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How to Reply to a Sales Rejection Email From a Client [+ Templates]
HubSpot Sales Blog
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When they are ready to buy, you'll be the first salesperson they contact. 21. “Sometimes when people say X, it really means Y. Is it safe for me to assume that's the case here?” Sales pro Mike Rogewitz saves this question for those objections he just can‘t overcome. It’s Sandler's negative reverse selling methodology, and it goes something like this: Prospect Sam: “I'm headed into a meeting; can you give me a call next week?” Salesperson: “Sam, I've tried to connect a few times now. Typically, when this happens, it means this is a low priority for you at the moment. Is it fair for me to assume that's the case?” Prospect Sam: “Well if you don't want to talk to me, then I'd rather not do business with you.” Salesperson: “Hey Sam, my apologies. I do want to talk, but I feel like I'm annoying you here with all these voicemails and missed calls. I'd hate to keep bothering you if it's not necessary. It might be best if you reach out when it's a better time.” Rogewitz warns, "It should never feel like you're taking revenge on an uninterested prospect by saying, ‘You always say you’ll call me back, Sam,' which turns the conversation into an accusation and, sometimes, an argument." Rogewitz says that by “keeping things constructive, you've put the negativity on yourself instead of on the prospect." 22. “Are there any large company events or initiatives coming up that would make this a priority?” If a prospect is unable to commit to your timeline, it might be because their budget is uncertain, a large company announcement is on the horizon, or an important industry event is looming that would make your timeline difficult to implement. Ask questions like,“The timeline seems to be a stumbling block for us. Is there a company/industry event coming up that might be causing you hesitation to pursue an aggressive timeline?” If the answer is, “Yes, I'm actually worried my budget might be cut next week,” you know what the objection is and how to proceed. “If your prospect emails you saying your product or service doesn't fit their budget, you shouldn’t suggest you are willing to drop your prices to fit their budget.” Many companies — HubSpot included — offer tiered pricing based on feature requirements and usage. If you have already configured a price quote based on the features and usage they need, you may have upgrade paths that would allow the customer to start with certain features and departmental deployments. Getting quick wins in departments like sales, finance, and marketing can reinforce your value-add, which can be scaled out across the business in future phases. The classic Land and Expand strategy worked for me several times. I encourage you to try it. You might have to temper your response a bit. Try something like this: “I understand where you're coming from. Budget constraints are important to keep in mind, and we have tiered and usage pricing models that enable your business to pay for the features, capacity, and benefits you need most. Do you have some time to discuss ways you can achieve your most pressing goals now and scale out across your business as your business grows?” 3. Offer more context. Sometimes, a prospect sends a rejection email because they‘re not considering the big picture or have a limited understanding of your offering. If that’s the case, it can help to provide additional context or introduce new information that might make them reconsider. For instance, let‘s say you’re selling a project management solution for small businesses, and your prospect doesn‘t think it would be compatible in their company’s digital ecosystem. You offer: “I see where you're coming from. If I were in your shoes, I would want a solution that is interoperable with my tech stack, too. That said, I know your business users communicate via Microsoft 365 and Slack. Our product actually integrates with these applications, and others you mentioned. Can we book time on your team’s calendar so I can show your team how our solution can help your project managers better collaborate from their preferred applications?” 4. Keep it concise.
