Rejection today could turn into sale tomorrow

In my speaking business, rejections come in the way of silence. I send a proposal – always requested – and I call to follow-up. I call to follow-up twice. After the third effort, I get the hint.

Writing is a little more straightforward. Editors are very gracious and send me letters and e-mails that read, “Thank you for submitting your idea for an article. While it is an interesting article, we are unable to use it at this time.” Most writers could paper a room with rejection slips. Personally, I would rather hear something than nothing.

A few weeks ago, I closed a big speaking deal which had been pending since October 2004. The irony is that I had just written it off when the organization called and booked! In January, I decided to give an association that had expressed interest one last try, and I booked the engagement! I sent in eight queries to Writer’s Digest before they gave me a go-ahead on an article.

When is it time to give up? When is a deal or a business relationship dead? I guess it is a judgment call like Kenny Rogers’ song: “You got to know when … to fold ‘em.”

Early on, I had two lessons in sales that taught me a lot about persistence.

First lesson: I was selling engineering and computer science textbooks to colleges in the Los Angeles area. I had been on the phone all morning working through a crisis and had to make a decision by noon. Do I stay home and complete paperwork, or do I go on campus anyway? I probably wouldn’t get there until about 1:30 p.m. and most professors would be gone by 4 p.m. I decided to give it a shot. Two hours were better than nothing.

I hurriedly dressed and arrived in the English department at California State University, Northridge, about 2 p.m. I dropped into a friendly professor’s office who told me that the committee for the huge freshman English course would be meeting at 3 p.m. “Have you seen our latest literature book?” I asked. “No,” he replied. I confirmed that none of the other professors had either. I literally ran to my car and rushed back with six sample books. I got the $25,000 sale. Yes, it was worth it to give it one more shot!

Second lesson: My first four months as an executive recruiter were a nightmare. I was paid a draw for four months, and then it would end. I had to close a deal! I had a job order for a leasing manager for a big property development company. I had made at least 100 calls trying to reach someone who would jump ship. I was sick of the whole thing and told my boss so. He said, “Make 20 more calls, and then you can give up.” I made 19 calls. On the 20th call, I was given this lead: “Someone named Lucy called me yesterday. She is in town from Denver and looking for a job. Here’s her number. Sorry, I don’t have her last name.” I called the number and got a child. I left my number, not really expecting anything. Within the hour, Lucy called back. She was my first placement! It took 120 calls, but an $18,000 commission check made it worthwhile.

I’ve been on the other end of the sales cycle recently. I had to say “no” to two vendors. In both cases, there was substantial money involved. Both said something to the effect that they hoped I would keep them in mind for next time.

Neither asked why they didn’t get the sale.

Neither asked who did get the sale.

Neither asked me about other needs.

Both took “no” as a final answer.

Here is what I conclude from these little anecdotes:

Don’t expect to hear “no” the way you want to hear it.

The sales cycle might be a lot longer than you anticipate.

Your timeline on a sale may not be the same as your prospect.

Even with very little time, you can make an effort, which will result in a sale.

Closing a sale is more perspiration than inspiration. Keep at it!

Rejection is not final. You might not get this sale, but you might land future deals.

If you are rejected, find out why and improve.

Many people will not go into sales because they “hate rejection.” I will never forget what one of my old bosses said every time (ad nauseum) that I spoke with him: “You have to go through a lot of ‘no’s’ to get to one ‘yes.’ The one ‘yes’ is worth it!”

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?”