The Secret Truth About Rejection in Sales
What if every "no" you hear in sales isn’t a dead end but a hidden opportunity?
In this episode of Secrets in Medical Device Sales, The Girls of Grit, dive into one of the toughest topics in sales—rejection. They share personal stories that highlight how rejection doesn't have to be a stumbling block but can instead be a stepping stone to greater success.
They encourage listeners not to take rejection personally but to see it as redirection—a chance to find the right fit and get closer to their goals.
Tune in to learn how to shift your mindset, strengthen your resilience, and turn every "no" into an opportunity for a stronger comeback in the competitive field of medical device sales.
Episode Chapter Markers
00:00 Introduction to Rejection
01:27 A Personal Story of Rejection
04:25 Rejection in Sales: A New Perspective
05:46 Tips for Handling Rejection
07:04 Self-Assessment and Learning
09:58 Building Resilience and Mindset
15:03 The Power of Mentorship
18:26 Celebrating Successes and Final Thoughts
Must-Hear Insights and Key Moments
Rejection is Inevitable in Sales: Rejection is a common experience in sales, much like in life. It's crucial not to take it personally, as it often just means that the timing or fit isn't right for the customer.
Rejection as Redirection: Rejection can guide salespeople toward better prospects or opportunities, helping them refine their approach.
Self-Assessment and Targeting: Evaluate whether they targeted the right audience or if they lacked crucial information that might have impacted the outcome.
Building Resilience and Mindset: Resilience in the face of rejection is key and encouraged to develop a positive mindset and use self-talk and affirmations.
Learning and Listening: Rejection should be seen as a chance to gather information and learn. Improving listening and communication skills is essential.
Celebrating Successes: Recognizing achievements, even if they come from partial successes, helps maintain motivation and a positive outlook in the sales process.
Words of Wisdom: Standout Quotes from This Episode
"Rejection is inevitable in sales. You better get used to hearing a no because you're going to hear it a lot." — Anneliese Rhodes
"Rejection doesn't mean there's anything wrong with you. It just means right now we're not aligned. “ — Anneliese Rhodes
"Rejection is redirection.” — Cynthia Ficara
"Build resilience. Just brush off the rejection, and keep moving forward.” — Cynthia Ficara
"The one thing standing between you and your success is the excuses that you allow yourself to make. That's a controllable factor that we can change." — Cynthia Ficara
"When you get there, don't ever be afraid to reach out to other people. You're reassessing some of your rejection, and you're going forward." — Cynthia Ficara
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Blog Transcript:
Note: We use AI transcription so there may be some inaccuracies
Anneliese Rhodes: Welcome everyone to another episode of Secrets in Medical Device Sales brought to you by The Girls of Grit. We are talking about a tough topic that I think a lot of people can relate to and that is rejection.
Cynthia Ficara: So don't reject us. Keep listening and then you can know what this is about.
Dealing with Rejection in Sales
Anneliese Rhodes: So rejection, I mean, you know, I first think of it as dating, right? I think, you know, a lot of people think that. But today we're going to talk about rejection and sales, but I have a really funny story.
So as I was sitting here thinking about this, Cindy, I was thinking about, I mean, everybody knows that I've been divorced and I did a little dating in my time between my divorce and my new marriage. And yeah, those blind dates that you get set up on. I was set up pretty bad.
Cynthia Ficara: But were you rejected?
Anneliese Rhodes: Oh, no, girl. I rejected it. So, here's the deal. I called a buddy of mine, an old colleague of mine that I used to work with, a male. And I was like, hey, you know, I'm out in the dating field again.
If, you know, you have anybody. I mean, he and I used to work together in medical devices, so I'm thinking like a doctor or a lawyer. Nope. Didn't get that one. Instead, I set up a blind date he wanted to meet. Are you ready for this? In a cigar bar. Okay.
Cynthia Ficara: Number one. That's where you take your lady friends. That's where you don't go. Men, if you're listening, scratch that off the list. I mean, or you will be rejected.
Anneliese Rhodes: Who wants to smell like a cigar? I mean, not me. I can't even stand. Ugh. So anyhow.
