Without knowledge, we can’t sell.
Above all, knowledge of the person sitting across the table.
How can I help this company?
What do they really need right now?
What’s the available budget?
The problem is that, more often than not, we don’t even know what the real issue is.
Let me explain.
The meeting is scheduled, the proposal is presented, the benefits are outlined, the fee is revealed — and then we wait for the answer.
Usually, it’s a “no”. And that’s fine. It’s part of the process.
Strategy, timing and budget are usually the key factors.
The issue is when we don’t know the real reason. If it was already difficult, now it becomes mission impossible.
I had a manager who, at the end of sponsorship meetings, used to say:
“Now, take off your badge and tell me what you really thought.”
That piece of information was more valuable than the entire meeting. That’s when he’d hear about internal challenges, strategic priorities and, most importantly, avoid wasting time when the sponsorship simply wasn’t going to happen.
People are afraid to say “no”.
We want to avoid conflict and preserve social acceptance — even at work.
This fear is stronger in certain cultures. Countries like Japan, India, Brazil or Mexico tend to avoid direct refusals or clear negative feedback.
So, what can we do?
01 Separate the initial objection. It’s usually not the main one. Peel back the layers until you find the real issue — which is the one you’ll need to address.
For example: “Aside from the price, is there anything else stopping you from moving forward?”
02 Read between the lines. Not everything is said out loud. Tone of voice, silence, body language — it all communicates. Over time, your listening skills and intuition will sharpen this radar.
03 Ask with honesty. My former boss would lay everything on the table: the pros and the cons of the partnership. That created a sense of trust, and the answers we got were more genuine.
04 Earn their trust. When people see you’ve prepared and truly put effort into making the partnership work, they respect you. And, through reciprocity, they’re more likely to respect your time too.
Luckily, some people are direct from the start.
But many won’t show the true reasons behind their rejection.
Develop this sensitivity when asking, noticing and listening.
It’s worth its weight in gold.
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