The Power of Saying No in Industrial Sales and Marketing

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The Power of Saying No in Industrial Sales and Marketing - Ed Marsh Consulting

We're conditioned in industrial sales and manufacturing marketing to talk about how we're the best at what we do, and a perfect fit for every prospect.

But everyone knows that's simply not true. Each of us has an area of expertise where we fit well - and that means we have other areas where we don't.

That's just common sense. We all instinctively understand that.

So when we pretend that's not the case; when we persist in pretending that we're perfect for every buyer, that costs us credibility. It makes prospects wonder whether we're really just that clueless, or whether we're lying. Neither is a good look - and both make them question what other claims we're making that are similarly crazy.

So we've got a couple steps in our marketing and sales that can help.

First, on our website and in collateral, let's be clear about both the types of buyers where we're a great fit, and why - and also the types of buyers where we're not! It's simple - just list attributes of companies that fit both situations.

Second, we can do the same in our sales process. To pretend that every company implements what we sell with no complications or hiccups is just as crazy as pretending we're perfect for every company. EVERY prospect is wondering what can go wrong. If we simply ignore it and pretend, it doesn't change what they're thinking.

Let's own it. Let's run pre-mortems with buyers. We can use insights from the "T" in The JOLT Effect (to take risk off the table) by speaking honestly about the hiccups that could occur, how we'll pre-empt them, and how we'll quickly and effectively work through them if they do.

All this comes down to recognizing the power of saying no in our sales and marketing. It's not rude. It's empowering and significantly enhances trust and effectiveness!

Saying no to the wrong buyers will help to say yes to the right ones.

00:00 📉 Misrepresenting product fit damages credibility and leads to skepticism from buyers.
00:41 ⏳ Overlooked negative implications waste time on inappropriate leads and frustrate prospects.
01:10 🏷️ Clearly identifying ideal customer attributes on websites can improve lead quality.
01:37 🔍 Addressing potential issues upfront enhances credibility during the sales process.
02:18 🧠 Using premortem questioning helps prospects articulate concerns and improves decision-making.
02:59 🌟 Honest communication leads to increased respect, authority, and differentiation from competitors.

Helpful Links

ORE™ (Overall Revenue Effectiveness Framework download) -

Industrial Manufacturing Marketing -
Industrial B2B Website
Industrial Sales -
Objective Management Evaluation -
Industrial Sales Recruiting -
Revenue Growth Framework -
Revenue Growth Consulting -
Sales Candidate Assessment -
Industrial Marketing -

Ed Marsh on Twitter -
Ed Marsh on LinkedIn -
Ed Marsh on Instagram -
Ed Marsh on YouTube - @EdMarsh

Ed Marsh Consulting, Consilium Global Business Advisors, PO Box 622, Ipswich, MA 01938 (978) 238-9898


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