Why They Said ‘No’

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Why Did They Say “No?”

If I had a dollar for every time a salesperson ever asked that question, I wouldn’t be writing this blog today — I’d hire someone to write it for me!

The age-old question of “Why did they say ‘no?'” has haunted great salespeople since the dawn of time. Now, before you get too excited: I’m not going to be able to give you a definitive answer. However, I am going to share with you some things I think will help lessen the number of times you have to ask yourself that question.

If you think of the sales process as climbing a ladder, prospecting is the bottom rung. You’ve got to step on that one before you can ever move to the next one, right? The next rung after that is qualifying the prospect and so on until you reach the top: asking for and getting the sale.

So, if you find yourself asking, “Why did they say ‘no?’” more than you should, maybe it’s not because of what is happening when you ask for the sale. Maybe —just maybe- it’s because you rushed past those important rungs of building rapport and qualifying.

Building Better Rapport

The more time you spend getting to know your customer —really getting to know them— I mean better than every other salesperson who has ever called on them, the more likely you are to make the sale. Now, I realize you are nowhere near asking for the sale at that point, but you have to spend a lot of time on that part of the ladder before you start your climb.

This is where you get your balance. This is where you become comfortable with climbing that ladder in the first place.

Asking Better Qualifying Questions

At the same time, as you build rapport and begin to qualify your customer, you’ve found your footing a bit and are ready to start the climb. But, is the ladder against the right wall? Is the ladder going to take you where you want to go?

If it’s leaned against the building, you can get to the top and not be at your desired destination.

Qualifying questions are there to make sure the ladder is in the right place. Oh, I know, you’ve got your balance and have established rapport but let’s make sure we are where we want to be.

Is this a qualified prospect and just as importantly is this someone you will want as a customer if they should say “yes?” It’s better to find out now than later. If you’re going to spend all your time chasing money or having a client you can never satisfy grab the ladder, put it in the truck and move on.

Remember the next time you ask yourself, “Why did they say no?” maybe it had nothing to do with your offering, your ability to ask for the sale or overcome objections. Maybe —just maybe- it had everything to do with where you placed the ladder and how well you established your balance.


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