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When we hear the word no from a prospect, it’s not always a refusal to buy. The word no can mean many different things in sales. These are just a few reasons a prospective buyer may be telling you no. 


I still have questions. In sales, the word no very often means the buyers haven’t had all their questions or concerns addressed yet. Maybe they’re confused about how your product compares to the competition. That’s a challenge you need to address. A confused mind will always say no. It’s a protective device in the human psyche. If your buyer doesn’t see a clear way to go in regard to your product, they’ll give you a no so they can put off really making a decision.


I’m not clear on the benefits.  If you’ve qualified your buyers and are confident your product will suit their needs, then a no just means you haven’t completed the education process. If this is the case, it’s not necessarily a flaw in your presentation. Different buyers need different amounts of information, and they need that information delivered in different ways.

This is where knowing your prospects and using the something like the color personality chart can really help you close more. Getting to know and being able to use this information on personality will ensure you’re giving the right information to the right people 


I’m overloaded with information. Generally speaking, it’s better to give too little information and have your prospects ask for more, than to give too much and lose your prospect to information overload. Trust your instincts, watch their body language and close when you feel buyers have enough information to make an educated decision.

You can watch the body language of your prospects. If they look like they’re getting bored, switch things up. Ifb they’re bored listening to you, it’s hard to get them back. So jump in as soon as you see a problem starting. 


I haven’t told you my real needs yet. Even if you have a solid qualifying process, you will still get those who haven’t told you everything…. Or just outright lied to you. You presented to them a solution to the problem you thought they had, at the price you thought they could afford. Now they’re saying no, so you need to discover the why behind the no. If it’s because they haven’t told you their real needs, a few probing questions will get that information out of them. Then, you figure out which product you have that will solve their pain point and it at a price they can afford. If you don’t have something, then you thank them for their time and move on. 


This isn’t the right time for me. A prospect saying no might really be asking you to slow down the process a bit. Good timing is important when you make a purchase, right? So, it follows that it’s just as important for your buyers. Again, get to the real reason behind the no. If it’s the timing, then ask…. When would a good time be? Nail them down to a date and time that you can follow up with them and they’ll be ready to purchase. 


I don’t want to buy from you. I have some stores I refuse to shop at, for one reason or another. I have that power to make those buying decisions. And it’s the same with direct sales. I have many consultants that I purchase from, but there are also a few that I refuse to purchase from, for various reasons. 


Your buyer has that same power I do. They may simply not want to purchase the product from you. You are the intermediary between the prospect and your company. They need to trust the person they’re purchasing from. This one may or may not be salvageable, depending on the reason they don’t want to buy from you. If they don’t like you for whatever reason, if they don’t like what you stand for, if they don’t like how you run your business… well, to change that you would need to go through some long term changes. 


But many times, it’s just a matter of letting your prospect get to know you a bit better so that trust builds. 

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