Mastering the Sales Technique of Handling Rejection

Submitted by Mitch Seigel on Wed, 1/12/2011

The ebb and flow of the BCS National Championship Football game last night, between Oregon and Auburn, reminded me of the sales cycle. First Oregon was up 3 to nothing. Then Auburn came back and scored to make it 7 to 3. Then it was Oregon’s turn making it 11 to 7. With 2:33 left on the clock in the fourth quarter, Oregon won its bowl game by tying the score at 19 on a touchdown and two point conversion on the extra point. The only problem was that there was still 2:33 left on the clock. To the disappointment of Duck fans everywhere, Auburn scored the winning field goal as the time ran off the clock.

Imagine the emotions going on throughout the game, the highs and lows. Players that may never get the chance again to be in the position of winning the title, while other players will remember winning the big one until the day they die.

There are many more salespeople than there are football players, and this ebb and flow is a constant battle. Rejection after rejection after rejection until the sale comes. It’s just part of the game. So, as they say, “if you can’t take the heat, get out of the kitchen.” It was said to me years ago by one of my sales managers that every time you get a rejection it’s a positive because you are one step closer to the sale. It’s a learning process and you will do better the next time. That manager was so right.

Unlike the Ducks, where one game means so much, most sales situations allow us to learn and sharpen the tool for the next encounter. While when you are new to sales being rejected may hurt, experienced sales reps know that it is only a matter of time and throw the rejection over their shoulder and move on. So how do you get from rookie to veteran status? Practice, practice, practice. If you get shoved down on the ground, pick yourself up and do it again. Over and over and over. Take the highs of sales with pride, but don’t get too high. Take the lows with your chin up, and don’t get too low.

It is this balance in emotion that will get you from rookie to veteran faster than you can say, “May I get your approval on this order please.”

What are your challenges when it comes to handling rejection? I look forward to hearing your comments.

Until next time…