Getting Past Sales Objections to Close the Deal

I’ve been in sales, sales leadership, and finally chief revenue officer for almost my whole career. And no one—literally no one—in sales has ever died from the word “no.” But it sure can feel awful when you hear it (and everyone—literally everyone—in sales has heard it). But the word “no” is not a brick wall. You can climb over it, tunnel under it, or walk around it—you just have to know how to handle it.

First, anytime you receive a “no,” analyze, what kind of no is it?

• The no—for now. This kind of no leaves the door open. It’s a no because it’s not the right time or expense for the company at that moment—which does not mean forever. It’s not because they are going through a transition, or a new leader is coming in. It can be a no for a hundred different reasons—none of which are permanent.
• The mysterious no. I don’t mean a mystery as in the X-Files. I mean you, as the salesperson, do not have enough information at the moment to know why. You cannot respond to this sort of no until you learn more about the company you are trying to sell to, or the person you are trying to connect with. It’s a no—that with the right information and response could turn to a yes.
• The “maybe no.” This is a no for which a specific reason has been cited—and if you respond to it with a solution, it can turn into the yes you want.
• The NO! This can be the “rude” no, the “stop bothering me” no, the no that is absolutely, 100 percent a no. It’s the NO, full stop. Here’s the thing, I’ve watched even the hard no become a yes. How? Because every single company experiences changes in leadership, in approaches, in the tools they use. The person who gave you that “NO!” could be gone in six months.

Next, you have a choice. How are you going to react to the no?

• First, get used to it. After you have had a no, a no, another no, and one more no, chances are you are on your way to getting used to no. Go out for a drink or a coffee with a mentor or other people in sales—ask them their worst no story. We all have them! The first no in your career may sting. The hundredth? Not so much.
• Do not take it personally. This goes hand in hand with getting used to it.
• Ask questions (unless it’s a hard NO!). Anything you can glean can help—if not with this account, then with your sales pitches and approaches in the future. Most people are willing to help or give feedback.
• Pivot. After you’ve asked questions, it might be time to pivot. Maybe your approach needs tweaking. Figure out the why’s of the no you received and figure out how to respond.
• Remember, it’s all a numbers game. I am sure you have heard many variations on this concept. If for every ten doors you knock on, you get one “yes,” then any no’s are just stepping stones on the way to your yes.
• Do not allow no’s to derail your self-confidence. This goes hand in hand with don’t take it personally.

Once you analyze your no and adjust your reaction, you can determine your next steps to get to a yes (as long as you don’t give up!).