The Four Flavors of “No” & How to Deal With Them
We’ve all heard it when we’re seeking new business. No.
It’s a short but discouraging word. One that will make you feel like crawling back into bed and pulling the covers over your head.
But, before you do that, come with me to the FreelanceSwitch Test Kitchen. We’re going taste the Four Flavors of “No.”
1. No way, go away! Might as well get the harshest, bitterest taste out of the way first. This is the “No” that is sometimes delivered with a hostile tone. As in, you’d be a fool to ever contact this person again.
But, speaking from my experience, which has been gained through making thousands of cold calls, the hostile “No” people are few and far between. You’re much more likely to get the nicer, “Thanks, But No Thanks” version. Either way, they’re not interested. So, it’s best to move on.
2. No, not yet. This “No” comes from people who don’t have an immediate need for your services. It has a mildly sweet taste, with a hint of better things to come.
The important thing to do with the “Not Yets” is to stay in touch. Offer them a subscription to your monthly e-mail newsletter or your blog’s RSS feed. Invite them to events you’re planning to attend. Encourage them to follow you on Twitter. Or use some of the wonderful “Keep In Touch” ideas that Lindsay Berger shared in her recent FreelanceSwitch article.
3. You know, I’m just not sure. This isn’t quite a “No,” and it has a tantalizing taste that makes you want more.
The good news is that these people aren’t coming right out and saying no. And they sound interested enough that they’ve given you an opportunity to show what you can do.
The best way to do this is to provide examples of work you’ve done for previous clients. So, point them toward your portfolio. And, if your blog or e-mail newsletter focus on your work, invite them to subscribe. (Better yet, get the subscription started for them. Just be sure to ask permission first.)
What not to do: There are people will ask you to do a project for free, just so they can check you out. And, if they like your work, maybe they’ll hire you for a paying gig. Or they’ll ask you to work for a sizable discount on this project because they’ll make it up to you “down the road.”
The problem with the first scenario is that it falls into the ugly category of speculative work. According to the NO!SPEC graphic design site, “This practice has become popular because many companies erroneously view it as a quick and easy way to get the best ideas from designers. Unfortunately, requesting speculative design is a poor business decision because it caters to the lowest common denominator of design. It also forces designers to engage in the poor design practice of making snap decisions.”
Tip: Read NO!SPEC’s article on why speculation hurts.
Our second scenario is based on a promise that’s seldom kept: You’ll eventually be paid at the rate you’ve deserved all along. So, leave those “down the road” promises where they belong: In your mental round file.
4. Not me, but here’s someone else who may be interested. This “No” has a strong, sweet taste because it’s the kind that comes with a referral. And, since Person A told you to contact Person B, you’ve moved out of cold call territory. Now you’re making a warm call.
Does this mean that Person B will say yes? Perhaps.
It may also mean that Person B will offer one of the three preceding flavors of “No.” But you’ll never know unless you try. So, pick up that phone, send that e-mail, do what you have to do to get in touch with Person B.
We’ve reached the end of our Four Flavors of “No” tasting. Permit me to leave you with this dessert:
What may first seem like the dreaded N-O is actually a “yes” in the making. It will take time for you to get there, but stay in touch (without being creepy). In time, some of those “No” answers will turn into a much tastier word: “Yes.”
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Hilarious… i never thought about different types of “No”… coz mostly they all end-up in sameway for me. Also this article gives a good idea towards New flavors of “Yes” for thinking.
Nice writing Martha…!!
Great article… the important takeaway being “no doesn’t always mean no.” There have been countless situations in that past where I’ve ended up turning an initial “no” into new business one way or another.
No way, I cannot yet copy this as I am not sure to do it right, but here’s someone else who may be interested, but not me.
Nice article!!
I like this article because it gets us thinking about how to look for opportunities even when facing obstacles, and most importantly, how to invest our time and energy wisely.
The “what not to do” tip after item three is especially spot on.
Great article, Thanks! This is so right
great list
Good article and very true. I know I have had lots of people ask for speculative work, more and more it seems as the economy gets tougher. Another good article on speculative work can be found on boagworld here.
It’s so important to learn the very simple “NO! means NO
” for creative people. Otherwise you will end up with so many people asking you for a favor.
A yes can be great when you start out, and it may lead to more jobs in the future, but with the internet available and so many opportunities you can pursue yourself, it’s very often better to invest your time into something for yourself.
Stock Art, your portfolio, or simply art. In case people like your stuff they should pay a price that is justified or at least fair. So many people want killer stuff for free, it’s sickening. In case everyone can use a computer to create that website, flyer or whatever… let them do it, learn to say no. It’s very sweet to say no to a deal, when you know it would be a bad deal for you.
Good points! Especially about people who say no, because they have an immediate need for your services!
Getting no as an answer can sting, and getting many no’s can be emotionally crippling. With the wrong attitude, it could be seen as failure. You must learn to address to be successful. As the grandfather of ethical selling techniques and an extremely successful sales trainer for decades, Tom Hopkins suggests adopting his five attitudes towards failure (PDF, 132 KB). I suggest them, too!
It’s no different than any kind of sales. Over time, you learn what each no actually means, and which ones are worth pursuing.
Half the no’s you hear are actually maybes.
What about the “no response” kind of no? Is that a keep-in-touch kind of no, or a let it go kind of no? Great post! I never thought about all the different kinds, either!
Everyone hears the word no now and then and in a way it is good for us and our growth. If everyone said yes, that would be nice but there would be no challenge in it. There is something satisfying about constant rejection and then that first yes that comes a long feel so much sweeter. Thanks for the advice.
What are good practices for when you receive a request for a project that you just don’t want to do? What’s the best way to turn them down?
Outstanding!!! Never seen before…. I loved visiting this Blog as everytime I visit I’ll get something out of you guys…
Perhaps you have adjusted your design not too long ago? Because I could have sworn it was different the last time I was here…unless I am just thinking of a different web-site.
Good article, it’s amazing
i like it
Great Post. Thanks
One that will make you feel like crawling back into bed and pulling the covers over your head. Encourage them to follow you on Twitter. Just be sure to ask permission first. It also forces designers to engage in the poor design practice of making snap decisions. Another good article on speculative work can be found on boagworld here. Otherwise you will end up with so many people asking you for a favor. In case people like your stuff they should pay a price that is justified or at least fair. You must learn to address to be successful. There is something satisfying about constant rejection and then that first yes that comes a long feel so much sweeter.