Make Rejection Work for You

May 1998
by Brian Jud

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Independent publishers must be self-marketers, constantly promoting their books and looking for new ways to increase sales. An unfortunate consequence of self-marketing often results in rejection by the majority of people you contact. Potential customers may not seem to have the time or inclination to read your letters or answer your telephone calls. However, you need to continue contacting these people in order to sell your books. By definition, you must experience massive rejection in order to become successful. Therefore, you have to stay confident and motivated under these negative conditions if you want to succeed. The feeling of rejection is most likely to occur at two points. The first is hearing nothing from a prospective customer you previously contacted. The second is receiving “Thanks-but-No-Thanks” letters (called TNT letters because of their potentially explosive effects on your attitude).

Handling Rejection Caused
by Being Ignored

As a rule of thumb, approximately 80% of the people will ignore your initial overtures. It’s up to you to follow up on every contact until you get a response, but maintain a delicate balance so as not to aggravate the potential buyer.

Reach Out and Remind Someone

If you choose to follow up by telephone, prepare a 30-second summary that describes how your book will benefit your prospects. Use it as an attention-getting opening statement if you talk to the person, or as a message you can leave on a voice-mail record…IBPA Members – Click here to view the full article (login required).

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