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Before working as a hunter at OTB, my only experience with sales had been a used eyeglasses at Mercado Livre. Even so, I accepted the challenge of integrating a commercial team with total focus on results!

I went through all the sales training, from reading to role-playing, and learned a lot of new things. But one thing my managers said didn’t enter my head at all – Henrique, go after no, my son!

I was thinking: how do you want me to sell by asking the lead to say no to me? It’s a very confusing thing, in theory. But after a lot of MQL that I swore I qualified not to convert, I ended up learning by doing.

And that’s the message I want to give you with this text: how to win the lead’s no is the right way to sell more.

But what do you have against yes, Henrique?

Have you ever thought how easy it is to say yes? We’re all programmed to say yes to others to please, because we’ll be socially accepted, because it’s not bad people, etc.

The problem is that, in a sale, the lead won’t buy from you just to please or look cool. What he’s going to do is cook you a while with the yes. So, my friend, you are wasting time without seeing.

Want an example? In my first weeks of prospecting, I basically introduced OTB Consultoria and offered the lead to submit a proposal to him. Of course he accepted, but with almost zero engagement.

With this conversation, I was even able to generate a good volume of MQLs, but my final conversion was very low. Very much. Shorter than Madson, for example. The committee, then, doesn’t even talk (laughs)! And the big problem was that I was only looking for the eyes of these guys.

In a pretty silly analogy, I was the chubby and awkward newcomer, dying for the high school kitty to accept ice cream with me. I spoke and did everything to please her. But in the end, she was just stalling me. We had no connection.

I took this problem to our team’s role playing and the feedback was always the same:

–  Henrique, puff up your chest! Ask if the girl is sure she wants to go out with you, be sure. That’s the only way you won’t buy ice cream for nothing.

And you need to make sure the lead really fits before you waste time (and money) qualifying it. That’s because when you get a sim that doesn’t mirror the reality of your lead, there are two possible scenarios.

In the first one, you don’t close the sale after working on it for a long time. That’s what happened to me, I thought the lead was interested because he didn’t have any objections, but, let’s see, he jumped out.

When the lead pretends to be interested in the seller but doesn’t want to buy anything and it’s a bag

In the second, the lead ends up buying something that doesn’t make much sense to him and gets frustrated in delivering the product.

When he assesses better and realizes that he bought on impulse, he will review the position and churn. Like Fábio Junior getting married. And then who gets the loss?

That’s why you should get your lead’s no as soon as possible. The sooner you discover the objection or lack of interest, the sooner you let go and move on!

How to get your lead’s no

You’ve read blog by the team of park view about the matrix of objections, right? Looking for the no is just going through it, carefully investigating whether there is any reason why the lead shouldn’t close with you.

Of course you won’t give up on the first one, right grasshopper? Remember the nice-to-have and important objections, which you somehow manage to get around. Just don’t go over a deal braker.

For example, the lead agreed with what you said, accepted to receive a proposal, but is not interested in buying any products right now (anything at all). Can you imagine discovering this in a closing call? Look at the time you’ve wasted prospecting and qualifying someone who’s already joined the conversation determined not to buy.

In another case, imagine you are prospecting a highly engaged lead, who agrees with everything you say and is eager to learn about the product. Then, in the closing call, you discover that his company is starting and doesn’t even have the structure to use your product. How to make?

That’s why, when approaching a lead, you have to go through all the sales frameworks to find out where the insurmountable no is and get out.

Remember the whole process: generate rapport , make the call guidelines clear – what you’re going to talk about, how long it’s going to last, and that the lead can feel comfortable not responding.

It’s important that the lead trusts you, so the conversation is more open and flows more naturally. After all, we are talking about a complex sales model, where the process ends up being very consultative.  And for that, you also need to give him every opening to say no.

Nobody wants to waste time – not you, not him. So day clearly at the beginning of the conversation: its okay to say no if you realize we’re not fit. You’ll even be doing me a favor! 😉

Got the nod, now what?

In addition to seeking the no, it is also important to know how to say no. After all, saying yes to everything the lead asks for can also end up in churn.

So don’t beat around the bush and be frank. If the lead asks you for something unreachable, be sure to let them know. It is important to align expectations between the parties so that both are on the same page.

Remember we’re not playing Jordan Belfort here. It’s not worth selling at all costs, huh!

Always think of a business relationship as a win-win, where both parties must be satisfied. Therefore, your commercial must be faithful to the deliveries you propose.

If you are left to be confronted by an objection at closing time, the tendency to give in and promise something you won’t deliver is great. Saves the commercial’s goal, but ends its process if viewed from above.

When you give in to some objection from the lead that you couldn’t, the bomb will explode in the delivery of the product, in the hand of Customer Success. If it’s a surmountable objection, fine. Seek the solution. Now, if it’s a real deal breaker, close the deal.

It is necessary to know whether to let go of a lead with no profile or that has already shown signs that it will not evolve. Only in this way is it possible to keep your pipeline healthy, with warm leads and making your process more assertive.

So remember: look for the no, stick to the proposal, and don’t build attachment with your leads. Treat with all the affection in the world, but don’t fall in love and wait for a call the next morning.

Because winning won’t help you achieve your goals

One of the most experienced salespeople I’ve met once told me that a closing call is a room with multiple doors. What you need to do is close each of them before thinking about submitting a proposal.

When you look for the nod from the beginning, you will notice which doors you can close in the process. And if, by chance, there is a deal breaker, you don’t waste your time with a lead that has its foot in the door.

It’s like at a party: it’s no use dreaming about that woman who won’t give you the slightest bit of attention, this will only make you not see the many other cats that are looking at you.

Besides, knowing right away what his real scenario is, you don’t run the risk of being surprised at the end of the sales process.

Seek or not help you hit goals because the time you spend working a lead with no interest is the time you stop working leads with real closing prospects. And, you know, it throws your commercial team’s efficiency into the ground.

If you have any questions about how to disqualify a lead that doesn’t go forward, just comment below or contact me at marketing@outboundmarketing.com.br. I promise I won’t tell you no!

In the meantime, download our sales qualification eBook and study to advance that no on the next call.

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