When prospects say ‘no’

With PR clients, sometimes ‘no’ really means ‘no.’ Sometimes it means something else, like maybe the client needs more information. Keep the conversation going.

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And so on. “No” is a signal that you don’t know the whole story yet. It means that you have not established a trusting, mutual problem solving relationship—at least not yet. “No” is an opportunity to extend the relationship and expand your understanding of the problem. When you hear “no” it means: Don’t give up now, you’re just getting to the good part. So, start asking questions, in person or on Skype if a meeting is impossible. You should see them, and they you, to gain their trust. The following questions will provide new insights, but more important the questions, the more you show your interest in understanding the prospect and the situation from their point of view. Pose questions like:

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