Why Your Buyer Actually Wants You To Say “No”

Overhearing countless phone conversations when one is out and about is the new normal.

If personal space invasions were measured on an auditory scale, the results would show that we are all constantly under attack.

A recent attack I experienced occurred in the cereal aisle of my local grocery store. I was deep in thought, trying to decide between a healthy oats-based cereal that my kids would likely reject but which made me feel like a good parent, and their favorite sugar bomb cereal which I know they love but which may result in them eventually sprouting a third eye. A man whom I will call Booming Voice disrupted my angsty cereal thoughts and invaded my personal space as he spoke to one of his employees. It quickly became apparent that Booming Voice was coaching the person on the other end of the line as to how they should respond to a customer request.

The exchange I heard went a little something like this:

Booming Voice to Employee: “Okay, tell them we can maybe do that or we will look into it and see what we can do. We don’t want to promise them anything we can’t deliver.”

I instantly forgot about my cereal angst. I was enthralled with this supremely terrible advice that Booming Voice was giving. I mean, come on, doesn’t Booming Voice know the danger of “Maybe?” Clearly, he does not!

Here is what I was dying to tell Booming Voice: “Maybe” is the most dangerous word a sales person can use. When you say “maybe,” a buyer hears and understands your answer as “yes” or “yes, and just give me a sec to work out the logistics.” The longer the “maybe” floats out there, the deeper the ‘by maybe I actually mean yes’ becomes a reality in the buyer’s mind. As sales people, I think we can all agree that if the definition of “maybe” were a multiple choice test question, it would look like this:

Choose the correct definition of “maybe”

1. “I have no idea”
2. “I don’t want to just say no”
3. “No”
4. All of the above

For buyers, that same question looks like this:

Choose the correct definition of “maybe”

1. “Yes”
2. “Yes”
3. “Yes”
4. All of the above

Here is the simple truth: When you are faced with a buyer request that makes you want to respond with a “Maybe,” just say “No!”

Sound too harsh? Let me explain.

Saying “No” allows you to be the hero if the answer becomes “Yes.” You get to call the buyer with the great news and regale them with the details of how you went to bat for them and made their special request a reality. No small feat! Now the buyer is thrilled and you come out smelling like a rose. Win-win!

If/when the answer to the “Maybe” actually is “No,” you avoid a really awkward conversation with your buyer – the one where the buyer feels let down, tricked, and manipulated. Familiar with that one? Not fun, right? Better to avoid this conversation altogether.

What is the best part of just saying no? Your buyers will love the clarity of it.

Buyers dislike being confused and not knowing where they stand. Delivering a good, solid “no,” when needed, helps build trust.

Buyers want a sales person who is honest and forthcoming. Make it a rule to replace “maybe” with “no,” and you will be a better sales person, and you might be a hero.

Tell it like it is and change someone’s world.