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.
Saying “No” to customers can help a small business grow
Domino’s Pizza recently announced the launch of its advertising campaign that will tell customers “No!” if they ask to add or remove toppings from its signature artisan pizzas. The purpose of the the new ad campaign is to position Domino’s as a leading authority for pizza. The company has spent years ”perfecting the balance on our artisan crust toppings,” states the voice-over in the advertisement. This is a bold campaign but is it smart? Should Domino’s or any business really tell customers no? Absolutely! Small business owners should be prepared to turn down customers if their requests are not strategically aligned with their overall business goals and objectives.
