Why You Should Ask for Feedback After Your Prospect Says No

 In Business
Laptop and phone asking for feedback

Photo by William Iven on Unsplash

Let’s face it, none of us close every deal.

There are a myriad of reasons why a deal might not close, and it’s occasionally outside of your control. 

Even when you’ve asked all the right questions, qualified for all the usual objections, some of them still fall apart. 

Regardless of the fact that you do not have control over every reason you may lose a deal, there’s still something you can do. It may help you save deals in the future, and it might even help save the deal you just lost.

Ask them for feedback. 

Taking the time to ask your prospects for feedback after they’ve told you no will help you in multiple ways.

No hard feelings:

Rejection doesn’t feel good for anybody. And rejecting somebody isn’t comfortable for most people.

When you follow-up after a rejection, you get the opportunity to thank them for their time and consideration. This alone absolves them of any guilt they might have and makes them feel better about their choice. 

At the very least, it shows that you hold no grudges and that you would be open to having a discussion about future projects down the road.


In your post-breakup thank you message, ask if you can have a quick phone call to find out what went wrong so that you can be better prepared for next time.

While actually saying no can be difficult for people, they usually have no qualms about telling you why they went in a different direction. 

On the call, be careful how you ask for that information though. Avoid making them feel guilty or getting defensive when they explain their reasons. You want them to know that you’re striving to get better. And find out why they said no could help you in the future. 

You’ll usually get a really helpful response when they know that you’re trying to do better. 

And you shouldn’t count on it, but you might uncover some aspect of their decision-making process that wasn’t covered in earlier conversations. There’s potential to find out that you could put yourself back in the game if it’s an issue that you can both compromise or agree on.

Even when that isn’t the case though, they’ll be able to give you valuable insight into what you might want to adjust or account for with future prospects. 

Staying in touch:

If your follow-up conversation is positive and their decision is final, ask if you can check in with them later.

If their project doesn’t go the way they hoped with somebody else, there’s a high possibility that they’ll stick with it anyway. People don’t like admitting to mistakes. That’s why so many of us get stuck in situations that we’re not happy in. We made the decision, and we don’t want to admit being wrong.

But if you ask them if you can follow up later, it removes the need for them to reach out. This will help them keep you in mind. And if it doesn’t work out it will show them that you have their best interest in mind.  

This easy follow up process after a deal has closed can be the difference between barely hitting quota and knocking it out of the park.

The trick, of course, is making sure you do it consistently.

Our answer to that, as with pretty much everything, is to build it into your CRM.

That first email can easily be automated. As soon as you’ve marked a deal as not closed or rejected, have a short email thanking them for their time. Also asking for a quick call ready to go out within a day or two. Be sure to indicate that you’d like to follow-up asking why you weren’t a good fit so that you can do better.

We all know that feedback helps us improve. But asking for it can feel difficult, especially if it’s feedback about something you were missing. 

But when you automate it, it becomes another step in your process. An important step that helps you improve and increase your selling success!

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