(This is a guest post by Victoria Koval of the Sales Executive Council, our sister program for sales  leaders and their teams. It builds on Jacob’s popular post that discusses ways to eliminate the word ‘no’ from your rep’s vocabulary.)

Think about how many times and ways a customer says “no”… There is the “matter-of-fact no” ( I am not interested in this offer); there is the “no-without-no” (I’ll contact you myself when I am ready to make a decision);   there is the “passing-the-buck no”  (The decision is out of my hands now); there is the “maybe-yes no” (I’ll have to check my calendar) and the “restraining-order no” (For the last time, no).

While searching for more examples (and for my own amusement), I Googled “how to say no.” As I looked through the more than 206,000,000 results, I learned how to say NO in over 520 languages and how to come up with 100 Excuses to Say No (my favorite one: “because my subconscious says no”).

The all-mighty Internet taught me how to say no to bosses, relatives, friends, co-workers and pushy sales people, but it had little to say about how to push back on customers.  Is that because we’ve been brainwashed that the customer is always right?

Maybe…But, unless you’re running a charitable foundation, saying no is a critical skill, especially now. In the current economy, customers feel entitled to more discounts, more customization and less risk, and they don’t hesitate to ask for more.    

One of the main reasons why reps find it hard to say no to customers is because they don’t know how people will react to it. Fortunately, it is fairly easy to predict a customer’s reaction if you know what type of customer you’re talking to:

1- If you are talking to somebody who is fairly direct and concise, you are talking to a “driver”. This person is very practical and results-oriented and responds best to a rational NO.

What to do: Give them a clear explanation of why you can’t negotiate on any given item; use rational persuasion through logic and data, and, whenever possible, give them the specifics of an alternative solution. 

2- If you are talking to a customer who thinks out loud, likes to hypothesize, and looks for problem root causes, you are talking to a “analytic”.  This person is very process- and detail-oriented; they like to consider all possible alternatives before making a decision. Therefore, an alternative NO works best with them.

What to do: Give them several options, outline the pros and cons of each but be clear on your negotiable and non-negotiables. Having all information at hand will help them decide on the next move.  

3- If your customer initiates small talk and shares personal facts (e.g., where they went on vacation, their dog’s name, or how they like their coffee), you are likely talking to an “expressive”. This person enjoys human interaction and responds best to an innovative NO.

What to do: Engage them in a thought process, hypothesize some creative solutions with them, challenge them, and push them to think outside the box.

4- Finally, if a customer is very diplomatic, patient, and lets you finish your thought, you are likely talking to a  “amiable”. This type is generally known as a people’s person; they are driven by emotions, hence, a considerate NO works best with them.

What to do: Try to give them a couple of examples or actual stories of why their proposal wouldn’t work, how it would affect different stakeholders, or what the long-term implications could be.  In other words, tell them a relatable story.

Do you believe that this simple personality-mapping technique can soften the blow of a “no”? 

CCC Members, check out our Soft Skills Resource Center to find all the tools, templates, and guides you need to upskill your reps so they can identify and engage different customer personality types, including the Bradford and Bingley case study that inspired this research.

Related posts:

1. The Science of Saying the Word ‘No’
2. The Art (not Science) of Coaching
3. Want Better Frontline Reps? Try Psychology Classes.
4. Good Role Plays Are Hard to Find