Rejection isn’t what it used to be.
In the old days, you could call or visit a prospect and he or she would say, “I’m not interested.”
It stung a little, partly because it seemed so final, and perhaps you hadn’t even started your presentation.
But it was clear. It said, “Don’t waste my time or yours.”
Those were the good old days of rejection.
I haven’t heard a direct, unequivocal “NO” in ages, which makes me wonder if something awful has happened to rejection.
Is it is being held hostage somewhere in a New Age Reeducation Camp, where buyers are taught politically correct ways of not doing business?
Its replacement isn’t, of course, an unqualified “Yes!”
It is SILENCE. People simply don’t say no very much, anymore.
They don’t say anything, which wastes time and is probably costing the world’s economies a fortune in lost productivity.
When I was leasing cars at the tender age of 21, I cold called a small business. The owner said he might be interested in getting a Cadillac from me, so I went to work on a quote.
“Get back to me next Friday,” he said with the sort of implied promise that keeps countless rookies chasing carrots.
I agreed and at the appointed time he answered my call with these words:
“Yesterday, I bought two Cadillacs from the dealer. Sorry.”
I sputtered a goodbye, but I learned a lesson. Better to be a little early than a little late.
That insight has made me, and saved me lots of money over the years.
But most of today’s buyers aren’t like this fellow. He simply came out and said there was no deal for me. It would have been stupid and annoying for me to have incessantly followed-up with him after that, obviously.
Today’s buyers wouldn’t have been so outright in their rejection, which is a shame.
First, indirectness robs sellers of real-world feedback. Where did we go wrong? How can we improve?
Rejection can be a great teacher, providing it is timely and explained.
Today’s sellers never really know where they stand, so they keep making follow-up calls and sending emails, not realizing they’re chasing phantoms. Only when the trail gets totally cold, do they give-up, if their database program will permit.
They waste time and energy in pursuit, and prospects waste theirs in retreat.
Selling becomes more expensive as a result, and this cost must be borne by other buyers.
What can sellers do?
We can negotiate a different communication compact with today’s buyers. We can say:
“I’ll be happy to develop a proposal for you. Can we agree to give me a yes or no by May 21? And either way, please help me to get better at my job by telling me why I earned or failed to earn your business, okay? You won’t hurt my feelings. You’ll help me to be more effective.”
Try this out. No matter what, your overall rewards from selling will be far greater.
Dr. Gary S. Goodman is the
best-selling author of 12 books and more than
a thousand articles. A frequent expert commentator on radio and TV, he is quoted often in prominent publications such as The Wall Street Journal and Business Week.
His seminars and training
programs are sponsored internationally and he
is a top-rated faculty member at more than 40
universities. Dynamic, experienced,
and lots of fun, Gary brings more than two decades
of solid management and consulting experience
to the table, along with the best academic preparation
and credentials in the speaking and training industry.
Holder of a Ph.D. from the
Annenberg School For Communication at USC,
an MBA from the Peter F. Drucker School of Management,
and a law degree from Loyola, his clients include several
Fortune 1000 companies along with successful family
owned and operated firms. Much more
than a “talking head,” Gary is a top mind that you’ll
enjoy working with and putting to use.
He can be reached at: mailto:gary@customersatisfaction.com gary@customersatisfaction.com.
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