How To Handle Customer Rejection

One of the things new salespeople tend to underestimate and experienced salespeople constantly struggle with is being able to manage the seemingly constant stream of customers saying “no.”

This is especially frustrating after spending three, four or even five hours with a customer, where things seem to be going so well, only to have them walk out without buying. What compounds that even further is that, all too often, customers don’t have a logical, sensible reason why they won’t take their credit card out for the down payment.

What wears salespeople down most, though, is the frequency of it. Even the best salespeople have only around a 30% closing ratio, which means that 70% of the time, salespeople are hearing the customer say “no” when trying to close the deal. It’s been my experience that more new salespeople give up on the business in the first two years than at any other time. This is the time frame when it takes that amount of time (or longer) to master product, their selling system and how to build trust with customers. It’s typical that right about the time when their business will start to develop for them, they move onto something else.

Also, it is normal that even when customer situations are going well, there can still be a few awkward moments where the salesperson feels somewhat rejected (or at least, not accepted) by the customer and has to work hard to salvage any chance to get a sale.

So, what can salespeople do to adapt to this situation? First is to understand that this is an everyday part of salesmanship that will never go away. No matter how good a salesperson is, customers will reserve the right to say no and certainly will use it.

There are a few things salespeople need to understand and accept, to better process their emotions when this happens and what to do next.

It’s Not Personal — It’s Business

Salespeople who put their heart and soul into trying to get a sale are deeply and emotionally invested in the efforts they make with a customer. When a customer visit is going well, especially if they feel they’ve “nailed it,” their expectations of getting a sale tend to rise during that encounter.

When a salesperson reads a customer’s verbal cues and body language that indicates a sale might be imminent, just when they start to allow themselves to get excited for that … BAM, out of nowhere, the customer either says “no” to buying or utters the dreaded words every salesperson hates: “We want to go home and think about it.”

Believe it or not, most often the customer actually is satisfied with how the salesperson conducted themselves, presented their product and worked with them. It’s just the way that many customers make purchasing decisions, especially on a high-ticket RV. If they happen to be a finance buyer, today’s escalating interest rates can cause customers to pause and think twice before pulling the trigger.

Often, the word “no” more typically means “not right now,” and they need a day to go home and think on it, pray on it, look at the budget and whatever else they use to make major buying decisions. Salespeople just need to make sure that the product meets all the customer’s needs, fits how they’re going to use it and the price is in their budget, so they don’t leave and go to a competitor down the street. The key then will be ending that visit on an upbeat, positive note, agreeing on how you will follow up and then doing exactly that.

Win the Customer Over Early

I have seen many times where the salesperson, in their strong desire to get a sale, rushes the customer into product before achieving the comfort and rapport that can lead to trust. I assure you that not having that trust is a big reason why a customer will say no later. If there is no trust, there will be no sale.

In the early moments of first meeting a customer, far too many salespeople make it easy for them to eventually say “no” by not taking the time to ease any tension and focus on the rapport building that leads to the comfort they need to say “yes” in two or three hours.

Illustrating that you are an active listener is something every customer is on the lookout for. Many salespeople are so focused on their selling system, they tend to talk too much and not listen to their customer in those early stages when everyone involved is a bit uncomfortable.

Actively listening will help your customer feel comfortable enough to honestly share all the information you need to put them in a product that is perfect for them and is in their preferred budget.

Having the customer truly feel comfortable communicating with the salesperson will also make it easier to root out any preconceived notions the customer has about salespeople, created by previously working with a competitor that might have left a bad taste in their mouth. When that happens, customers tend to paint with a broad brush and perceive all salespeople negatively, which needs to be dealt with before proceeding. You would be shocked how often this happens, which leads to customers to walk in with negative perceptions before the salesperson says a word.

This will also give the salesperson extra clues to determine who the decision-maker actually is, as it is that person to focus on during the visit. It’s typical that when a husband and wife come in, one of them emerges as the true decision-maker and often the salesperson doesn’t match their presentation and closing words in a way that person prefers.

Handling Rejection

When a customer decides they need a day to think about a major buying decision, the salesperson must be sure not to take it personally. Be careful not to reveal disappointment through facial expressions and body language. Yes, it’s frustrating, but it’s a turnoff for customers when the reaction is too much.

Before the customer leaves, salespeople need to be sure to verbally recap the visit to confirm that the product really does meet their needs and the price is in their budget, so they don’t walk out and go to the competitor down the street. Next is to agree on how to follow up, with the specific date and time to do so, and also if they prefer an email or text a few days before as a reminder.

Ending the visit on an upbeat and positive note is of utmost importance. The customer will remember not only the last things you say but also how you say it. Any hint of negativity will stay with them, and it will be the first thing they discuss when they get in the car.

Immediately after they walk out the door, it is very important to send them an email or text thanking them for coming in, with a brief recap of what they liked about the RV they saw, as well as the follow-up you all just agreed to.

Finally, when customers say “no” or “not right now,” they expect you to handle it with the grace and maturity they deserve and will judge you on that. Taking the high road and having the confidence to hear them say “no” without taking it personally will be part of their perception of you as a true professional.

There have been numerous studies that indicate a customer may say “no” six to nine times before eventually saying “yes” to buying. Understanding and accepting that this can happen will be a solid step toward maturity in the life of a salesperson that will help them be successful for years to come.