How to deal with a prospect’s rejection?

Salespeople are often confronted with prospect’s rejections. Depending on the case, this objection may be conditional or categorical. You can deal with this rejection in order to establish a better angle for follow-up. This avoids the loss of a future customer or the failure of subsequent sales. Find out how to deal effectively with a rejection from a prospect.

This article will discuss how to :

  • Dealing with a conditional refusal
  • Responding to your prospect’s outright refusal

How to handle a conditional prospect’s rejection?

At the end of your prospection steps, you don’t have to give up on the first failed attempt to close a sale. There are different ways to proceed after a prospect gives signs of rejection.

Prospect's rejection

Improve your conversion channel

There may be flaws in your conversion tunnel. After a lead has been rejected, take time to review the buying tunnel you have in place. You need to ask yourself the right questions. Have you defined the right decision maker? Have you identified the expectations of your target? To properly qualify your prospects, you can use our advice in this article: How to define your target audience in outbound marketing? Also ask yourself if you have taken the time to fine-tune the contract before sending it.

In any case, you don’t want to overwhelm your prospect with a lot of information being sent at once. Think about moving from one stage to the next, providing concise and clear information at each stage. Moreover, get a CRM like Hubspot which will allow you to keep track of each of your prospects!

Resume your sales pitch with a new angle of attack

A prospect’s refusal may be linked to a sales pitch that is not adapted. Indeed, customers will only buy if your sales pitch aligns with their needs and motivations. So you need to change your sales pitch to a different angle. The one you mentioned in the previous attempt may not have met your prospect’s expectations.

In order to determine your next angle of attack, you need to identify the various points that your target does not accept. Also note the elements that the prospect wants to add, negotiate or change. Then adjust your sales pitch according to their expectations. Other objections may also surface as you talk to your prospect. You must therefore be persistent as long as the customer does not announce a definitive refusal.

Helping your prospect make the right choice

If you are faced with a refusal from your prospect, the objective is to help him make the right choice. Thus, you should remind them of the important criteria to take into account to make a successful purchase. Indeed, buyers sometimes have their own requirements. While some people place great emphasis on the ecological nature of the products, others need to be reassured by good after-sales service or easy handling.

It is therefore essential that you guide your future customer to the criteria that best meet their needs. Play the role of a good advisor to reach your prospect.

How do you react to your prospect’s outright rejection?

In some cases, your prospect’s refusal is categorical. This does not mean that you have to cut off contact with the prospect completely. Here’s what to do in such a situation.

Thank your prospect

An unsuccessful sale does not mean that you should stop talking to the prospect. The first thing to do is to thank them. Send them a thank you email or give them a call. They deserve it for their time. You can also use this opportunity to express your regrets that the collaboration could not take place.

Keeping your customer’s trust

Did your prospect refuse the solution you put forward? That’s okay. Make sure they feel a positive vibe from you even after they have turned it down. The aim is to maintain a good relationship with your prospect. They need to know that you are always open to further business relationships.

Don’t hesitate to offer your prospect a new appointment if he changes his mind. You can use this opportunity to establish their level of satisfaction and identify their new needs.


Refusal is a common occurrence in sales. However, you should not be discouraged if your first attempts are not successful. Use the various techniques discussed in this article. They will help you to bounce back and keep your spirits up after each rejection.

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