Does the following scenario seem familiar? You email a timely objection response to a prospect to address their concern. You’ve presented and met with them numerous times over several months. You feel your offering is an ideal fit for addressing this company’s goals, and the prospect has expressed enthusiasm for working with you several times. You’re brimming with confidence. But then, an hour later, the prospect sends you a one-line rejection email that reads like this: “Sorry. Our project team decided we’re going to contract another vendor for this project.” Or like this: “We’ve decided to put this project on the back burner for now. I’ll get back to you when this topic comes up again, possibly next year.” You think to yourself, “Does the prospect have cold feet? Are they talking to a competitor? Don’t they understand the value of our offering after the discovery calls, demonstrations, and email discussions we’ve had?” Your heart sinks, and your blood runs cold. This deal was forecast to close this quarter, and you’ve invested lots of time working with this prospect. The rejection email caught you completely off-guard. Now what? How do you reply to a rejection email like this? Let’s discuss. Table of Contents Why Clients Reject Salespeople via Email (and What to Do Next) How to Respond to a Sales Rejection Email How to Overcome a Sales Rejection Treat Sales Rejection Emails as Growth Opportunities Why Clients Reject Salespeople via Email (and What to Do Next) Obstacles like timing, lack of resources, competitor influence, and budget constraints can throw a monkey wrench into a sales engagement and disrupt a prospect’s buying plans. As a consultative salesperson, you should think objectively about the rejection email. The client may like working with you and just be using email as a way to let you down without having to do it in person or over the phone. You may want to hold off on responding until you can talk to your manager. “A sales rejection email may not be a final “No,” or even a “Not now.”” Subject: Opportunity for My Company to Learn and Improve Dear [Prospect's Name], I am reaching out as a follow-up regarding your decision not to move forward with [the solution you proposed]. I am disappointed to miss out on an opportunity to do business with a company like yours, and I genuinely see this as a valuable opportunity to learn and grow so my team and I can better address the needs and concerns of companies like yours in the future. I would appreciate the chance to understand your perspective better. If you're open to it, I’d love to schedule a brief call to discuss what influenced your decision. Your insights could greatly help us refine our approach and enhance our offerings to better meet the needs of prospective clients like your business. Please let me know if you’re available for a chat in the coming days. I value your feedback and look forward to the possibility of reconnecting. Regards, [Your Name] By sending this kind of email, you are extending an olive branch to the prospect, and not ending the relationship. If the relationship is recoverable, this call is your best opportunity to discover the path forward. I remember a time when I was selling a software upgrade and services to a municipal government customer. He was challenging to get on the phone, and had “kicked the can down the road” via email for two previous quarters. My manager was relying on me to bring the nearly six-figure deal in for the fourth quarter. I really didn’t want to tell my manager that I failed to close the deal after investing so much time. Our company had an office building in the city governed by this client, so our taxes would repay this client over time anyway. I had already provided the client with: A compelling proposal with fair pricing to enable the client to get more ROI from their existing technology with minimal effort. A technical resource to support a proof of concept of an email management system.
“Obstacles like timing, lack of resources, competitor influence, and budget constraints can throw a monkey wrench into a sales engagement and disrupt a prospect’s buying plans.” Or, if you do respond, send a polite email asking for a debrief or Win-Loss review conversation to understand why they had a change of heart. Just be sure you don’t respond when your emotions are raw, as you might risk ending the relationship permanently. Don’t take sales rejection emails at face value. A sales rejection email may not be a final “No,” or even a “Not now.” It could be a signal that the prospect feels like the sales process is moving too quickly or they need you to firmly guide them on what they should do. You should respond with empathy and understanding, as there may be an underlying reason for the email — for example, your competitor might have an existing relationship with the company or decision-maker. Misinformation or a misunderstanding might be blocking your sale from moving forward. The decision to reject your offer could have been beyond their control. They may not agree with the decision not to buy from or contract with your company. There’s also a chance you may be able to move the business case forward with: Information that reinforces their investment won’t jeopardize their personal reputation in their company – or their company’s reputation in the marketplace. Case studies, ROI studies, and customer video testimonials are great resources you can use to ease these concerns. Resources that can help with change management, adoption, or implementation of your solution, and/or talking to your client about services like customer success programs. A meeting of your management team and the prospects. They may just need to feel valued. A conference call, introduction to your sales manager, or an executive face-to-face meeting might be all it takes. Politely request a debrief call or meeting to discuss their rejection. Resist the temptation to ask for an explanation via email. Instead, as positively as possible, invite the prospect to a debrief call or meeting. For example, here’s an email I created with the help of HubSpot AI Tools.
