Have you ever missed a signal that there was really "no deal?"
- Is this really the best fit?
- Is this person willing to work with you?
- Could your efforts be more productive somewhere else?
Many salespeople are taught to "never take 'no' for an answer." When the prospect says "no," the salesperson mentally consults his "overcoming stalls and objections" list, and fires back a response designed to turn the "no" into a "yes." Of course, the prospect has his list of responses, too. The process continues ad infinitum until someone, or someone's list is exhausted.
You Must Know Where You Are
There comes a point when you must either close the sale or close the file. The odds are good that you already know, intuitively, when you reach that point with a prospect. If you don't know or think you don't, ask a sales manager or colleague for some perspective on the matter.
Continually pushing for the "yes," continually ignoring the possibility that your product or service may not be the best fit, continually refusing to take a "no" that's stated directly or indirectly, will lead you down a dead-end path. The result will be wasted time, effort, and resources that could have been invested in other opportunities. If the prospect's buying decision is going to be "no," common sense dictates that you elicit that decision as quickly as possible. It bears repeating: The sooner you find out that you are not going to make a sale, the sooner you can direct your energy to more profitable pursuits!
If you are thoroughly knowledgeable about your product or service and understand the situations it was designed to address, the problems it was designed to solve, and the results it was designed to achieve, you'll be able to diagnose a prospect's situation and determine whether your product or service really is a good fit. If it is not, the process stops. If it is, but the prospect will not help you to develop a mutually committed business relationship, the process stops in that case, too.
What is a "Good Fit?"
A "good fit" is only a good fit if you can deliver it for the investment the prospect is willing and able to make, and in the manner and timeframe, the prospect requires. If you can't meet all of the requirement that defines a good fit for this person, recognize that continuing to pursue the opportunity will only lead to an eventual "no." Acknowledge the eventual "no" right now...and move on.
You can hide from it, do your best to avoid it, even refuse to recognize it, but a "no" today is still a "no" tomorrow. Close the sale - or close the file!