Just because a buyer tells you "no" doesn't always mean the sales opportunity is over. In a previous article, we covered some of the meanings behind the word "no." You'll, of course, want to rule them out or address those meanings before giving up on any sale.

 

But, wouldn't it be great to have a sales compass that showed you which direction to go in the sales process when you do get those no's? In my new book, When Buyers Say No, Ben Katt and I have provided just that -- a visual compass to help you stay the course through to more closed sales opportunities.

 

Basically, at most points in the sale, you only have three options of what to do:

1. Ask a question to gather more information or to clarify a point.
2. Make a statement that provides answers to the buyer's request.
3. Remain silent.

That third one is the toughest for most salespeople. That's why I'm going to recommend that you practice it. In the company of others, practice asking a question then remaining silent. If you're the life-of-the-party kind of person (which many salespeope are), this will be a real challenge. However, the benefit is that you'll improve your listening skills. You'll give others the opportunity to tell you more--about themselves, their needs, their wants, and what they want to own.

 

When you remain silent after asking each question, your buyer just may point out the path to a closed sale with their answer. Remember, you're not leading clients -- rather you are acting as the guide on the path to greater satisfaction through the benefits of your product. As a guide you need to be flexible and possibly take a different course than the one you originally planned in order to arrive at the same destination.