Validation: Meanings of „NO“ from the Consumer

christof

When selling new products, the seller will often receive a “no” from a potential customer. This "no" contains information that the seller can use, partly to improve her/his argumentation on customer benefit, partly to determine to which buyer category the potential customer belongs (pioneer, early majority buyer, late majority buyer or latecomer).

You will find below a number of different "no’s" and their possible meanings (concept by Billgert, 1998):

 

 

 

 

  • No, I cannot afford it (really I want to buy, but have difficulty in financing)
  • No, I cannot decide now (help me to gain support with internal marketing)
  • No, the product has the wrong design/ weight/ performance/ form/ colour/... (the price is right but adjustments are required)
  • No, we are looking at other alternatives (they are arranging a situation containing several competitors)
  • No, I do not have time (respect this and get back later)
  • No, I do not know enough (produce a short basis for decision)
  • No, I do not speak to salespersons (call in a product developer)
  • No, I cannot make a decision (talk to the boss)
  • No, there are cheaper alternatives (interested but wants to test the pricing, make another offer)
  • No! (interpersonal friction)

 

So a "no" is often a conditional "yes" if the situation changes and the seller learns to interpret and respond correctly.

 

Source:

Billgert, L. (1998): Hur tar du ett Nej? (on Swedish): Sälj & Marknadsstrategi No 5, ICA Förlaget AB, Västerås, Sweden

http://complexityforum.com/aktuellt/handbook%20in%20innovation%20management.pdf