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I love sales and marketing but occasionally I run into companies that use sales skills and marketing techniques that are a little nauseating to me. I don’t want to name any companies but the one I’m thinking of uses pink Cadillacs to reward their sales superstars. But hang on lipstick lovers around the world - this story has a twist.

What bothers me?
I hate when they teach their salespeople when prospecting, “every ‘no’ means that we’re just that much closer to a ‘yes’!” Just hearing that kind of sales advice makes my skin crawl because it’s so superficial sounding.

“It’s a backwards kind of engineering…”

What is good about it?
As much as I hate to admit it, they are actually giving their sales representatives a good sales tip. In fact, they are giving them many sales tips rolled into one statement. If we imagine all the companies that will never buy from us and those that will buy from us in one big pile, isn’t it our job to both eliminate the non-prospects and identify the qualified prospects?

Some more thoughts.

• We tend to have a fear of “no’s” when prospecting. They represent the boogey man in the closet. Let’s think differently about “no’s” in the future.
• We can’t stop when we get a “no.” A “no” means a “no” from that prospect at that moment, and that’s all.
• When we get a “yes” we sometimes stop asking other questions for fear of getting a “no.” We need to keep asking product questions, decision maker questions, etc. from a “yes” prospect until we get the information we need.
• Setting a “no” minimum quota while prospecting can go a long way in removing the psychological fender bender we experience when we hear one. It’s a backwards kind of engineering, but enough “no’s” will generate your “yes’s.”

Even though this company’s sales help might sound corny, this respected organization is actually providing good sales tips on how to sell.

Related information: Sales Tips: What is Cycle Prospecting or Perpetual Prospecting?, Hierarchy of Prospects

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Tags: Prospecting, prospects

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