Get Them to Say No: A Contrarian Approach to Sales

Don’t take “no” for an answer! That’s the sales mantra that used to run through my head as I sat down to make my daily sales calls, bracing myself for the rejection and objections I would inevitably face.

After all, it’s been said that buyers will say no at least five times before they say yes. And it was the approach I’d observed and experienced with other sales folks I’d encountered. If everybody else is doing it, it must work. Right? It’s a seductive fallacy to believe that sheer persistence will bring you sales; it’s more likely to bring you frustration and burnout.

I’ve come to realize that a “contrarian” approach to selling is more effective and gives me a greater sense of control. It's draining to feel like you're at the prospects mercy, groveling for a sale. Selling is not about talking people into doing something they don’t want to do. In fact, sometimes “no” is the best thing you can hear from a prospect.

Have you ever pursued a customer for weeks, months or even years because they showed some interest without making a sale? And do you now look back with regret and wish you had invested that more wisely? Consider these thoughts on the sales process:

• It’s Not a Closing Problem: Many business owners get hung up on the closing ratio of their sales staff, when that is seldom the real issue. Don’t confuse a closing problem for a qualifying problem. Are you selling to anyone who can fog a mirror, or have you put a specific set of criteria in place to systematically and diligently weed out less than ideal candidates? The right prospects close themselves. They gladly buy when there is a match between cost, value and need.
  
• Drive to No: Not only is “no” an acceptable answer, it’s actually better than a reticent “yes”. Make it easy for the prospect to say no instead of ignoring and overcoming every objection. Remember, each rejection you get past frees you up to search for the prospect this is the perfect fit for what you’re selling. At a minimum, get prospects to quantify early on how serious they are.
  
• Shift the Ownership: A prospect takes your card and agrees to call you and meet you for lunch next week. What do you do when they fail to call? Make a follow-up call yourself — maybe even two or three? Do you send more information and call again to see if they got it? While a certain amount of follow-up makes sense, you’re better off to move more quickly to a forthright approach like this: “I don’t want to pester you if this isn’t for you, so this will be my last call. If you decide later that this is something you want to act on, you have my number.” Once you’ve educated them about what you have to offer, let the prospect drive the sale.
  
• Retain a Sense of Exclusivity: Your product or service isn’t for everyone. Let your prospects know that you’re picky about who you take on as a client—that you want to screen out prospects that aren’t ready for what you have to offer—and suddenly what you have to offer is more desirable. Every business owner wants to be a step ahead of the competition. Separate yourself from the mainstream and you’ll create a brand that resonates with many consumers who want to stand out from the crowds themselves.

How many of the of prospects you've been chasing after should have been abandoned long ago?There's a time and a place for pursing someone with dogged determination, but, more often than not, a contrarian approach is a better choice for you and the target of your sales pitch.