How to Turn a “No” to a “Yes” in Sales

What is a “No” in Sales? It is one of two things. 1.) It can be a sincere one-word sentence with real intent that this is the end of the discussion.  This can easily be detected by the tone of voice a person uses. Let this person go and do not waste any more time with them. 2.) The other  “No” is an early buying signal and it needs to be treated as such. It may take a little finesse to turn this “No” to a “Yes”.

The first and foremost thing you want to do at this point is to listen. The person will tell you why it is a no. Find out why so you can understand their specific situation and what they are looking for. Your product or service may or may not meet their need.

If it does not meet their needs then you have found out now and you need to ask them for a referral, the name of someone else they know who may need your product or service.  This will turn their temporary “no” to an eventual “yes”.

If it does meet their needs then it is simply a matter of explaining that to them after you have listened.

Do not rush in to tell them how it does this. The initial “No” indicates that you have not established enough affinity and rapport with them. They are not hearing what you have to say and they are not trusting you.  Do not let this affect you emotionally. All really “good” sales people want to become “great” sales people. Do not react to them. Pursue your personal success. 

The most important thing here is to build the relationship not the product knowledge! When you have the relationship then they will hear what you have to say and will understand how your product or service can benefit them. To build the relationship ask questions. This demonstrates a real interest in them. It will also give you an appreciation of their situation. When all this is in place they will trust you and they will say “Yes” to purchasing your product or service. You turned it around by caring and they sensed your genuine concern.  

Your sales history will be considered by business loan lenders when you apply for business financing.