In sales, and particularly sales in technical items that are fully custom-made such as security screens and doors, the most universal word to generate respect and rapport with a customer is the word “No.” Being able to say no to a customer builds a sense of trust in the salesperson and their product. A salesperson that can confidently say no to a customer knows the products they are offering, and knows the capabilities of their business.
We’ve outlined the top four reasons how learning to say ‘no’ will lead to a stronger and more efficient security screen sales business.
Passing your customer’s test
In sales, “no” is sometimes used by customers to test a salesperson. When a customer makes a demand that they know (or have a pretty good idea) you are unable to deliver on, they are often testing you.
For example, if you have said throughout the conversation that your lead time is between three and four weeks and the customer suddenly offers to give you the job if you can get it done in three or four days. The only response to give to that offer is no. If you turn around and tell your customer maybe, or I’ll have to think about it, the customer is going to know you are lying. They have given you a test and you have failed.
Sales Tip: It’s also important to note that “can I have a discount?” is a buying question. I believe when a customer asks if they can have a discount, 90% of the time they have already decided that they’re going to go with you at the price that you’ve already given them. When a customer asks, “Can I have a discount on that,” No is exactly the same as a Yes to their next most favourite question “Is that your best price?”
No is often the most important word to use when customers are testing you.