If you are in any way connected to sales or the sales process, hearing the word “no” likely happens multiple times during your day. How you deal with this rejection is crucial to your success. It is important to understand that hearing the word “no” is never final nor fatal. Even multi-million dollar producers are rejected from time to time for a variety of reasons. Fear of rejection resulting in call reluctance is the number one reason for sub-par results while prospecting for new business. Here are a few ideas that have helped me over the years.
- Set goals for yourself each day. Setting realistic, attainable goals for things such as number of dials, appointments set or even requests for information will allow you to have success regardless of the number of “no” responses you get.
- Know your numbers. In the past ten years I have made close to 130,000 calls while representing various B2B clients. I found that close to half (48.8%) of those contacted resulted in a favorable response (i.e. individuals who agreed to meet, have information sent to them or expressed interest in future follow up) while only 21.2% of those contacted said they were not interested. I know going into a call that I have better than 2:1 odds of having a positive outcome if I make contact with the decision-maker. This information has helped me stay motivated to make the next call.
- Hearing “no” is rarely final. Whenever possible find out why they are saying “no.” For example, you could ask, “What is it about our offer that concerns you most?” This can help isolate the refusal and allow you to clarify your position or make adjustments that the prospect can agree with. Brian Tracy has said that 90% of sales are made after the 6th attempt to close.
Winston Churchill once said, “Success consists of going from failure to failure without loss of enthusiasm.” A great thought from a great man. If you would like to have some fun with your rejection, try this No Calculator. Don’t forget to enter your name to help personalize your results.
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