Let Them Say No
This chapter challenges the traditional sales approach of relentlessly pursuing 'yes' answers. It argues that people instinctively resist saying 'yes' due to a perceived loss of control. Instead, the chapter advocates for strategically eliciting 'no' answers through no-oriented questions to make prospects feel safe and in control, ultimately leading to more open communication and collaboration. It also introduces calibrated questions to understand clients' perspectives and concerns, guiding them to their own solutions rather than pushing personal opinions.
Key Stories & Examples
Momentum Selling Example
The chapter describes the classic real estate technique of asking a series of questions designed to elicit 'yes' answers, culminating in a final 'yes' to hiring the agent. An example given is: Agent: Do you absolutely have to sell your home? Prospect: Yes. Agent: Do you want to get top dollar? Prospect: Yes. Agent: Do you want me to handle the sale? Prospect: Yes.
While momentum selling might achieve a slightly higher closing rate, it's perceived as manipulative, undermines trust, and leads to hollow commitments.
Walking into a store and being asked 'Can I help you find something?'
The author uses the example of walking into a store and being immediately greeted with the question, "Can I help you find anything?" as an example of instinctive resistance and the desire to say 'no'.
People's first instinct is often to say no, even when they might need assistance. This is a natural protective response.