Just Say No
In the world of B2B sales, buyers and prospective buyers are bombarded by sales calls. From the phone, email, walk-in solicitors, and yes even direct mail. Many seem to feel if they just ignore it they will go away. Some may be right. But they are in the minority. It has always been my experience that the most successful sales people do not give up. At least not until they hear a definitive no. Even then sometimes that is not a deterrent. Persistence is a key fundamental in sales.
Those prospective buyers that feel if they just ignore those pesky sales people long enough they will just find someone else to bother. Well, if you are like me that is not an option. I will keep calling or emailing until the prospect tells me yes or tells me no for the appointment, order, or whatever the case may be.
My old friend & mentor Richard Burg, who I like to refer to the guru of sales, once told me; “Even no is an answer”. I have always found that to be a very powerful statement.
I have always been of the mindset that a big part of a salesperson’s career is hearing the word “no”. No one likes to hear the word no. But it is all part of the job. I have also been of the mindset that I am an adult and a professional salesman and I understand that hearing no IS part of the job. What I, like most, do not enjoy is being ignored or led to believe that a buyer would like to engage in a dialogue about opportunities to make a purchase which in the buyer’s mind may not be realistic. So instead of ignoring me or deleting my emails maybe more buyers should take a more active role and just say “I am not interested” or even a flat out “No”. That way I do not waste my time or theirs and I can spend my time with those prospects that are interested in engaging in a dialogue about purchasing opportunities.
Sitting on the fence is a whole lot more painful than jumping off to one side or the other. So to all you buyers out there, the next time you get a sales call or an email, just take the one minute to give an answer and remember, even no is an answer.
Good Luck and Good Selling!
Robert Minskoff is the founder and president of Minskoff Growth Strategies Inc. He has spent 15 years as a professional business to business sales person here in the greater Atlanta, Georgia market. Robert has spent years developing and honing his prospecting techniques as well as building an up to date and accurate database of resources and contacts. In recent years he has integrated the use of social media into the arena of prospecting and aiding to develop customer and brand loyalty. With a wide and diverse background Robert brings his talents to work for each client to create a lead generation solution for the small business owner. Read Robert’s blog; Through the Looking Glass, for observations and experiences from a 21st Century Salesman.