1. Your opponent doesn’t see the vision of the benefit they’d gain with a “yes.”
  2. Your opponent lacks the data necessary to support a “yes.”
  3. Your opponent doesn’t have the authority to say “yes.”
  4. Your opponent may be willing to say “yes” but is using “no” as a tactic or bluff. They may be attempting to get something or drive concessions.
  5. A Real Business Example

You’ve spent a lot of time selling this deal. You have everyone at the table, but you’re stuck. You’ve been rejected several times. You lower your price and get rejected again.

You’ve confirmed that the opponent’s business will benefit by using your new product. If they still say “no,” the problem may be that they don’t have enough evidence based on objective data.

You’ve been pitching your service to your opponent who claims to have had the budget for months. You have agreement from them on the shared vision. They asked for data, and you provided it in the format they requested. The data blew their team away, but their team leader is still not moving the negotiation forward. When you ask for clear decisions, you get “no” – or worse, “maybe.” What’s going on?

Only after you’ve ruled out the prior three reasons for rejection do you consider that your opponent may be bluffing.​

While UGM’s service is the preferred solution for BigCo, your price is much higher than the next three responses to our request for proposals. In advance of our meeting next week, we require you come back with a lower price to continue.

John, we’re surprised that with such a large price difference, we are still in contention for your business. What is it about our service that still has us under consideration? We would respectfully like to ask - are you officially rejecting our proposal on behalf of BigCo?