Saying "NO" is sometimes valuable in software sales cycle as it saves money and times for both your customer and your organisation. Saying "NO" often requires some courage because it is easier to please everyone all the time and you need also courage to face the sale rep or others people from your company challenging this "NO" : " Can you explain me why our product doesn't meet such customer's requirement that sounds so basic to me ? " or " We have already got a reference customer who implemented similar features ! I don't understand why you said no !"Anyway, I should recommend to be cautious because NO is a big stop in sales cycle and once it is said you have a difficult way to return back. If you are asked a feature that is not supported in standard by your application Don't start with NO, try to answer instead by other questions about this particular feature and why it is needed for their business goals and try to understand the business needs behind this unexpected feature, tell you customer that this special need is probably possible with some additional customising in you software, tell them you are going to check it later on and give them the schedule date when you will go back in order to get them informed about the result of your homework....
Say NO the less you can (not never) and always address your audience with the willing of saying "YES" because you want to provide a service and find out solutions to your customer's issues, Don't start with NO because you are willing to help and make the things done and not avoided.
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