Does the following scenario seem familiar? You email a timely objection response to a prospect to address their concern. You’ve presented and met with them numerous times over several months. You feel your offering is an ideal fit for addressing this company’s goals, and the prospect has expressed enthusiasm for working with you several times. You’re brimming with confidence. But then, an hour later, the prospect sends you a one-line rejection email that reads like this: “Sorry. Our project team decided we’re going to contract another vendor for this project.” Or like this: “We’ve decided to put this project on the back burner for now. I’ll get back to you when this topic comes up again, possibly next year.” You think to yourself, “Does the prospect have cold feet? Are they talking to a competitor? Don’t they understand the value of our offering after the discovery calls, demonstrations, and email discussions we’ve had?” Your heart sinks, and your blood runs cold. This deal was forecast to close this quarter, and you’ve invested lots of time working with this prospect. The rejection email caught you completely off-guard. Now what? How do you reply to a rejection email like this? Let’s discuss. Table of Contents Why Clients Reject Salespeople via Email (and What to Do Next) How to Respond to a Sales Rejection Email How to Overcome a Sales Rejection Treat Sales Rejection Emails as Growth Opportunities Why Clients Reject Salespeople via Email (and What to Do Next) Obstacles like timing, lack of resources, competitor influence, and budget constraints can throw a monkey wrench into a sales engagement and disrupt a prospect’s buying plans. As a consultative salesperson, you should think objectively about the rejection email. The client may like working with you and just be using email as a way to let you down without having to do it in person or over the phone. You may want to hold off on responding until you can talk to your manager. “You should respond with empathy and understanding, as there may be an underlying reason for the email — for example, your competitor might have an existing relationship with the company or decision-maker.” Subject: Opportunity for My Company to Learn and Improve Dear [Prospect's Name], I am reaching out as a follow-up regarding your decision not to move forward with [the solution you proposed]. I am disappointed to miss out on an opportunity to do business with a company like yours, and I genuinely see this as a valuable opportunity to learn and grow so my team and I can better address the needs and concerns of companies like yours in the future. I would appreciate the chance to understand your perspective better. If you're open to it, I’d love to schedule a brief call to discuss what influenced your decision. Your insights could greatly help us refine our approach and enhance our offerings to better meet the needs of prospective clients like your business. Please let me know if you’re available for a chat in the coming days. I value your feedback and look forward to the possibility of reconnecting. Regards, [Your Name] By sending this kind of email, you are extending an olive branch to the prospect, and not ending the relationship. If the relationship is recoverable, this call is your best opportunity to discover the path forward. I remember a time when I was selling a software upgrade and services to a municipal government customer. He was challenging to get on the phone, and had “kicked the can down the road” via email for two previous quarters. My manager was relying on me to bring the nearly six-figure deal in for the fourth quarter. I really didn’t want to tell my manager that I failed to close the deal after investing so much time. Our company had an office building in the city governed by this client, so our taxes would repay this client over time anyway. I had already provided the client with: A compelling proposal with fair pricing to enable the client to get more ROI from their existing technology with minimal effort. A technical resource to support a proof of concept of an email management system.
