What if They Say Yes/No/Maybe?

I was feeling anxious. It was right before a call with a prospect. They were going to update us on their decision and my manager was joining the call. I knew I should prepare but I didn't know exactly what to do.

Luckily, my manager, the illustrious Paul Cebulak, knew exactly what advice to give me.

He told me to ask myself three questions:

1. What if they say yes?

2. What if they say no?

3. What if they say maybe?

This is a killer way to prep if you have limited time. Let’s unpack each of the questions:

1. What if they say yes?

Figure out if this is a real "yes" or just positive feedback. The first time a prospect gave me a verbal commitment, the deal never actually closed! If it's a real "yes," plan how to move the deal forward.

Check two things: business approval and the legal/compliance process.

Business Approval

Who approved the deal? Is this just your champion saying that they want to move forward or do we have approval from all of the decision makers? Is budget confirmed? Did all of the necessary business units sign off?

What are they saying yes to? You may have given them several purchase options; be sure you're aligned on the option they're choosing and on all the terms. Don't find out later on that they want to purchase a large quantity but at the small quantity price!

Legal/Compliance

If it's a real "yes," figure out how you turn that into a signed contract and get ahead of the process.

How long does their contract review process usually take? Can they use our contract template?

Do we need to interface with their security team? Their procurement team?

Do we have an non-disclosure agreement (NDA)? Finalizing the deal often requires that the parties share confidential information, like security information. Get the NDA in motion now if it isn't already done so it doesn't hold you up.

How long does it take them to actually sign the contract once everything else is complete? I've worked with companies that can sign a contract almost immediately and with companies that take a week to actually sign the contract.

2. What if they say no?

Think about how to salvage the situation if the news is bad.

Who said no? Was it our champion or someone else on their team? What was the reason? Can we fix that?

Is this a “no” or is it a “later?” Sometimes, you'll get an explanation that sounds temporary like: "We don't have budget this quarter." See if they'll agree to specific steps to pick things back up later on.

Did they genuinely like the product? If so, can they refer us to another account or another business unit?

3. What if they say maybe?

Figure out what the outstanding issues are and how to tackle them.

Who on their team still needs to be persuaded? What do they care about?

Is it a question of demonstrating value? What’s still open: Are they unsure if there’s a Problem? Are they unclear on whether we have a Solution? Do we need to do more to prove our Impact? (Problem - Solution - Impact - Never stop P.S.I. Selling!!)

Is it a matter of risk? What's the risk and who is concerned about it? Can we address that risk with a case study or a conversation with our post-sale team?

Is there an open technical question? Who has the question and how can we resolve it?

Is it a matter of getting budget? How can we align to their company's most important goals and engage the individuals who allocate budget?

Is there a competitor that’s come into the mix? Which one? Let’s co-design a differentiation slide that shows why we’ll meet the need more effectively.

In my case, I was lucky: The prospect said “yes” and I knew exactly what to do to take things forward!!

- - -

If you liked this article, have a look at our piece on How to Have a Creative Negotiation so you can take a "yes" from your prospect and turn it into a great deal. You can also check out the P.S.I. Selling Content Page for more insights on sales communication, strategy, and leadership.

Want to build a sales process that proves value and a team that can execute? Have a look at our services and get in touch.

For more about the author, check out Mike's bio.