I get e-mails and comments from a lot of sales reps complaining that they hate sales because of the rejection. I understand...nobody likes rejection.
Unless your name is Bob Parsons, creator of GoDaddy.com.
Bob has perfected the art of rejection as a sales tool. What do I mean by that? GoDaddy has become infamous for their rejected Super Bowl TV commercials. Yes, you heard me right: The buzz on GoDaddy is all about what didn't make it onto your TV screen for the big game.
Every year, the first umpteen versions of their proposed ads get rejected by the network's standards and practices board. Basically, they push the envelope on what's allowed on television....a lot. Then, one finally makes the cut. But they get extra mileage out of every ad because of all the pre-publicity that they get with news of yet another rejected ad. This year is no different.
Let me say right now that this isn't a criticism of GoDaddy or their tactics. I LOVE GODADDY.COM! I use them for several domain registrations, and even use their e-mail account program for one of them (by the way, their e-mail program is fantastic...better than Microsoft Outlook, in my opinion). I even created a website for one of the products we market using GoDaddy's website creator...very easy to use, and the cost can't be beat.
OK, enough of my commercial for GoDaddy...
The point here is that Bob Parsons could take one of two views on all of this: Be really discouraged about all the rejected commercials. Or, use it to his advantage. He squeezes every bit he can out of every single rejection he's handed.
Want proof? Google lists over 73,000 results when you search for godaddy.com super bowl commercial. Compare that to the same search for Super Bowl commercials by Doritos, or most other advertisers.
Don't fear rejection as a sales professional. Just find ways to use it to your advantage.
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