Did the Buyer’s “No” Start with You?

Next week, world-renowned sales trainer and CEO, Tom Hopkins, will be joining us for an online seminar: Successful Strategies for Keeping a Sale Moving Forward. If you haven’t yet, you can register for the free webinar on 2/11 here. Leading up to the webinar, we invited Tom to share an excerpt from his new book, “When Buyers Say No.”


Did the buyer's no start with you?

What do you believe about your company and your industry?

Let’s start at the very beginning. Not just the beginning of the sales appointment. Not even with the first contact you had with the buyer. Long before the sales process began, there was you and your belief about what you do for a living.

It is difficult, if not impossible, for you to give your best efforts to selling, to be your best you in this business, if you do not believe in what you are doing. The sales profession demands your very best at all times. It is not like working at a manual task where regardless of whether you are tired, angry, hungry, or distracted in your thoughts, you can still accomplish your task at an acceptable level.

Selling is different because if you’re not at your best, it will show immediately in the results you’re getting. Selling skills, when used well, are practically invisible to your buyers. When you’re at your best in selling, buyers just think you’re a very likeable person who happens to have great knowledge about your product.

But when you’re not at your best, selling strategies are far from invisible. In fact, when you have poor skills or a poor attitude, it will practically exude from your pores and be blatantly obvious that you’re attempting to use learned strategies and tactics on your buyers.

It’s difficult to hide how you feel about your profession or your product from your buyers. They can immediately sense if you do not like your company, your product, or your industry. They can sense if you do not want to be working with them or if you may not personally like them.

Who you are, what you believe, and how you manage your feelings
affects how much you accomplish in selling and how well you do your job.

So, let’s examine some of the complex thoughts and feelings that each of us experience as humans and see how they directly relate to sales performance.

Do you think it is possible that some sales people sell products or services that they don’t believe in? The truth is that many sales people are not fully convinced:

  • Of the value of their products or services.
  • Of their pricing structure.
  • That their company provides quality customer service or has the best interests of their clients in mind.
  • That their sales manager or company management is competent.

What do you believe about your company and your industry? This is a time for some serious thought. Your level of conviction about what you offer to clients and potential clients directly affects your compensation. In fact, your compensation is a mirror reflection of the amount of service you give.

Most salespeople find it difficult to provide good service if they don’t believe in what their products do for their clients. Your level of conviction also directly affects your job satisfaction. It directly affects your internal access to your sales potential. If you don’t feel great about what you do, you will subconsciously limit your ability to truly excel in your endeavors.

Many salespeople are so hungry to learn the next sales technique to increase their sales revenues that they basically skip right over the internal dynamics that are so vital to how well they use any of their selling skills. How you feel about this topic—your internal level of conviction about the sales profession and the product you represent—is the foundation for long-lasting and consistent performance throughout your entire career.

Taking a few moments to examine your beliefs will pay handsomely in increased sales revenues.

First and foremost, think about your answers to these questions:

  • Why are you selling these particular products and services?
  • What excites you about them?

Some might think we are asking about the features and benefits of what you sell. Actually, we are talking about a deeper set of reasons—why you are involved in your industry, and with your company. What excites you to see new buyers make their lives easier or more profitable because of what you offer them?

Take a moment to make a list of the value your buyers receive from:

  • Your industry
  • Your company
  • Your product and services
  • Your personal expertise and service

Your potential clients don’t buy with logic. They buy emotionally, then defend their decisions with logic. Therefore, salespeople must be sold on what they sell. They must choose a product they can emotionally connect with and then apply their logic to how well they help others rationalize owning it.

You have few secrets from your buyers. If you don’t believe in what you are selling, one else will either and your potential buyers will be giving you a lot of no’s.


Don’t forget to join Tom next Tuesday, 2/11 for a free online seminar. Learn how to push a sale through the pipeline even when the buyer says no.

Learn more, and register here.

Subscribe to the Baseline Blog

Be the first to hear about product updates, as well as sales, productivity and CRM strategies.