Cynthia Ficara: You should take them to a nail parlor. Be like, hey, I'm going to –
Anneliese Rhodes: Those fumes will kill ya. But anyhow, he asked me to meet him at the cigar bar, which by the way, was awful.
So but at the time it was like new in town, whatever, it's cool, hip. So we meet there and immediately I hate it because I already like smelling my hair and I'm like, Oh my God, I smell like a cigar. And so then we sit, we proceed to sit down and the super nice guy couldn't carry on a conversation.
Cynthia Ficara: Oh, you said nice.
Anneliese Rhodes: Yeah, he was nice. So the only thing he wanted to talk about was his ex-wife and his kids and how much he loved them all. And I'm like, wait a minute, hold up a second. I thought you should be there. And at this point, I already know I'm out. Like I am way out. So then I'm like, okay, I'm going to be the big sister.
So I sat there for an hour in a stinky cigar bar giving this guy therapy about his ex-wife and his kids and helping him get back together with them. I kid you not. I'm like, I'm, hello, good Samaritan of the year right now. So anyhow, Cindy, I was like, okay, this is great. I'm going to get out of this date.
Then he asks me to have wine with him. And I'm like, oh, I go because I'm a nice person. And I walk into the wine place and I'm like, I don't want to do this. And I legitimately faked a call and said, I got to go. I am called to work. Oh my gosh. We held on, but dude, I got out of there and I felt so bad.
But you know what? We have a good moral of the story. I think the guy ended up getting back with his ex-wife.
Cynthia Ficara: I was gonna say, you might have done him a favor. Clearly.
Anneliese Rhodes: I know. Yeah. You were not a match. No. Oh god, no. But I do know that he liked it, called her after that and texted me and was like, thank you so much.
I had a great time. I called my ex-wife and we're meeting next week and I'm like, oh my gosh. Oh my gosh. So, to bring it all in, guys, today we're talking about rejection. And the secret truth about rejection in sales is, it doesn't have to hurt. It can help.
Cynthia Ficara: Honestly, Lisa, you were the rejecter in this, in this story, which I'm still laughing at because I thought that was funny.
But honestly, like clearly at the very beginning, you two are not a match. Right? So why drag it on? I mean, you did him a favor, but I also was listening to you laughing, but thinking, Oh dear God, do any customers try to get away from us quickly? You know, if, so think about it, if you're selling to a customer and they're like, Oh my God, I gotta get out of here.
I got to fake a call. I mean, we're probably in that situation, right? I hope not. You said it. Our secret today is it doesn't have to hurt. In other words, it can help. It can help us do many things. It can help us redirect. It can help us know where we messed up. And then you know, to go back the next time, let's say that guy didn't get back with his ex-wife.
Maybe next time he'll learn, let's not talk about that there. Well, what can we learn in sales, right? If, if my doctor, if I'm reading, or maybe it's a nurse or maybe it's a whole C-suite table that you're speaking to, but if they're not getting what you're saying, rejection doesn't mean there's anything wrong with you. It just means right now we're not aligned. So what do we do?
Navigating Sales Rejection with Self-Assessment and Targeting
Anneliese Rhodes: Yeah. Right. Let's talk about some of these tips that you and I have discussed that we think are important for all of you guys out there to hear and to take some notes on, um, and even remind yourself. I mean, these are even good for you and me, Cindy, because rejection happens all the time, right?
So let's dive right in, but let's not take it personally. And that's the very first thing is look, rejection is inevitable in sales. I mean, we all talk about this. You better get really used to hearing a no because you're going to hear it a lot in sales and anything that you're doing, but also in medical devices, but don't take it personally.
It's not a cut on you as the person who you are. It may just be that it's not the right fit for the customer. I mean. What if you were calling on the wrong customer? I mean, like this dating example. The guy was not a fit for somebody like me, right? And it doesn't mean he's a bad person. He was a nice guy.
He just wasn't right for me. He's a good fit for his ex-wife.
Anneliese Rhodes: Maybe your product isn't the right fit for that doctor because maybe he doesn't even use it, it doesn't do those procedures. So he would never use that product. So. You know, that's important. So remember, it's not personal.
