With apologies to Elton John, “no” seems to be the hardest word, especially when you’re in the sales game. But contrary to the dictionary definition, “no” isn’t necessarily a negative.
We’ll explain that seemingly ridiculous statement in a sec. But first, three pieces of hard reality:
- Most of the time, prospects will tell you “no.”
- Some of the time, you’ll get lucky with an early “yes.”
- In most cases, getting a “yes” is the result of considerable work.
Now, the good news: Yeses often result from several nos. It’s our pleasure to tell you how that, and a better response rate, can happen.
Your first and most important task is to learn exactly what your prospect said “no” to
Use every “no” as a way to create a “yes” with a future account. When someone turns you down, say, “Respectfully, I’d like to know why.”
Say your job is to sell a new pretzel product to a chain grocery, but the buyer isn’t buying. When you ask why, your objective is not to convert the “no” to a “yes,” but to learn enough about what wasn’t appealing to the prospect. Be sure to say so right away to ease the non-buyer into a friendly conversation. You must make it clear that you’re open to constructive, honest criticism.
The answer will prepare you for the next sales call. Now you can anticipate the concerns at your next appointment and craft your pitch accordingly. Better still, you also can target customers who are more likely to say “yes.”
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