Jerry has been trying to get a local supermarket chain to carry his company’s frozen food products. Jerry recently had a conversation with Anita, the buyer; part of it went like this:
Jerry: Anita, if you can start with our line of frozen snacks, I can offer an introductory deal with no risk, and you can test how well our products will sell for you.
Anita: Jerry, that sounds good. But right now, we’re not looking for new products. We don’t have room. Even our current brands are fighting for shelf space. So, in this climate, I have to say no.
What Does “No” Mean?
Jerry has a decision to make at this point. What does no mean? Here are three possibilities:
- The buyer is not playing games. She says she has no space. Jerry shouldn’t be obnoxious and keep selling.
- No never means no. If Jerry had the hottest new frozen food item on the market and it was the buzz of the industry, wouldn’t Anita find space?
- No may mean no for everyone else, but Jerry’s goal should be to get Anita to see why she should say yes to him.
If Jerry has a Q4 selling approach, what should be his attitude toward a prospect who says no?