Cynthia Ficara: Exactly. So don't take it personally like she said. So I feel like when we're trying to overcome some of these hurdles and think about what we do? Because in reality, most of us are women, and even men, you feel that. Like, it's a quick sting, but I want you to like, put that aside and number one, just do a self-assessment.
And what do I mean by that? I mean, okay, look at the situation for clearly what it is, just the facts. So did I present to my customer all the information I needed to, but before I presented, did I know what my customer's needs were? You know, we talk about this all the time. Back to sales one on one. So let's say you're launching a new product.
You're so excited about this product. So you can't wait to tell everyone. But let's think about this. Did you do your homework? And maybe this product is in, you know, your doctor's specialty. Say he's a neurologist. Okay. And you're going to sell this product just because he's a neurologist. That doesn't mean he does the specific specialty that this product is used for.
So sometimes that rejection is a really good way. There was an old quote that said, but we don't know who the author is, but it's a great quote that said, rejection is redirection. So it's, do you a favor? Self-assessed. Did I target the right person? Number one. And now if you didn't, you need to go back and look.
So the next time you're going to ask the question first, do they even do this procedure? Are they the right target? So those self-assessments make you realize, was I targeting wrong, but then take it a step further. Was there information I withheld? Was there information I didn't know? Did they ask me questions I didn't have answers for?
Learning from Rejection and Adjusting Your Approach
So it's not a bad thing. You know, this just came to mind, and I'm not an artist, but when you were talking about um, rejection and not taking it personally, that this is normal in sales. Okay, so I think of a cartoon artist, and they do a sketch, and then they rip off the paper. And then they do another one, and they do another one.
There's like multiple edits before they get to the character, and then they have to flip through quickly. Well, sometimes I think in sales, we're editing. We're starting with something, and then we're fine-tuning it until we can really drive it home. So, So, secret again, it doesn't have to hurt.
Anneliese Rhodes: I love that example.
Wow. Brilliant. Sweetheart. Brilliant. I don't even draw. I know. It was amazing though. While you were talking about, you know, the neurologist, and maybe he doesn't even do that procedure. But guys. He probably will tell you, Hey, my partner does. And so now you're getting a new piece of information that maybe you didn't know.
And so the next little tidbit is to learn from that rejection and improve not just the drawing or your edits into the way you're attacking things, but move forward with that new information. Well, if Dr. Smith doesn't use it, but Dr. Jones does. Go see Dr. Jones and that's some information you didn't have before.
So now you're going to learn from the rejection and you're going to use it to your benefit and you're going to build on it and move on to the next doctor who really would use that product. So again, rejection doesn't have to hurt.
The Power of Mindset and Self-Talk in Overcoming Sales Challenges
Cynthia Ficara: Excellent point. And then when you're building on that, the next point that I want to point out that can help you is to build resilience.
So in some ways, you know, what do we mean by that? Just brush off the rejection, and keep moving forward. But, you know, I think it's kind of fun, like, If you don't take sales to be fun, think about like when you were a kid and you played soccer or some game, it was fun, right? You laughed and it was fun. And it's playing and it's improving.
You know, rejection gives you that opportunity to keep going forward and just pivoting slightly and building resilience. So you're going to go next time and you're going to have a little thicker skin. So if you don't nail the sale right away, you're two steps forward than you were in your last call.
And by the time you get to your big target, which is another little hint, go to the soft targets first, save the big guns for last. Once you've perfected your art a bit that really kind of helps, but rejection can provide momentum once you build resistance.
Anneliese Rhodes: Well, and what you just said, brush it off. It made me think of that Jay-Z song, which I was trying to Google as you were talking. Brush your shoulders off. You know when he sings that. I know. I can't remember the name of the song, but you know.
Cynthia Ficara: I'm thinking of Taylor Swift in my head. Well, the whole thing,
Anneliese Rhodes: Just like its resilience. It's getting a little tougher skin and I think we all need to have that in sales. I mean, I don't know. I don't know a salesperson out there who doesn't have one pretty thick skin. So along with that resilience is improving your mindset on everything, right? Just tell yourself, even if it's sitting in the car, we did an amazing interview and released it. A little while ago with a woman named Patricia Choquette, and she talked about sitting in her car, and she's an amazing performer, you guys.
