It sounds like a no-brainer - you've done the work, built the relationship through good factfinding so naturally your prospect is going to buy, right? Not if you don't ASK them to - literally.  You may assume that because you have done a good job up to the point of closing the prospect will jump at the chance to take action on your recommendations and initiate the next step. Research shows that you must still directly ASK for the business. In fact, people are five times more likely to take action if they are asked to do so. This is so simple it is often overlooked as a solution to a poor closing ratio. Be sure you are asking for the business during a close and see if it doesn't make a difference in your results.