Each “No” Gets You Closer to a “Yes!”

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I love selling promotional products. I see the impact that they have on the businesses of my clients. Occasionally I even talk with someone who has received one of the products I’ve provided for a client at a trade show or fair. For me, it’s hard to imagine anyone ever saying ‘no’, but it happens. It’s how I react to the ‘no’ that matters. This week, I want to talk about what to do when you hear the word ‘no’.

“A rejection is nothing more than a necessary step in the pursuit of success.” Bo Bennett

I think the word ‘no’ doesn’t mean ‘never,’ it simply means ‘not now.’  I always continue to keep in touch unless someone says that they never use promotional products or see no need to invest money into something that they feel won’t benefit their business. I may send them my monthly newsletter, or an email every six months. I may forward them a flyer of specials for products I think would be beneficial just to remind them that I’m still here if they ever need me.

Does hearing the word, ‘no’ discourage you? I used to get frustrated when I couldn’t show a potential client how my products would enhance their marketing, but I don’t anymore.  I know that I will sell three out of every five people I talk to, so hearing the word no simply means the next few people I meet with will buy. I was in a sales meeting last week and the person leading the meeting said, “Some will. Some won’t. So what? There’s always someone else waiting.” It’s a great reminder to stay positive, keep your head up and move forward with the next presentation.

How do you handle rejection? Below are a few ideas:

Don’t Take It Personally

I think it’s important to remember that they aren’t rejecting you, they are rejecting your product. Unless you’ve had an awkward meeting where your personalities don’t mesh, it’s probably that you haven’t presented a product they can’t live without. Do not let yourself become discouraged. A ‘yes’ is just around the corner.

“We Are Using Another Company”

Several times over the years I’ve been told that the company I am pursuing already has a promotional product provider who they are using. I simply say, “I don’t want to replace your current provider. If you ever find yourself in a bind and your provider can’t deliver, give me a call. Perhaps I can help you meet your deadline.” Several times I’ve received these calls, been given a short in-hands date, and I’ve met it. I love the opportunity to show how I will work to meet their deadlines.

We Don’t Use Promotional Products”

This is a great opportunity to send them an article that discusses the benefits of promotional products. Perhaps they just aren’t knowledgeable in the fact that promotional products leave a lasting impression and are more cost-effective than other forms of advertising.  An informed client makes a better client.

“I Want My Giveaways To Be of High Quality”

Let’s face it, you get what you pay for. If you give me a budget of .20 per pen, your pens are going to be plastic and of lower quality. I can show a good – better – best scenario to give an idea of the quality of my products. I can also give samples and let them feel the difference in quality. I always remind them that what they order from me will represent the quality of their company. Spending a little more to ensure they will be happy with the final product will be worth it in the long run.

My challenge to you this week is the following:

Examine your closing rate. If you are hearing more ‘noes’ than ‘yeses’, it may be time to reexamine your approach, delivery, and attitude. Always remember that each ‘no’ brings you closer to a ‘yes.’ Be persistent but not overwhelming. An occasional card, email or an article they may find interesting will keep you in mind when the need arises.

I read something once that put sales in perspective. Babe Ruth was not only the home run king but also the leader in strikeouts. What does that mean?  He never gave up. Adopt the attitude of Babe Ruth and you will see your sales increase.

Have a blessed week!



I own a promotional products company, Gardner Promotional Solutions, where I offer over 1 million different products to meet your promotional needs. In addition, I also have a complete wedding line that includes ‘save the dates’, invitations, napkins, imprinted stemware and attendants gifts. I’d love to schedule an appointment or a phone call with you to see how I can help you with your promotional items! www.gardnerpromos.com


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