Destination Success: Bad news better than waiting on no news at all

Sinara Stull O'Donnell is a professional speaker and writer through Springfield-based SinaraSpeaks. She is the author of "Be The Star Of Your Life: Are You Ready For Your Close-Up?"

Never in my life had rejection sounded so good. I checked my voice mail and heard: "I just wanted to let you know that our committee has decided on another speaker. Thank you for your work on this project. We'll keep you in mind next year."

Doesn't sound like good news, does it?

Actually, it was. It seemed to me that last year was the Year of the Sidestep, the Buck Pass and the Cold Connection. So many times, I received calls regarding my speaking services, which sounded very promising. I asked the requisite questions. Sent a press kit. And waited. Then, I called up to hear:

"The committee is looking at lot of speakers." (Sidestep.)

"I'm just the program chairperson. I don't make the final decision." (Buck pass.)

"If you leave your name and number" (Cold connection.) In this instance, you leave a few messages and receive, what we called in college debate, "significant silence."

Once I left a message for a company that went something like, "I will assume, since I haven't heard from you, that you have made a decision. I had your conference date in pencil, but I am going to release it. Thank you for thinking of me."

Within two hours, I received a frantic call: "I'm sorry I haven't called. We definitely want you to speak at the conference. I hope you haven't given the date away." Of course, I was happy to book the engagement, but a lot of excitement was dissipated after receiving no answer to many follow-up messages and e-mails.

What many company representatives forget in dealing with any vendors is that their vendors are also their customers. If you treat anyone badly, you have the potential for losing a customer and for creating a ripple effect of bad public relations. Resentment in the marketplace increases and you aren't even aware of it.

It is difficult to say "no" to anyone; especially to someone we know has invested time in the process. The following are some reasons why people don't get the rejection over with and a few solutions.

You don't know what to say. Perhaps you even feel a little guilty. Perhaps you feel as though you have taken someone's time and are embarrassed to tell him or her you aren't interested or have chosen a competitor. First, write out a short script of what you will say. Know exactly how you are going to present the situation, and you will feel more confident about making the call.

"First, I want to thank you for making such a clear presentation to our board. We believe that your product is excellent. However, we are also looking at cost issues as well. We met with three of your competitors and have decided on one of them. I hope you'll keep in touch as your company develops new products."

You don't have the time. Unfortunately, this one just doesn't wash. By not calling someone back you are, in effect, saying, "Your time is not of value." Worse, you are creating a scenario in the head of the person who is trying to reach you for an answer. You are being perceived as rude, insensitive and, by transference, so is your company.

You don't know anything yet. Perhaps a committee is going to meet and you don't know when. Maybe one of the key people is out and you can't find out anything. You are waiting for a vote. There has been a delay. The decision is on the back burner while a major crisis is defused. Leave a short message: "You are still in the running for this sale/project/conference, but there is going to be a delay in the decision-making process. Our committee chair had a death in the family and is going to be out a few weeks."

The vendors and sales representatives who call upon your company (whether they contact you or you contact them) are your guests. Treat them politely with timely information. You are creating a public relations image for your company with everyone. It is your choice whether that communication is negative or positive.