Many business people take No’s personally, but there are many reasons that someone who seems like a perfect client would say No to your offer:
The Benefits aren’t Clear
A lot of marketing focuses on the features of a product or service, rather than the benefits, but features alone don’t sell; people have to understand what benefit or value the feature has.
My boyfriend and I are currently in the market for a new gas grill. Some that we looked at recently feature something new called “infared heating.” Are you convinced to buy based on this description? How about if I tell you that cooking with infared is faster, cooks food more uniformly so there are no hot/cold spots, and prevents flare ups that burn your food; now are you convinced? Your clients and customers need you to explain the features of your product or service in this way as well so that they understand what you are selling them.
The Solution isn’t Appropriate
Sometimes what we want is what we want and no substitutions will do. And sometimes the solution offered simply doesn’t meet our needs (for instance, if you’re in the market for a car to haul your 6 kids around in, you aren’t going to consider a 2-seater sports car).
Instead of trying to convince your client to buy what you have for sale, determine what you client’s needs are first. If their needs don’t line up with what you offer, don’t try to fit that square peg in a round hole. Accept that you aren’t a good fit let that sale go. If you want to make a lasting positive impression, help him locate what his is looking for, even when you don’t sell it.
Most of us would love to live in multimillion dollar homes, but we don’t; not because we don’t want to, but because we simply can’t afford to. This is true of your clients as well. Sometimes they want what you offer but simply can’t afford to purchase it now.
You could simply write off these money-tight folks as not worth your time. Or you could help them access your offer in a way that they can afford: offer multiple price point solutions or a payment plan for larger solutions.
Or you could simply create a system of following up so that when the client is ready – and has the money — you are the solution they think of first.
Right Solution, Wrong Time
Sometimes there is a component to timing that goes beyond money, what I call the right solution, wrong time.
If you are a homeowner, you own a roof and that roof will eventually need to be replaced, maybe not today or tomorrow, but someday. But if a roofer knocks on your door today, you aren’t going to be interested unless your roof currently needs replacing, even if he offers you a great deal. It’s the right solution, but the wrong time.
This concept is true of your clients as well — not every potential client will be ready for your services when you first talk to them. Realize that NO may really be “not now” and follow up.
Some of the potential clients you talk to may be ready for your solution and have the money to pay for it, but they say No because of your attitude.
We’ve all experienced bored and disinterested sales people who can’t be bothered to help us – the guy with his feet up on the desk or the young woman who’d rather talk to her friends – but you can also be too interested in the sale as well.
A good example is the used car salesman. You step on his lot and you are suddenly his new best friend and he can’t wait to show you his “secret deals.”
You might not be quite this enthusiastic about your potential clients, but if you get too excited about what this person can do for you (or your business) you can come across like that used car salesman and lose the sale. Let your potential client set the tone and keep your enthusiasm below her level and you won’t inadvertently scare away the sale.
Not every potential client is a perfect match for your business: Learn to recognize the mismatches, and follow up with the right matches who aren’t yet ready to buy, and you may find more of the right people will turn into clients.