{"product_id":"ask-first-close-last-michael-cervino-9798252846361","title":"Ask First, Close Last: A Sales Book for People Who Hate Selling","description":"\u003cb\u003eYou lost the deal. You were cheaper, more experienced, and better reviewed. So what happened?\u003c\/b\u003e \u003cp\u003e\u003c\/p\u003eThe other guy asked better questions. \u003cp\u003e\u003c\/p\u003eIf you work for an MSP, a VAR, or a software company, you've probably been selling the same way everyone else does: walking into meetings with a feature sheet, talking about what you offer, and hoping something sticks. Then the prospect nods politely, says they'll think about it, and signs with someone else. \u003cp\u003e\u003c\/p\u003e\u003cb\u003eAsk First, Close Last\u003c\/b\u003e is a different approach. It's a consultative selling system built for technical professionals who never wanted to be in sales but find themselves responsible for growing a business. People who know their product cold but struggle to turn that knowledge into conversations that lead to revenue. \u003cp\u003e\u003c\/p\u003e\u003cb\u003eInside, you'll learn: \u003c\/b\u003e\u003cul\u003e\n\u003cli\u003eThe \u003cb\u003eTrust Equation\u003c\/b\u003e: the four components that determine whether a prospect sees you as a vendor or an advisor\u003c\/li\u003e\n\u003cli\u003eThe \u003cb\u003eFive Types of Questions\u003c\/b\u003e that move deals forward without ever feeling like a sales pitch\u003c\/li\u003e\n\u003cli\u003eThe \u003cb\u003eLAER Framework\u003c\/b\u003e (Listen, Acknowledge, Explore, Respond): the most effective method for handling objections like \"we're happy with what we have\" and \"we don't have the budget\"\u003c\/li\u003e\n\u003cli\u003eHow to build proposals that start with the prospect's words, not your feature list\u003c\/li\u003e\n\u003cli\u003eHow to use AI tools to prep for meetings in ten minutes instead of two hours\u003c\/li\u003e\n\u003cli\u003eA complete sales operating system you can implement this week\u003c\/li\u003e\n\u003c\/ul\u003e\u003cbr\u003eEvery chapter is built around real stories from real engagements. No theory. No scripts. No always-be-closing nonsense. Just a practical, conversational framework that turns what you already know into business. \u003cp\u003e\u003c\/p\u003eWritten by \u003cb\u003eMichael Cervino\u003c\/b\u003e, CEO of Circle Square Consulting and a twenty-year veteran of selling IT services, cybersecurity, and compliance solutions to small and mid-size businesses. This is the book he wishes someone had handed him before he lost that first deal. \u003cp\u003e\u003c\/p\u003e\u003ci\u003eFor MSP owners, IT consultants, software salespeople, and anyone who believes the best way to close is to stop trying to close.\u003c\/i\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Michael Cervino\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9798252846361\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Independently Published\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 03\/26\/2026\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 120\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Paperback\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 0.38lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 9.00h x 6.00w x 0.25d","brand":"Michael Cervino","offers":[{"title":"Paperback","offer_id":48443235172607,"sku":"9798252846361","price":19.95,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0662\/2982\/9887\/files\/img_436d8c59-5d78-4710-9dfb-98a5b6f12b08.jpg?v=1777202749","url":"https:\/\/www.whiterainbookhouse.com\/products\/ask-first-close-last-michael-cervino-9798252846361","provider":"WR Book House","version":"1.0","type":"link"}