And if you didn't listen to the episode, you should. But she talked about sitting in her car and looking at herself in the mirror and saying, you got this. You can do this. You have the knowledge. You know your products inside and out. You have the passion for it. Go there with a positive mindset.
Improve your mindset. You know you're going to bring value. Keep telling yourself that. Even if in the back of your mind, you might know they may give you a no. Just keep brushing your shoulders off. Good self-talk, you know, affirmations, whatever it takes to tell yourself you are bringing value and changing that mindset. It's so important before going into those sales calls.
Cynthia Ficara: So who was it that said whether you tell yourself you can or you tell yourself that can't, that's what will happen? And that's just so spot on. And you know what? There's one more thing that I think, I want to just point out, like as we're talking about mindset is that, you know, in sales, the more you do this, the stronger your mind gets.
Improving your Listening and Communication Skills
And I think a lot of that also has to do with anticipation. So just to be real, if you anticipate rejection to some extent, I think it kind of helps that reactionary state. So, you know, like, okay, what's the quote about attitude? It's like 10 percent of what happens to you and 90 percent of how you react.
Okay. So rejection kind of falls into that category. If you anticipate that, hey, this doctor doesn't even know my product and I'm going to go in, like, are my expectations outdoing the realistic situation? And so, just be a little more emotionally stable to understand that no, as we talked about an episode previously, no doesn't mean no forever, it just means not yet.
But you can be positive, and enthusiastic to know, and understand where they are, and then build from that. But you can't go in negatively, though. So when I say anticipate rejection, I don't mean go in like, okay, they're gonna reject me. No. I mean, go on saying, Let's be real and if I get rejected, how am I going to react?
Just prepare to react strongly or not react and then leave and debrief and figure out what you need to do.
Anneliese Rhodes: Yeah, obviously debrief so that you can take notes on what you learned from that rejection so that you're going to move on. And again, you know, another little tidbit that I mentioned before is focusing on the next opportunity.
Okay. Well, Dr. Smith said no, but Dr. Jones may use this product. So, my next prospect is on the list now. Here I go. You know, using that rejection as information and moving forward with it. Another good thing that you guys can do when you're getting this rejection and this is just a life skill, is work on your listening skills.
Like, you mentioned, Cindy, about working on your responsiveness, you know, like handling that rejection. Listen, work on your listening skills, too, because a lot of people, including myself, love to just jump in and be like but before you hear the whole thing.
Like, work on your listening skills, because as they're rejecting, they're also giving you information.
Take that rejection as a positive learn from it and work on your communication skills. And at the end of the day, if it was a big fat, no, hey, you worked on your listening skills and your communication and you did something good for yourself.
You're going to probably use that in your next sales call.
Cynthia Ficara: And so those communication skills, just like she said, it's planting breadcrumbs. It's knowing where you need to go next. So when you get there, don't ever be afraid to reach out to other people. Okay.
Seeking Guidance from Mentors to Overcome Sales Challenges
So now you've listened, you know, you're reassessing some of your rejection and you're going forward and then you may hit a wall where you're kind of stuck a little bit.
So call a mentor. And then, you know, what you can even do is just say, hey, talk through this with me. What's working for you? What's not working, like kind of learning from them, say, hey, look, I tried this. These are the breadcrumbs I've planted. This is where I have been stopped. And you know, sometimes it's amazing when you speak to a coworker, a mentor, you can learn from them and you'd be surprised at what you can walk away with.
Anneliese Rhodes: I have a great example of this and this literally just happened to me and I was just telling you about this. I had a situation where I was nervous about a dinner that I was hosting. And you know, everybody out there knows, doctors are busy, they get called at the last minute, they have last minute cases, they're on call.
So even though they tell you, ooh, yes, I'm coming to your dinner, Lisa. This sounds amazing. Can't wait to be there. You're like, are you going to be there or are you going to reject me? So, you know, the dinner circles around and I've got a big speaker coming in and I'm like, super nervous about it.
