All right, let’s talk about No.
The first thing a salesman needs to keep in mind is how important “No” is to job security. If clients and prospects didn’t say No, we wouldn’t have a job. Think of it this way: When a person walks up to a fast food counter to order a burger, do they get a features and benefits sales pitch promoting the value of the burger being offered? Do customers raise objections to the food being offered? Nope. They just order what they want, right? They have already decided they need a burger at that time and they go get it. And now consider what the people behind counter at a fast food business get paid…
The existence of No and all of the objections that come with it is what keeps the salesman on the street…working.
You will meet a lot of irrational Nos out there, but that’s no big deal. Life is full of no. Spend a little time with me, your tour guide, and you’ll see how true this really is; however if you’re honest with yourself, you’ll admit that you likely hear No more often than not. (That fabulous girl or guy you were so sure of…remember?)
On a sales call No is just part of the job, it isn’t anything to take personally. It is simply verification that your work is needed. For every four or five poor saps who don’t see the wisdom of supporting his business, there is one that does. You just keep taking the Nos until you find the Yes.
- What went wrong at Burger King (money.cnn.com)