How To Close A Sale: Let The Prospect Say “No”

Sales Advice From Mark H. McCormack: Let The Prospect Say “No”

Many sales managers and trainers will tell you not to let prospects say No.

I know that’s what I was taught, and still believe to a certain extent.  Once they go negative, it’s hard to get them back.

So I was surprised recently when picked up an old sales-and-negotiation classic “What They Don’t Teach You In Harvard Business School” by Mark H. McCormack, and found that McCormack says it’s OK for a prospect to say No. In fact, McCormack believes it’s desirable.

And McCormack is one of the biggest names among  sales and negotiating stars, the founder of the International Management Group (IMG) which has managed some of the most important sports figures or all time. So, you have to give his idea respect.

Without further introduction, here’s what McCormack recommends:

“Get some No’s

People have a need to say no. So let them.

If you have a shopping list (of items that you are selling) throw in a few ringers. Collect some negative currency before you get to whatever it is you really want to sell.

If you’re only there to sell one thing, make a suggestion or assumption and let them tell you you’re wrong.

People also have a need to feel smarter than you are. A few well-placed no’s create the right environment for a yes.”

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