Everything about you feels that the prospect has a need for your product or service, and you are convinced it truly is the best thing for them. You’re feeling confident and you begin to think of them in terms of being a customer, client or patient. 
Then, out of nowhere, they tell you that they don’t have a need for your product or service. What just happened? It could be:
1. YOU’VE BEEN TALKING TO THE WRONG PERSON. Up to now, you may have been talking to a See-more. They may have had genuine interest or they may have been lonely and just needed to talk to someone, but eventually (when it came time to begin the decision process), they had to back away.
2. THEY HAVE A NEGATIVE IMAGE OF YOU, YOUR COMPANY OR YOUR PRODUCT/SERVICE. It could be a vicious rumor, it could be someone who has an ax to find, it could be misinformation or it could be your competition throwing you under the bus. If you don’t get to the root cause, you’re toast. You’d better be ready with real-life examples and testimonials of satisfied customers, clients or patients, or you may not be able to recover.
3. THEY FEEL YOUR PRICE IS TOO HIGH OR THEY DON’T HAVE THE BUDGET. Human nature, even when playing with someone else’s money, is to divert the truth away from not having the money. You either have to create such value and emotion that they find a way to get the money, or you need to draw it out when handling the objection, then dealing with it.
4. IT’S A KNEE-JERK REACTION. People are predisposed to say “No.” When you walk into a retail store and you’re approached by a sales person, who asks if they can help you, what do most people say? “No, thank you … I’m just looking.” Really? I find it a rare breed to fight the traffic and the crowd (at certain times of the year) to just look. If we were truthful, we’d say “I may or may not need your help, but for now I don’t need you to sell me or pressure me, so get out of my face!”
5. THEY HAVE PRIDE IN THEIR OWN EFFORTS. Sometimes your product or service points out a weakness in what they are doing. Self-preservation then leads them to become defensive, as they try to protect their turf. You need to compliment them on what they have accomplished and offer to help them do it even better if you stand a chance to win them over.
Here’s to your walking through the land mine of “no need” to arrive safely on the other side!
Excerpt from John Patrick’s eBook entitled Sales Tips & Tools, which can be found on Amazon.