I have been very fortunate in my travels as a national sales educator to have some pretty brilliant students who achieve millions of dollars per year in high end sales results. One of the most common themes that run through these special over achievers is their immunity to the word "NO."

When I ask them if there is one thing responsible for the success they have, they have all told me that it was their determination, skill and comfort level to keep asking for the sale way past the first time they hear the word no.

The truth is that many you are only one more question or sentence away from turning a no into a yes. If you can only develop the guts and willpower to hang in there and respond after you hear that ugly word, you would then have success. You will be amazed at your success if you are determined to think of a response and use it during critical situations. Here are some tips for what you should do when you hear the word no.

First, when you hear the word NO you should think... They didn't really mean that, they only said it because they aren't thinking. That's right. Many times a customer does not have a real reason to even say the word no. They just say it as a knee jerk, subconscious reaction to whatever you offer. Kind of like when a clerk in a department store asks you, "May I help you?" Most of us always respond, "No just looking" whether we want help or not. We just react without even thinking. Your customer many times is doing the same thing with you.

Secondly you should correctly assume that the buyer is trying to negotiate with you. After all, they did call you for your help and to get the problem fixed or replaced. You should think, "That's an interesting first negotiating position." The first no you hear, is only the customer testing you, to see if you have the passion and expertise to hang in there until you get a yes. The rule being that the person with the most passion and enthusiasm will get the sale. How do you show this passion? You show it by not quitting. That's right, the top sales people have at least 6 responses to a no and will not leave because they truly believe they are the best. To them, it doesn't make sense to leave until you get the work.

Here are some skills and techniques to work on when you are faced with a no from your buyer:

First, agree with their point of view for now. The path to persuasion is not a confrontational one. You cannot persuade anyone if you immediately show you have a contrary position to theirs. They will just dig in deeper if you start with a disagreement. Go with the flow, not against it. First agree that their point is valid and that you can understand their position. This creates obligation with the buyer as you have given in at this point. You are giving the buyer a level of comfort. We all know that when we give somebody something they are obligated to return the favor. For instance, if they say your price is high you might return with something like, "I understand, it IS a substantial investment.

Secondly, get permission to ask them a question. This is the set up for your handling of the objection and the eventual persuasion that is about to take place. After getting permission to ask them a question, think of the most powerful question you can that will change the outcome.

Here is how the whole sequence would sound after a buyer tells you your price is higher than the competition. "I understand it IS a substantial investment. Hey, can I ask you something? When was the last time that you bought something where the least expensive thing was the best quality? How about when you bought a car, was it the cheapest? Your last vacation? How about when you took your wife out for dinner on her birthday, was it the least expensive? Why not?

Another technique is to use the exact reason they are saying no as the reason they SHOULD be saying yes. For example: You're moving? Great, that's exactly why you should get this done now. My greatest fear is that the person who buys the home will have a home inspector look at this and then he and his attorney will ask for a concession on the price of the home after you have already made a deal. Do you really want to hold up the closing of the house when the buyer throws this repair at you?

Remember to be prepared to ask for the sale 6 different ways with 6 different responses. Be determined like the top professionals in your industry are to hang in there and get the job. Don't be afraid of coming off too pushy. If your buyer says that you are pushing too hard, just ask your client this. "Would you rather buy this from someone like me who has a passion to do this job for you like me? Or would you rather buy from somebody who doesn't even care enough to keep asking for your business?

Ultimately the person with the most passion wins.