How many times do customers say no before they say yes?

60% of customers say no four times before saying yes.


Sales Trends


Closing a sale can be challenging in today’s competitive business climate, but there are certain tactics and strategies that sales teams can use to maximize their chances of success. According to research, customers often say ‘no’ four times before finally saying yes—so understanding and using the ‘Rule of Four’ is key for any sales professional who wants to boost their bottom line.

The Rule of Four states that when a customer is asked to make a purchase decision, they will typically say ‘no’ four times before finally accepting an offer. This means sales professionals need to have both persistence and patience when dealing with potential customers as it takes multiple attempts in order for them to feel comfortable moving forward with the exchange.

The first thing salespeople need to do is realize that rejection isn’t always a bad thing—as it’s essential for getting closer and closer towards closing the deal each time. Additionally, companies should make sure they’re tailoring their approach according to the customer so that each response speaks directly to their individual needs while also addressing any questions or concerns they may have along the way.

It’s also important for companies to provide educational content such as webinars or case studies during the negotiation process in order help customers gain confidence in their decision-making process. Additionally, having a good reward program in place or offering discounts can further incentivize customers while showing them what advantages await after making the purchase.

Finally, businesses should keep track of customer feedback throughout the entire process so that they can adjust their approach quickly if needed—as this will help ensure maximum returns from every potential sale. In conclusion, using The Rule of Four is an incredibly powerful tactic for closing more sales and increasing profits over time—but it’s important for businesses to understand why it works and use it correctly in order optimize results!

More 2022 Stats

Top Performers’ Discovery Calls 76% Longer and Presentation Meetings 55% Longer than Average Performers

55% of sales reps say budget is the most common reason a promising deal falls through

56% of sales professionals get leads from existing customer referrals.

43% of sales professionals say email is the most effective channel for selling.

47% of Sales Professionals Don’t Cite Selling as Their Main Activity

72 percent of business leaders said that sales tool integrations are essential to retaining business and beating the competition.

8% of salespeople say that their sales teams generate high-quality leads

Even with a return to in-person lifestyles, only 20% of B2B buyers say they hope to return to in-person sales.

Top Performers Have 63% Less Focus on Product Features

48% of salespeople never even make a single follow up attempt.

More Sales Trends Stats

Today, 97% of consumers go online to research products and services.

Nearly 13% of all the jobs in the U.S. are full time sales positions

71% of salespeople said they were conducting more than half their sales virtually.

44% of salespeople give up after one follow-up call.

56% of sales professionals get leads from existing customer referrals.

Salespeople Unhappy Despite Meeting Targets

According to a study by Salesforce, the average B2B deal size has grown by 20% in 2021 compared to 2020. This is likely due to companies increasing their spending as they look for more innovative solutions to solve their challenges.

Companies that are experiencing the most growth generate 40% more of their revenue from tailored engagements than those expanding slowly.

47% of Sales Professionals Don’t Cite Selling as Their Main Activity

In a recent McKinsey study, 61% of survey respondents said that, before the pandemic, they primarily sold their business’ products through traditional in-person sales — that number has since fallen to 29%.

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