When the Prospect Says No: How to Make an Effective Second Sales Effort

Access this 8-minute video now and learn a four-step approach to second-effort selling that every rep on your sales team should master. Discover:

  • Why you shouldn’t take a buyer’s first refusal at face value
  • Why it’s always worth your time to try again, and
  • The one thing you should never say during a second effort – even though you’ll want to
When the Prospect Says No: How to Make an Effective Second Sales Effort

Why are we giving you access to this program for free? Because it’s the best way we know to introduce you to a breakthrough way to develop sales talent in your organization.

Here’s how it works: Request this training video now and we’ll email you a user name and password that gives you instant access to the Selling Essentials Rapid Learning Center. There you’ll find your “Second Efforts” training video and a collection of other training resources for sales professionals. You’ll have unlimited trial access to this powerful library of e-learning modules, reports and fast-read articles.

More information for those who love the details …

Why a Sales Prospect’s Initial ‘No’ Means Less Than You Think

Some prospects will actually consider what you’re saying, think it through, and rationally conclude that you can’t help them.

But often, prospects say no for other reasons:

  • They’re not really paying attention to you, or
  • They just want to get you off the phone quickly, or
  • They’re testing you

If you can re-engage prospects after those kinds of no’s, you still have a chance to convert them. Not all of them, of course. But if you can get just a few to reconsider, the effect on your sales will be huge.

Here’s why:

When you’re making a second effort, 95 percent of the work is already done.”

Think about it: Where do you spend most of your prospecting time? Actually talking to prospects? No, you spend it dealing with receptionists, gatekeepers and voice mail. It takes a lot of work just getting connected to a decision maker. So once you reach them, why not try to get as much value as possible from the call?

In fact, it’s always worthwhile to make a second effort when you hear a no. Because there’s no way to predict which prospects might respond. It only takes a moment. And you have absolutely nothing to lose.

Access this video now and find out how not giving up after the first ‘no’ can lead to more sales.

The E.A.R.N. Method for making an effective second sales effort

Let’s look at a four-step approach that works – without turning you into that obnoxious won’t-take-no-for-answer salesperson we all hate. You can think of these four steps as the E.A.R.N. method:

Step #1 for making a second sales effort: Empathize with the customer’s position.

When prospects say no, their defenses are up. “Here comes the rebuttal,” they think. “I gotta get ready.”

That’s not all bad news. In fact, it may be the first time during the entire sales call that prospects are actively engaged — which means they’re finally listening.

If you empathize instead of offering a rebuttal, they’re taken off guard and you have an opportunity to connect. So you say something like this:

“Sure, I understand. You don’t know anything about my company, and you can’t see why a meeting would be worth your time …”

Step #2 for making a second sales effort: Ask an unexpected question.

This is the most critical step, and success depends on asking exactly the right question.

Your unexpected question might be built around one of three different things:

  • Recent news from your market. For example: “I’d guess you’re looking at something like a 15 percent hike in benefits costs next year. How prepared are you for dealing with that?”
  • The buyer’s company (“Now that you’re about to merge with XYZ Corp., how concerned are you about integrating their CRM platform with your data?”)
  • Third, and most powerful of all, the individual buyer (“When you spoke at the marketing association meeting last month, you mentioned that you’re facing pricing pressure from the big box retailers. How’s your company handling that pressure?”)

Step #3 for making a second sales effort: Reinforce the benefit you offer.

A simple statement that highlights how you can help the prospect can make a big impact. Example: “We’ve done a lot of work with companies facing the same challenges you mentioned. Here’s how we helped them …”

There’s one more critical step, and it’s where many salespeople drop the ball.

Step #4 for making a second sales effort: Nail down the commitment.

Don’t leave the sale hanging after you’ve come this far. Getting the prospect to agree to take action dramatically increase the chances that you’ll win their business.

These four steps give you an easy-to-remember framework for your second effort, which you can adapt to your unique selling situation. You won’t achieve your call objective every time, of course. But enough prospects will say yes on the second effort to make it worthwhile.

Access this video now as part of a free trial to the Selling Essentials Rapid Learning Center


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