Respond to a Sales Rejection | Letter-Writing Guide


This letter requires confident and persuasive language, without being overbearing. Your intent is to help the reader understand that he or she has overlooked or doesn't fully understand the value of what you offer. If the rejection stems from hurt feelings, be understanding and show good faith.


1. Show understanding and present evidence to encourage your reader to rethink his or her position.

  • I understand your reluctance to do business with us because of the rude comments a former employee made to you some time ago, but let me assure you that we have released that employee. We value your patronage and hope to continue to serve you.
  • It appears that our former policies did not consider some individual needs, so I am happy to inform you of our new, more flexible credit account terms.
  • Although you already carry some dairy products in your store, I am sure you would benefit from adding Doe products. We can give you a wider variety of cheeses and yogurts at competitive prices.
  • We realize that our package prices are a little higher than our competition's, but our packages contain more servings. If you review the enclosed materials, you will see that our package will actually save you money.
  • I was sorry to hear you turned down our introductory offer because you feared that low price meant low quality. Let me assure you that this is not the case. We are offering heaters at this price because we were able to buy large quantities. Each heater carries a full five-year warranty, the best available.
  • am sure you would benefit from
  • applaud your caution
  • carry a full warranty
  • concerns about quality
  • happy to inform you of
  • have reservations about
  • have taken steps to
  • hope to serve you well
  • let me assure you
  • offer a wide variety of
  • our new policy on
  • prices are a little higher
  • save in the end
  • save in the long run
  • the concerns you expressed
  • understand your reluctance
  • value your patronage
  • was sorry to hear
  • were disappointed in the past
  • will actually save you money
  • your very valid concerns

2. Assure the reader that you are anxious to begin a business relationship by inviting him or her to reconsider your offer. If you are not sure why the reader refused your sales attempt, ask why.

  • Please give us an opportunity to give you the best service possible.
  • We care about small businesses like yours. Please allow us to help you succeed.
  • I will call you next week to discuss the new policies that could mean more efficient business for you.
  • We hope you will come for lunch and meet our new management staff next Thursday at 1:00 p.m. at the Doe Inn.
  • I invite you to make this cost comparison to see how we can save you money on your next order.
  • I am eager to learn why you declined our services so quickly. Please help me understand if there was a specific problem so we can correct it and serve you and all our customers better.
  • After our meeting last Friday, I understood that you were pleased with our presentation and interested in making an investment. What happened between Friday evening and Monday morning to change your mind? I will appreciate your candid comments so we can improve our service.
  • allow us to help you
  • am eager to learn
  • appreciate your candid comments
  • can save you money
  • give us the opportunity to
  • help us to serve all our customers better
  • hope that you will
  • invite you to
  • is there a specific problem
  • know you will enjoy our
  • make a cost comparison
  • on your next order
  • please help me to understand
  • take pride in our
  • the best service possible
  • why you declined our
  • without sacrificing quality
  • would appreciate having the opportunity
  • would like to know
  • would be grateful if

3. Encourage a response.

  • Whether you decide to purchase from us or not, I would appreciate your valuable feedback.
  • We hope that with clarifying information you will reconsider your decision.
  • We value your business and hope to resume our pleasant relationship soon. Please fill out the enclosed order form and return it for a 15% discount on your next order.
  • Please send us your response in the envelope provided.
  • I will welcome your reply.
  • I will be happy to explain the new policies in detail. I will call your secretary for an appointment.
  • appreciate your feedback
  • discount on your next
  • discuss the situation
  • enclosed questionnaire
  • explain the new policy
  • hope to resume our
  • hope you will reconsider
  • hope to discuss with you
  • in the envelope provide
  • jot down your comments
  • our pleasant business relationship
  • remarks would be very valuable
  • schedule an appointment
  • to arrange to meet with
  • valued your business
  • welcome your reply
  • whether or not you choose to
  • will appreciate your
  • will call you next
  • will be happy to
  • would like to

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