N-O. No. A simple, two-letter word, that NOBODY likes to hear. Whether you are a sales professional or not, it is widely regarded as the one phrase that consistently keeps us from getting what we want. Think back to when you were younger, and your reaction to the word “no”. More often than not, hearing that infamous two-letter response resulted in crying, throwing a fit, or forced you to stomp your feet over to the other parent and ask them the for the same request. Hearing “no” from BOTH parents? Yikes, game over, day ruined, end of story!
Now think back to when you REALLY wanted something. Maybe it was that new bike, or latest video game console, or Michael Jordan’s latest sneaker. When asking for these “big ticket items”, you probably didn’t get a “yes” right off the bat. But if it was something you really wanted, something you thought you truly deserved, I would bet that you didn’t give up after that initial no. Maybe you tried again after bringing home a good report card, or maybe as it got closer to Christmas, or maybe try once again after keeping your room clean for a long period of time (that definitely wasn’t me…). The point is, when it comes to things we really want and really care about, and really believe in, putting in a little perseverance can go a long way.
But let’s tie this back to being successful in sales. Raise your hand if you have ever heard someone, who in most cases doesn’t even work in sales, ask you how you deal with all the rejection you face on a DAILY basis? Want to know what’s even worse? When someone tries to tell you that you shouldn’t take “no” and rejection personally. Hmm. You work hard prospecting clients, make multiple calls, drop in’s, and emails just to get in touch with that prospect, drive to meet with them, put together a detailed proposal with services, budgets, potential discounts, and timeframes, only to get an email the next day letting you know they are not going to be moving forward with you and your company. But wait! They mentioned that they “appreciate all of your time and efforts!” How on earth are you supposed to NOT take that personally?
Here’s how. Queue the drum roll!
Change your mindset on the word “no.” What if that word wasn’t that bad? What if instead of yes, you were looking for no? What if instead of tracking and managing all of your “yesses”, you did the same for your “no’s.” I know what you are thinking, trust me. Your job isn’t to get rejected, your job is to get accepted. But here is the thing, if you work in sales without a plan on how to not only handle rejection, but how to actually use rejection to your advantage, then you will never win, and you certainly won’t be able to win over a significant period of time. It is way too easy to get burnt out when we don’t have a plan on how to handle rejection. So, what should that plan look like?
Here is one quick fix. Just simply embrace it, and chase it. Before a call block, before you go door knocking, before you go over your monthly projections, before anything. Remember what we talked about earlier. Think back to THE toy that was a must have when you were a little kid. Did you honestly expect your mom or dad to just buy it for you the first time you asked them out of the blue? Probably not. Do you honestly expect a prospect, especially a cold call prospect, to cough up their credit card after the first conversation? Probably not. It is vital to understand the difference between a hard no and a no for now. When you get a no for now, make sure you have a plan to convert it into a yes for later. In the short term, move on. Next call, next door, next email. Trust me, you play the numbers game, and you will find your fair share of yesses along the way while going for no. When you get a no, keep track of it! Set yourself a goal for the day. How many no’s do you want to get? 10? 50? 100? Go for it. Make a game out of it. Compete with your colleagues. But here is the key, make sure you have a plan to act upon that “no for now” to make it a “yes for later”. Set a follow-up date, capture their email, ask for a referral. Sometimes your biggest sale can start with a no.
I will leave you with this. Take a moment and think about the important people in your life. Your best friend, your business partner, your spouse. At one point in time, they were not that. They were just another person, a complete stranger. It took continual efforts and “follow up” to advance them down the relationship pipeline I like to call it. Picture your spouse now. Would you expect them to say “yes” if you proposed to them the day you met? What about on your 2nd date? What about 6 months down the road? The point is, when you have a goal, when you have a mission, and more specifically, when you find someone who truly is a GREAT fit for your product or service, it is your job to assure them of just that. Keep track of the no’s, find a professional, strategic, and concrete way to stay in front of them, and watch your numbers soar! Here is the challenge for you. Get PUMPED for no! Be on the lookout for “no.” Not only will you “stumble” upon plenty of yesses, but this small tweak to your mindset will put your activity on a different level. Now, how can you say “no” to that?
