How saying "NO" to clients can drive sales

It seems like most people in business still maintain that “yes is the only answer” and “the customer is always right”.  Of course the customer IS always right at the end of the day, but there's definitely more to the story.  Throughout my time working in sales-driven businesses, I’ve found that saying “no” to clients can be extremely effective in building long-lasting and trusted working relationships that ultimately have made the businesses I've been a part of more successful.   Admittedly, there are many times when "yes" is the right answer but here are few ideas I jotted down on my experience saying  “no”  to clients.  Hopefully it can help you better serve your customers.

 

"No" opens the dialogue

Too often there is a lack of communication between businesses and clients.  By saying “no”, it is evident that you are actively engaging in a conversation with your client.  You are not merely nodding your head yes at everything they say; you are listening to their needs and reacting accordingly.   You have to assume that your clients are engaging in business with you because they value the service/products you offer.  If that's the case, then an open dialogue will be incredibly effective.

 

"No"can establish trust

 There is an undeniable aversion from someone who always tells you what you want to hear.  Instead of a “yes man",  I've found that clients want someone who will be upfront and honest with them rather than being complacent.  If you can't offer what a client is asking for, tell them!   The end result will be infinitely better than setting unrealistic expectations that cannot be met, disappointing the client and causing your business to lose face.  To quote another cliché – honesty is the best policy!  Clients will know they can count on you rather than being on their toes to see if you come up short.

 

"No" can save time and money

Many times a client wants to pursue an unnecessary endeavor that will not benefit them or their purpose.  By telling them the reality of the situation, you can gain their confidence in that you have their best interests at heart.  They will be pleased that they are not spending money on superfluous crap, and you will be able to devote your attention to the more important needs at hand.

 

Turn “no” into “no, but…"

No doubt there will be times when “no” is a deal breaker with clients.  If you've gotten to this point, you obviously can't offer the specific service they want so it's time for the creative workaround.   Admitting you can't do exactly what they want is the first step, which manages expectations.  Turning a "no" into a "no, but…how about this?" is a great alternative here.  I think you'll be surprised how much clients appreciate the creativity and your commitment to finding solutions.  We even went so far with one client to help them use a competitor’s product.  Believe it or not they came back as a client when they had more business for us.