Getting Past "No" How do you turn that "no" into a "yes"? We've got some breakthrough tips to get you there.
By Barry Farber
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Some sales are like driving on a highway--you drive straightahead and get off at your destination. You offer a product, thecustomer likes what he sees and the sale is made. Most sales,however, are more like driving on back-country roads--they'refull of twists, turns, detours, stop signs and potholes. Thecustomer says "maybe," then "not right now,"then just plain "no." Is that the end of the road for thesale? Not necessarily.
If you want your journey with that customer to end in a sale,you've got to find ways to get around that "no." Itdoesn't matter if you're dealing with a one-time sale or atwo-year sales cycle; the philosophy remains the same. Here arefour qualities you need to nourish:
1. Belief in yourself and your product or service: Youmust believe you have the ability to turn that "no" intoa "yes." There should be no doubt in your mind thateventually the customer will say "yes" because of who youare, what you have, and what you can do to solve his or herproblem. Passion and enthusiasm are contagious-and they'll giveyou positive direction and momentum.
2. The value you bring to the customer: Make sure youunderstand your product or service, the customer's environmentand challenges, as well as your customer's customer. This depthof knowledge allows you to truly understand the value of thisopportunity for the customer. That value is then communicatedthrough your physical energy, your voice, and the way you tie youridea back to the customer's goals and needs. The confidence youbring to the table will help the customer feel comfortable, getpast his doubts, and go straight for the "yes."
3. Unique factors that make you different: Why would acustomer do business with you over somebody else? You have todifferentiate yourself to the customer in at least three key ways.But it's not enough to be different; you must also let thecustomer know why your solutions are so unique and how they alignwith his business goals. If you know what makes the customer tick,or what his key needs are, the customer will better understand thevalue of your uniqueness and how it will help his company."No" is a comfortable answer for the customer. To getpast that "no," find a new approach.
4. Persistence: When you believe in yourself, when youfocus on the value you bring to customers, and when you have astrong differentiating factor, then persistence and tenacity comenaturally. Next time a customer says "Thanks, but we'reall set," or "Sorry, it's not in our budget rightnow," you can reply with "Share 10 minutes with me. If Idon't show you something of tremendous value in that time,I'll never call you again."
Getting past "no" really comes down to the qualitieslisted here, with belief in yourself the most important of all. Ina recent interview, General Norman Schwarzkopf was asked whatquality was most important for an army to possess. His answer? Nomatter what tanks, technology or might you have to support you, ifindividual soldiers don't have a positive mental attitude and abelief in their cause, everything else is just scrap metal.There's just no substitute for that core of belief to get pastthe "no" every time.
