Always give the customer a chance to say No!

The golden rule always was 'don't give the customer a chance to say NO'. That is don't ask any questions that could result in a 'NO' answer and consequently sabotage your sale.

For example, don't ask the customer 'is this something that you might be interested in' if there is a chance he/she could say 'NO'. The logic was keep listing the benefits, the features and with persistence and charm you will eventually get the sale.

Now, if you are selling door to door, or over the phone that logic is fine. But, if you are selling complex or high value B2B solutions you will want to hear a 'No' as much as you will want to hear a 'Yes '. That is because the nature of the answer is irrelevant in terms of prequalification and consultative selling.

With sales cycles lasting months, you had better find out as early as possible if what you have could be of interest to the customer. If it is not, then either you need to go back to the drawing board and find another solution, or go back to your prospect list and find another potential customer.

Getting a 'NO' in week 2 is much better than getting it in week 22, after multiple futile sales calls, presentations and even a proposal. Your sales time is precious so make it easy for the customer to tell you if you are wasting your time, or at least going in the wrong direction.

Here are some of the questions you want to ask, regardless of whether the answer is YES, or NO:

· - I am not sure if this is something that you might be interested in?

· Is now a good time to talk?

· Is this the right time for you to consider this option?

· Is this a priority for your business at this time?

· Do you have a budget for this?

· Do you have decision making responsibility for this?

· Is there a reason why you are talking to us, given that you have been a customer of our competitor for so long?

If 'NO' is the answer then how will it help you advance your sales process, or does it suggest that your sales efforts would be better invested elsewhere.

Selling in a Down-turn

In the mist of all the doom and gloom here are 5 tips managers are applying to gain a higher proportion of a smaller number of orders during the slowdown and be primed and to be ready when the downturn is over.

1. Stay positive

It is vitally important not to succumb to the negativity that will
de-motivate and paralyze so many. Don't get involved in complaining - the
market is still big, even in a downturn.

2. Re-double your Sales Efforts (work harder)

- Increase the level of sales activity - a market downturn means you
are going to have to work harder. If you did 6 sales calls last month
then do 8 or 10 this month.
- There are still people buying so be proactive – get out from behind the desk more often and get in front of more potential customers.

3. Focus on sales effectiveness (work smarter)

- Revisit your sales proposition - can you offer the customer a more compelling reason to buy?
- Put a personal, as well as a business; sales plan or campaign
together so as to guide you in what needs to be done.
- Sharpen your sales skills, take a sales course, attend a seminar, or
buy a book/audio cassette.
- When budgets are tight it is important to sell higher (i.e. to more
senior level managers)
- Prequalify early and often, it is important to focus your sales
energies where they can deliver results
- Look at ways of reducing the level of risk / commitment on the part
of new customers (e.g. small initial assignment, pilot project,
phasing of payment, etc.)

4. Leverage what you have got

- Leverage your customers and contacts - ask for referrals and
recommendations from them
- Follow up all leads and revisit any dormant accounts
- Focus on cross selling and up-selling among your existing customer base

5. Help your customers through the down-turn

- Show how your solutions/services can cut costs, or increase
sales in their business.
- Keep customers, by growing relationships and improving service