Winning New Business For Dummies

Chapter 12

Having the Confidence to Say No

IN THIS CHAPTER

Saying no: when, why, and how

Satisfying two parties even when you say no

Keeping your interests safe

New business salespeople love to hear prospects say yes to them. A lot of teachings focus on how to ask the types of questions that can result only in positive, or yes, answers early in the sales cycle, so, as the theory goes, your prospect gets into the habit of saying yes to you. Excuse me, but we’re in the 21st century here, and prospects are as equally sophisticated as salespeople. So don’t try to patronize them with things like this because it will more than likely end with you getting the relationship off on the wrong foot, and as I discuss in Chapter 3, first impressions set the scene for the entire relationship.

Don’t risk being labeled as a pushy salesperson at the very beginning (or ever, in fact), and use your experience and common sense at all times. Forget the tricks or old-school techniques to try to manipulate your prospect; you’re building a business relationship of equals.

New business sales is also not about ...