“Momma, can I have candy?”
“Teacher, may I go to the bathroom?”
“Mr. Executive, may I interest you in my widget?”
“NO” is not a fun word to hear, particularly when it’s issuing forth from the mouth of a potential client.
But “NO” doesn’t always mean “the end of the line.” In fact, “NO” is sometimes followed by the distant creak of a window of opportunity being thrown open. It’s all in how you handle it. Let me explain what I mean… using dance, of all things, as a metaphor.
Ages ago, I signed on for swing dance lessons. It was fast and furious, packed with high-speed twirls and plenty of swinging. Some salespeople are like that. When they get a “no,” they lead their listener a merry jig in an effort to sway their choice. “But what about… ?” “And how about… ?” “Have you considered… ?” Rapid fire questions and topic changes, rather than confounding consumers into an opposite decision, will just confound them, period. And a confused potential client is not likely to become the next devoted purchaser of your product or service.
A few years later, I picked up the line dance bug. Stomping and kicking was uncommonly satisfying. But for the purposes of this article, it’s also reminiscent of the tantrum version of handling “NO”. You know the sort of salesperson I mean – the one who handles rejection with the maturity of an angry two-year-old. Kiss your future business goodbye.
At the occasional wedding, you’ll see me flailing away to rock-n-roll rhythms. It isn’t usually a pretty sight, but that’s the beauty of free form; you don’t have to be good. This puts me in mind of the out-of-control sales technique that not only dislikes “NO”, but completely disregards it. Heavy metal sales folk steamroll over objections as though they never existed. They are the most likely candidates for security escort out of the building.
And then there’s ballet. I never had any interest in becoming a ballerina. Short legs, and all that. Still, it’s remarkable to watch. They float around like feathers – graceful, gentle. I actually used to be this salesperson, handling “NO”s softly and lightly. But like a feather brushed off a piece of clothing, balletic salespeople are too easily forgotten. Their company becomes white noise as a result, and won’t even be on the radar for future business.
But salsa… now there’s a sales dance you can sink your teeth into! It’s highly interactive – a little give and a little take. It engages both parties, and taps into two of the strongest selling tools out there: emotion and imagination. A salsa salesperson accepts “NO” with grace and style, but then tantalizes with just the right amount of intrigue (“hmmm… maybe that widget really COULD come in handy”) to leave the door open for future business. Memorable as they are, this will be the company that wins future business from their listener and will be highly recommended to friends and associates.
Which steps have you been dancing on the sales floor? Has it worked for you? If not, it could be time to learn some Salsa-style selling!
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Dawn M. Tomczyk | DMT Artistry, LLC | 810.923.4582 | firstname.lastname@example.org