journey, not a one-sided effort.
When I approach a meeting or a call, I like to set this tone early by mentioning, “If we find that there’s a strong fit here, I’d love for us to both take a small step to keep this moving forward.” This prepares them to be involved, and when I introduce the specific request at the end, it feels like a natural progression rather than an imposition.
Making Your Ask Relevant and Actionable
One of the most critical parts of this approach is ensuring that what you’re asking the prospect to do is both relevant and actionable. Your request should directly align with their goals or the next step in your process. For example, if you’re selling a software solution, you might say, “For our next conversation, could you talk with your team about what their biggest pain points are with your current setup? This way, we can jump right into how our solution can address those specifically.”
Notice that this request isn’t just busywork—it’s designed to help both of you have a more meaningful and efficient follow-up. When they gather feedback from their team or come with specific questions, they’re contributing directly to a discussion that’s customized to their needs. Plus, they’re more likely to bring something valuable to the table, which often leads to more in-depth discussions and fewer objections.
Handling Hesitation with Empathy and Clarity
There will be times when a prospect hesitates. Maybe they’re busy, or perhaps they’re still on the fence about your solution. When this happens, it’s important not to force the issue but to clarify why you’re making the ask. I’ll often respond to hesitation by saying, “I completely understand that you’re busy. The reason I’m asking is to make sure our next conversation is as relevant and valuable to you as possible.”
This reaffirms that the request is in their best interest and not just a hoop to jump through. If they’re still not ready, it’s also a good chance to identify any lingering doubts they might have. I might gently ask, “Is there something specific holding you back from diving into this next step? I want to make sure this feels right on both sides.” This approach creates space for them to share any unspoken concerns, giving you a chance to address them directly rather than having them linger.
Reinforcing the Commitment in Your Follow-Up
Once the prospect agrees to take action, reinforce that commitment with a follow-up email that recaps the request. This step doesn’t have to be overly formal but should confirm what you both agreed on and why it matters. I like to say something like, “Thanks again for the great conversation today! As we discussed, if you could gather some insights from your team on [specific topic], it’ll help us dive into the next conversation with the details that matter most to you.”
This small step not only solidifies the next step but also keeps the commitment fresh in their mind. It subtly reminds them that this isn’t just a casual check-in; it’s a step in a structured process aimed at delivering the best solution for them. A follow-up email with a clear summary and action items can be the difference between a prospect who’s passively considering your solution and one who’s actively preparing for the next step.
The Real Benefits: Better-Prepared Prospects and More Productive Follow-Ups
The beauty of the quid pro quo approach is that it leads to more productive follow-up meetings. When a prospect has done their part, they’re coming in prepared, informed, and ready to engage. These meetings move faster, address more relevant points, and often lead to deeper discussions that can uncover additional needs and opportunities for upselling or cross-selling.
In my experience, prospects who invest time into preparing for the follow-up are also more likely to close. They’re not just casually interested; they’ve put in the effort, which shows they’re serious about finding a solution. And that mutual investment makes the entire sales process feel less like a transaction and more like a partnership.
Wrapping It Up: Building a Habit of Mutual Commitment
Using quid pro quo as a strategy to secure commitment isn’t a hard sell—it’s a simple, respectful way to keep the sales process moving forward. By setting the expectation for mutual engagement, asking for actionable input, handling any hesitations with empathy, and reinforcing the commitment with a follow-up email, you’ll find that your prospects are not only more engaged but also more likely to see the process through to a successful close.
So next time you’re wrapping up a conversation, consider what small ask you could make to ensure the prospect is equally invested. It’s these small steps, taken together, that create the foundation for a long-lasting, successful partnership.
