getting to no

Most closing advice is about getting to yes. One of the best moves I know gets you to a "no" faster, and it makes the "yes" better.

I use it on calls all the time. Someone books time with me, tells me what they're working on, and I play back my understanding of their situation. Then I tell them who gets the most value from working with me. Then I tell them where they look different.

My ICP is B2B SaaS founders selling mid-market or enterprise software, between $1M and $10M in revenue. When someone doesn't fit, I say something like:

"It sounds like you have really good traction, and that's great. But it seems like you're selling to midsize services businesses (for example). All of my expertise is in B2B SaaS, so I don't think I'd be able to tell you anything helpful. What do you think?"

They usually say thank you. We both walk away smarter than we came in.

The same move works on a deal:

1. Say back their situation. "From what you've told me, it's this, this, and this."
2. Say who gets the most value. "The people who get the most out of our solution look like this."
3. Name where they're different. "From what I know, it sounds like you're different in these ways. This might be more than you need, or not apply to half your team."
4. Ask, "What do you think?" Then stop talking.

You get one of two answers. Either "Yeah, now that I'm thinking about it, you're probably right," or "No, this is still worth it for us, and here's why."

Both are good. The buyer has had a real chance to opt out, so if they opt in, you know they have higher conviction. And if they were never going to buy, you find out now instead of 3 months from now.

It feels backwards the first time. It feels uncomfy to say "this might not be for you" to someone you want to close. (Say it anyway.)

This week: write down the 3 traits of the buyers who get the most value from what you sell. On your next call where a prospect differs on one of them, say so out loud and ask what they think.

Hit reply and tell me what happens when you try this on a call.