Does the following scenario seem familiar? You email a timely objection response to a prospect to address their concern. You’ve presented and met with them numerous times over several months. You feel your offering is an ideal fit for addressing this company’s goals, and the prospect has expressed enthusiasm for working with you several times. You’re brimming with confidence. But then, an hour later, the prospect sends you a one-line rejection email that reads like this: “Sorry. Our project team decided we’re going to contract another vendor for this project.” Or like this: “We’ve decided to put this project on the back burner for now. I’ll get back to you when this topic comes up again, possibly next year.” You think to yourself, “Does the prospect have cold feet? Are they talking to a competitor? Don’t they understand the value of our offering after the discovery calls, demonstrations, and email discussions we’ve had?” Your heart sinks, and your blood runs cold. This deal was forecast to close this quarter, and you’ve invested lots of time working with this prospect. The rejection email caught you completely off-guard. Now what? How do you reply to a rejection email like this? Let’s discuss. Table of Contents Why Clients Reject Salespeople via Email (and What to Do Next) How to Respond to a Sales Rejection Email How to Overcome a Sales Rejection Treat Sales Rejection Emails as Growth Opportunities Why Clients Reject Salespeople via Email (and What to Do Next) Obstacles like timing, lack of resources, competitor influence, and budget constraints can throw a monkey wrench into a sales engagement and disrupt a prospect’s buying plans. As a consultative salesperson, you should think objectively about the rejection email. The client may like working with you and just be using email as a way to let you down without having to do it in person or over the phone. You may want to hold off on responding until you can talk to your manager. “Or, if you do respond, send a polite email asking for a debrief or Win-Loss review conversation to understand why they had a change of heart.” Subject: Opportunity for My Company to Learn and Improve Dear [Prospect's Name], I am reaching out as a follow-up regarding your decision not to move forward with [the solution you proposed]. I am disappointed to miss out on an opportunity to do business with a company like yours, and I genuinely see this as a valuable opportunity to learn and grow so my team and I can better address the needs and concerns of companies like yours in the future. I would appreciate the chance to understand your perspective better. If you're open to it, I’d love to schedule a brief call to discuss what influenced your decision. Your insights could greatly help us refine our approach and enhance our offerings to better meet the needs of prospective clients like your business. Please let me know if you’re available for a chat in the coming days. I value your feedback and look forward to the possibility of reconnecting. Regards, [Your Name] By sending this kind of email, you are extending an olive branch to the prospect, and not ending the relationship. If the relationship is recoverable, this call is your best opportunity to discover the path forward. I remember a time when I was selling a software upgrade and services to a municipal government customer. He was challenging to get on the phone, and had “kicked the can down the road” via email for two previous quarters. My manager was relying on me to bring the nearly six-figure deal in for the fourth quarter. I really didn’t want to tell my manager that I failed to close the deal after investing so much time. Our company had an office building in the city governed by this client, so our taxes would repay this client over time anyway. I had already provided the client with: A compelling proposal with fair pricing to enable the client to get more ROI from their existing technology with minimal effort. A technical resource to support a proof of concept of an email management system.
Does the following scenario seem familiar? You email a timely objection response to a prospect to address their concern. You’ve presented and met with them numerous times over several months. You feel your offering is an ideal fit for addressing this company’s goals, and the prospect has expressed enthusiasm for working with you several times. You’re brimming with confidence. But then, an hour later, the prospect sends you a one-line rejection email that reads like this: “Sorry. Our project team decided we’re going to contract another vendor for this project.” Or like this: “We’ve decided to put this project on the back burner for now. I’ll get back to you when this topic comes up again, possibly next year.” You think to yourself, “Does the prospect have cold feet? Are they talking to a competitor? Don’t they understand the value of our offering after the discovery calls, demonstrations, and email discussions we’ve had?” Your heart sinks, and your blood runs cold. This deal was forecast to close this quarter, and you’ve invested lots of time working with this prospect. The rejection email caught you completely off-guard. Now what? How do you reply to a rejection email like this? Let’s discuss. Table of Contents Why Clients Reject Salespeople via Email (and What to Do Next) How to Respond to a Sales Rejection Email How to Overcome a Sales Rejection Treat Sales Rejection Emails as Growth Opportunities Why Clients Reject Salespeople via Email (and What to Do Next) Obstacles like timing, lack of resources, competitor influence, and budget constraints can throw a monkey wrench into a sales engagement and disrupt a prospect’s buying plans. As a consultative salesperson, you should think objectively about the rejection email. The client may like working with you and just be using email as a way to let you down without having to do it in person or over the phone. You may want to hold off on responding until you can talk to your manager. “Don’t take sales rejection emails at face value.” Subject: Opportunity for My Company to Learn and Improve Dear [Prospect's Name], I am reaching out as a follow-up regarding your decision not to move forward with [the solution you proposed]. I am disappointed to miss out on an opportunity to do business with a company like yours, and I genuinely see this as a valuable opportunity to learn and grow so my team and I can better address the needs and concerns of companies like yours in the future. I would appreciate the chance to understand your perspective better. If you're open to it, I’d love to schedule a brief call to discuss what influenced your decision. Your insights could greatly help us refine our approach and enhance our offerings to better meet the needs of prospective clients like your business. Please let me know if you’re available for a chat in the coming days. I value your feedback and look forward to the possibility of reconnecting. Regards, [Your Name] By sending this kind of email, you are extending an olive branch to the prospect, and not ending the relationship. If the relationship is recoverable, this call is your best opportunity to discover the path forward. I remember a time when I was selling a software upgrade and services to a municipal government customer. He was challenging to get on the phone, and had “kicked the can down the road” via email for two previous quarters. My manager was relying on me to bring the nearly six-figure deal in for the fourth quarter. I really didn’t want to tell my manager that I failed to close the deal after investing so much time. Our company had an office building in the city governed by this client, so our taxes would repay this client over time anyway. I had already provided the client with: A compelling proposal with fair pricing to enable the client to get more ROI from their existing technology with minimal effort. A technical resource to support a proof of concept of an email management system.
