How To Get Them To Say Yes
Written by Dave Lorenzo on July 30, 2016 / Closing
A couple of weeks ago I was with a business executive who, even after 15 years of selling, was amazed that a client did not instantly agree to work with him.
In his mind, there was a clear need, the client had money and the situation had to be handled immediately. Yet my client could not close the deal.
This happens to all of us. And it happens more often than we would like. Recognizing the four reasons why this happens will help us break through and get a “YES” instead of receiving resistance.
The client says he doesn’t need your services.
He believes he can handle it himself. Or he doesn’t think his situation warrants bringing in outside assistance.
It happens in EVERY business. I have seen people facing criminal charges refuse to accept the assistance of a lawyer.
Of course this does not mean he REALLY has no need for your services. It means you must help him realize he needs your services.
Step one in any sales process is identifying the problem the client is facing and making sure he sees it as a problem. You do this by asking diagnostic questions.
Questions get the client thinking about his situation and, they force him to confront reality.
“Why did you invite me over to your office today?”
“How long have you had this issue?”
“How does it affect your income?”
“Can you continue to operate your business without solving this problem?”
Help your client understand the need.
In this case the client is in no rush. Maybe he feels as though taking a wait-and-see approach will make things better. Maybe he does not realize the gravity of the situation. Maybe he is uneducated on the potential consequences of delaying action.
While this may seem like the perfect time to present facts and figures, it is not. A rational appeal will only lead to more justification for delay. Why? As you present your statistics, the client will conjure up his own to justify not moving.
Instead, present several case studies that show adverse personal impact because of hesitation, delay and indecision. Showing real people, just like your client, getting hurt because they failed to act, engages him emotionally.
People take action to avoid pain. Identify the pain your client will face if he doesn’t take immediate action.
If the client shows the proper respect for the potential adverse consequences of his situation, he will realize the urgency.
In most cases when the client says they have no money this really means they do not see the value in hiring you. I have had clients tell me they have no money to invest in my services and then go out and buy a new car or go on an expensive vacation the day after our meeting.
The best thing to do when you hear a client say they have no money is to immediately challenge that statement. A great question that gives people perspective is:
“We value things we believe to be a priority. Why is this not a priority for you?”
Do not rush a business relationship. Make sure you take time to understand the client’s situation. Make sure you really listen for issues behind the words. Reflect that understanding back to the client.
Invite the client to connect with other people who have done business with you in the past. Ask him to reach out to them. Present him with at least three references – people who have done business with you (preferably people who are just like the client).
Trust is a foundational need. If you do not have it, you have no chance of engaging the client.
Clients say “YES” when they understand the need for your product/service and they feel urgency. They say “YES” when the value you provide is greater than the money they will invest.
A client says “Yes” when he trusts you.
Focus on these issues – the client’s issues – and not on the features and benefits of your product or service.
If you have this “external orientation” you will close more deals and deliver more value to your clients.
Here are three more articles you can use to boost sales:
Many people are shy about their desire for money. Those folks are not successful salespeople. If you love money, working in sales is the right job for you.
You don’t need to be a sales expert to know how to make more money in selling. Take action. That’s it. Do the right things each day and you will be successful.
Every business in every industry has a slow season. If you want to jump start your sales this article is for you.