B2B Sales Generation and the Art of “No”
Generating B2B sales have become a lengthy and multi-layered process. Due to more digital marketing penetration, it now takes more brand impressions before a potential customer actually converts and brings your business revenue. We have listed down a few communication strategies for professionals who manage their company’s B2B sales generation services.
Who is a B2B Sales Manager?
A B2B sales manager is part teacher, organizer, psychiatrist, motivator, and leader. Sales managers work with a variety of personalities, both on their staffs and in the field. To do this successfully, many will have a variety of tools, tactics, and strategies at their disposal. Most B2B sales service companies are sales manager driven and their careers and experience are valuable in moving organizations forward. While each has their own individual, a personal array of these tools and experiences, most have been ingrained with a common theme; “Never take no for an answer.”
Accepting a “No” may help in building a long-term relationship
One of the core values in a solid relationship is respect. When a ‘no’ is dismissed or ignored, many prospects can take that as the sign the salesperson doesn’t respect their decision or their time. Prospects get pretty good at saying no because they know salespeople are trained to blow right past any negative response. By accepting a no in an initial meeting, a prospect will remember the respect shown. It can lead to a future meeting at a time when more information is available or the prospect is less busy. That can help build a relationship based on respect.
It differentiates the salesperson
Most managers want their product, services, and representative to stand out from the crowd. That means they usually want to be remembered in a positive way. If the odds of a sale being made are minimal, there is value in taking the opportunity to stand out from a crowd and accept a no. This will play a role in the lead’s willingness to accept a call or schedule an appointment in the future.
It gives the prospect a chance to say yes
Many times, saying no is a defense mechanism. Good sales-people know this and it’s why they ignore the word so often. If a product or service has value and the presentation was solid, saying no may just be a prospect’s way of saying “I’ll think about it away from where I’m feeling pressured”. It may be his immediate goal to close the sales situation without inviting further contact. A no allows him to do that. It still allows him to learn more on his own or to reconnect with you. It also doesn’t preclude you from contacting him again at a later time.
It builds a reputation as a professional
With the prevalence of social media, maintaining a solid reputation is more important than ever. An overly-aggressively reputation, as someone who will not take no for an answer, will likely not help the long-term goals of a salesperson or the company they work for.
It can be a time-saver
There is an old expression that says, “It’s not the “no’s”that drive salesperson from sales, it’s the “maybes”.Not every product or service is for every prospect. There are times when it is perfectly rational to accept a no and move onto the next presentation. Perhaps, rather than ignoring a “no”, salespeople would be better off recognizing at what point not accepting a no does more damage than good.
Building and nurturing relationships are so important for B2B sales generation services that there are times when accepting a ‘no’ is just good business. It may be contrary to mainstream thinking, but it is worth exploring.
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