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Turn a 'no' into a 'yes'
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September 11, 2000: 11:47 a.m. ET
When a potential client says no, turn the answer around with questions, humor
By Jane Applegate
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NEW YORK (CNNfn) - When a prospective client says "no," that doesn't have to be the last word.
Jeffrey Gitomer, a sales trainer and co-author of "Knock Your Socks Off Selling" (Amacom Books), offers some strategies on how to turn around a no.
- Use humor. Mild joking can defuse tension, and thus make the person more receptive. A sample rejoinder: "Is that your final answer?"
- Ask why the person said no. It may turn out that the prospective client really could use your services or product. Asking questions provides an opportunity to clear up any misconceptions the person might have about your company.
- Ask the prospect to call two of your customers "who initially said no and then decided to buy," Gitomer suggests. Their word may be convincing enough to turn a "no" into a "yes."
(Jane Applegate, a syndicated columnist and author of 201 Great Ideas for Your Small Business, covers small business for CNNfn.) 
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