The buyer said “no.” Now what do you do? Review the basics, because the basics will lead you to success.
Were you prepared with a thorough knowledge of your products and services?
Did you emphasize the benefits the buyer would receive from your product/service? Did you speak in their language and show how your product/service could solve their problem?
What impression did you make? Were you prompt and well groomed?
Did you exaggerate benefits, knock the competition, or in any way pressure the customer to buy from you? Can you think of anything you said that might have turned them off?
How did you ask for the order? Did you wait for buying signals? Did you ask several times? Did you ask at all?
Where you polite and friendly when they said no? Did you ask to be of help in the future? Did you leave them feeling glad they spoke with you?
(Taken from The Competitive Advantage)