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Dealing With Rejection

July 2, 2006

Q- I have just started a small service business. We try to help customers understand and use QuickBooks better. My partner and I know there is a huge demand out there. My partner does the work and I am supposed to bring in the new customers. I have found some customers from my previous job but I am unsure of how to proceed now. I just do not feel good at all about rejection so I do not want to cold-call people nor meet too many new people. Even though I need to do this, I am just scared and worrying that my fear of rejection will undermine our entire business. Help!!

I think you are in a perfect business as so many companies need help with QuickBooks. As you have now found out, however, the advice from Field of Dreams -- “build it and they will come” -- is a big fat lie. Offering a valuable service is not enough to make a business successful. You must go out and sell people on your service.

Placing your emphasis on rejection is dangerous and not very productive. Most successful salesmen take a different approach to their work. They know a certain percentage of all clients will reject their product or service. They also know that the more rejections they encounter, the greater the probability that the next customer will buy the product or service. It is simply a numbers game: The more people you approach, the greater your chances of success and the more comfortable you will be with making cold calls.

Try setting a goal each day of calling a certain number of potential customers. After awhile this will become routine for you, which makes it all so much easier.

I remember a quote by Buddhist nun and author Pema Chodron in her book, When Things Fall Apart. She wrote, “Courage is facing your fears and just marching through them.” Fears are a natural part of each of us and you cannot let these hold you back or you will sink your business.

Something else to remember: If you perceive a customer rejecting you, it is not you they are rejecting. Rather they are rejecting your product or service. If you take this view, I just know you will do better!

Every year I have to sell tables for a big event sponsored by the Jim Moran Institute, Even after 11 years, I still dread that first phone call, asking someone for a donation of over $1000. But then I get rolling and hearing people say they are more than happy to make a contribution makes me feel great.

I typically get carried away and try to oversell the event. My staff, however, threatens to shoot me if I sell one more table because they are the ones who have to worry about fitting all of the tables into one venue.

The fear of rejection exists within all of us but, the more you risk yourself, the easier it becomes.

Now go out and try to call or meet a set number of potential customers each day, remembering that each rejection is just bringing you closer to making a sale.

I promise that the more you do this, the better you will become at sales.