When your prospecting efforts uncover a great potential client, and you do everything seemingly right, and they still tell you "no," it is easy to become disheartened and get thrown off your game. All the work that you have put into securing the business seems wasted.

If you get the feeling that it isn't worth the effort, think again. A prospect who does not take action today does not mean you are ineffective at what you do, and that they are a lost cause.

Hang in There

No does not mean never, just not now.  Consider these ideas to hang in there with prospects who have not yet bought.

• People make decisions for their own reasons, not ours - We can do everything right and still not make the sale - at least not yet. Our customers work on their timetables and for reasons that they might not even be aware of - and they haven't shared with us. This is another Gravity Issue that we cannot control, but you can take steps to stay top of mind with prospects so when the time is right, they think of you. 
• Some people take multiple contacts to buy - If everyone bought the first time we asked, selling would be a much easier field to master. Many prospects require a succession of contacts over an extended period of time before they are ready to buy. Most salespeople give up quickly. Stay connected, and the business can be yours.
• No is not final - A no today seldom means never. It might mean you haven't provided enough information. Or you haven't established enough trust. Or you didn't link your solution tightly enough to the prospect's DBM. If you stay in touch, there can always be an opportunity to finish the job at a later date. 

Staying Top of Mind - 8 Strategies 

Consider these 8 strategies to stay top of mind with prospects who initially say no, and ultimately earn their trust - and get their business.  

1. Don't give up - Every no you get moves you one step closer to a yes. Successful salespeople know how much each no is worth. They have committed themselves to high levels of sales activity (including lots and lots of no's) because they know that is the best way to find lots of yeses.
2. Pay attention to the long game - Every sale is a series of sales, and building a successful practice is a marathon, not a sprint. Be prepared to hang in for the long haul with every prospect.
3. Stay motivated - The worst thing you can do is to let one rejection spoil your week or your month. The best of the best hear no all the time. The most helpful advice is to get back up and call 10 more prospects (or 50) and fill up your sales pipeline.
4. Be forward thinking - Don't fret over the ones that didn't close. Take steps to find new ones that can take their place in your sales pipeline.
5. Get in touch (and stay in touch) - A winning strategy is a repeat contact approach that puts you in a position to talk to the right people at the right time about the right things. A key is to find a balance between being persistent and being a pest.
6. Put Action TNT to work - Make sure your game plan includes the specific actions you plan to take with each prospect that still hasn't become a client. Then be certain to execute that plan fully and faithfully – Today Not Tomorrow (TNT).  And take action with the china eggs (great prospects that never seem to close) by moving them to a decision point.
7. Pay attention to your victories (and defeats) - Reviewing every customer interaction is a great prescription for getting better at what you do. Figuratively "watching your game film" helps you develop muscle memory for the good stuff and helps you eliminate the things that aren't working.
8. Be an SOB - If you commit to being an SOB (Student of Business) and adopt an on-purpose, by-design plan for lifelong learning, you will improve. And you will do a more effective job the next time you meet with a prospect who has yet to take action. 

Running across prospects who say no is a big part of every successful salesperson's day. Highly effective salespeople don't give up on those prospects. They find a way to stay connected and top of mind. What they find is that a large number of the initial no's, with some intentional cultivation, eventually turn into yeses.