Several research studies have revealed that most non-routine sales occur only after 5 follow-ups. This means that it takes at least 5 continuous and consistent follow up efforts after the initial sales contact, before a prospective customer agrees to patronize your product. That’s an equivalent of 4 NOs before you get 1 YES.
This highlights the importance of a list of things. Top of that list is persistence; but also important, though not often spoken about, is feedback.
Here is what I mean, 4 NOs don’t always ordinarily guarantee a YES at the 5th trial. It is foolish to do things the same way and expect a different result. What you do with rejection is what decides what happens at your next try. The issue is that often, people don’t make an effort to find out why they are being turned down. They just turn away without asking for feedback.
What we ought to do when a prospective customer refuses to patronize our business is to find out why he/she didn’t. You ought to take every rejection moment as a learning opportunity- What did I get wrong? What can I make better? What extras can give me an advantage in my next outing? What can I do to change this customer’s mind? Why do you prefer my competitors to me? Don’t just accept being rejected, ask why!
This finds its application not just in sales. Whether it is a prospective lover turning down your advances, or a prospective employer showing you the door after an interview, sometimes what you need to do to guarantee that you don’t get rejected again is to ask and receive feedback.
Don’t just accept being rejected, ask why!
In some cases, you’d find out that what asking that all important question does is to make the prospect see that they really don’t have a reason for rejecting you. Their inability to point you to your flaws could bring to the fore front their own bias and in certain cases cause them to rethink on their decision.
Whatever the case might be, whether there is a flaw identified, or a bias revealed, or even neither of the two, we are presented with a winning opportunity when we choose to ask questions rather than accept fate when faced with rejection. This winning opportunity might perhaps be the reason why you don’t need to try 3 more times before you get your desired ‘YES’.