It is customary for salespersons to equate a “No” from the
customer as a rejection. Series of such reactions frustrate and demotivate a
salesperson. I however have contrary views to
this.
Let us
make note of the following truths of sales related to this topic:
- 95% prospects that finally
become customers actually started responding to the salesperson with a
“No”.
It happens very seldom that
customer starts interacting with a salesperson with a positive “Yes”. The few
occasions where it happens, it is said that the customer bought the product
(not that the salesperson sold the product)
- Only 8% of customers mean a
“No” when they say “No” to a salesperson.
When a customer says “No” to a
salesperson he may mean any one of the following
- Not right now
- Not until I discuss the
matter with some one else
- Not till I feel that I have
the money for the said purchase
- Not till I decide what to
do with the existing product
- Not till I convince someone
else who is also a party to this decision
- Not till I consume all the
consumables that I have in stock for my existing product
- Not till I make full use of
the present AMC with my existing supplier
- Many more
- When a customer says “No”
to a salesperson, 11% of the order is closed.
- Mostly, only customers who
are really interested in a product will raise questions
- Customers have 4 questions
to ask to any salesperson and the percentage of closing the order keeps on
increasing as the question no increases, viz.
- No, I am not interested in
buying the product (11% chances of closing the order)
- The price is too high.
(33% chances of closing the order)
- I do not trust you. (66%
chances of closing the order)
- The discount is not good
enough. (99% chances of closing the order)
Why do we say that Sales process
begins when the customer says “No”?
- “No” is the first question
that customers raise when they are serious about considering buying a product.
- “No” is an investment which a customer makes with a salesperson because he knows that the latter is going to take more time to explain.
- “No” from customer gives an opportunity to the salesperson to understand the customer
better.
- “No” from the customer
should be read by salesperson as “Why not?”
- “No” from a customer gives
an opportunity to the salesperson to respond
What should the salesperson do
when customer says “No”?
- Thank the customer for his
valuable opinion
- Ask Relevant Questions
which helps you conduct a need analysis around the question “No” (The
Technique of From – To Analysis)
- What product do you use
right now?
- Since when are you using
this product?
- What is the cost of
solution from this product?
- How does the customer take
care of preventive maintenance of the existing product?
- What is the consumption of
consumables on the present product right now?
How do you respond to “No, Thanks.”
from the prospect?
- Check out whether you are
sitting with a customer or consumer. In case you are talking to a
customer, try reaching the consumer so that the latter will appreciate
your offering more.
- Organize a no obligation
demonstration of your product.
- Share testimonials of good consumers with the prospect.
- Promise to share some
thought provoking literature on the concept behind the product or service that the salespersons
wishes to sell
- Periodically engage the
customer through
- Whatsapp
- SMS
- Email
- Create a slot on your calendar to follow up with the prospect after some time to see whether the prospect has changed his mind.
