When People Say No, You Should Be Spending More Time Listening and Understanding the Customer

When people say no, that you should be spending more time listening and understanding the customer. In order to listen, you have to get the prospect talking, right? You got to get that you got to get them speaking. It's not just doing a demo and then saying, so yes or no, and they go, no,. No, it's to ask great questions to learn about the business to gather information. That's what a consultant does. They ask questions, they review the answers, and then they make recommendations. So selling is asking questions, reviewing the information, finding out where the common ground is, and then constantly narrowing the gap. And so listening becomes very important.