Sales trainers are often asked to help sales people come up with new methods to overcome objections, in other words how to respond when a buyer says ‘No’.
Well first of all you have to understand there are many different types of ‘No’ and if you fail to position which one you have heard you are not likely to respond in an appropriate manner.
So this article is aimed to help salespeople appreciate four different types of ‘NO’
NO – I can’t afford it.
Sometimes people want exactly what you are offering; unfortunately they simply cannot afford it. In B2B situations maybe their budget simply won’t stretch to your asking price. Maybe they have been given a limit on how much to pay for such an item. However in a B2C environment the decision could be based upon their inability to pay the price you are asking.
NO – I can’t justify it.
Often people would like to go ahead with your proposal but feel they might struggle to convince other people their decision was justifiable. I am sure many people would like to have the latest high spec computer on their desk with a High Definition touch screen display. However what would other people think if they went ahead and purchased one?
NO – I am going to compare prices and then maybe get a discount from you.
Some buyers will not place an order until they are completely satisfied they have the best possible price. Many consumers are now using price comparison sites to help them satisfy themselves that they have found the best deal available.
NO – I never pay the asking price.
There will always be buyers who simply refuse to pay the asking price. They see it as a personal challenge, and would rather walk away from buying something they really wanted and could afford than pay the full asking price.
The greater understanding you have of the type of buyer you are dealing with, then the better equipped you will be to correctly interpret their responses, especially if they say ‘NO’!
So remember, before you take ‘No’ for an answer, make sure you understand what type of ‘No’ it is!
Leave a Reply