In elementary sales school you learn that a prospect’s “no” is short for “not enough information”.
And so, whole armies of salesforces bombard their prospects with ever more info when the prospect has already tuned out and started to feel annoyed.
A better way is to consider the possibility that your customers are actually, you know, smart and that they might actually know what they want and need.
Sure, sometimes a “no” means that you haven’t explained it well enough or that a crucial detail was missing. But other times, a “no” really does mean “no”.
If it’s the latter, rather than adding more detail you might want to consider fixing the product or finding a better match. Only if it’s the former will tweaking your communication have an impact.
(It helps, of course, to become good at distinguishing the two.)
