What’s the one word sales professionals try to never, ever say? This single word unlocks all of the 4 cardinal rules to achieve ultimate sales success. Find out here…

In my sales presentation trainings, a lot of people want a script. The reason? They want to know what really works in the field. They rely on a script to avoid having the embarrassment or suffering through the pain of saying the wrong thing.

This is smart thinking…in a way. It’s very smart to rely on experienced sales trainers to know what works. After all, when learning a new skill, it is critical to understand the basics. It’s very smart to rely on a script to help memorize product benefits, features and overcome common objections. And it’s also very smart to learn from masters how to close a sale.

But it’s also not so smart. If you rely on a script to give you common sense…if you lean on a script so that you can’t remember how to speak off the cuff…if you only speak in generic scripted language…well, it’s easy to see how you could lose opportunities.

What is that one single word sales professionals hate to say?

Simply… “no.”

Like a script, not saying ‘no’ is a smart move…in a way. It’s very smart to encourage positive thinking, look for opportunities, and adapt your message to your customer. If you’re always saying, “No…we can’t do that” it is possible that people will get turned off and stop listening.

However, there’s a downside to not saying ‘no’ in sales…and in life.

“Half of the troubles of this life can be traced to saying yes too quickly and not saying no soon enough.”
● Josh Billings

Yes, it’s true. Saying ‘no’ keeps you on-track, on strategy. If you’re saying ‘no’ it means that you have a bold and uncommon confidence. You’re willing to turn down clients if they don’t meet your criteria. You’re focused on sticking to your priorities and confident you’ll find the ideal clients to achieve your targets.

You see, saying ‘no’ is a good thing. A very good thing. Here’s why you want to be able to say ‘no’ at the right time. By saying ‘no’ all kinds of positive and good things happen. You will naturally achieve success because you’ll follow each of the 4 cardinal rules—without effort.

Rule 1. Get the right customers
When you’re saying ‘no’ to the wrong customers and clients…you’re also attracting the right ones. If you fill up your energy, time and calendar with customers who don’t value your services, you won’t have time for the ones that do.

Simple math.

Rule 2. Keep your clients
Your clients appreciate you, your products and your services. That’s why they are paying you for being honest, candid and upfront.

When you say ‘no’ to your clients, they respect your focus. Plus, they are more impressed by intelligent pushback than by a sales person who is not sincere and only seeking to please.

Rule 3. Specialize your niche
When you say ‘no’ you’ll turn down work that is outside of your area of expertise. This is a great benefit. You’ll get known for your highly specialized work and recognized as the person to call for your specialty.

Plus, you’ll avoid what sales communication experts call: opportunity cost. Opportunity cost is the high cost in energy, money and time to do work which is outside of your core niche. If you’ve been saying ‘yes’ to all kinds of non-specialty jobs, crunch the numbers. Most likely you’ll find that it’s cost you a fortune in time, research, preparation and delivery. On top of that, it’s cost you time out of the office, sleepless nights, and the loss of jobs that are perfectly matched to your skills.

Not such a great deal after all, right?

Rule 4. Bypass commodity selling
When you say ‘no’ you set clear boundaries. You are not another apple in a pile of apples. You are unique. Your products and services are unique. This is the only way to completely bypass the dangerous territory of selling as a commodity, with your only differentiator being price.

Distinguish yourself and your company by saying ‘no.’ Set clear boundaries of what you are offering. If saying ‘no’ is awkward or difficult for you, work with an executive coach. You will discover how to set your boundaries, clarify your value, and achieve your goals.

Author's Bio: 

Milly Sonneman is a recognized expert in visual language. She is the co-director of Presentation Storyboarding, a leading presentation training firm, and author of the popular guides: Beyond Words and Rainmaker Stories available on Amazon. Milly helps business professionals give winning presentations, through Email Marketing skills trainings at Presentation Storyboarding. You can find out more about our courses or contact Milly through our website at: http://www.presentationstoryboarding.com/