Edward Hickson had a point when he coined the phrase “If at first you don’t succeed, try, try, try again”. The only thing I’d say is that Ed should have added a couple more ‘try’s to his proverb.
Okay, this new phrase might not trip off the tongue as well as the original – certainly not after a few mulled wines at the office Christmas party. But it does make sense in the sales world. After all, research shows that a massive 60% of prospects go on to buy a product or service once they’ve rejected it five times.
Despite this, 44% of salespeople give up after the first “no”, with a further 22% throwing in the towel after rejection number two, and an extra 14% calling it a day after the third refusal. Do the maths, and you’ll find that only one in five actually get to a fourth call or beyond. And it’s these savvy salespeople that are converting those 60% of prospects…
Personally, I believe that a well-defined sales process – backed up by ongoing personal development, a culture of positive reinforcement, and proper measures and monitors – is vital in overcoming sales-based fear of rejection.
About the author: Lorna Leck is managing director of The Sales Activator®