The sales industry is not just a gratifying and profitable career; it’s a vital part of any business. It’s the perfect career for extroverted people who love interacting with people. Someone personable and demonstrative in explaining the nuances of a product they represent. Sales representatives who enjoy helping others make purchases that not only take something off their to-do list but also help them improve their lives have long-lasting careers that are both fulfilling and rewarding. Your role as a sales representative is integral to the success of the business.
As a sales representative for any business, you are more than just a seller. You are a brand ambassador, representing everything the product and that brand is. You become a walking spokesperson for that brand every time you engage with customers. However, this role comes with its fair share of rejection, which makes being a sales representative hard.
In the United Kingdom, 60% of shoppers say no four times before saying yes to the sale. And 80% of representatives take five follow-up calls to close a sale with a customer. This is the reality of the sales process. Converting a prospect into a customer requires time, commitment, and multiple attempts, as only 2% of sales occur on the first point of contact. Understanding and accepting this rejection is a key part of your role.
While sales is a game of patience and resilience, it hasn’t gotten more manageable in the current market, where there is a battle for customers and stiff competition between digital stores and face-to-face sales. Whether online or in person, rejection can be a painful blow to one’s confidence in sales, and finding ways to endure it as part of your job takes a strong mind and willpower. The resilience to keep going and make those follow-up calls sets successful sales representatives apart.
In sales, rejection is something that must be addressed individually. Only you, as the sales representative, can determine how much rejection you can handle and how it affects you. For some, rejection is motivation. With every “no” they get, they see it as horsepower, empowering them until they get a “yes” and become the top salesperson in their area. For others, rejection is a personal thing. They internalize that rejection as a reflection of them. This means turnover in the industry is high. The sales representative turnover rate is about 35%, which is 13% higher than other industries. In the UK, sales representatives stay within their roles or in the industry on average from 18 months to 3.7 years. The key to longevity in your role as a sales representative is to embrace rejection.
At Credico, we empower our sales representatives to turn rejection into motivation. This way, they can effectively convert inquiries into sales and prospects into customers.
Build trust
Instead of trying to make a sale, connect with your customer and build trust; if the average customer says yes after several nos, don’t expect a yes until you’ve established a rapport first. According to new research from the Institute of Customer Service, “64% of customers are willing to spend a little more with a company they trust.” This UK-based independent professional membership organization works to help its members improve their customers’ experience and their business performance, and 82% of customers say they are more likely to trust an organization that provides better service.
Align with their needs
Customers may not be rejecting a sales representative; they may simply not need what is being offered at the moment. Asking deliberate questions based on what they need either now or in the future serves two purposes — it allows you to focus on your energies where they need you most and plan for a future sale. If now is not the time, but three or four months in the future is, this allows you to align with what they need when they need it, even if it means not now. It’s about understanding and addressing the customer’s needs, not just making a sale.
Educate yourself on the market
Competition is fierce in sales. To make the most of every interaction with customers, you need to know your product, how it stands up to the competition, and if you have the best price. If prices are ever an issue and your competition is in your customer’s ear, find a way to meet or beat the price and educate yourself on the pros and cons of working with your product to have an educated response to every question or concern. A knowledgeable sales representative does the homework for the customer they are working with, often saving time and money.
Rejection is a matter of perspective. At Credico, we work with teams who have learned that rejection can be their greatest teacher. It serves as a measure of resilience and longevity in the sales profession. If you can use rejection to motivate yourself positively — seeing it as both a reflection and a guide — you will thrive in this industry. By embracing rejection, you open yourself up to personal and professional growth, ultimately helping you become the best version of yourself.