The word “no” is often thought of as a dirty word in the sales business.
It is an obstacle, a road block, and a stop sign….
But, what if you could think of “no” as a positive?
The best sales and marketing people see “no” as a pathway to “yes.”
They understand why people say “no” and use it to get to “yes.”
Studies have shown that customers say “no” five times before they say “yes.” This happens because decision making is an emotional process instead of an intellectual one. People usually buy based on feelings instead of intellectual and rational decisions.
Three Reasons People Say No
- It’s the wrong time. Timing is everything in life and in sales. Sometimes it is just the wrong time for people to purchase what you have to offer. Stay patient and make contact at a later date and you may get a different result.
- It’s the wrong information. Perhaps you didn’t explain the product or service in the right manner. Perhaps the prospect wanted information on pricing and you only described the service or product. Perhaps you discussed the wrong product and weren’t able to grasp what the customer was truly seeking. Top sales consultants are always seeking to improve their understanding of customer needs and elevate their sales pitches to new levels.
- It’s the wrong situation or circumstance. This is the most perplexing reason to comprehend. Sales consultants almost need to be mind readers to determine why the customer said “no.” However, the best salespeople can transcend this type of “no” and work their way to “yes.”
Get From No to Yes
The most reliable way to move a sales and marketing conversation from “no” to “yes” is to be curious instead of persistent.
No one likes a pushy salesperson, but most people like it when others are interested in what they have to say.
When you are curious about their circumstances or reasons, potential customers will be more likely to purchase your service or product in the future.
The most overlooked way to get a positive result in sales is to move each conversation forward.
Talking to the potential customer like a friend alleviates some of the tension that occurs in a sales environment.
If they say “not interested” to one request, begin talking about a completely different topic.
You can always move back to the specific service or product at a later time once you build a rapport with the customer. Building a friendly rapport with a customer is one of the best ways to get a customer to say “yes.”