O'Reilly logo

Winning New Business by Richard Denny

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

8

Go for a ‘No’

The title of this chapter may sound ridiculous, and must raise an element of scepticism in you. We all know we don’t really want a ‘no’, we want a ‘yes’ from a prospective new client. But there are many ways to catch a fish. From our earliest childhood most of us were brought up to understand that a no really means ‘no’, and we were educated to behave and respond accordingly. But in the world of business a no is really a ‘No, not today.’

Early in the book I explained that I despise and abhor pushy hard-selling tactics, but equally I dislike weak wishy-washy behaviour. In business when someone says ‘no’ it very rarely means ‘No, I will never do business with you.’ What that person is really saying is, ‘No thank you at this moment ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required