NO = Why?
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No = Why Yes = Buy
I ran into a new salesperson the other day that said he was having trouble overcoming objections, and I reminded him of the simple sales expression of No = Why and Yes = Buy.
Just like the closing techniques of reducing everything to the absurd someone reduced the first step of overcoming objections to the absurd making this simple expression of “No = Why and Yes = Buy.” I love that.
No’s are nothing new to the sales process. NO has been around since the days of bartering, so forever... Sometimes the real sales process does not start until the customer says the first NO. So as an ambitious sales professional one has to be comfortable with a NO.
First one has to understand why the customer said NO. Are they just popping off hoping you would react or can they make a real argument? The best way to find out is to ask “why did you say that”, and then make sure you are listening so you can repeat it back for clarification.
So this begins with: ”Why did you say that”
Then clarify with: ”Just to clarify this in my mind, what you are telling me is ...”
Then make a reasonable, valued based argument to justify your position and see what happens.
Practice makes Perfect If the same objections are stumping you month after month, get a floor buddy and role play. Plug in the standards and practice asking why, clarifying and making an argument.
Plug in Objections:
- Too high
- Not Enough for my trade
- Payment too high
- Wife said NO
- I have to think about it
By the way, NO’s can go both ways. Some of the best fun I had closing was to tell the customer “No” and then shut up to see what happened next. Didn’t work all the time but it did some of the time, and I found it a real study of human nature.
