How to handle the word NO in the sales process.

Firstly, the word NO does not mean NO, forever. Is until the end of the month, the end of the tax year, the end of the calendar year (Christmas) or until a certain event takes place. (Birth of a child, moving to new premises, until approval is given by the budgetary committee or the boss comes back from Bali?)

The astute salesperson realises that while the word NO means there is a hold up (short or long) in getting a decision to move forward, it is their responsibility of finding out when the NO runs out to their offer or opportunity.?

The NO is about the buyer, not the seller. How long does the NO last? That is for the seller to find out. For when they do, they can then solve the buyer’s problem (known or unknown)

Why does the NO arise in sales situations?

There are four basic reasons.

• No Real Need: The buyer doesn't understand the need or won’t admit the need to finding a solution to a problem (now or in the future) that they have.
• No Sense of Urgency: The buyer doesn’t see any reason to act NOW.
• No Money/Finance. The buyer is not prepared to part with money to solve a problem they are unaware of or won’t face. Or they simple do not have access to the funds to buy the solution that solves the problem
• No Trust in the Seller: The buyer does not believe you, your offers, your company, or your solution. Sometimes they just don’t like you.

So, what brings on a NO or an objection to your offer?

This where a potential buyer exhibits a reaction to your offer that is not a Yes. It demonstrates that you have more work to do to change their attitude, position or emotions to moving forward.

Assuming that the NO is a real objection, what should you do to handle the objection?

Carefully Listen to the Objection

Concentrate on what the person is really saying by listening intently. Observe how they say things with passion, emotion and intensity. In other words, are they serious? Or is the NO just a blind to stall you, ignorance of the reason to consider your offer or sadly, merely to get rid of you?

Thank them for bringing up the reason for the objection

This is important. By thanking them for bringing up the objection you are agreeing with them, rather than go into a conflicted situation by disagreeing.

“John, I appreciate you letting me know how you feel about this and having the courage to bring it up. Thank you. Can we examine in more detail why it could be a good idea to think this through, please?”

There are only three responses to this: Yes, No or I’m not sure/maybe.

Feed the Objection back to the buyer

This helps clarify the objection in the buyer’s mind “I think your price is too dear”, says the prospect. Feed it back to them.

“So, what you are saying to me John, is that compared to other services like this, you think it costs too much? Is that right?”

“Thank you. Can we examine how we arrive at the price?”

Don’t overreact by becoming defensive.

Your defensive or provocative reactions can have a negative impact on the sales process. Unfortunately, negativity is infectious. Keep negative emotions out of your responses as they set off a whole range of unsuitable situations not conducive to continuing the interview and even excluding you from future discussions. In other words, the interview/opportunity can be terminated.

From the buyer’s perspective, what are they hiding or refusing to mention to you?

Sometimes buyers can't or are not ready to tell you the real reason for the NO. Sometimes the real reason for the objection isn't what the buyer initially tells you, is it?

As a salesperson it's your job to understand the objection from the buyer’s perspective. This means fully understanding why the prospect is saying NO and to explain how your solution can HELP the prospect.?

To do this effectively it is important to dig deeper by utilising the “What else?” technique. This simply means you ask the buyer, “Apart from (insert the known objection) what else is of concern to you about this offer?”

At that point go back to questioning 101 and simply ask, “Why is that a concern for you?”

This not only lets them articulate what is a concern to them but why. Then you can begin to set their mind at rest.

This article is reprinted with permission from Jim Prigg CEO and founder of Knowledgemaster International (KMI) Pty Ltd . KMI is an online resources company that delivers practical and simple communications, interaction, sales and soft skills tips, tactics, techniques THAT WORK.

Learn more about winning business programs by calling Jim directly on mobile 0408 520453 or [email protected] .