The Ninth Sales Defense-Say “No” for a Longer Time than You Usually Do
As we have said earlier most cultures are more comfortable saying “no” than Americans. From now on, when defending a firm price learn to say “no” for a longer time than you are presently accustomed to.
A polite “no” supported by logic, evidence and persistence goes a long way in reducing a buyer’s expectations. Any concession, however small, which the seller makes after saying “no” for a long while contributes to a higher level of buyer satisfaction.
Surprisingly, some buyers even welcome a well defended seller’s “no” because it saves them the time and trouble of further negotiations. Still others value the seller’s firm “no” because it makes the final price easier to defend to their own organization.
There are good ways to say “no” that do not slam the door on further talks. The Japanese are especially adept at saying “no” in tactful ways. Instead of saying “no” directly, they are accustomed to saying things like, “That will require further consideration” or “Yes, but.” Some Japanese show resistance by breathing deeply with a slow sigh and “whoof” sound. One way or another they stick to their position for a long time. We can learn much about defending our price from them.
The Tenth Sales Defense-Give Buyers Time to Vent Their Frustrations
If you are going to stick to a firm price or hold reasonably close to your last offer, be sure to give the buyer time to vent his or her frustration. Recognize that whenever you restrain a person’s freedom of choice-and that’s what a firm price or firm position does-it creates resentment.
Let the buyers complain as long s they wish. At the least, it will allow them to get it off their chest and relieve the pressure somewhat. At best, it may help display to others in their organization how hard they tried to win a better price. If you provide the buyer ample time to express anger, sooner or later they will run out of things to day. If you interrupt to defend your position too soon, the buyer will become harder to deal with.