When the Real Selling Starts!

I once heard a saying that went something like this, “When the customer says ‘No’, that’s when the real selling starts.” Later, I heard a business owner tell me, “If the product hasn’t shipped, been invoiced and paid for, we still have a chance to win the business.” I didn’t get it at the time, but over the years it has become very apparent to me that the deal isn’t done until the deal is done. There have been multiple situations where I or one of my reps has been told that the prospect is going with a competitor and we were still able to win the business.

Don’t get me wrong. These are not ideal situations. You want to be told that you have won the business – you have demonstrated that you are providing the best solution at the right price. But there are those times, and there are plenty, that you don’t win – at least not initially. How do you handle those situations? How do you grasp victory from the jaws of defeat? Often it takes a team approach with buy-in all the way to the top of the organization.

Blog continued below

If you like my blog, you’ll love my book, Click Send and Sell! Three Unconventional Emails with Extraordinary Sales Results.

If you have ever had a prospect “go dark” this book is for you. It has proven email techniques to “wake up” your prospect. While unconventional, these emails are authentic and professional, and almost always work. And , for only $3.99 you can put them to work for you today.

Also included are email techniques for following up on leads (these emails typically gets a 20% response rate!) and for planning your next prospect meeting. Proven through years of use and honed for you, these emails will help you stand apart from the crowd.

The book is available at just about every electronic outlet, including Amazon, Barnes and Noble, Sony, and Kobo. It’s also available for your iPad at the iTunes store.

No eReader? No problem! Click HERE to download and print the book in any format you want.

What are you waiting for? Those deals won’t wake up on their own!

After being told “No”, you need to fully understand why you didn’t win the business. Is it price? Is it a particular function that your product doesn’t perform? Is it your coverage area? Whatever the reason, you need to rally the troops to overcome the objection (after all, that’s what it really is) and win the business. Often times, there is nothing more than a misunderstanding about your capabilities that, when corrected, shows you and your company in a totally different light. It happens. We miss moments and opportunities to fully explain ourselves, our company and our product. The customer makes a decision based on bad information. Correct the information, demonstrate the capability, and get the business back.

There are times when this is easier than others. If you are responding to an RFP and have zero relationship with the organization it will be tough to win the business. If you are the incumbent provider and lose the business, you can and should leverage relationships all over the organization, especially above the people you are dealing with, to get the decision reconsidered. If it is a new account, and you have built relationships with the decision makers, get back in front of them right away, understand why they made the decision that they did, leverage other relationships and get yourself another chance.

When pricing is the issue – as it often is in these uncertain times – make sure that you have done a few things right. First, can you sharpen the pencil and get better pricing approved? Maybe in exchange for better pricing they would be willing to give you the business and make introductions for you elsewhere in the organization, purchase more, or sign a longer term agreement. If you need to get special pricing approved, get that ball rolling right away. But first make sure that if it is just a matter of pricing, that you have justified the business at that lower price and made the customer fully aware of the value that you bring other than just price. Get the pricing approved and get it to the prospect right away.

And, whenever possible, get back in front of them. Don’t do this work exclusively over the phone and email. Jump on a plane or get in the car and get in front of them right away. That lets them know that you are serious about winning the business and that you are willing to go to battle. Companies want to see that kind of enthusiasm from you.

Ultimately it will become a team approach to winning the business. It is rare that deals like this are resurrected solely by the sales rep. It is your leadership ability that will help determine the ultimate outcome. That means taking ownership of the opportunity and making sure that all of the people helping you are taking direction from you. Yes, even those people several notches above you in the org chart. I’ve often said that sales is a leadership role – this is the kind of situation that I am referring to. So lead, don’t panic. Lead, don’t be a drama queen. Lead, don’t whine. Lead correctly and the deal is yours.

The next time you get told “No”, recognize that as an opportunity to get started on some real selling! Bring in some help and win the deal. There is still time!