When people ask me in sales trainings how they can turn their no’s into yes’s, I get a creeped-out feeling because the underlying assumption is often: How can I manipulate everyone into saying ‘yes’ to my sales pitch? And those are the kind of sales techniques that make sales people feel scummy.

The truth is that you want people to say no if your product or service isn’t right for them and you always want people to know that they can say, ‘no’ if the product doesn’t fit their needs or their budget. However, if you’re hearing a lot of no’s from prospects who really are qualified candidates then there are two underlying problems you need to consider.

The Two Main Reasons that People say ‘No’ are…

  1. Certainty: I’m not confident that your product or service is really the solution I need; and
  2. Trust: I’m convinced about the solution, but I’m not sure you are the right person to deliver it.

Either of these can be deal breakers… or at the least deal delayers, so it’s important to look at where those objections are coming from.

In the 13-week Profitable Business Accelerator course and with many of my private coaching clients we work on exactly HOW you can increase the levels of both trust and certainty in prospects to make it easier for them to say ‘yes’ with confidence.

Increasing Certainty

This affects your prospect’s confidence in your value proposition and reduces rejection on the basis of doubt and fear about your solution.

Indications that you need to work on building more certainty into your presentation are:

  • Questions about price;
  • Technical questions about specific features and benefits;
  • The prospect is looking at different solutions to the problem (rather than different solution-providers)

You can increase certainty in the value of your solution through your elevator pitch and your presentation. You know that you’ve done a good job (or that your solution doesn’t fit) when your prospect’s focus changes from “What will I do?” To “Who will I get to provide this solution?”

Increasing Trust

This relates to your prospect’s confidence in your ability to actually provide the solution. It may be based on their perception of your capacity and expertise, the degree of relationship and rapport they have with you, and their existing relationships with other providers of the same solution.

Indications that you need to work on developing more trust through your presentation are:

  • Questions about capacity and timing;
  • Questions about process;
  • Indications that they are talking to (or plan to talk to) other providers of the same solution.

You should work on increasing the level of trust you engender by ensuring that your appointment-setting script and follow up process builds your prestige and fosters relationship; that you presentation materials highlight your expertise, and by changing your proposal and post-appointment follow up process.

Learning how to build relationships that foster both certainty and trust is vital for your career as an influencer and high performer so if you’re hearing a lot of no’s during your week (sales, relationships, career etc), identify where they are coming from and take the necessary steps to engender more certainty and trust in those around you.

Once you do this, you’ll find it’s much easier to get to ‘yes’ and your sales closing rate will skyrocket.


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