Selling: A No is a No... isn't it?

An Overlooked Opportunity ....


All too often in a selling situation when we hear the word "no" we consider a transaction ended. Nothing can be further than the truth. I don't mean that we should badger a potential customer or client until their cry out in pain "YES!" just to get rid of us. We can and should however, use it as an opportunity.


Why are they saying "no"?

Find out what the ultimate objection is. Was it a lack on the part of your products or services? Was it price? It's important to catalog objections in this way. If prospects are seeking something you're not offering, perhaps that should be looked into. Consider this a form of market research. If enough people are saying "no" because of a lack in your products or services, it might be time to figure out how to give prospects what they want.


Is this a final "no" or a "no for now"?

Sometimes the time just isn't right for the purchase. Buying is not always logical. Decision makers may prefer different options for many reasons. You will find that if you sell a product that needs to be repurchased regularly or a service that needed on a regular basis, you'll have other opportunities to sell to this prospect. Sometimes you'll be able to work with this prospect for other needs that may have.


What can we learn from this situation?

"No" is not necessarily the final word. When we learn the real objection, we can determine whether it is something we can overcome. We learn more from each "no" as to our buyers' wants and needs. We learn what's important to them. This way we can best present our products and services in ways that clearly show the benefits of what we are proposing.



Following up after a "no" can be very profitable. Often, things change over time. New personnel with different ideas, new or different needs, and different budgets can all have an impact on whether your "no" can be turned into a "Yes"... and you won't have to beat them up to get them to agree!