Handling Rejection in Sales Is Easier With This Approach

Handling rejection in sales is just as important as prospecting and pitching. It’s tempting, and easy, to let “no” be the end of the road. But successful sellers realize hearing it could just mean a detour instead.

A unique approach for handling rejection in sales 

To get away from the “no means no” mentality, sellers need to adjust how they approach rejection. Because each buyer and their situation are unique, each encounter with “no” can lead to a different outcome.

When faced with rejection, sellers should first try to decipher what kind of “no” they’re hearing. Writing for Forbes, B.D. Dalton notes that there are three common types that sellers encounter: 

• Hard No. This type of firm rejection is what sellers think most “no” responses mean. It actually does indicate a strong disinterest. He advises sellers to respect it and move along. Any further efforts will likely result in only wasted time.
• Soft No. Hearing this indicates that their response is simply an issue of timing or they aren’t feeling urgency. But there’s interest. 
• Trust No. Dalton calls this response a “goldmine.” He explains it’s an invitation for sellers to prove themselves through rapport and credibility. 

While it’s disappointing to hear a hard “no,” it can be helpful. It lets sellers know they should pursue opportunities elsewhere. This cuts down on chasing a prospect who will never pan out. 

The other two types of no can mean something different. They don’t necessarily signal a final rejection. When hearing either of these, don’t be quick to quit. 

Examine the responses

Effectively handling rejection in sales requires a thoughtful approach. Dalton recommends a simple exercise that can help reframe your mindset. 

“It can work wonders for getting back on track after a tough day,” he explains.

First, think of your most recent rejections; he recommends examining the last five. Note the responses you received. Ask yourself, “How did they say ‘no’?,” “When did they say it?” and “What was their reason?”

Then, based on their responses, categorize them by the three types of “no”: hard, soft and trust. Once you’ve determined and dismissed the hard “no” responses, turn your attention to the remaining ones. 

Revisit those rejections

Dalton suggests thinking about how these can be turned into opportunities. Was it a matter of timing? Lack of urgent need? Not understanding value? Once you’ve identified those details, reach back out to each lead. 

“Address their concerns directly, offer value or answer their questions. You’ll be surprised by how many ‘nos’ turn into ‘yeses’ with a bit of persistence.”

And if they don’t? Close’s Steli Efti recommends to still not give up. And this goes for the other leads who have a hard “no.” This is another part of updating how you approach rejections. Handling rejections in sales means that situations, preferences and other elements evolve. 

Keep revisiting those leads, Efti advises. Stay top of mind and you never know when the time may be just right for them to buy.

“Tenacity and perseverance pay off in the long run. When the time is right, and they need a new …solution, guess who they’ll think of? You.”

Rejection doesn’t always mean the end

Hearing “no” doesn’t necessarily signal a deal can’t happen. Adjusting your approach, and examining each rejection, may identify an untapped opportunity. 

Additionally, take a look at SalesFuel’s tips to explore the potential a bit further. In sales, as Dalton points out, “no” can simply be a stepping stone. Embrace it as part of the selling journey. And even if a “no” really means “no,” use that experience as a learning opportunity.

Photo by Brooke Cagle