Getting to Yes After You Hear No

People who say no to one thing may be more likely to say yes if asked again.[1] 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.

1. Begin with an attitude of how you can solve customers' problems instead of thinking about how many books you can sell.
2. People are reluctant to admit they made a mistake. Once they say no, they will not change their minds unless given new information.
3. 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... ."
4. 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?"
5. 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.
6. 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.
7. 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?"
8. 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.
9. 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.
10. 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."

[1] For more information see the article When Marketing is Strategy, by Niraj Dawar, Harvard Business Review, December 2013, pp 101- 108