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“Make
It Easy for
Them to Say No”
by Art Sobczak Some sales literature and ill-informed
trainers suggest you Hogwash. The opposite approach is often more appropriate: make it easy
for them to say “no.” Most of us have inanimate leads curdling in our follow up
files, taking up space like useless nick-knacks jammed in a junk drawer. Problem
is, these prospects waste our valuable time when we call them back,
when we hear the same old excuse about “not being quite ready now, call
back again.” The hook is set, we’re reeled in (again), and the cycle
continues. My philosophy is . . . . . . if you’re going to
hear a NO, it’s better to get it as early as possible, than to waste time and
money prolonging and languishing in the agony and ultimate rejection. Take Action and Induce the Decision I’m not suggesting that you
intentionally make bad calls so you’ll hear no’s (although it seems many of
the calls I receive fall into that category). I’m suggesting that after your
fact finding, presentation, and request for commitment you determine precisely
where they stand with you. If they’ll never buy from you, fine, find that
out. Today. If there is real potential and they’re worth
waiting for, at least make sure with evidence. Get commitment they’ll do
something between now and your next call. Ask questions like, “What’s going to happen next?” “What’s the next step?” “What’s going to happen between now and our next call?” “What, specifically, will you be evaluating?” “When will you discuss this with your partner?” “If you like what you see, will you make the decision to buy?” “If you decide to move forward before my next call, will you call me so I can give my updated bid?” I know, I know, depending on your compensation
program, it can be difficult to relinquish ownership of a prospect in your ACT!
database, since if they just happen to call in and place an order next month,
you get credit for it. Sadly, though, some reps rely totally on this system,
hoping people will call on their own to buy. But in the long run it’s actually
costing them, since they still have to speak with the prospects a minimum number
of times per year to retain ownership. They could spend time more wisely
elsewhere. My Quote-a-Day calendar recently read, “The surest way to go broke
is to sit around waiting for a break.” So, then, when should you let
the person go? You should discard them when, •
they won’t give you a commitment that they will do something —anything,
even if it’s seriously reviewing your literature or samples—between now and
your next contact, • they’re vague about time frames as to when
they want to implement what you have, • they’re vague about specifically what
they’re interested in. Make it
easy to say no. Then deal with it. Question as to why they feel the way they do.
If they’re mistaken in their beliefs, perhaps you can provide additional
information. Otherwise, move on to more fertile territory. Your harvest will be
richer. (Art Sobczak gives real-world, how-to conversational ideas and techniques helping business-to-business salespeople use the phone more effectively to prospect, sell, service, and manage accounts without "rejection." Author of numerous books, taped training programs and publisher of the TELEPHONE SELLING REPORT sales tips newsletter, he's also a speaker and trainer, providing high-content, one-hour to multiple-day customized speeches and seminars. Visit Art's Web site and receive his free, weekly sales tips newsletter the Tele-Sales Hot Tips of the Week. |