The most feared word in selling is “No”.
Many salespeople believe that “No” ends the conversation and means “no sale”.
In many cases, salespeople should be a little hard of hearing when a prospect says “No”, and translate in their minds, “This prospect is saying ‘Tell me more’.” Treat “No” as a question, not a final answer.
When a prospect says “No”, it might well be the prospect doesn’t “Know” enough to make a “Yes” decision.
Before proceeding with a sales presentation after hearing a “No” response, the salesperson should establish whether the prospect is qualified to invest in the product or service.
In this case, “qualification” means the prospect has a “need” for the product or service, meaning a problem or desire the product or service is designed to solve or satisfy, and has the ability to make the decision and to pay for it. Does this the prospect “fit” the “avatar” or ideal profile of a person likely to want the product or service?
It wouldn’t make sense to try to sell a farm tractor to a person who lives in a city apartment, would it?
Ideally, the prospect should be attracted using promotional communications designed to attract a qualified prospect. A headline can be as simple as “Is your child suffering from unsightly acne?” or “FREE guide shows how you can have Hollywood beauty with cosmetic surgery!”
For “cold” prospects, the conversation should start with a major benefit and a request for permission to ask qualifying questions. “In order to serve you best, would it be OK if I ask you a few questions?”
The purpose of qualification is to save time and trouble for the prospect and the salesperson. It gives a bad reputation to salespeople in general to “push” products or services on people who don’t need or can’t afford them. Selling should be a service to offer products and services that solve customer’s problems or satisfy their desires.
After establishing the prospect is qualified, try to get minor agreements. “This is a lovely color, isn’t it?”
When prospects say “No”, give them more opportunities to say “Yes”, by acknowledging the objection and why it might be important to the prospect, apologizing for not giving information before, summarizing items agreed on so far, and then giving more information. Be educational in your approach.
As you learn common objections for your product or service, build them into your presentation with answers. “This baby grand piano does require space in a room that might require moving some furniture. Would that be OK with you?”
A written promotional communication should also include common objections with responses. Ideally, a response would be a testimonial from a customer who answers it. “When I went to a different tax return preparer, it took months for my tax returns to be completed. I was afraid that would happen again. With ABC CPAs, our tax returns were delivered two weeks after we submitted our documents.”
Treat “No” as the opportunity to, first, be sure you are talking to the right person/people, and then the “ladder” to be climbed to the sale.