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Sales Strategy
What Sales Rejection Teaches Us?
Apr 11, 2017 | Canadian Professional Sales Association lock
Dealing with rejection is something everyone finds difficult. Beyond the fact that you’ve failed to achieve what you wanted to achieve, sales rejection can also feel personal–like the client is not just rejecting the product, but you as a person. 

Understanding that rejection is something everyone in sales experiences is crucial. You’d be more of an anomaly if you had never experienced rejection. In an industry like sales, rejection is routine. You’re reaching out to an incredibly high volume of people, and not everyone is going to be interested in investing. 

However, that doesn’t mean that sales rejection has to be an entirely negative experience. While rejection certainly doesn’t feel great, there are some benefits that come with experiencing rejection. If you’re willing to learn from the experience, you can gain valuable insight into yourself, your strategies, and your competition. 

Learning to Communicate Better

There are two big things to keep in mind when it comes to rejection: don’t take it personally, but still look for ways that you can improve your communication style. These things may seem contradictory, but they’re not! When a customer expresses disinterest in a product, it’s not a personal rejection of who you are as a person, but it may be an aversion to the particular style of communication that you use when you are selling. 

For example, if you tend to dominate the conversation during a sales call, you could potentially be putting customers off. If the customer doesn’t feel like they get a chance to speak themselves, they’re more likely to feel that their own personal needs are not being considered. Customers like to feel a modicum of control during the conversation, and taking a back seat so that they can express themselves is a great way of giving them that control. 

A better communication technique for selling is active listening. The more you listen, the more the customer will trust you–and trust is essential when it comes to selling. Additionally, when you listen carefully to what the customer is saying, you’re actually in a better position to tailor your pitch specifically to their needs. It’s a win-win situation for everyone.  

Developing More Effective Strategies

Some strategies are more effective than others and sales rejection can be a great way of discerning which strategies are worth keeping and which should be discarded. A lot of sales teams spend enormous amounts of time and energy attempting to sell with strategies that are largely ineffective. Again, it’s not personal; it’s about the sales approach. 

There are numerous strategies still in wide circulation that should be taken out of the rotation. Cold calling is a great example. While it’s still regularly used, the consensus amongst sales specialists is that it just doesn’t work. Learning which strategies work and which don’t through sales rejection is a huge benefit. The right strategy can make all the difference, completely changing the type of responses you receive from customers.

Understanding the Competition 

There’s one final benefit that rejection can bestow on us, and it is an important one. Rejection can actually give you a great deal of insight into your competition. 

Sales is a competitive industry, and with the amount of information that is available to customers, you can be sure that they are not only aware of the competition, but know what they’re offering as well. When a customer rejects a sales pitch, there’s a good chance it’s because they are seriously considering a competitor. By being direct, you can find out what the competition is offering, and in doing so, you can get competitive in your own pitch. 

Even if you can’t adjust the price, rejection can teach you how to emphasize those benefits that your competitors won’t be able to provide.  

About the Canadian Professional Sales Association
Since 1874, we’ve been developing and serving sales professionals by providing programs, benefits, and resources that help you sell more, and sell smarter. 

Contact us today at MemberServices@cpsa.com or 1-888-267-2772 to see how we can help you and your team reach new heights in sales success.

Copyright ©2016 by The Canadian Professional Sales Association
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