The Art of Sales Patience
Rejection is an inevitable part of sales. Whether it’s a client saying no, going silent, or dragging out a decision, the reality is that a large part of sales success depends on patience and persistence. It’s not just a numbers game, but also a balance of timing, strategy, and relationships. Understanding why clients say no and how to handle those moments effectively can make all the difference.
Why Clients Say No
Clients have countless reasons for rejecting or delaying decisions, and not all of them are within your control. This is not dissimilar from a job search! These reasons can range from objective factors like budget constraints and competing priorities to subjective ones like a preference for a legacy vendor or office politics. Sales often involves navigating these hurdles, and it’s crucial to remember that a no today doesn’t mean no forever.
The Balance of Urgency and Patience
Creating urgency is an important tactic in sales, but it needs to be calibrated to fit the client’s priorities, timeline, and interest level. Pushing too hard or at the wrong time can damage trust and derail the process. Here are a few modern ways to create urgency while respecting the client:
Leverage Limited-Time Offers: Only if it makes sense for your product and/or organization you can present a compelling reason to act now, such as a promotional pricing window or limited availability. This can motivate action without being overly aggressive. However, this can backfire in some environments as it may signal desperation rather than confidence in the solution you are offering.
Highlight Opportunity Costs: Use data and show the client what they stand to lose by delaying, such as missed revenue, falling behind competitors, or additional expenses.
Provide Fresh Insights: Additional uses of data or case studies that demonstrate the immediate impact of your product or service on businesses like theirs.
However, urgency must always be balanced with patience. Clients have their own priorities, budgets and timelines, and respecting those is key to building trust. As mentioned in my other posts, calibrating your approach to their pace while staying on their radar is the sweet spot.
Meaningful, Professionally Distanced Follow-Ups
Following up effectively is an art. It’s important to stay present in the client’s mind, but over-communicating or choosing inconvenient times can backfire. Here are a few tips:
Space Out Your Touchpoints: Avoid daily follow-ups or reaching out immediately after they’ve returned from a business trip or during other high-stress periods.
Provide Value with Every Interaction: Share a relevant industry insight, an article, or a success story rather than just asking if they’ve made a decision.
Use Multiple Channels: A mix of email, phone, and LinkedIn outreach can keep your efforts fresh and less intrusive.
By maintaining professionally distanced touchpoints, you demonstrate respect for their time while staying on their radar in a meaningful way.
If You’re Struggling to Get Traction
If you’re having trouble securing meetings or advancing discussions, it’s time to reassess your approach. Here are a few key areas to focus on:
Address Their Actual Needs: Are you clearly solving the client’s real pain points? If not, revisit your messaging and value proposition.
Build Trusted Relationships: Without trust, clients are unlikely to open up about their priorities. Take the time to establish credibility and rapport.
Compete Strategically with Legacy Vendors: Legacy vendors often have the advantage of familiarity. Start small and chip away at their position by offering a unique value or solving a problem they’ve overlooked.
The Power of Small Yeses
Generally people don’t like saying no, and as a salesperson, you don’t want a no either. Focus on getting small yeses instead. A yes to a lunch meeting, a referral to another employee, or even just permission to send more information can keep the conversation moving forward. These incremental wins build momentum and create openings for larger opportunities down the line. Remember, even a “no but” (e.g., “No, but we can revisit this next quarter”) is still progress in sales.
The Takeaway
Sales is about persistence, strategy, and understanding your client’s priorities. Rejection is simply part of the process, but how you respond to it defines your success. By creating urgency thoughtfully, respecting your client’s timing, and focusing on small wins, you can turn rejections into opportunities. Stay patient, stay professional!