Why people say ‘no’
As sales people, it’s the word we all fear - that final ‘no’ from a customer that means that they don’t want to close the sale. It can represent the end point of a process that may have involved months of investment on your part - and it can be hugely disheartening. But, it happens to all of us (although not here at Big Motoring World, obviously!). Here’s why:
- You haven’t sold it to them
Bear with us - don’t take that statement on face value. What we mean here is that your prospect is saying no because you’ve failed to put them - and their hopes and fears about the future - right at the centre of your pitch. You’ve tried to sell the product ultimately to a generic customer - and failed to show the person who is sitting in front of you how it will improve their lives. If they don’t feel the need for whatever it is you’re selling (or if you haven’t created that need in them), then it’s not going to happen.
- They don’t trust you
The killer blow. If you’ve failed to build a relationship with them, and they don’t feel any confidence in your ability to deliver what you’re promising, then the process is only going to end one way. Trust comes down to so many different, subtle factors - and we’ve spoken about how important it is in previous posts - but a good deal of it comes down to likeability, combined with your ability to show that you understand and care about their needs. Get this nailed and you will be able to build a trusting relationship with the people you’re trying to sell to.
- They don’t feel they need it right now
Creating a sense of urgency is a real skill, and it’s up to you to make the compelling argument for them to say ‘yes’ now - rather than a ‘maybe’ or a ‘not at the moment’. Much of this comes down to your presentation - make it zing, and make getting this particular area of their lives sorted out seem a top priority for them that they can’t put off. One last thing… Finally, don’t be afraid to say ‘no’ yourself, just once in a while. As salespeople we can often be eternal optimists - looking at every single sales opportunity as something that we can definitely win. But what separates the very best sales people from the rest is that ability to assess a potential opportunity and to be able to spot when it isn’t going anywhere. The sales people who really know what they are doing will be able to quickly see where their time is best spent - so, rather than endlessly chasing an opportunity that might not end up in a successful sale, they’ll walk away and concentrate on one that will. So, next time, remember that it might pay for you to say ‘no’ before your potential customer (eventually) does.