Step 3: Involve (solicitation)
Solicitation is a moment on the journey. Provided you have rated and screened your contacts in the research phase and have cultivated your relationships in the cultivation phase, asking for the business (solicitation) will feel like a natural progression, but you must ask! You can't assume the business will come without you asking. We call this the TBQ (the brutal question) and it must occur ‘face-to-face’.
The solicitation meeting is part art, part science. As a general rule "listen the business" by bringing your full attention to the person you are speaking with. Focus on their needs not yours. When the time is right, ask for what you want and then stay quiet - remember - the next person to speak looses the business. Also be ready to deal with objections and don't be afraid to ask incisive questions. You have a relationship with this person, they will be happy to tell you why they don't wish to proceed, but you must ask.