Top Sales Secret #3: Always, Always, Always Agree

Thankful? Good.

But you should never be satisfied. Keep that hustle going. Even through the weekends and holidays.

This week I want to talk to you about one of the Top Sales Secrets I’ve observed in my 35 years in the business of selling: Always, Always, ALWAYS Agree! Avoid words like no, not, never, can’t or won’t. It’s almost impossible to get the client to agree while disagreeing with them.

No matter what the buyer says, states or demands, you should, under no circumstances, ever disagree or make the buyer wrong or suggest their request is impossible. Once you perfect this simple strategy, it will save your sales.

The old saying, “the customer is never wrong,” is not true. In fact, often, the customer is wrong, or they even lie, but that doesn’t mean you should call them out or make them wrong. When you tell someone you can’t, won’t, not allowed to or that’s impossible, you cause the customer to become defensive, more dug into their position, and make them less likely to agree.

7 Top Sales Secrets

Understand that all variations of no, not, never, can’t, won’t, against our policy, and impossible must be avoided. Train, drill and rehearse agreeing with the customer. My cloud-based sales university,, has built-in drills to make sure you get this handled and quit blowing deals. Any and all variation of no and can’t must be eliminated from your vocabulary.

You may think, “I don’t want to mislead the customer. I’m going to overpromise and be unable to deliver.” There’s an art to telling a customer, “I’d love to make that happen for you,” instead of, “that’s impossible,” or, “I can’t do that.” The problem is, as soon as you say no, or that you cannot do something because you are ‘so honest’; you just eliminated any chance of being able to do anything for the customer. The next time a customer asks for the impossible say, “I never say ‘no’ until I have to.”

Just because this is simple, do not underestimate the time and energy necessary to be GREAT at it. That’s why we created Cardone University.

Be Great,


Showing 7 comments
  • Sean Gallagher

    I just have to say one thing… I agree!

  • Brian Jones

    Grant – This is HUGE! I agree with you 100%

  • marty P

    I like the saying and I quote (I’d love to make that happen for you) however
    its not lying you just tell them what you can do for them.
    the words you use can make or break a deal.

  • Mick

    Sounds like lying to me, if a client wants something that is not going to make the contract profitable for you, you are better off being honest and explaining why it cannot happen.

    Be prepared to walk away from the deal if neccessary to spend your time on clients who are going to be profitable.

    Saying I’d love to make that happpen for but ..(then put in the reason why it wont happen) is also useless when dealing with an experienced negotiator as all professional buyers know that whatever comes before the word “but” is irrelevant.

  • Mike W

    I would like to say that I agree with the strategy. When I am painted in the corner by a demanding customer I use the good guy, bad guy theory. Meaning…I’m here for you and will try to pull for you in every way to earn your business. Retaining the customer so the person can rethink the impossible is key. Most time the customer will buy after the good news and bad news are presented and traded.

  • Jack

    Grant Cardone has a lot more than you do mick, he is making a point to avoid shutting a customer down, plain & simple. So take your bullshit elsewhere b/c only an dumb asshole makes a comment like that. You aren’t the expert, Grant is. End of story

  • Michael Rich

    100% agreed, Grant. Great easy challenge for your readers to practice daily.

    Its fun observing your language personally, and professionally. Start with yourself, and next thing you know you’re predicting other people’s thoughts.

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