In my last blog I talked about the book, “Never Split the Difference.” So, today I’d like to focus on one key takeaway from the book, which I think turns so many things I learned about sales on its head.

In the world of “Get your customer to yes,” the author, Chris Voss, says that’s a false sense of security. Chris states that people say yes because that’s what they think you want to hear, and when your customer says yes, its typically a smoke screen. Chris adds that there are three kinds of “yes.” Those are: counterfeit, confirmation and commitment. He says not to focus on trying to get your customer to say yes, instead, get them to say no. Wait, what?

If you’ve ever raised a 4-year-old, you know the power they feel when they say no. No is protection, and it gives the person a feeling of safety and control. So, try asking questions to get a no answer.

For example, when you call a customer, you may be inclined to ask, “Is this a good time to talk?”  Instead, start with, “I’m sure you’re busy, is that a bad time to talk?” When you turn that question around, you give them the power to say no. And, you can bet the house they will talk to you, because you’ve given them permission to respond with a powerful “no,” and they chose not to use it and instead say, “Sure it’s a good time.”

The most important part for the person that says no is comfort. When you can get your customer comfortable, they open up, so you have a better chance to hear what the real objection could be.  If you’re not closing the sale there’s always some other reason your customer’s not buying from you. And like I’ve said before, typically it’s not price.

Read the book, there are more “nuggets” you’ll learn.

As always, my two cents…