The buyer said NO…In this article, you’ll learn 2 tips on how to move the buyer from a no to a yes!
The late Zig Ziglar, who I consider one of the smartest, talented salesman we’ve been blessed with on this good ‘ol earth said this…
“You try for the close the minute you establish value. You don’t want to wait until the last minute….If you do wait until the last minute, you can rest assured that some prospects will automatically say “NO”….more importantly they fear making a fast decision by saying YES on the first offer.”
If you fold like a beaten poker player after the first no, then you’re doing the buyer a disservice.
When the buyer says no after the first offer, the buyer fears the mistake of loss rather than the desire of gain. All the buyer really wants is to make an intelligent decision. Don’t you feel that way too, especially when buying a high priced product?
As Zig says “Make the prospect feel secure that a Yes decision is the right decision.”
How can you do that?
Well, you can’t if you cave after the first NO, you can’t create the opportunity for the buyer to make an intelligent decision. How tragic is that!
Make it easy for the buyer to buy.
Here are 2 tips:
1.) Don’t wait until you’ve given the buyer ALL the benefits and features to close the deal.. only present those benefits and features that will help the buyer’s problem. It’s not necessary to share every feature and benefit.
2.) Close throughout the sale..remember in this video I talked about how we are conditioned to automatically say NO! Remember what Zig said at the beginning of this article..
“You try for the close the minute you establish value. You don’t want to wait until the last minute….If you do wait until the last minute, you can rest assured that some prospects will automatically say “NO”….more importantly, they fear making a fast decision and saying YES on the first offer.”
Close throughout the sale
When a buyer says no…the buyer is saying “your price is way up here, the value is way down here and I’m not going to fork over my hard earned money for a little bit of value.
Unless you can reestablish the value of your offering, the buyer is just going to get irritated at you if you keep pushing to close the deal.
So keep this in mind. When a buyer says NO they are basing it on what they know about your product at that moment. This is why it’s essential you follow up with
“I’m curious Mr. Buyer, why do you think my product or service isn’t right for you?”
Listen to what the buyer is saying and not saying.
Then loop back to once again restate value based on the buyer’s objection. Don’t try to overcome the objection, that’s pushing. Manage the objection by aligning with the buyer, and by being agreeable, then offer a solution.
Many times a buyer just wants to negotiate. Negotiate terms but don’t negotiate price. If the buyer wants a reduced price, maybe the buyer is not the best fit for you.
Establishing business boundaries includes price too. Not all buyers will fit your customer profile. Be willing to walk away.