Small business owners and salespeople need to learn from kids. I’m sure you’ve seen or been part of a scenario such as this.

Child: I want a cookie
Parent: No
Child: Why?!?!
Parent: Because it’s too close to dinner, and cookies have too much sugar
Child: But I’m hungry!
Parent: Okay, here’s some string cheese

Sounds familiar? True, the child didn’t get a cookie, but she got something tasty to eat, which was better than the nothing she would have gotten if she hadn’t been persistent.

When you’re in sales, something is almost always better than nothing. So how do we translate this scenario to a sales situation?

Easy. Don’t walk away after the first no. Have a backup ask in mind. Perhaps the person doesn’t need your service, but they might know someone who does. Ask for that. Or, if you have your list of strategic partners created, ask if the person knows a good [fill in the blank with potential strategic partner]. If you ask for the right type of business, you’ll probably get a yes, which could lead you to a potential source of many referrals.

Will it work? Sure it will. People like to help, as long as you’re not an obnoxious person. That first “no” often leaves us with a slightly unsettled feeling, which is why many people are simply unable to say no. They can’t stand the underlying feeling of guilt. Asking for something the person can give will ease that guilt, and we’re more likely to say yes after that first no. Is that counter to a lot of sales training? Sure, but the old training of “never let a prospect get into the pattern of saying no” is outdated and manipulative. This technique doesn’t manipulate and is in line with our psychology.

It’s why the parent gives in to the child. We don’t like saying “no,” so as soon as we’re presented with a plausible reason to say yes (by giving a healthier snack), we’re happy to do so.

It works for kids. It will work for you. Try it sometime.