When yes means no, and red means go!

April 30, 2015


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We have all walked into a retail environment with our arms crossed and no intention to buy. However, we then trot out of the store twenty minutes later with our bags loaded, scratching our head but feeling strangely aroused.

Conversely, think of a customer that enters a used car lot with a wide smile and wallet open. Yet, spend two hours labouring over the purchase and then walks out with nothing but an insincere, “I’ll need to sleep on it, but I’ll be back tomorrow I promise.”

These types of cues and signals can wreak havoc on a salesperson’s performance and confidence. Leaving them unclear, reactive and untrusting of their own instincts.

Masterful salespeople don’t just trust their instincts, they work to a tested method. They understand when yes really means no, so they’re rarely caught off guard and their time is utilised effectively. They pick up on subtle cues like body language and tone to help them get a clearer sense of what is really being said.  They also know from past experiences what success should look like, so they move the conversation towards the various scenarios that need to play out to get the result.

When most salespeople see a red light and feel the overwhelming urge to stop, masterful salespeople keep going, adapting and drilling deeper. A red light is seen as a moment to pause, refine and advance with enhanced clarity. This elevates them above other the majority of average sales performers across industries.

A customer that fails to return your calls doesn’t necessarily make them disingenuous. It could mean they are genuinely busy in their own world. You may be important, but not before more pressing matters. Misreading the signals could translate into you disregarding a genuine opportunity or mutating into a car-park stalker and pushing them away.

When you see the signals for what they really are, you can press forward or change course with confidence. The word “no” is then seen merely as a red light waiting to turn green.

Trent Leyshan is the founder of BOOM! Sales and the author of OUTLAW &The Naked Salesman

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Trent Leyshan

Trent Leyshan is founder and CEO of BOOM! Sales. Sales expert, sought after speaker and facilitator. He is the author of Outlaw & The Naked Salesman.

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