Do me a favour and don’t let me down gently: why “no” is my favourite word on a sales call

In the world of sales, there's a common refrain: "Let me think about it." For many salespeople, this response is seen as a potential opportunity, a chance to follow up and eventually convert the lead. Rubbish. I would argue that a clear "no" is often a far more valuable outcome.

The Illusion of Potential

A "let me think about it" is what prospects say to soften the blow of the fact they’re not really interested. It creates the illusion of a potential deal in the pipeline. Unfortunately the reality is that prospects who say "let me think about it" are typically doing one of two things:

1. Buying time: They're not ready to commit and need more information or to consult with others. This process can be lengthy and uncertain.
2. Rejecting politely: They're not interested but want to avoid a direct confrontation.

In both cases, the "let me think about it" is essentially a fluffy "no." It's a way to gracefully decline without committing to a firm decision.

The problem with a “let me think about it” is that it’s not clear closure on the conversation and it’s not a clear boundary with the sales person. 

Once you’ve said “no” once, you can say it again. If you’ve left it at “let me think about it,” next time I get in touch, you’ll have mixed feelings: “I never DID get back to him… Right now I actually do need what he’s selling, but now I feel guilty about it…” And then you look elsewhere and I lose a sale. 

The Value of a Clear No

A clear "no," on the other hand, works for both parties. It's a definitive answer that allows you to move on. You can allocate your time and resources to prospects who are genuinely interested.

Moreover, a "no" can be a learning opportunity. By understanding why a prospect declined, I can refine my sales pitch, identify potential objections, and improve my overall approach. This feedback is invaluable for improving my sales performance.

How to Handle a "Let Me Think About It"

While it's tempting for salespeople to chase after prospects who say "let me think about it," it's often not the most effective use of time. 

My first response is usually to let the prospect know that not only do I not mind hearing the word “no”, I actively encourage it. I prefer a short, honest dialogue over a long conversation with an attachment of subtext. 

If you’re not prepared to be as upfront, there are other strategies which I’ve found useful:

• Clarify the Decision: Ask the prospect to specify what information they need to think about, or what concerns they have. This can help you determine if there's a genuine opportunity to address their doubts.
• Set Expectations: Clearly outline the next steps and a timeline. If you don't hear back by a certain date, you can assume they're not interested. “What’s a good time to check back? I don’t want to harass you” is my go-to line. 
• Respect Their Time: If the prospect insists on thinking about it, respect their decision and move on. If in doubt, take people at their word and move on to other opportunities. 

Remember, not every lead will convert into a sale. It's essential to focus your energy on prospects who are enthusiastic and engaged. A clear "no" may be disappointing, but it's also a step forward.

By embracing the power of a "no," you can become a more efficient and effective salesperson. Focus on building strong relationships, providing value and closing deals with qualified prospects.

If you’re on the receiving end of a sales call, a “no” will end the call quickly, respectfully and leave the door open if it ever turns into “yes”. 

What are your thoughts on the "let me think about it" response? Share your experiences in the comments below.