No seems like a negative, and literally, it is – however, within sales, the power of “No” is as critical as the always present “Yes.”
Prospects and Customers are valued – that is how we make our money and support our organizations, by closing deals. However, these important characters are pitching for their side and want to push the boundary of what you are willing or able to do. The key point is the boundary. As Sales Representatives, we are not only obligated to position “No” as needed but also to explain our logic in delivering what seems like bad news.
I have discovered that, although the “No” seems like a potential deal-killer, this shifts the onus to the customer to evaluate my answer and determine the real worth of their ask. Often the result is the ask is not as valuable as they projected and the “No” establishes the boundary.
The additional worth elevates my positioning as a person who is willing to do a lot to get the deal done but also defines control in the deal. Sure the customer has the buying power, but as the representative, I have the option now of asserting more control to drive the real value in the deal. Perhaps even to not only close a good deal today but set up for more in the next round.
“No” can be positive, and I deploy it often in my negotiations.