“You must be fully prepared to lose a great deal in order to make a great deal.” – Unknown
Either through spending more efficient time with prospects or finessing the sale (through all avenues known to humankind of getting the holy yes), the fine Art of Closing would not be complete without knowing when to go for the final-final sh*t-or-get-off-the-pot moment during negotiations. My sister, a great sales coach, calls it Going For The No.
It is scary to do. Mostly because we don’t always know if we can trust our own internal timing and tempo. Maybe we mis-judge a prospect’s comments about money, and bring up the subject too soon (or too late!) for their liking. These are the tiny-random things that unfortunately orchestrate many make it or break it moments in the sales life cycle. Closing with a Going For The No approach works, sometimes more than other techniques. And here is, I think, why…
During the point when your instinct knows it is time to Go For The No, you have most likely already spent a substantial amount of time with the prospect. No doubt, you have already offered free stuff, free time, free advice in one form or another. By the time your gut says go for it, the prospect will probably be more approachable because s/he knows that you (your services / products) are of value, and you have therefore earned the right to play a little hardball.
The entire vetting process for the prospecting life cycle needs to be seriously analyzed and handled with alert observation. This is the MOST important time. Not only because, as Frank Herbert, author of the Dune series, said: “Beginnings are such delicate moments,” but also because mistakes at the front-end of any endeavor are usually not fixable further down the line. The process of beginnings: of gathering the correct information, at the right place and time, with the best people, with all the tools needed to do the job right first time around… is where sales professionals can save a lot of time and resources right now. The first moments when your gut knows this is a dead-end street, make a swifter choice to walk away sooner than later. Go For The No before walking out the door, just to be sure, but yep, decide to walk away.
Overall revenue can increase if we do two things: decrease costs, increase sales. So, think about the hours you have wasted not closing a sale, when you knew on some gut level that this prospect was a bit off or problematic … if you had walked away sooner than later, you would have been free to continue filling and maintaining your more valuable pipelines. Your time becomes more effective, as your pipelines lead you to prospects that are HOT rather than just WARM. You get the picture, right? And at the end of the sales life cycle, Going For The No before walking away offers the prospect a chance to jump in and spend the money, because they like you and they like what you are selling. Starting today. I read an article that stated approximately 32% of the prospects in their study said Yes when the sales pro Went For The No before walking away. This doesn’t prove anything, but it is certainly food for thought.
The courage to Go For The No, and the finesse needed to pull it off are maybe lacking in each of us. But it is possible. My heart pounds way faster when I am doing it, and I feel the testosterone in my body pumping through the veins as I play hardball with a touch of humor, adding facts and figures if needed… whatever it takes.
- And sometimes, I say to them: This is what’s called: Going For The No in sales, Mr/Ms Prospect, so I would like to know if you are, indeed, interested in moving forward with the project?
- Or I might try something like: Based on (X number of hours) of work with me on this project, would your answer today be a yes or would your answer today be a no?
Very often, you will see how much they actually do value you and might be inclined to close the deal. Try it. It has worked for many.
As we all know about negotiations – having absolutely nothing to lose puts one in the highest position of power. Going For The No and knowing when to walk away also create a level of inner confidence and ease that nudge prospects towards trusting you. More yes moments come from it. Note: if you are uncomfortable saying No in your life, in general, then you might be more challenged doing this in your sales / prospecting job. So, learn how to say No, too.
Another, more politically incorrect way to say all this is simply: don’t let anyone dick you around. In the end, you have a great service or product they want. Going For The No when you are finally done going back and forth, lets your prospect know where you stand. It shows a solid backbone, too. Be willing to walk away and move on. With or without them. Professionally and diplomatically state the truth about this, and then onwards. You don’t need to be around business people who (consciously or unconsciously) suck time and energy out of your precious work life, no matter how impressive their suits and credentials are.
Spend more time with prospects whose voices brighten up when they talk to you, then watch your revenue (and inner confidence) grow.
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