No matter what you sell, you will inevitably face obstacles,
rejections and refusals. You would think you might get used to this
reality over time. But unfortunately, no matter how many times we
hear it, a "no" is often a tough thing to take. It
weakens our confidence level and hinders our ability to make
sales.
Over the years, I've had as many rejections as anyone
else-if not more. Here are three ways I've learned to cope with
this fact of sales life:
1. It's only their opinion. When someone tells us no
or says that what we are attempting can't be done, we tend to
think they're right, that it's not going to work. What
I've learned is to look at that no as just one person's
opinion. It's not good or bad; it's just data coming in. I
can look at it, analyze it and make my next move even smarter. When
a prospect says no, he or she is giving you valuable feedback that
can help you find a new approach. In fact, naysayers are actually
telling you what to do differently-their rejection might encourage
you to learn more about the prospect's company or product, for
instance. Don't let a no undermine your confidence, your belief
in the value of your product or idea, or your ability to go out and
sell. A no simply provides you with valuable information you can
use for future reference.
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2. Don't get defensive. It's OK to get angry when
you get rejected. What's not OK is to make excuses or try to
persuade the other person that he or she is wrong and that you are
right. Use your anger to get you going-let that no create a sense
of urgency to find a better way.
According to John Eliot, Ph.D., author of Overachievement: The New Model for Exceptional
Performance, and professor of business and psychology at
Rice University in Houston, "The hormone testosterone, which
promotes positive feelings of confidence, is released at three
specific times: 30 minutes after we fall asleep, after exhaustive
exercise, and when we are tackling a tough problem." Take
action to prove that the other person is wrong. Instead of getting
depressed when you get rejected, take up the challenge, and vow to
find a way to solve the problem and demonstrate that you were in
the right all along.
3. Let history be your guide. If people are laughing at
you or your idea, ask yourself why that might be. Is your idea just
ahead of its time? Or is it because you haven't expressed your
concept well enough or demonstrated to prospects how they're
going to benefit in the long term? Understand that it takes time
for every new idea to gain acceptance. When Alexander Graham Bell
said he had found a way for people living thousands of miles apart
to communicate, other people scoffed and said it couldn't be
done. The rest, as they say, is history. Examples like this one
teach you that other people who have been laughed at and told no
again and again have managed not only to achieve their goals, but
also to surpass them.
In the past, hearing no from a prospect would have sent me into
a tailspin. Now, I try to embrace rejection. I take the information
that comes with that no and see what I can learn from it. Doing so
lets me come out stronger every time.
Top-rated sales, management and motivation speaker Barry Farber is
author of Superstar Sales Secretsand Diamond Power.