That’s when the SELLING begins. Otherwise you are just taking orders. When a client says “no” to your proposal, you have a jumping off point.
Ask them why… Was the copier that you were trying to sell too big? Were there not enough lines in the cell phone plan? If you are selling advertising, did you present a rock station, but the buyer is a Johnny Cash fan?
“No” starts the conversation. You can ask questions that will help you get closer to a “Yes”. Find out what the objections are. Write them down; repeat them back to the client. Be sure that you know exactly why they said no. Then prepare a presentation that addresses the objections, either with new solutions or with research that justifies the original proposal.
For instance, I have a client to whom I proposed an advertising schedule. He was not happy with the networks that I presented, or the time frame in which the commercials would air. I didn’t understand why. So I asked questions. He explained that he was not trying to reach a “do it yourself” demographic. He felt that his clientele was more affluent, and perhaps a bit older than the network I had targeted.
I understood his reasoning. Then I prepared research to present to him on specific programs on this network that targeted his desired clientele. I tweaked the schedule so that his commercials aired only in these targeted programs, and when I presented the revised proposal – one that addressed his initial objections — he signed the contract. His “no” became a “yes.”
When it came time to renegotiate for 2010, the buy grew by 150% for the year.
If you are a REAL salesperson and not just an order-taker, the word “no” means “GO” to you. This is a green light to proceed. This is when you get energized and the adrenaline starts pumping. This is when the SELLING begins!
Now, go sell something!