Everyone has encountered a rejection over the course of their lives. Yes, even some of the greatest sales people ever such as Jeffrey Gitomer, and even Donald Trump. But imagine if a “no” stopped them? The phrase “You’re fired!” might not have been coined, and Gitomer’s Little Red Book of Selling would not be one of the top sales books to ever reach the market. You see, a “no” can be just as important as a “yes.” Regardless of your ability, persuasion, or reputation, you will receive a “no” at least some of the time, if not most of the time. Your closing percentage, coupled with your prospecting efforts, determine how often you will receive these negative responses. The relationship that you cultivate, even after it is understood that the prospect is not going to purchase anything (for now anyway), will contribute greatly to your reputation. After all, a “no” today is not an automatic “no” tomorrow!
The most important thing to remember is that, after you have:
- Developed rapport;
- Identified what is most important to the prospect;
- Conducted a comprehensive assessment and;
- Presented a solution or benefit specific to their needs;
…you need to ask for the sale. If they initially say “no”:
- Clarify the reason;
- Always acknowledge their rationale-NEVER ARGUE YOUR POSITION;
- Determine if their reason is one of many concerns, or just one;
- Find out if they would be willing to schedule their first session with you if you can find a solution to their concern;
- If so, present your solution.
If you still receive a definitive “no,” work to keep the relationship.
- Respect their decision and remember not to take the rejection personally. There could be many factors that are leading their decision which a prospective client may not feel comfortable communicating with you.
- Resolve to stay in contact and offer your support in the future.
Lastly, work to remain in touch with them. Resolve to give them as much value as possible which will help you cultivate a strong rapport. This can help you turn a current “no” into a future “yes”.
- Ask for permission to follow up with them in the future.
- Get their contact information.
- If you gain their permission, place them on your e-mail list.
- Send them articles and information pertaining to their goals, at least on a monthly basis.
- Don’t forget holiday cards, including birthday and anniversary cards, if possible.
- If you work in a health club, consistently create positive, measurable assistance.
- After 90 days, call again and offer an assessment.
- Present your solutions and ask for the sale again.
Remember, you have a few things to bear in mind when you receive a “no.” A “no” today is not a “no” indefinitely. Your sales are related to the value you create. Every “no” you receive is a potential referral source, or even a future client. And the difference between a temporary “no” and a permanent one lies in the systems you utilize to continually assist, inform, and encourage those who initially said “no.”