Getting to Yes After You Hear No
People who say no to one thing may be more likely to say yes if asked again. Use that fact to your advantage in a sales situation. If your prospect says no, think, "I heard what you said but it's not what you meant." You can more easily get to yes when you recognize the Top Ten Tips for Getting to Yes after No.
- Begin with an attitude of how you can solve customers' problems instead of thinking about how many books you can sell.
- People are reluctant to admit they made a mistake. Once they say no, they will not change their minds unless given new information.
- Do not tell them they made a bad decision. Instead, agree with them. Take them by surprise by saying, "That's exactly what I would have said based on the information you have. But if you consider this fact... ."
- Rejection is often due to situational factors. People may want to help you, but at the present time may be too busy. When cold calling on the phone, give the recipient a reason to listen to you, then ask, "Is this a good time to talk?"
- In general, people want to be helpful. If they say no too quickly they may feel bad and actually become more willing to help - if you persist professionally.
- Start high and work down to a lower level of commitment. Most children learn that if they want a hamster they first ask for a pony.
- The buyer - not your product - should be the focus. Do not begin the sales process by asking, "What else can we make?" Instead ask, "What else can we do for our prospect?"
- Sell content, not books. The product form is a variable. If prospects want your content delivered as a DVD they will say no to a book.
- Listen to your prospects. Try to uncover and sell to their interests, not their positions. Their position may be that they have never used a book as a premium before, so why start now? Their interests lie in selling more of their product, motivating employees or creating a safer workplace. Focus on their interests.
- Do not take no personally. Your prospects are not saying no, they are saying, "show me a way your content can help me and I'll give it another look."
 For more information see the article When Marketing is Strategy, by Niraj Dawar, Harvard Business Review, December 2013, pp 101- 108
Brian Jud is an author, book-marketing consultant, seminar leader, television host and president of Premium Book Company, which sells books to non-bookstore buyers on a non-returnable, commission-only basis and conducts on-site training for publishers' sales forces.
Brian is the author of "How to Make Real Money Selling Books (Without Worrying About Returns)," a do-it-yourself guide to selling books to non-bookstore buyers in large quantities, with no returns. He has written many articles about book publishing and marketing, is the author of the eight e-booklets with "Proven Tips for Publishing Success," and creator of the series of "Book Marketing Wizards." He is also the editor of the bi-weekly newsletter, "Book Marketing Matters."
Brian is the host of the television series "The Book Authority" and has aired over 650 shows. In addition, he is the author, narrator and producer of the media-training video program "You're On The Air."