Make 'No' An Option

Many times sales people are so focused on providing a solution (selling a product/service), we never consider if the prospect has internalized a problem or truly believes in our product/service.  Even if the sales person has evolved into the business minded adviser who follows the sales responsibility hierarchy (What’s best for the client, the company, and then us), often their recommendations are offered as foregone conclusions.  We must realize that if the prospect doesn’t ‘own’ the problem, there is no solution.  Acknowledgment and proof of a problem should precede our proposed product/service. 

The challenge with a prospect honestly disclosing deficient circumstances is that they must trust us first.  Some of the most impressive presentations are transparent to unethical objectives.  I know ‘unethical‘ may seem extreme, however, if the prospect’s best interest is not our overriding initiative ‘unethical‘ may be appropriate.  Our purpose has to be unquestionably clear to the prospect.  One way to eliminate apprehension is to make ‘No‘ an option in the process.  Have you ever been in front of a decision maker whose business could undoubtedly benefit from your product/service a they were not willing to even have a conversation with you?  What do you think happens if we present ‘No’ as an option?  “Mr. Decision Maker I would like to speak with you regarding my company’s products/services.  You may or may not be able to benefit from them and it won’t cost you anything to find out.  If you/your company won’t see an ROI from our products/services we’ll part as friends, if so, let’s do business and make some money.  Is that fair?”  Despite the  risk, it does three things:

1. It permits the prospect to be honest about their desire to mutually explore synergies.
2. It magnifies the probability of that prospect becoming a true opportunity.
3. It allows everyone to make better use of their time. 
   

During the sales process, there is a simultaneous buying process (Geometric Echos).  As conflicting as they may be, our charge is to parallel these thoughts for mutual benefit.  We want to be a part of the conversation that is held immediately after we leave the appointment.  When opinions fly around in clouds of reality and humor.  That is where the truth exists, where problems can meet sincere solutions.  Make ‘No‘ an option and you will increase the probability of being invited to that dialogue, uncovering genuine needs, and developing prosperous business relationships.  Great Selling!

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