Objection:  NO! 

Handling sales rejection means respecting a clear decision. When a roofing customer does not want to continue, close the conversation professionally rather than finding another way to press the sale.

An example of pushing too far

The following exchange shows what to avoid:

Customer:  (Objections throughout the discussion) “It’s too expensive.”  “We’ve never done it before.”  “We are fine the way we are.”

Customer: “I want to thank you for coming in here today.  You’ve done an impressive job, and I know we’ve put you through the wringer.  I appreciate what you’re offering, but I must tell you that we’re just not ready to buy your service at this time.” 

Salesperson: “Well, I think perhaps we could continue this discussion next week when you’ve had a chance to understand the benefits of…”

Customer: “No, I don’t think that is necessary.”

Salesperson: “Suppose I email some material and you can talk about how much the program can mean in dollars and cents to your company.”

Customer: (shook his head) “I appreciate your time.”

Salesperson: “Perhaps if we discussed a smaller pilot program …”

Customer: (annoyed) “I thought I made myself clear.  We’re not going to agree to the program.”

Handling sales rejection when no means no

• A clear refusal does not need to come from an executive to count. Respect the person’s role and request to stop.
• Listen to the words the customer uses. Gestures alone do not tell you whether more information is wanted.
• If the customer declines another meeting or more material, stop offering it.
• If the answer is unclear, ask one brief clarifying question. Accept the response without repeatedly reopening the decision.

Once the decision is clear, thank the customer and end the discussion without a fuss.

A simple closing is enough: “Thank you for considering it. I understand your decision and will leave it there.” Keep the tone courteous and avoid making the customer defend the answer again.

Discuss future contact only if it is wanted

• Ask whether future contact would be useful, rather than assuming it will be.
• If the customer invites follow-up, agree on its purpose and timing.
• If no follow-up is wanted, note that preference and finish the conversation.
• Respect the stated preference if circumstances later change.

Close with a clear, respectful response

Where the customer has asked for time rather than declined, see responding when a customer needs time to think. The examples below keep the customer’s decision central; a category does not override a clear no.