The Power of No (Part 1)

A client had a chance to advertise on the pharmacy bags at a local grocery store. The saleswoman gave her a deep discount but also pressured her -- the printing deadline was looming. She was unsure and came to me for my opinion.

“Are you doing this because it is cheap, or because that is a good way to reach your target market?” I asked.

She thought about where her clients were, and where this particular pharmacy was. When the saleswoman called her back, she said, “No, I’m not interested in that opportunity.”

She felt calm and in control. She didn’t feel pressured into getting a “good deal.” That particular opportunity was not a good deal for her.

She asked herself the right questions. She used the power of “no” to shape her business intelligently.

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