The Bright Side of No


You’re trying to meet your sales goal, to get in every last possible penny before the deadline and you keep hearing the same thing: No.

You can’t be afraid of rejection and be in sales – it will never work. But even the most hardened salesperson can only hear “No,” so many times before it starts to wear on him or her. Rejection is a tough pill to swallow.

Learning to overcome objections by realizing what they mean and when a “No,” is worth pursuing can help lessen the frustration of sales.

No is Not Just a Request for More Information
There’s a trend among non-professional, but nevertheless vocal, sales people that “No,” just means the prospect needs more information; that "No," is not a valid answer.

Here’s a scenario of a car salesman who believes a prospective buyer’s “No,” is just an invitation to learn more.

Sales: “Let’s take this expensive, foreign car for a test drive.”

Buyer: “I need something larger, to fit a family. Maybe an SUV or a minivan.”

Sales: “Let me show you the features of this foreign car. You might be surprised.”

Buyer: “It doesn’t fit all of my kids.”

Sales: “It’s roomier than you think. Let’s take a look inside.”

Buyer: “It’s a two-seater car. I have three kids.”

Totally ridiculous because the salesperson wasn’t listening to any of the buyer’s need and that’s the quickest way to “No.”

Get to know your audience before you jump into the pitch.

Evaluate Your Approach
Going into an office like gangbusters, immediately selling your product before finding out anything about the client is a formula for failure.

Take a look at how you talk to your clients, how much time you spend listening to them versus speaking with them. What would you do if the product you were selling wasn’t a good fit for them? Would you try to sell it anyway, or would you be honest and say, “I’ve enjoyed talking to you and I’d like to keep in touch, but I am not sure my product is right for you now.”

Know your strengths and weaknesses and use them to your advantage.

Understand Your Prospect’s Reasoning
When a prospect declines to purchase your product, do you find out why? You don’t have to react in a defensive manner but taking the time to understand why your product wasn’t chosen may give you an opportunity to clear up any misconceptions the prospect may have or sharpen your sales skills in the future.

Stay in Touch
It sounds counter-intuitive but staying in touch with a prospect who has decided not to purchase your product could lead to a sale down the road.

If you’ve done your job correctly, you’ve parted ways with the prospect on good terms, promising them that you’ll be there for them should they ever need your product.

Now is the time to keep your name in front of them. You don’t have to call or email them daily (in fact, we would encourage you not to do that), but put them on your drip email campaign and share with them information that is relevant to them and their own audience.

The ESA Advantage
Executive Scheduling Associates understands that getting appointments is a numbers game. Like you, we will get more nos than yeses. We are different from other companies in that we document every single call with why we called, who we spoke to and what the outcome was. That way, we have a complete history that can be used in future conversations, creating a better chance at getting a yes.

How do you deal with the rejection in sales? Share with us in the comments below.

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