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CLOSING THE SALE

But first, let’s pause to consider the answer salespeople dread hearing, especially in the closing stages of a sales cycle: “No.”

Most of us have been conditioned since childhood that “no” means, well, no. The word suggests a hard stop, a cease-and-desist notice, or an irreversible outcome. You heard it from your parents when you asked for candy in the checkout lane of the grocery store. You heard it as a teenager when you wanted to borrow the family car. Even as an adult, you hear it—maybe from your spouse when you do something like proposing to spend the bonus check on a hobby that suits only your interests.

In fact, hundreds of sales-training programs have developed specific language and techniques to prevent customers from saying no, and have tried slick ways to get around it or avoid it altogether. Battle cries like “Never take no for an answer,” and “Salesmanship begins when the customer says no,” have stuck in salespeople’s heads and influenced what they believe and how they behave.

No is a matter of perspective. Some see it as a stumbling block; others see it as a stepping-stone. What if you shifted your thinking and chose to see “no” not as a rejection, but as an opportunity?