#salesnonos

Wear Suits & Carry A Big/Thick/Black Binder

Stores deals with salespeople frequently. More often than not, those salespeople do a shoddy job, which results in your target having a generally poor opinion of sales. Therefore, once ​s​he recognizes you as another peddler​, ​she'll prejudge you negatively. While you can work back into her good graces, it's much easier to be subtle from the very beginning.  As Peter Thiel explains, he will not invest in a business with anyone who dresses in a suit.  Sorry, Willy Loman. A suit and briefcase can be perceived as compensation for a weak product, regardless of the tie you pick.  Funky socks are an exception.

Stop Trying After the First Visit

When I receive a “Yes. Let’s do it.” on my first visit, I usually have to conceal my surprise and elation. Dan, cool down. Act like you’ve been here before. Creating results from the first interaction is wonderful but rare. The majority of agreements come after multiple touch points and after familiarity is developed.  There's a fine line between ​persistence and nuisance - tread it boldly.

Forget the Value of Empathy

I get excited about the spiel I give. What store owner wouldn't want to use a sustainable method to improve their bottom line while building brand loyalty? Oh, actually a lot.  These nos occur for a range of reasons (misunderstanding, fear of change, ignorance of potential value) and it is your job to determine which one it is. Asking ‘Why’ is valuable. Being a step ahead by squeezing your toes into the shoes of the challenging owner is even better.  Address concerns before they’re answered. As Honest Abe said, "When I get ready to talk to people, I spend two-thirds of the time thinking what they want to hear and one-third thinking about what I want to say." Empathy is key -  don't forget it.

Leave Once You've Piqued Their Interest

You've given your pitch and they like it. Now you can set broad plans for a follow-up and rest easy knowing you did your job. Wrong. You've done nothing. Once you've established that rapport, finish the job by closing. My go to is, "Is this something you'd be interested in?" Yes. "Great. Why don't we sign you up now to get rolling?" Even if there's push back due to current time constraints, you have just created a future meeting with the clear intention of closing the deal.

Take it Personally

If you allow it to get under your skin and believe that it is you and not the product that they’re saying no to, then your psyche will crumble. You'll begin to fear nos.  Once you fear nos you'll fear rejection and will avoid approaching stores. It all goes downhill from there.  Look at nos as a new opportunity to grow. Each pitch is a chance to learn something new and refine your technique. Alter your wording, your gestures, your eye contact and body language;​ all are small variables that can tip the scale. You are awesome​, hardworking​, and wonderful. Know that and no nos will ever rock your foundation.

Memorize and Recite

No one wants to be on the receiving end of a one-way conversation.  Memorizing a script then spitting it back is robotic and boring. Create a conversation - listen to your target’s responses and build rapport. It's an element that will guarantee a positive response. Even if the answer is no, when you show up again they won't be bothered because they'll like you. Your product may have awesome differentiating features.  None of these matter if your target can't relate to you in a positive way. Know the script but sell your personality.  As a buyer, I'd rather hear 'I don't know' from someone I like than a crafted retort from a boring drone.

Forget Your Limitations