Saying 'No' to the customer

A week ago I was fortunate to attend a course with an Irish lady who, upon knowing the nature of my work, commented, “I hope you train the salesperson in India on how to say no”. It is a profound statement indeed. And I constantly wonder – how is it that the salesperson finds it so difficult to say no to the customer? Even if he/she does have the ability to say no, it inevitably (with exceptions of course) also sounds quite rude.

So I thought of dedicating this blog to the debate of whether the ability to say no to a customer is an essential skill for the salesperson. Some would argue that it is good to have the skill, but not an essential one to have. And that it certainly is not necessary to train the front line salesperson in this skill as an essential do-or-die sales skill. In comparison to the more essential selling skills of understanding, probing and closing the sale, it pales in significance.

I would beg to differ a wee bit on the above. While there is no dispute that understanding the customer and closing the sale are skills without which no salesperson may be called a successful one, I feel that developing the ability to say no to the customer is also fast emerging as a lifesaving skill for the salesperson. Only because future relationships with the customer or potential customer may hinge on this ability of the salesperson. In my experience of training salespersons, particularly from the retail industry, I find that in most cases, the normal salesperson gets flummoxed when faced with a situation when he/she has to say no to the customer. In extreme cases it’s almost like a fear psychosis. It could be in situations as varied when to say no for a price reduction to a service related issue. It is almost as if the DNA of the salesperson in India is lacking this essential component.

Let me explain why I consider this an essential trait to develop, especially among front end salespersons. Nothing irritates a customer more than a ubiquitous answer that evades the question. It is as false as a misleading answer that breaches the delicate trust the customer places on the salesperson. I say this is a fast emerging lifesaving skill because the budding relationship between customer and the salesperson can be shattered by an inappropriately uttered ‘No’.

The balance of power and equation between seller-customer lies in the ability of the seller to say no when the situation demands it, and say it with conviction (firmness) and humility (politeness), the two sides of the coin bearing the word ‘No’. What many fail to understand is that most customers will appreciate an honest and clear cut answer, and will remain a valued customer for life. What is essential to remember here is that the no is said appropriately, with an ingrained politeness and an explanation on why a no is being said. It should also be a no that is crystal clear - not a confusing maybe. Further additional value is felt by the customer if that explanation is followed by a suggestion of alternatives for the customer, if available, so that the customer feels good on sensing a window of options in the brick wall he/she has just encountered. 


For further readings on selling, go to:

Five secrets to confident communication in sales

Service in 'Customer Focus' while selling

Selling with a difference

Rapport in selling