Every rep hears "no". Few reps know what to do in the ninety seconds after it.
Most of the damage I have seen in doctor relationships did not come from the no itself. It came from what the rep did next: arguing, repeating the same point louder, or leaving with a cold face.
What I teach instead, in order:
- Pause. Let the no land.
- Thank him. A clear no saves you both time.
- Ask one question. "What would need to be different?"
- Listen fully, without arguing.
- Agree a small next step, like bringing the data he asked about.
- Leave well. Your exit is what he remembers.
- Record the reason in the car before you drive.
The last step matters more than it looks. The reason he gave today is the opening of your next call, and you will not remember it in three weeks.
“The no is about today. The way you take it is about every visit after.”
Lesson 3 of 19 in Step 6: Objections and influence, with the full guide and a checklist for this week.