No driver likes to end up on a dead-end street, and no businessperson enjoys being left in a bad situation by a supplier. Develop a reputation for caring, trying, and helping. Anytime you have to tell customers what you can't do, also tell them what you can do. Always have the information available to offer your customers an alternative if you are not able to meet their needs. Make sure that there are no dead-ends if they deal with you.
ACTION ITEM
Identify the top ten times when you have been forced to say “no.” Develop a few potential positive responses that can be partnered with the negative ones. For example, when you have to tell prospects that you can't get their order in time, be sure to say that you can give them a 20 percent discount.
In the well-known movie Miracle on 34th Street, Santa Claus made this principle work for Macy's during the busy Christmas shopping season. When a child sat on his lap and asked for a toy the store didn't have, he directed the child's parents to a competitor in the area. The parents were so amazed by Santa's behavior that they came back to Macy's and brought all their friends and family as well.
TAKEAWAY
Anyone can say “no,” “sorry,” or “tough luck.” You
earn the respect and business of potential customers
when you help them by telling them what you
can do. Balance the negative with the positive,
and be sure to give your customers options.