When They Say “NO”

It doesn’t matter what you do for a living, there will come a time (many, actually) when a customer will say NO. It could be that what you are offering doesn’t meet their needs, they have gone with a competitor, or decided that they don’t want, or aren’t prepared, to make a decision at the moment. As disappointing as it can be, it’s not the end of the world and there are ways to turn it into a positive.

Years ago when I was selling software I was trying to get on a couple of teams for a major government outsourcing procurement. I was trying to get on two of the teams in particular. I only ended up on one of them. Nothing unusual there. So over the next 12 months or so of the source selection process I stayed in touch with the other team and actually worked with them on another program. When the contract was awarded our team was not selected, but the other team I tried to get on was. I called and congratulated them and moved on to closing other business. A few months later they called me. The software provider they had originally chosen was not able to be used in that environment and they were now in search of a replacement. It would now be a competitive runoff between us and two other vendors. Back in the game!

The point here is that a NO is not always the end of the story. There are ways to handle a NO that may keep the relationship alive. So what should you do when you hear NO?

Ask for feedback. Why were your products or services not selected? Did your company lack something the customer wanted? What could you do better the next time? No one wants to hear criticism but if it helps win future business it is worth hearing.

Thank them for their consideration. No one will win everything they attempt. But if you at least got to be considered, be thankful. And let the customer know that you appreciate their time too.

Stay in touch. Maintain contact with them, especially if you think there is potential to do business down the road. Remember a recent blog of mine where I discussed building long term relationships. Customers don’t want to feel like the only reason you’re there is to sell them something. Sometimes a loss may lead to another opportunity to help that customer in a different and/or even bigger way. So stay in touch. Send them pertinent information as needed. Keep trying to learn their business. But don’t be a stalker. Make your interactions with them relevant.

Also remember, getting told NO may be a blessing in disguise. Not every deal is a good deal. You will have to determine how to react to a NO. My experience has shown me that staying professional and in contact after a NO built a longer term relationship that in some cases reaped bigger rewards.

Oh, the shootout with the other two vendors…we won and it was the biggest software sale of my career, and the biggest in that company for the year. I am still in touch with some of those teammates even 12+ years later.

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