The day after meeting with the Director of Sales, I called him up and told him I wouldn’t be pursuing his business.

I had met with him once and I had spoken him by phone once.

And I knew all I needed to tell him No.

He was shocked.

He called my Regional VP of Sales, and asked who this punk was, this Shamus Brown guy. He couldn’t believe that I wouldn’t pursue his company’s business.

My sales manager was supportive. I told him what I was going to do before I did it.

But my Regional VP of Sales wasn’t very supportive.

She put someone else on the deal and told him to pursue it.

So he went after it. Took a lot of his time too.

And three months later our competitor won the business, exactly as I had predicted to my sales manager when I told him I wouldn’t be pursuing the business.

In the meantime, I pursued and won a nice medium sized deal. It was with a smaller company, but it put some nice change in my pocket that quarter.

This company that I walked away from was a big company. It would’ve been a nice feather in my cap and a real nice commission *if* I had closed it.

After qualifying the deal by phone and in-person however, I discovered that they were looking for everything that my number one competitor was great at and wanted little of what my company was great at.

Because I knew both my own strengths and weaknesses as well as those of my competitors, it was easy to assess which way this deal was tilted.

So I told the Sales Director No.

I’ve done this many times in my career to great effect.

The value of saying No as a salesman is that keeps you in control of your time.

Time is one of the few things you do have control over as a salesman.

You should always be choosing what is going to give you the best value on your use of your time.

Often times that means going back to prospect some more instead of chasing a prospect that’s not right for you.

How you think about selling is important. To get more insight on how to think and make the right decisions when selling you should get yourself listening to the Persuasive Selling Skills Audio Program right now.

The more you immerse yourself in reprogramming your mind to sell the right way the faster you’ll improve your sales results.

Sell with Pride,

Shameless Shamus