Sales Reps: Stop Doing This
Sales is a profession absolutely rife with rejection. Or is it?
What if I told you that by the end of this article, you’ll realize your mindset is all wrong about rejection and that you’ll actually crave more because you have a better definition for it?
I was recently with a client, getting ready to make some in-person sales calls with them, and they said something that made me stop dead in my tracks.
“Jeff, I know you’re going to want to visit this account, but I just don’t know if I can take the rejection again.”
“What do you mean rejection? Have you actually been rejected?”
“No, not specifically, but I’ve been in five times and they haven’t told me yes yet. That’s the same thing, really…”
No. No, it’s not.
“No” and “Not Yes” are Not Synonymous
A lot of sales reps run into this problem. The worst part is that it’s self-inflicted. Don’t equate the lack of a yes with a no. You’re projecting rejection.
You’re going to get objections. You’re going to get some resistance to meeting. You’re going to hear, “I’ll keep you in mind” which means quite the opposite. You’re even going to be abruptly hung up on.
None of these means no.
What they do mean is that you haven’t earned their attention yet. Your prospect doesn’t appreciate the value you could provide to them. They don’t have the context for why you’re worth talking to.
Stop projecting rejection.
I believe that rejection can truly only happen once your prospect has heard you out, acknowledged the logic behind your offer, and only then told you they don’t believe you’re a fit. Then you’ll get some meaningful objections or reasons why, some of which you’ll be able to overcome, and some that will leave you dead in the water. Then you can shake hands, part ways, and move on to the next one.
But does that rejection actually hurt as much? No, of course not.
Real Rejection
Real rejection doesn’t feel personal at all. That’s because it’s not. Even though you and your prospect disagree on the value, you’ve been heard, and your points have hopefully been validated.
Fear of rejection and ghosting in sales scenarios really comes down to your own mindset and admission of defeat. You’re projecting it and then manifesting it into reality.
Look in the mirror. Do you believe in the solution you’re selling? Do you believe it provides meaningful, tangible outcomes for your clients? Do you believe that you can appropriately communicate those outcomes and their value to your prospects?
Now, grab a whiteboard or a paper and pen.
What will it take to really get the attention of those prospects? Are you calling on the right people? Are you asking the right questions about the right issues? Are you someone worth talking to with something worth talking about? Yes, you’ve communicated your message and your story to these leads and prospects, but does that mean they’ve heard you? That they’ve listened? That they understand?
Stop counting yourself out of the game before you even get a chance to play. The pieces of the puzzle are right in front of you. Be determined and disciplined enough to put them together.
Meanwhile, Here’s What Happened With My Client
Our last call of the trip was to the aforementioned office. We took a slightly different, more curious approach. He asked a different question of a different gatekeeper that day. In 30 seconds, he learned more about the decision-makers and their process than he had in a half-dozen previous calls. He also got direct contact information so he doesn’t have to deal with gatekeepers anymore. We ended the day on a very high note.
Was it the new face at the front desk? The new line of questioning? The fact that it was his sixth or seventh call rather than the second or third? None of the above… or all of the above?
It doesn’t matter. The fact is that he felt rejected when he wasn’t. Once he got clear on what rejection really is, he went back to work, explored the opportunity again, and started to see some results.
How often would that approach work for you?
I want to know what you think. Join the conversation online in the Rethink The Way You sell Community.
I do live, public training on topics like this regularly. Click here for upcoming dates, times, and topics.
Jeff Bajorek
Real. Authentic. Experience.
There’s a big difference between knowing how to sell and being able to. Jeff Bajorek spent over a decade in the field as a top performer. He’s been in your shoes. He knows what it will take. He can help you succeed.
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