Before his death in 2012, Zig Ziglar was one of the world’s
most popular sales trainers and motivational speakers. He was born in rural
Alabama and grew up in rural Mississippi. He went from a small skinny kid with
a funny name to leading a worldwide sales organization, based on his simple
philosophy, “You can have anything in life you want, if you help enough
other people get what they want in life, first.”
Recently, an experienced Radio manager was describing the relationships between the stations within his cluster by using terms like “the big dog” and “a little pea shooter”. At first, it didn’t seem like a big concern because we all tend to use words to describe the stations that make up our local cluster. But as he continued his description of his cluster, it soon became apparent that terms like “the big station” and “the small station” could mean many things to different people. It also became apparent that this line of thinking could actually be harmful to your ability to effectively sell all of the stations within your cluster.
When your prospect says “No” to your offer, that is not the end of your selling efforts. When your prospect says “No” to your offer, that is just the beginning of your selling efforts. Your sales job is just getting underway. But now, to take your selling efforts to the next level you must learn how to translate the “No” response you just heard into the real reason the prospect hasn’t yet said “Yes”.