Positive Rejection Technique: How to Say No to Customers in the Right Way

Unfortunately, we are often forced to refuse customers because their requests go beyond our capabilities, and sometimes this refusal can offend a person. To avoid negative incidents, we have developed a special technology of positive refusal.

We meet different people and customers along the way. Those who openly break the rules by entering a café with a dog. Those who ask us to do the impossible and get that blouse with pearl buttons that is out of stock. Those who try to return or exchange a product for a new one after using it for more than a month. All of these people have in common that we have to say no to them, but we are often afraid to do so because we might lose the customer.

1. To say "no", it is enough to understand the reason why you have to say no. Often, many sellers do not fully understand why a refusal should be made in this situation, and instead of explaining the reason to the buyer in a clear way, they apologize and mumble timidly. This behavior causes the buyer to feel distrustful and that something is not being said. Psychologists recommend that you first try to explain to yourself the reason why you have to refuse something: the level of profit can drop sharply to a minimum and stop the development and further movement of the company, etc. Directors should talk to hired salespeople about the boundaries and rules, so that, having a coherence of actions and understanding of the reasons, it will be much easier for them to refuse a client.

2. The buyer needs to explain the reasons for the refusal in a clear way. If the client's request cannot be fulfilled, you should explain the reasons to the client so that they clearly understand why they heard "no." It is worth telling the client about the company's rules, restrictions, and mission. For example, if a customer insists that the purchased product be installed free of charge, you should explain to them why this is not possible. For example: "We offer discounts on our products, while competitors who install equipment for free include the amount for installation in the final price of the product."

3. It should be clarified that the decision is final and cannot be changed. The buyer should understand that it is really impossible to fulfill their wishes. Clarifying the reason in as much detail as possible will help prevent unpleasant incidents when the client, having received a refusal, still hopes that his or her wishes will be fulfilled. It should look something like this: "Unfortunately, we cannot issue a discount for the product because the installation performed by specialists is paid and is part of our company's rules, and it cannot be canceled."

4. It is in our interest to maintain good relations with the client, so it is worth offering them some positive compromise to keep them satisfied. It might look like this: "If you are not satisfied with this option because of the installation price, I can offer you an alternative model that has the same functions and characteristics. Its price is slightly less than the previous model due to the lack of minor features, so you can purchase the right product but stay within a certain budget."

1. You need to show empathy and interest in helping the customer solve their problems as much as possible. Instead of immediately telling the buyer the bad news, you should show your interest: "Please describe what you need in as much detail as possible again. I want to make sure we've done everything we can to help you. If there is even the slightest possibility of doing what you want, we will certainly take advantage of it." Even if you are unable to help the customer in the end, they will see that you care and the likelihood that they will turn to you next time instead of your competitors increases.

2. Listen carefully to the client, do not interrupt and do not immediately show that it is impossible to find a positive solution. After you have collected all the information, you can try to find a compromise by asking a few more clarifying questions. This will make the relationship between you and the client more trusting, as they will realize that you really want to help them.

3. Information received from the client is the main and one of the most important sources of information for us. There are many convenient services that help you keep a history of customer relationships and the data you receive from them. The ability to visually see the feedback and suggestions left by customers greatly simplifies the optimization of work and points out shortcomings that no one has noticed before. The use of this information helps to improve loyalty and communication with customers.

Here's a look at situations that can happen on a typical business day. Clients often try to ask for a discount that is impossible to give.

• While working in a building materials store, you come across a customer who demands a discount, arguing that this is not the first time he has used your company's services. It is impossible to agree to his terms, because your company provides discounts for certain volumes of goods that the customer has not yet reached. Your answer in this situation might be: "Our store has the lowest prices. To maintain a sufficient amount of goods in stock, we make discounts not on repeat orders, but on their volumes. If the amount of your orders is above a certain amount, we will be happy to give you a discount."

• In a clothing store, a regular customer asks for a discount on a sweatshirt from a new collection, but it's impossible to do so because the sweatshirt is brand new, and it's very likely that there will soon be a buyer who will purchase it at full price. In this situation, your answer might sound like this: "This is one of the best models of the new collection, we received it only yesterday and cannot make a discount. The price of this sweatshirt is high because it is made of excellent fabric and belongs to a popular brand. Given that you are our regular customer, we can offer you to buy the sweatshirt in installments and pay the amount gradually. If you are satisfied with this option, let's go to the checkout." One of the answers might be: "You are our favorite loyal customer, so we will gladly give you a 3% discount on the new collection, unfortunately, this is the maximum percentage because the item you have chosen is from the new collection. If this option does not suit you, in a few months we will start selling this collection. If the sweater is not bought by then, we will give you an even bigger discount. Will you take it now or wait until the sale? ". Another answer option, designed for customers who like to bargain: "This blouse is just of amazing quality, the price is already quite low, so I won't be able to make a discount, but I can offer you another collection that may seem more profitable, and when you buy three things, you will receive a scarf as a gift."

Unfortunately, the positive rejection technique does not always work. Most often, it is called ineffective if the buyer is inadequate or is an "extremist consumer" who is trying his best to get a benefit, often using manipulation. Buyers of the first type need to be told a firm "no" without any fear that they will not seek your services after that. With the second type of customer, things are more complicated. To avoid possible conflicts with such people, you should install cameras that can record everything that happens and consult a lawyer in advance to check all the information written on the website and completely eliminate loopholes for fraudsters. This will make it much easier to communicate with such people, and in extreme cases, it will help you defend yourself in court.

Thus, it can be concluded that the positive refusal technique, or rather the ability to use it, can significantly reduce the number of conflicts that arise between the seller and the buyer. Every employee in the service sector should master this technique.