In this short post we tackle head on the myth that the key to successful selling is being able to say “yes” to all customer requirements. As we will demonstrate, there are genuine reasons why “no” may be the best word for sales success.
One of the keys to successful selling is being focussed on providing help to customers, rather than providing products or things. This is a common topic on The Humble Sale. However, it is a perfectly natural human trait that salespeople find themselves balancing this desire to help with their desire to please. After all, if the buyer likes you and thinks your company can provide everything they are asking for, they are more likely to buy from you, right? Unfortunately, this is not the case.
Partially, this desire to say “yes” to customer requests has lead to the poor perception of the sales profession. Imagine the following scenario:
A buyer outlines to a salesperson that they are in the market for a new service. The service is crucial for the success of their company’s growth plans. The salesperson’s company can provide most of the elements of the service. However, the salesperson is worried they do not have the ability to offer one key component. Also, they think the buyer has not considered other alternative approaches in the market; some of which may deliver better outcomes.
The “Yes” Scenario Outcome
In scenarios of this type, it is surprising how many salespeople would confirm they can provide the service as outlined and hope they will be able to muddle through as things progress. This is because they think the buyer wants someone to agree with them and tick all the requirement boxes.
In all likelihood the key aspect they can’t deliver will be the cause of shared frustration down the line.
Potential ramifications are:
- The customer doesn’t achieve their growth objectives
- Both parties drain resources on work-arounds
- Everyone wastes time
- The salesperson’s company loses money
- Worse, they irreparably damage their reputation
- The sales profession takes another hit to its credibility
All this from a desire to please!
The “No” Scenario Outcome
Imagine if the salesperson had said something like: “I completely understand what you are aiming to achieve. However, there is one aspect of the service you have described which we cannot deliver. Interestingly though, there are other approaches you could take that may get you to the same outcome.” They then go on to outline various alternatives, giving the customer more insight into potential ways to achieve their goals or solve their problems.
Potential ramifications of this approach are:
- A lost sale. It is worth accepting this. Especially if the buyer is hugely focussed on their requirements being followed exactly or if there is no alternative approach. However imagine the time and hassle you will save – more time to find other opportunities. It is credible to simply say “No, we can’t help in this instance.”
- Preserved credibility and respect in the mind of the buyer.
- The salesperson has elevated their status to someone who can be trusted, useful in this sale or potential future business with the same company.
- Overall, the salesperson has delivered a more helpful experience.
- The most interesting phenomenon, is the the differentiated approach they offer will ensure they are considered for longer in the sales cycle and increase their chances of winning. Buyers like good alternatives and choice, no matter how prescriptive initial requirements may seem. They like to be challenged constructively if they can see the seller is focussed on delivering their required outcome.
This last point is crucial.
Real World Examples
Twice in recent history I have been involved in very large, enterprise level deals, where saying “no” has been the best word for sales success. One was for a large UK wide organisation and the other was a global organisation.
The common pattern is that both initial conversations involved the customer outlining a very clear list of requirements to us. One customer’s list was within our capability but in our opinion the wrong approach. The other was not in our capability but we felt represented risk to their outcome. In both scenarios all of our competition said “yes”. Some could deliver on this, others would have run into problems. None actually took the time (or risk) to say “no” and then give advice that was to the customer’s benefit.
We won both opportunities and to this day the relationships tick over very well, and there is masses of Trust between all parties.
The key is to stay focussed at all times on helping and doing the right thing. If this means you have to say “no” and walk away occasionally so be it. On balance, you will win much more than you lose and have a high degree of Trust with all your customers. That is why “no” may be the best word for sales success.
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