We work in an industry where we are trying to close clients. The final objective is to get a "YES" from them. Unfortunately, we occasionally run into a "NO."

The question is how do you respond to the "NO?"

Typically, people walk away from a "NO" never to be seen again. It is obvious that the customer doesn't know what they are doing. They clearly are narrow minded or have a bad decision making process. They don't have a quality due diligence practice. They obviously aren't going to be successful as long as they continue to make the decisions the way they do. There is no reason for me to visit them again.

Maybe there is a better way to deal with that "NO."

Try the gracious approach. Write the client a "thank you" note. Thank them for investing the time to research your idea. Perhaps you want to complement them on making a good decision for what they are looking for now. That does not mean you believe their research criteria is right, but that process does not favor your product today. You might even want to review what you have learned from the process and explain what you may change in the future. You want to make it clear that you are in it for the long haul, not just this sell.

There are clearly two different ways to handle "NO."

Which technique is going to get you invited in the next time the need to make a decision? Which technique will put you in line for their business if the first choice does not work out? Which technique will put you in a better light with the customer?

I think the answer is obvious.