How to say No

If you do not find a need, get out! Leave. Move on to the next customer. However, I never had a good way to do this. How do you leave a sales call when there is no need you can help with?

Sam Parker at www.justsell.com gives some good ideas. I restate his work and suggest:

"Not Now, Not ever, Never"

Not now: If your assessment is that now is not the time for a sale, but soon may be, use Sam's exit: “That sounds like an exciting project. We may be a little early in our discussions given all of your priorities. May I give you a call in two months?” Pend this client for a return call. The current status is something you may be able to help with, so keep in touch.

Not ever: I'm not being literal here, but sometimes the client has lots going on, and there is nothing in their priorities we can help with now. They need to put out current fires or begin current projects before we can help them. Sam suggests, “Wow, you really have your hands full at the moment. Perhaps we should talk again in a few months while you focus on these other priorities..."

Never: This is when the client is not a fit for your product or strategy. But never say never. Things change. People retire; companies buy, sell, or merge. Competitors leave. Sam uses a maintain strategy: “At the moment, I’m not sure we can provide enough value to you but I’d like to keep in touch should things change. May I keep in touch periodically?”

However, consider this can be a chance to build credibility in new relationships, and enhance existing relationships.

Unless you sell a purely transactional product or service, and no one really does, see this situation for the opportunity it can be. You may not be able to sell your product now, but can you sell yourself? Can you offer resources or expertise that helps the client now - not related to your product?

Before they can use your product, do they need to make a hire? You can help with sharing how similar businesses have found good people. Do they need to create a marketing plan? Share your expertise about markets, and offer ideas that may not have thought of, based on your own company research. Use the skills and expertise you have from your life, interests and experiences.

Do you lack expertise, knowledge or resources to offer? Then offer empathy. "I understand your goals, and I see you have some ambitious and achievable plans. You are concerned about time and budget, but you have a plan to keep you on track. This is great time for you, and I'd like to check back to see how it progresses."

When you are thinking about leaving a sales call - ask yourself "Do I do it Now, Not ever? Or Never?" Because you will always have something to offer.