Don’t take “no” for an answer


What do you do when someone says they’re not ready to sign up, or they “need to think about it”?

In other words, “no”? No soup for you. 

You told them their risks and their options. You laid out a plan. Answered their questions. If they still said no. Should you let them go? 

No. Give it another shot. Because “no” often means “tell me more”. They may know they need to say yes, they may want to say yes, but they’re afraid and won’t commit. 

Follow these 3 steps to help them make the right decision:

  1. Isolate. Put on your litigator’s hat, repeat what they’ve told you (their objection or reason for wanting to wait). “So what you’re saying is. . .” (It’s a big decision, a lot of money, you’re not sure this is right for you, etc.) Get them to acknowledge that these are the reasons they want to think about it, etc., and there aren’t any other reasons. 
  2. Validate. “I understand how you feel; many of my clients told me the same thing when they first came to see me. . .”
  3. Differentiate. Show them why the benefits outweigh the risks or that this is the best time (and why). Tell them again why they need to do this. You might phrase it in terms of what your other clients (who initially hesitated) realized, e.g., “. . .and then they found out/realized. . .”

And “close” again. “So, shall we get this going?” 

If they still say no, you might say, “Before you make your final decision.. .” and tell them a new fact or statistic or client story. Yes, they’ve already made their final decision, but you don’t have to accept it. 

Reject their rejection. And close again. 

More: The Attorney Marketing Formula