3 No’s of Sales

No is the most dreaded word in sales. And that is where we got it all wrong.

Sure, no is not the best word to hear. Not in sales and not in life. Our brains are trained to want to hear yes. And why not? Who doesn’t like getting their way.

Sales is a profession where low percentage conversions and success rates are actually normal. Meaning that hearing no should be more normal than hearing yes. Yet, as sellers the word is unpleasant.

No is a good word. At least in most cases.

The Buyer’s No.

This is typically the no that keeps us up at night. The fear of this no keeps seller’s grounded and locks their phones in their pockets. It is why most sellers do not do cold outbound. They fear being told no.

But what does no even mean? Very rarely is no final.

No can mean ‘not right now.’

No can mean ‘I don’t have time.’

No can mean ‘I am having a bad day.’

There are about a dozen other things that no can mean. Especially in prospecting. Of the three listed above, none of those are final objections. None of those would stop the sales cycle.

A no from a prospect needs to be investigated. Questions need to be asked and the position needs to be clarified. If it cannot be done during the current conversation, take a note of the objection and follow up with the prospect to clarify the response.

A lot of sellers will take no at face value. That response leaves money sitting on the table. Engage with the objection and clarify. Most times you will get an objection that drives to the prospect’s need or timeline.

And now we are selling again.

The Seller’s No.

As much as people hate to hear the word no, they love to say it. No is a default response for many.

No is power.

No is control.

No sets boundaries.

Despite what a customer will tell you, the customer is not always right. That idea would wipe out an entire sales profession designed to help discover needs and present solutions. If the customer was always right, Amazon would sell literally everything and there would be no need for sellers.

If the customer is not always right, sellers need to be comfortable saying no. Agreeing to everything creates a horrible foundation to build on. Timelines, budgets, and other features have to be reasonable to all parties. If they are not the seller needs to speak up.

Unsustainable positions will kill profits and relationships over time. An upfront no saves time and money overall.

Sellers also need to know that not every deal is a good deal. Sometimes we need to say no and walk away. A customer that is not a good fit will cost more over in the long run.

If your gut is telling you no, reevaluate the deal. If it doesn’t look good and changes cannot be made. Walk.

The No That Starts Negotiations.

We have established that no can be a default response and that no leads to power and control. For these reasons, no usually starts the negotiation. This is because it is the first objection.

To have a negotiation, both parties have to be on different terms. There is no negotiation if everyone is in agreement. So, no marks the start, not the end, of the negotiations.

Understanding this principle by itself will drive trust into the selling process. Both parties need to be comfortable with the word no. This sets the table as a conversation not a sales pitch.

The first no allows the objections and the needs to be clarified. Proposals can be tailored and offer’s reframed. Buyers and sellers can use this process to align a deal with their values and priorities.

Most of these things cannot happen in a state of agreement. Blind agreement will hide discontent and misunderstanding. Be very weary of the easy close. I promise you something is not right.

Take Aways.

No starts the party. As sellers there is not much that we can do in a good sale until we hear no. Do not trust the sale without objections. Nothing is perfect. Nothing is 100% understood.

We need the no’s to guide us. To help clarify. To set boundaries for both the sellers and the buyers.

Seek the no’s. Know that they are good and that you need them to create the best deal possible.