determined the buyer becomes not to see him. Their conversation ends abruptly on a vinegary note. In this scenario, both parties lose. The salesperson loses because he will not accept the buyer’s refusal to visit with him. Because he took the initial “no” so personally, he missed an opportunity to build a bridge and establish a friendly business relation- ship with a new, potentially lucrative account, including possible referrals. In a scenario with a positive outcome, the salesperson would accept the buyer’s reasons for not being able to see him. Further, he would take the professional view and approach, set an appointment with the buyer over the telephone, and leave product literature and his business card for the prospect. The buyer would appreciate the salesper- son’s courtesy and consideration of his busy schedule. Understanding of a prospect’s position, his particular problems, as well as patience with his style are critical to fighting rejection and winning sales success. Let the above principles work for you, and then use the following 13


SELLING TIP


Don’t Let a Prospect’s “No” Threaten Your Progress


If the thought of hearing one more no makes you want to throw your hands in the air and go golfing or shop- ping for the day, you may be approaching a sales slump. At such a time, keep your momentum going and your spirits up. Surrendering to feelings of frustration and rejection when potential clients seem nonexistent can undo all the successes you have experienced – and sabotage those to come. Here are seven ways to keep moving ahead: 1. Acknowledge your disappointment or frustration. Talk it over with a trusted friend or colleague, then decide that you will devote no more time or energy to those feelings.


2. Develop a process orientation. Perform your job a day at a time. Continue to prospect for new clients.


VIDEO:


ways to fight rejection and get more closed deals for your efforts: 1. Remove “rejection” from your vocabulary.


2. Replace “no” with “detour,” “postponement,” “delay,” “side trip,” “step,” etc.


3. Set appointments with qualified prospects.


4. Practice empathy, understand- ing, and patience.


5. Don’t take delays personally.


6. Resolve to persevere. 7. Set realistic goals. 8. Take selling seriously, not yourself.


9. Become a problem solver. 10. Remember that “no” is not always final.


11. Remind yourself that big suc- cesses often follow little failures.


12. Picture “no” in reverse, as “on.” 13. Believe in yourself, your prod- ucts, and your success. 


Ask current clients for referrals. Find out about changing market conditions. What you do now will yield future results.


3. Use slow times to hone your skills in organizing, goal setting, overcoming objections, refining your sales presentation, and experimenting with new techniques.


4. Work on projects you’ve been putting off and see them through to completion. You will have a feel- ing of accomplishment and will maintain a positive perspective.


5. Renew your momentum with readily-available videos and motivational materials.


6. Associate yourself with leads, clubs, and profes- sional sales groups that will help you expand your network of potential clients.


7. Be open minded about exploring new markets. Being a pioneer will help you maintain a competi- tive edge. Keep yourself moving to help recapture the enthu- siasm you had as a new salesperson.


– LINDA A. JERRIS


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