TFT: No Isn’t Always a No
Why hearing “no” doesn’t mean the conversation or the opportunity is over
In sales you hear “No” a lot. You are often discouraged because after all that means you did not close the sale you wanted to close. What if that “no” was not a hard stop? Have you considered the timing could just be off? What about if the customer is not ready? There are may reasons that you can get a “no” from a customer. Today we are going to talk about some of those reasons and what you should consider for your next steps. If you know someone that would benefit from this post please share it with them. It is one of the things that keeps this publication going. Thanks!
It Might Just Be Bad Timing
Not every “no” is a rejection of your product or value it could simply be that the buyer is dealing with other fires. Budgets, priorities, or internal politics could be in the way. Make sure you clarify this when talking to the customers. Ask questions like:
Would this be valuably to you at a different time?
Or a different cost?
When do you set your budget for the next year?
What goals do you have for this year?
Would 1 month, or 6 months be a better time to discuss?
Asking these kinds of questions will help you understand better timing for your clients. It will also confirm when you need to schedule that follow-up. Just know that sometimes the product and value are there. But you need to find a better time in your customers schedule.
Tip: Stay present without being pushy. Timing changes, and when it does, you want to be the first call.
2. You Might Have Missed the Real Problem
Sometimes “no” means, “That’s not the problem I’m trying to solve.”
If you led with a feature or a solution before understanding the full context, you might have missed what really matters. That is why it is so important to focus on the problem you are solving. Define the problem on the intake call. Outline the problem in the meeting invite. Start off the meeting with a confirmation of the problem before you go into the pitch. By the time you get to talking about your solution the customer should be fuming because they want this problem solved.
By focusing on the problem you will eliminate the chance of hearing know because this is not a problem they do now want to solve. Do remember problems may be defined in different ways. So make sure you are solving the problem the customer wants to solve.
Tip: Circle back and ask, “What’s the biggest challenge you’re facing right now?” or “What would make you reconsider?”
3. They Might Just Like Who They are Already Using
Inertia is real. Even if your product is better, people stick with what is familiar especially if there is trust. That is okay, remember some customers are going to be early adopters and some will be late adopters. The key to try to sort the customers as best you can on your intake calls. Consider questions like:
Would you consider a change if the solution was right?
What would have to be true for you to consider a change?
Why would you stick with your current solution?
Are there internal stack holders other than your team that need to approve a change?
Would 3 or 6 months be a better time for a change?
Asking these questions will help you understand when a customer would be willing to change and who else you need to get onboard. It will also help you understand those customers that want to be on the leading edge and those that want to be on the trailing edge.
Tip: Respect existing relationships. Don’t bash the competition. Just stay close and look for gaps you can fill when the time is right.
Action Step:
Think about a deal you lost this year. Send a short, personal message asking:
“Just curious has anything changed since we last talked?”
No pitch. No pressure. Just presence.
Additional Reading Recommendations:
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