It's at a nice restaurant. I'm like, Oh my gosh, my manager's coming in. I got to have a good showing. And I have crickets and I'm like, Oh my God. And I'm legit like freaking out. And all I had to do, Cindy was call someone who was not in the thick of it with me. And he gave me three ideas of what to do to handle this.
Which, by the way, hadn't even happened yet. I was worrying about the, I was assuming, right, of the rejection before it had even happened. And he gave me three ideas of how to handle it differently or look at it in a different light. And I'm like, ding, ding, ding. Did it. Worked. And the dinner was amazing.
Cynthia Ficara: And I'm like, dude. That was great. So, Lisa, I'm going to ask you to share. You know, as much as you can about that because if I'm listening to you, I mean, I know about the story, but I think if somebody's out there listening, yes, we're talking about rejection, but they may have a dinner tonight thinking the same thing.
So tell us what the advice was.
Anneliese Rhodes: He wanted me to open my mindset up a little bit. He's like, Lisa, did you try inviting the fellows? Did you try inviting the residents? Bingo. Did you try inviting the physician's assistants? No. No. And no. So, guess what I did? Guess what? You guys can come. Blah, blah, blah.
It's going to be a great dinner. And they're all like, absolutely because it's a learning dinner. They're going to learn so much. And it was like, I was just so focused, Cindy, on my one goal of the physician's coming that I didn't think about all the other people that also need to learn and that are also affected.
Buy the product. Buy the procedure. Buy all this information that they can be learning. So when he said that to me, I was like, I can't believe I didn't think about that. And it immediately dawned on me and I did it. And again, the dinner turned out to be amazing. Both physicians and fellows and PAs came and it was a fantastic showing.
And here I was stressing because I had only supposedly two coming and I ended up having like, I think 12. So it was like, Awesome.
Celebrating Successes and Shifting Your Mindset
Cynthia Ficara: Well, I love that and I love that you shared that because you were already worried about being rejected for not showing up and they didn't even have an opportunity to do that yet.
So again, don't do it. Don't anticipate the worst, but no, I love that you shared that because just in case anybody had that problem. There you go. That's your little bonus for today. Lastly, to wrap all this up for really about handling rejection, don't forget one of my favorite things to do, and this is our last tip for today.
And that is to celebrate your successes and recognize your achievements because again, it's a building process. You know, I mean, as you're the artist trying to get to that last sketch of your character. Somewhere in there, you liked a part of it and then it became the bigger picture. So the little things you celebrate become the big things in the end.
And I think that's really important because rejection is just part of it. And when you integrate it and balance it out with, okay, he may have rejected the total product in this sales call. Maybe he's like, no, I don't want this product, but celebrate the fact that he said, but my partner does.
Anneliese Rhodes: Boy, girl, you just wrapped it all up. That was awesome. That was perfect. I hope that you guys today got something out of this. I know I did, you know, again, it's all about shifting that mindset, changing the way that you look at things, reminding yourself, it's not about you. Okay. It's not a personal vendetta against you. So get that off your plate, take that chip, and throw it away.
You know, change that mindset, be positive, use it as a learning opportunity. You're gathering information, find out if that doctor doesn't use the product. Who would use the product by one of his partners? You know, be positive, give yourself affirmations, and remind yourself that you are a very valued employee.
You bring the knowledge, you bring the passion with the products, remind yourself of that, you know, use your listening skills, even if they're rejecting you, take something and make it positive, spin it in a good way. Use those listening skills, refine your communication ability, and when you hit that roadblock, that wall like I just talked about, call someone because they're not in it like you are in that given moment, and they may be able to shed a little bit of light or give you a little bit of advice on doing something different, and it may change the complete outcome of what you were looking to get accomplished.
Cynthia Ficara: So I want to leave you with a quote that we heard that I hope I'm pronouncing this last name correctly. Kelly Cutrone wrote this. And she said when you're following your inner voice, doors tend to eventually open for you, even if they mostly slam at first.
