Getting to "No" Faster

A few weeks ago, a prominent and inspiring sales leader in my field reiterated a fundamental yet profound concept. This serves as a valuable reminder for both new and experienced sales professionals.

To accelerate the path to a "yes," it is vital to promptly pinpoint the "no's." Typically, about 90% of potential clients will decline your offer. The key is to swiftly shift through these 90%, enabling you to focus the majority of your efforts on the remaining 10% who are more likely to accept.

This process entails ongoing qualification. It is imperative to consistently evaluate the qualification at each stage. What may have been deemed qualified initially can evolve, and it's crucial to avoid pursuing leads that are not a good match, as this would result in wasted time and resources.

It all begins with a mindset. Mindset shift #1 - acknowledge that encountering "no's" is part of the journey; actively seek them out. Importantly, steer clear of excessive optimism. Inquire about budget, timeline, procedures, key decision-makers, and approval. If a prospect hesitates to provide this information, it's likely not a genuine opportunity. Encourage clarity if there is uncertainty to ensure both parties are pursuing a valid opportunity. If unsure about the opportunity's authenticity, seek guidance from your manager and possibly a higher-up in the prospect's organization. While these steps may be uncomfortable and cause some friction, they will ultimately steer you more effectively towards your objective.

Initially, posing qualifying questions may feel awkward, but with practice, it will become second nature. Begin by reevaluating the purpose of your inquiries. You ask to secure the necessary resources for a successful customer experience. To obtain these resources, you must demonstrate to your management that they are warranted - "help me help you."

By re framing, and this is an undeniable truth, you have now positioned the request in terms of the prospects' value and potential. If a prospect is unwilling to provide these answers for their own benefit, then this lead was unlikely to close. Exit gracefully yet promptly.

By nature, humans dislike disappointing others. Everyone desires to be a hero and often avoids saying "no" even when the ultimate answer is negative. Others do not intentionally lead us on; they genuinely wish to say yes or believe they can alter their response to a positive one. Your role is to watch for indirect responses, shifts in behaviors, and accurately identify and engage with the decision-maker.

If my life were only filled with "yes" responses, there would be no room for growth, and the significance of a salesperson's role would diminish. Recognizing when a "yes" actually means "no," knowing when to gracefully step back, and identifying key patterns are crucial components of a salesperson's skill set.

By identifying and addressing "no" responses sooner, you will ultimately allocate more time to authentic opportunities where you can surpass your sales targets.