Most sales efforts, training and management focus on getting to Yes. In most cases, Yes, or an order, takes a full sales cycle. A lot of time and resources are spent on your leads and prospects pipelines. Getting to “No” while not as lucrative as a “Yes” can be just as important especially in the early stages of the sales cycle as getting to “Yes”.
Most every business eventually has to, or should, fire some customers at some point. It’s counter intuitive to most businesses and entrepreneurs that some customers may just be customers that they cannot afford. It may be your oldest or highest volume customer, or a friend of a friend that you do business with, it doesn’t matter sometimes it just can no longer be justified or make sense.
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Sales leads and prospects come from a variety of sources. A long time ago, and dating myself with my copyright statement in the image below, I had to present to investment bankers that were providing interim financing and representing our company in a pending IPO. The investment community wanted to know how we were going to market and sell our products, and spend our healthy marketing budget, to attain the fast growth in revenue we were committing to.
Start-ups do not have a Brand or reputation and while immediate sales are critical, long term success hinges upon your ability to become a creditable vendor/supplier at the time of purchase consideration. Simply stated; “Will the buyer seriously consider us and our products or services when they need to buy”.