Article
By Brian Gillette · November 15, 2024
Unlock the Power of 'No': A Sales Secret to Building Trust with Any Prospect
A Question Posed To You;
Do you ever feel like there’s a subtle tension between you and your prospect?
A quiet, invisible wall or adversarial energy? You know the feeling — skepticism, even a sense that they don’t fully trust you (or worse, maybe they don’t even like you).
It’s the trust gap that most salespeople struggle with. And let’s be honest - if a prospect doesn’t trust you, they aren’t going to buy from you. That harsh reality is that this is the silent deal-killer for so many, even when salespeople think they nailed it.
Here’s a game-changer for you:
There’s a simple, powerful technique you can start using right now to break down that barrier. You will close more deals, and most importantly - leave the prospect feeling good about you. You don’t even have to work harder or drastically change your approach.
Why don’t prospects trust you in the first place?
It’s not what you think. Most salespeople assume it’s because they didn’t highlight pain points enough, didn’t offer enough value, didn’t build rapport, or somehow weren’t professional enough.
All are important, and can mess up a deal, but they’re probably not the real reason. The root of the problem lies in how you frame the conversation from the very beginning. Once you get that right, trust will follow.
Ready to discover the secret?
...
Here you go;
Looking for the “No” is the best way to build trust.
It might go against your thinking but getting the prospect to tell you “No” actually helps you and makes selling easier. It builds massive trust, letting you be 100% genuine with the prospect. Authenticity.
What do most salespeople do?
They bulldoze right through objections, charging ahead enthusiastically trying to smash down every wall they encounter. Or, they dance around the issue, offering vague answers, attempting to sidestep the real problem.
In the end, the goal is always the same: close the deal. But the issue is that prospects can feel this energy. They can sense when you’re pushing too hard, feeling desperate, or trying to make your solution fit - just to get the sale.
Sound like someone you would trust? 😅 Now, imagine a completely different route.
The Power of "Finding the 'No'"
Instead of pushing for a "yes," imagine that you actively looked for the 'No'.
That’s right - actively disqualifying the prospect. But here’s the twist: You’re doing it from a place of authenticity. You are transparent and open about what they really need, and honest about whether or not you can help them.
From this mindset, you create an environment where your prospect feels respected and heard - without the pressure. And that’s when we see the magic happen.
Putting It Into Action
Here’s what this looks like in the real world:
“Mr./Ms. Customer, we typically offer [x and y feature OR x and y service], and our product is best suited for [z person/type of business]. From what I’m hearing, though, it seems like you are saying something else. Are we sure this is the right fit?”
Notice how this approach does two powerful things:
- It disqualifies them without desperation. You’re not chasing the sale at all costs. You’re showing that you’re willing to walk away from a potential deal if it’s not a mutual fit.
- It positions you as a trusted guide. You’re genuinely focused on their best interests, not just your own. You only want to work with them if it benefits both of you, which is smart business and shows that you have nothing to hide.
Now, you have to actually mean it but this subtle shift in framing will create two possible outcomes:
- They trust you more. They respect the fact that you’re being upfront and transparent (and this makes it 10x more likely that you’ll find a fit and close the deal).
- They say "no" and bow out gracefully. If it’s really not a good fit, they leave the conversation feeling good - no hard sell, no pressure. Additionally you’ve saved yourself time and effort on a future unhappy customer.
The best part? This approach is easy to put in place, and it takes the pressure off. You don’t have to pretend to be someone you’re not. You’ll bring your genuine, authentic self to the table and you’ll see how it naturally builds trust and closes more deals.
Try this out on your next few sales calls. You’ll be surprised at how much more successful and enjoyable your presentations become (for the both of you).
Ready to Upgrade Your Sales Process?
A lot of the sales training out there has become dated, and sorely in need of updating. Prospects today are savvy. They are totally numb to hard-selling techniques, so MSPs need fresh strategies and methods that build trust from the get-go. The key to closing more deals is shifting from being just another salesperson to being seen as a positive guiding force. Combine this with delivering the most impactful message to the right kind of customer, and you'll have success in your sights.
Let’s talk about it.
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