The Power of Saying “Unfortunately, No.”

Good salespeople find ways to make the deal work. When a customer raises an objection, a good salesperson springs into action to respond and move past the objection.

A great salesperson, faced with the same situation, responds with “unfortunately, no, and let me explain why.”

I call this the power pushback, and it’s an advanced sales strategy that very few sales professionals use on a regular basis.

Maybe you’ve been in a situation where, while attempting to purchase something you really want, like a new car, some expensive jewelry, or a hotel room upgrade, you raised an objection. The salesperson looks you square in the eyes and said something like “unfortunately, that’s not possible.”

Your heart sinks, and your frustration increases. How dare they respond by saying this isn’t possible? Who do they think they are??

In this instance, the salesperson retains control of the sale. They’ve essentially outright rejected your objection and remain firm on their offer.

The power pushback is a tool that any sales professional can use, and it’s a powerful way to build value in your offer.

When you respond to an objection by saying something like “unfortunately, no” or “unfortunately, that’s not possible,” you create an emotional dichotomy for your buyer, a combination of both frustration that you won’t cave, and increased desire to have what you are selling (i.e., this must be pretty good if they aren’t willing to budge on price!).

Let’s be clear: if you use the power pushback, there is a chance that not only will your buyer not be pleased but also that they may walk away. However, if used in the right circumstances, and with the right intentions, it can be a great tool to build increased interest in what you have to offer.

There are times when using the power pushback is appropriate, which include:

• When your buyer raises a last-minute objection (i.e., they ask for a price reduction).
• When your buyer has reached out to you and is clearly in need of what you are selling.
• When your product or service is distinct in the market (i.e., there is no direct competition).

If you are considering using the power pushback, ensure the following are in place to achieve success with this strategy.

Power Pushback Rules

1. What you are selling must be distinct in the market (i.e., minimal to no competition).
2. Your buyer must need what you are selling (i.e., the need is clearly defined).
3. Your offer must be clear (i.e., your buyer has received a quote or proposal already).
4. There must be additional value you can offer your buyer (i.e., extended warranty, longer term).
5. Your intentions must be to help your buyer, not to irritate them.

Being effective at responding to objections is important, but there are times when simply responding with “Unfortunately, no” is appropriate.

In fact, despite it seeming counterintuitive, responding with “Unfortunately, no” can build even greater desire to have what it is you sell.

Just be sure that you apply the rules above.

Best,

Shawn

P.S.: Do you have a copy of my latest book, The Unstoppable Sales Machine? You can grab a copy on Amazon. Alternatively, if you want a personalized copy, send me an email.