The bone of contention between a salesperson and a customer is the word “No”. If a sales professional could erase this word from the memory of their customers it will be a great learning because only then we will understand all the various scenarios under which a likely prospect says “No” to a sales professional.
- Is there any risk at the customer’s end which your product or service can possibly mitigate?
- If no, stop following up with this prospect
- If yes, what are those risks?
In this blog, we will try and understand all the plausible reasons when the prospect is prompted with “No” as an answer.
Why a prospect says “No” to a sales person?
- Not interested to buy. (Only 7% prospects belong to this category
- Not in the right frame of mind to discuss with salesperson.
- Has something which is similar (almost similar) to the product being offered by the salesperson.
- Suffering from some stress which is much more important than buying your product.
- Wants to consult someone before talking further to a salesperson.
- Is not able to trust the salesperson?
- Wants some time to think and analyse the salespersons offering.
- Likes the product but cannot afford it.
- Likes the product but does not see “value for money” in the same.
- Wants to see some more features (Benefits) in the product.
- Not yet fully convinced to say “Yes”
- Likes the product but finds the salesperson difficult to trust.
- Likes the product as well as the salesperson but does not find the brand very popular or reliable.
- Does not like to be the “guinea pig” to an unknown brand.
- The other decision makers for the given product are not happy with this buying decision.
- Loves the product but finds it very complex and cumbersome to use.
- Does not see a great resale value in the product despite liking the same too much.
- Is not happy with the “final offer”
- The exact need (risk) which the customer wants to fulfil (mitigate) with the salespersons product is yet to arise.
- The prospect finds the salesperson too pushy
If the number of prospects who genuinely mean a “No” when they say “No” is only 7%, it is important that a salesperson learns how to handle the “No” coming from the balance 93% prospects. If you find the 19 out of 20 reasons quoted above is genuine, we have only two options in our life as a salesperson
- Teach the customer on how he should not camouflage the 20 reasons within one common response i.e. “No”
- Learn how to probe the customer and find out the real reason behind the customer saying “No”
I think the second reason mentioned above is the logical reason to follow.
The From – To Analysis is the way forward to handle a “No” from customers. In this system, we ask relevant questions to better understand the “From” position of the customer before we consciously try to take them towards the “To”position. We do not have to defend the “To” position like a lawyer nor do we have to “reject” their “From” Position. We just have to understand the “From” position properly and then guide the prospect towards the “To”position. For more of this , read my blog on this topic.