Moving Forward When You Don't Land a Sale

One of the most challenging aspects of any sales job is rejection. Rejection becomes more damaging the more we have invested in the prospect. Rejection on an initial call is easier to take than rejection after you have prepared and researched for your presentation, made your presentation, sent additional value to the prospect after the presentation if you didn't get the contract signed that night. Most salespeople are highly optimistic when they have taken all of these steps in the sales process. Some salespeople are counting the sale as made at this stage, and they experience the ultimate rejection when they hear the word no.

I believe there is a mindset that each salesperson needs to adopt to achieve long-term success in sales. I describe it as not being attached to the outcome. Not being attached to the outcome allows you to better handle the times when you don't land the sale. Not getting the sale happens to every salesperson. The question isn't what if you don't land the sale; the question is when and what do you do then? How will you respond?

Being more focused on doing the steps in terms of practicing your skills, preparing for the call, building and delivering great openings, delivering dynamic presentations, overcoming objections, and effectively closing is more important than making one sale. Perfecting your skills, mindset, confidence, conviction, product knowledge, and questioning will lead to countless sales, rather than one sale. Being unattached to the outcome allows you to scream the four letter word of sales and mean it. The four letter word being... NEXT!

When a prospect informs you that you did not get their order, you want to avoid the typical mistakes that most salespeople make at this stage. The first mistake is reloading their sales pitch. They figure that the prospect didn't hear their sales presentation well, or they would be saying yes. So, they reload the features and benefits and try to throw the Hail Mary pass of sales, hoping for a completion. It takes a full court press in selling mode to try to change the prospect's mind and make a sale. This type of approach shows little respect for the prospect, yourself, and the sales process. It smacks of desperation and a focus centered on your commission earned. The second mistake often made by salespeople is the silent treatment. The salesperson shows a little of their emotions, frustration, and disappointment publicly or vocally to the prospect. That is followed by the obligatory "fine".

Being in sales for more than twenty years has taught me a lot about this. The truth is, however, I learned what the real meaning of fine is after being married for twenty years now. When my wife, Joan, uses the word fine, I can assure you that whatever I said or did not say, did or did not do is most assuredly not FINE!

The third type of mistake is the retaliatory salesperson. Their approach is to go negative on the agent or company the prospect just selected to do business with instead of you. All this does is cement the prospect's resolve that they made the right choice. If done with too much aggression, it will ensure you never do business with this prospect.

When you don't land the sale, there is a seven-step process to end this stage of the relationship with dignity. The steps are discussed here in detail to help you feel better, ease concern on your prospect's part, and create opportunities and openings for the future.

1. Listen intently

We can secure additional valuable information and sales opportunities even in the face of defeat. Some of your prospects will realize all the hard work you expended in preparation, communication, and presentation. When you have a prospect who recognizes this, you have a significant opportunity to learn. You will learn more from your defeats than from your victories if you are willing to take the heat of exploration.

Ask permission to ask a few questions, so you will be able to do a better job in the future. Most people will respect you for your willingness to look at this situation as a learning opportunity. Then ask some of these questions:

• Where did we fall short in securing your business?
• Was it anything that I personally said or did that influenced the sale away to XYZ Company?
• If you were me, what would you have done differently?
• Do you see an opportunity where we might be able to work together again in the future? What would that be?
• Is there anything that I can do for you?

The more information you can secure about your performance, your company's performance, your services, how the prospect makes decisions, and what they might need in the future, the more you will be able to invest this no sale situation in the future for your career, company, and future dealings with this prospect.

2. Convey disappointment professionally

I believe that it's advantageous to express disappointment constructively. I am not talking about whining to them. To tell them that you are disappointed that you didn't earn their business or that you won't be working together is valid. If done well, it can convey a level of caring and commitment to your company and prospects that is admirable. You must have grace in this step, or you can sound too much like a toddler wanting something and threatening a tantrum if you don't get it.

3. Wish them well

Be encouraging about their choice. Be positive about the other company and salesperson. That is easier to say than do, especially if you have strong conviction about your service. The truth is all salespeople should believe they are the best and what they are selling is the best, as well.

If you wish them well, it still leaves the door open for future business, or if the company selected doesn't perform, you still might get a call back. The ultimate in this approach is to tell the customer they have made a good selection, and XYZ Company will do a good job for them. It might be hard to many of you to squeeze a compliment of another agent or company out of your mouth, but it's the pinnacle of professionalism.

4. Before you hang up the phone, make sure you open a window

As a telephone salesperson coming off of a non-sale, you must make sure you prepare for the future. The future is brighter with a window open... the window of opportunity to make a future sale.

Ask permission to check back with them in a few weeks. I have made a lot of money in my sales career by checking back in a few weeks and finding out that the prospect is now dissatisfied with their choice. What they have received up to this point was far less than promised.

Ask permission to contact them periodically over time. "Can I call you periodically just to see how you are doing?" Tell them the door or window is open to them. "If I can be of assistance to you in the future, please don't hesitate to call." You want to convey that it wouldn't be a problem for them to come to you in the future. You respect and understand their decision, so they shouldn't feel uncomfortable coming to you for anything.

5. Send a personal note

One of the most powerful techniques to use after you don't make the sale is a personal hand written thank you note. It reeks of professionalism and courtesy. The salesperson who won the business probably won't send a note, so your note will look even more powerful.

A simple note expressing your appreciation in meeting them and being able to learn about their needs is perfect. You should further thank them for the opportunity to vie for their business. Then express regret in not being able to service them on this occasion. Closing with that fact that you will follow-up with them in the future and hope for the opportunity to serve them is powerful and professional.

6. Send them something that adds value

If you have done your job right in preparation, you should be able to send them an article of personal or professional interest. Recommend a book or a couple of books you read recently or in the past that might help them. We must constantly look for ways to differentiate ourselves from the competition.

7. Just do it!

If you tell them you are going to do something (call, send them an article or information on a new product), do it. I find that the majority of salespeople fail to do what they say they will. Too many salespeople don't follow through on their commitments. They get busy, forget, or neglect to schedule it. My advice is set a time in your CRM right now to follow-up with them.

Published: March 29, 2013

Use of this article without permission is a violation of federal copyright laws.

Dirk Zeller is a sought out speaker, celebrated author and CEO of Real Estate Champions. His company trains more than 350,000 Agents worldwide each year through live events, online training, self-study programs, and newsletters. The Real Estate community has embraced and praised his six best-selling books; Your First Year in Real Estate, Success as a Real Estate Agent for Dummies?, The Champion Real Estate Agent, The Champion Real Estate Team, Telephone Sales for Dummies?, Successful Time Management for Dummies?, and over 300 articles in print. To learn more regarding this article, please visit www.realestatechampions.com.

Source: http://realtytimes.com/rtpages/20130329_moveforward.htm

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