Selling is an effort of trying to beat the odds of rejection.
Rejection of an offer is a fact of life in sales. It comes with the job and is normal.
Top salespeople learn to deal with rejection. They try to understand the cause of rejection and take corrective steps to reverse it. They recognize that how they handle rejection may say more about their success than any other selling technique.
Some new salespeople don’t handle rejection too well, according to customer surveys that show almost half of all salespeople disappear after objections are raised.
There are two negative reactions to rejection. The first is that salespeople simply stop trying. They become oversensitive, cautious and retreat. The second is they become aggressive with prospects and customers, attempting to overcome the rejection with heavy-handed tactics. Both of these reactions can be disastrous for a new salesperson.
A positive approach
Whether rejection is valid or invalid, you need to understand the cause of the rejection before you can try to overcome it.
Here are three ways to deal with rejection and stay focused:
- Learn from lost sales. Use an outline to review what could have been done better. It may help to try to list three things that could be done better in the future.
- Keep a success journal. A constant barrage of resistance can often eclipse recent successes. Keeping a journal of sales successes isn’t for dates and dollar signs only. List the approach, how objections were handled and what made the customer buy.
- Get a boost from customers. When things aren’t panning out, remember what’s working for existing customers. Keeping a file of positive customer feedback and testimonials can give you a quick boost. Try to contact those customers to learn what they appreciate most. Comparing that feedback to recent efforts might lead to ending a slump.
Enthusiasm is the key for overcoming rejection
Enthusiasm is a priceless quality in every salesperson. It builds courage and corrects bad attitudes and slumps.
Four key points about enthusiasm:
- Enthusiasm is undermined by negative self-talk. Resist the temptation to tell yourself all the things that are wrong about the economy. Try to be with positive people, both on and off the job.
- Enthusiasm is the result of self-discipline, not self-indulgence. Self-indulgence is thinking about what’s good for you and then taking action. Self-discipline is thinking about what’s good for your prospects and customers, then showing them why they should buy your product or service.
- Enthusiasm allows you to treat all prospects and customers the same. There are prospects and customers who are difficult to deal with. They may be obstinate, contrary and insensitive. A key part of becoming a salesperson is learning to deal with difficult people in a positive, thoughtful way. Enthusiasm is the ingredient that makes this possible.
- Enthusiasm results from focusing on long-term versus short-term goals. It’s a good idea to renew goals weekly so they’re focused on the long-term. Long term goals lessen the negative impact that may happen in the short term.
Source: John R. Graham, President of Graham & Associates, a sales and marketing firm in Quincy, MA.
