TSE 1190: How to Nurture "No" Into "Yes"

A good salesperson knows how to nurture “No” into “Yes”. Hearing No in the sales world is common regardless of what you sell or to whom you’re selling to. When you hear a no, you can’t just back down and give up. You need to get back on track and fix it. 

Craig Klein is based in Houston and he works in the energy business. He used to make deals with large oil companies and the deals would take a year or more to close. With that period of time and the level of complexity of every sale, he sought help from others. 

He began Sales Nexus to address that inefficiency. Today, his company helps other businesses to grow and aims to help everyone in the community give their fair share of making their community a better place to live. 

No is difficult to hear 

Craig was trained by Dave Blanchard for awhile. Dave does executive training and he talks a lot about our need to be right. Humans as we are, once the idea is planted in our head and we start dreaming about it, the idea becomes real. If that idea is taken away, we end up getting hurt. 

It is the same with sales. We meet our clients with big plans for closing the deal but when we turn up, we are told no and that hurts. There’s a lot of burnout in the sales position because sales reps tend to make many phone calls and end up getting No. The thing about it is that when we hear No, we tend to take a step back and sometimes, we don’t ever make a step forward again. 

Nurture “No” into “Yes”

Salespeople need to learn to be a bit aware of themselves and to focus on the customers' needs, not on what they need. It’s also important to realize that sometimes, the prospects say “No” not because they don’t want to do business with you. They may be tied to a contract to your competitor or now may not be a good time. 

The primary way to nurture “No” into “Yes” is to have a sales strategy that makes you stay engaged with the prospects and build relationships over time. #Relationships

It’s not efficient to just focus on who you can close this month, it’s also about focusing on the people you can close deals with in due time. 

Stay in touch 

For every No you get, you make sure to take their name, their email address, their phone number, and keep it somewhere safe. You always have to write down everything you have learned from this customer including their budget cycle and their needs. Then, you create a system that allows you to keep connecting with time and getting them engaged. Check them out every once in a while and ask them how they’re doing. Let them know that you’re there. 

Meanwhile, you can find somebody else who is ready right now. Just keep nurturing and keep moving forward. 

Change your mindset that you will close every deal you have because that won’t happen. Instead, think of every appointment as a way of establishing a relationship based on trust. Resonate to them that you came not just to close but to understand what their needs are. 

Salespeople are like doctors. Physicians don’t sell their service in a way that’s too in your face. They diagnose their patients and examine what is something wrong with them. They then show you the patients how they can help with the problem. 

The same is true for salespeople. We examine their problem and we show them how we can help. You don’t sell the product the moment you meet them. You warm them up and figure out what they need first before presenting your options. 

The automated email drip campaign 

Craig’s Sales Nexus Platform uses an automated email drip campaign in order to stay in touch with their potential customers. They take every lead and put it into their system and into an automated email drip campaign. The potential clients don’t just get generic emails, they get personalized email depending on what they need. 

When the time is right for them, they’d click on the link to their site and they’ll be notified by it. This is their time to give them a call and ask them if anything has changed. 

One of Craig’s clients used the auto-drip campaign and things have been better for them now. They used to have sales reps call chiropractors all day long but these professionals are busy and they don’t look at their phones most times of the day. Then they started putting the chiropractors’ name on the system, they searched for their needs, and on the things they focus on. They are then placed on their appropriate auto-drip where they get emails that are relevant to their needs. When they interact with the emails, the company is being notified and they get to start pitching again. The auto-drip system allows them to build relationships with prospects without compromising their sales rep’s manpower. 

There other ways to do it. Some are using the typical marketing system and sends out weekly or monthly emails to their list. Others also hire someone whose job is to focus on making mails and sending them out. 

“How to Nurture "No" Into "Yes"  episode resources 

Reach out to Craig Klein by visiting his website. Check out the site to get downloadable PDFs on how you can organize your customer list to send the right emails to the right people. 

Wanting to learn and hear more about sales? Don’t hesitate and connect with Donal via LinkedIn, Instagram, Twitter, and Facebook. 

If you’re a sales rep looking to hone your craft and learn from the top 1% of sellers, make plans to attend the Sales Success Summit in Austin, Tx, October 14-15. Scheduled on a Monday and Tuesday to limit the impact to the sales week, the Sales Success Summit connects sellers with top-level performers who have appeared on the podcast. Visit Top1Summit.com to learn more and register! 

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