In recent years, sales trainers have been touting an interesting theory on how to close a deal: “Go for the ‘no’.” It’s an interesting enough turn of phrase to draw attention in books or blogs and put butts in seminar seats, but what does it really mean? Not much, when it comes down do it. The “no” is just about disqualifying a difficult prospect before you find one that will say “yes.” So, in reality, you were going for the affirmative all along. Well, of course, you were. That’s how you make money. Let’s look at how to make some more, all right?
In every deal, there is a moment it could go horribly wrong. Struck by lightning and a subway train at the same time wrong. Sometimes you feel it coming and dodge a bullet. Other times you grab that bull and ride it for a perfect score. It’s in those latter times you realize – for once and for all – that every ‘problem’ is really a chance to succeed if you’re skilled enough to ride it out all the way.
It’s in those moments you learn the truth. Calls and bids and opportunities will not save your business. Only closed deals and growing revenue can keep you alive.
You like breathing, right? Well, so does your business. And just like you survive by taking in oxygen and turning it into carbon dioxide, your business thrives on bringing in cash and turning it into profit and reinvestment. No sales, no cash. No cash…dead business. It’s. Just. That. Simple.
Still, countless young professionals approach business like they will get paid for trying to get things done. Paid for setting meetings rather than closing deals. If you ever want to do anything well or right or better … if you ever want to survive, much less thrive, in business get this one thing down.
Forget no. Find out how to get a “yes” and follow that strategy until you don’t get another yes. Then adapt, adjust and find another yes. The day you stop that process is the day you become the walking dead.