Does the following scenario seem familiar? You email a timely objection response to a prospect to address their concern. You’ve presented and met with them numerous times over several months. You feel your offering is an ideal fit for addressing this company’s goals, and the prospect has expressed enthusiasm for working with you several times. You’re brimming with confidence. But then, an hour later, the prospect sends you a one-line rejection email that reads like this: “Sorry. Our project team decided we’re going to contract another vendor for this project.” Or like this: “We’ve decided to put this project on the back burner for now. I’ll get back to you when this topic comes up again, possibly next year.” You think to yourself, “Does the prospect have cold feet? Are they talking to a competitor? Don’t they understand the value of our offering after the discovery calls, demonstrations, and email discussions we’ve had?” Your heart sinks, and your blood runs cold. This deal was forecast to close this quarter, and you’ve invested lots of time working with this prospect. The rejection email caught you completely off-guard. Now what? How do you reply to a rejection email like this? Let’s discuss. Table of Contents Why Clients Reject Salespeople via Email (and What to Do Next) How to Respond to a Sales Rejection Email How to Overcome a Sales Rejection Treat Sales Rejection Emails as Growth Opportunities Why Clients Reject Salespeople via Email (and What to Do Next) Obstacles like timing, lack of resources, competitor influence, and budget constraints can throw a monkey wrench into a sales engagement and disrupt a prospect’s buying plans. As a consultative salesperson, you should think objectively about the rejection email. The client may like working with you and just be using email as a way to let you down without having to do it in person or over the phone. You may want to hold off on responding until you can talk to your manager. “Just be sure you don’t respond when your emotions are raw, as you might risk ending the relationship permanently.” Subject: Opportunity for My Company to Learn and Improve Dear [Prospect's Name], I am reaching out as a follow-up regarding your decision not to move forward with [the solution you proposed]. I am disappointed to miss out on an opportunity to do business with a company like yours, and I genuinely see this as a valuable opportunity to learn and grow so my team and I can better address the needs and concerns of companies like yours in the future. I would appreciate the chance to understand your perspective better. If you're open to it, I’d love to schedule a brief call to discuss what influenced your decision. Your insights could greatly help us refine our approach and enhance our offerings to better meet the needs of prospective clients like your business. Please let me know if you’re available for a chat in the coming days. I value your feedback and look forward to the possibility of reconnecting. Regards, [Your Name] By sending this kind of email, you are extending an olive branch to the prospect, and not ending the relationship. If the relationship is recoverable, this call is your best opportunity to discover the path forward. I remember a time when I was selling a software upgrade and services to a municipal government customer. He was challenging to get on the phone, and had “kicked the can down the road” via email for two previous quarters. My manager was relying on me to bring the nearly six-figure deal in for the fourth quarter. I really didn’t want to tell my manager that I failed to close the deal after investing so much time. Our company had an office building in the city governed by this client, so our taxes would repay this client over time anyway. I had already provided the client with: A compelling proposal with fair pricing to enable the client to get more ROI from their existing technology with minimal effort. A technical resource to support a proof of concept of an email management system.
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