When anyone rejects an offer or otherwise says "no," it rarely has anything to do with the individual salesperson, Kennedy explains. And because it isn't personal, an emotional response is not warranted. This allows for an impartial, open-minded sales process to occur.
Achieving high levels of success in selling requires the ability to put aside one's ego while politely ignoring the word "no" and preparing for the worst in a positive way, according to one sales book that offers 15 unique sales strategies.
No B.S. Sales Success: The Ultimate No Holds Barred Kick Butt Take No Prisoners & Make Tons of Money Guide written by Dan Kennedy promises to offer the reader unheard of sales advice and thought provoking ideas for sales success.
The number one reason for failure in selling is ego, Kennedy writes.
"The person with an inflated ego or with very fragile self-esteem (the two are connected) perceives refusal as rejection," the book says. "When someone says no to such a person, he or she takes it personally."
Developing a "strong self-image bullet-proof against all unimportant criticism" can keep one's ego out of the way, allowing the salesperson to intently listen to the customer's objection and still be able to ignore the "no."
A common trait among successful people, Kennedy says, is a strong immunity to criticism. "They care little what people think; they care about what people buy," he says.
The customer may begin the sales process by saying "no" as an automatic defense mechanism, Kennedy explains. They may not fully understand the offer and are unwilling to admit it. Kennedy says to ignore the erroneous "nos" and be more interested in achieving positive results than in anything else.
"Keep making your case," he writes. "Keep probing for the real reason for reluctance or refusal." And respond only to real reasons for refusal.
"Using the positive power of negative preparation" as Kennedy puts it, can assist in making one's case. Make a list of everything that could go wrong, he advises, and develop positive responses to any objection the customer might have.
"Most successful coaches go into each game with more than one prepared game plan," Kennedy explains. "That's not negative thinking; that's the positive power of negative preparation at work."