Just say “no”
June 25, 2009
“I don’t think our product is a good fit for your requirements.”
“I’m calling to let you know that we won’t be responding to your RFP.”
“It sounds like you have a lot on your plate right now; why don’t I follow up in a few months when this project is a higher priority for you?”
If you can’t imagine ever saying things like this to one of your prospects, it may be time for a frank reassessment of your sales technique. Many sales professionals develop the habit early in their careers of chasing every possible crumb of potential business, and the habit is hard to break, especially when pipelines are thin. Well-intentioned sales managers often encourage this way of working because they never broke the habit themselves.
The most successful sales professionals, on the other hand, know that disqualifying prospects quickly and moving on to other opportunities is one of those key habits that separate the upper echelon of the profession from the rest of the pack. Chasing deals that aren’t “real” only consumes precious time and energy, saps morale, and most dangerously, distracts one’s attention from more qualified sales engagements. It’s quite a challenge to become comfortable saying “No” in a profession in which we’re constantly told to say “Yes.” But the focus that comes with learning to say “no” may be just what you need to advance your sales career to a higher level of achievement.
