'No' Surrender Learning to hear 'no' as valuable feedback from clients can take your sales efforts to the next level.

By Barry Farber

Opinions expressed by Entrepreneur contributors are their own.

No matter what you sell, you will inevitably face obstacles,rejections and refusals. You would think you might get used to thisreality over time. But unfortunately, no matter how many times wehear it, a "no" is often a tough thing to take. Itweakens our confidence level and hinders our ability to makesales.

Over the years, I've had as many rejections as anyoneelse--if not more. Here are three ways I've learned to copewith this fact of sales life:

1. It's only their opinion. When someone tells us noor says that what we are attempting can't be done, we tend tothink they're right, that it's not going to work. WhatI've learned is to look at that no as just one person'sopinion. It's not good or bad; it's just data coming in. Ican look at it, analyze it and make my next move even smarter. Whena prospect says no, he or she is giving you valuable feedback thatcan help you find a new approach. In fact, naysayers are actuallytelling you what to do differently--their rejection might encourageyou to learn more about the prospect's company or product, forinstance. Don't let a no undermine your confidence, your beliefin the value of your product or idea, or your ability to go out andsell. A no simply provides you with valuable information you canuse for future reference.

2. Don't get defensive. It's OK to get angry whenyou get rejected. What's not OK is to make excuses or try topersuade the other person that he or she is wrong and that you areright. Use your anger to get you going--let that no create a senseof urgency to find a better way.

According to John Eliot, Ph.D., author of Overachievement:The New Model for Exceptional Performance, and professor ofbusiness and psychology at Rice University in Houston, "Thehormone testosterone, which promotes positive feelings ofconfidence, is released at three specific times: 30 minutes afterwe fall asleep, after exhaustive exercise, and when we are tacklinga tough problem." Take action to prove that the other personis wrong. Instead of getting depressed when you get rejected, takeup the challenge, and vow to find a way to solve the problem anddemonstrate that you were in the right all along.

3. Let history be your guide. If people are laughing atyou or your idea, ask yourself why that might be. Is your idea justahead of its time? Or is it because you haven't expressed yourconcept well enough or demonstrated to prospects how they'regoing to benefit in the long term? Understand that it takes timefor every new idea to gain acceptance. When Alexander Graham Bellsaid he had found a way for people living thousands of miles apartto communicate, other people scoffed and said it couldn't bedone. The rest, as they say, is history. Examples like this oneteach you that other people who have been laughed at and told noagain and again have managed not only to achieve their goals, butalso to surpass them.

In the past, hearing no from a prospect would have sent me intoa tailspin. Now, I try to embrace rejection. I take the informationthat comes with that no and see what I can learn from it. Doing solets me come out stronger every time.

Barry Farber is the author of 11 books on sales, management and peak performance. His latest release, "Diamond in the Rough" CD program, is based on his book, radio and television show. Visit him at www.BarryFarber.com, or email him at barry@barryfarber.com.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Side Hustle

After a 12-Year-Old's Side Hustle Made Over $4,000 in 1 Day, He and His Dad Grew the Business to Nearly $50,000 a Month: 'It Takes Commitment'

Madden Forrest and his father, Steven, turned their passion for football into a lucrative business.

Business Ideas

70 Small Business Ideas to Start in 2025

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2025.

Business News

Mattel Signs First-of-Its-Kind Deal With OpenAI to Bring ChatGPT to 'Iconic' Toys

Mattel is also allowing its employees to use ChatGPT Enterprise to help design new products.

Business News

Google, Spotify Down in a Massive Outage Affecting Tens of Thousands. Here's What We Know.

Both Google and Spotify appear to be down for thousands of users.

Growing a Business

3 Things You Need to Know About Building a Company That Lasts

If you want to build a business that lasts, technological solutions must be inscribed into the very fabric of your company's being. Here's why.

Growing a Business

Your Customers Are Talking About You — Here's How to Turn Their Feedback Into Profit

Listening to your customer has always been a strategic imperative. With countless options just a click away, consumers are gravitating toward brands that make them feel cherished and involved.