“No” Means “Know”

“No” Means “Know”

Once the customer says “no,” they will not change their mind and buy from you. The customer will only change their mind based on new information. Consequently, “no” means the customer does not yet “know” enough to say “yes.” Take accountability and work to provide the customer with additional information. Ask yourself, does the customer understand their problem and its impact on the business? Do they understand that you can solve their business problem and how it can be done? Is the ROI, payback and certainty clear for them to make an investment? Etc.

To translate “no” into “know,” you must continue to ask the customer questions to identify and understand their real objection. Once you believe that you have addressed the objection with new information, test it. Ask, “Is there any other reason that would prevent you from moving forward?” Or, “Is this issue the only thing standing between you and owning the product?” These test questions will help you draw out any other objections that you need to address. Keep asking questions and use new information to translate “no” to “know” and ultimately “yes” to close the deal.

All contents copyright © 2013, Josh Lowry. All rights reserved.


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