The importance of “Making the ask” in a relationship-based industry

I am a biz dev rep for a small software development agency in the Midwest and in this industry, RELATIONSHIPS ARE EVERYTHING.

So I wanted to share a recent success story of building a relationship with an IT decision maker for my favorite Major League Baseball team, which has since led to a project opportunity.

Simply by MAKING THE ASK to grab drinks at in-person event.

Here’s how it went:

Decision Maker gives a talk at an event about the cool stuff he’s doing with data and software in baseball.

I sit in the front row paying close attention.

At the end, they open the floor to questions.

I ask several questions about the frustrations and pitfalls of building software.

Decision Maker says a few things in his answers that make me think we could be a good fit to help out someday.

Like:

“If a deadline is approaching fast, I’ll just go request $600k and get a partner to help us with the build”

And

“I like to work with people that I’d enjoy grabbing coffee or drinks with”

In my head, I think:

“Well that’s exactly what we do and I definitely work with some folks that you’d enjoy a drink with.”

Frankly, it took a lot of courage, but I was the first one up after the Q&A to approach Decision Maker.

I mentioned those two key points he made and said I’d love to grab drinks sometime.

Decision Maker said he’d love to, I followed up via email and set a time on the calendar.

Me, one of our technical guys, Decision Maker and his wife (did not expect her to be joining) met for drinks at a nice whiskey bar on Friday at 5 after work.

We had a great conversation about baseball, Technology, consulting, and building relationships.

It reminded me why sales can be such a fulfilling profession.

Eventually, Decision Maker brought up a player development application he needed built by Opening Day and showed us some mock-ups.

Asked us if we could get a proposal out by the following week.

So my company may build an app that some of my favorite MLB players will use everyday simply because I MADE THE ASK.

I am 50/50 on whether or not we will win the business and I’m 100% positive not every ask will go this well.

But I’m also 100% positive I never would’ve stumbled upon such a great relationship if I had never asked.

I hope this encourages you professional services sellers to NOT be the guy/girl that just tails your prospect at the event, making meaningless small talk and never asking for lunch. (Me most of the time)

Be the one who makes the ask.