According to most dictionaries, the word “no” means “a denial or a refusal.” But, according to the Muzzillo Dictionary of Sales Terminology, “no” really means “not yet.”
To be successful in sales, it is critical to have a mindset that “no” doesn’t mean a denial or refusal of your question or request. No matter what you are trying to accomplish as a sales professional, when you hear “no” you must not see a stop sign, just see a caution sign.
Circumstances change. Prospects change their minds. In time, everything changes.
In sales, “no” today just means “not yet.”
The key to successful selling is not giving up at the first “no.” Or the second. Or the tenth. The key to successful sales is persistently and professionally following up. Keep sending great ideas. Keep dropping off cool new products. Keep reaching out with value.
One of our Proforma owners who does several million dollars in sales per year had a new prospect she wanted to win. For 12 months she dropped different marketing pieces off for the prospect. And for the first 11 months she never made a connection. Then on the 12th month, the prospect called her. The prospect told her that she was impressed with her persistence and wanted that quality in her supplier. She ended up winning a $500,000-plus annual contract.
“No” in sales just means “not yet.”
