Don’t Burn Your Bridges


(By Rick Fink) We’ve all been to a business where the salesperson pushed you to a point of “no return” and you walked out saying, “I will NEVER go back to that place again! They burned their bridge”.

You have also heard the expression, “You don’t get a second chance to make a first impression”. While that may be true when it comes to meeting people, it’s not necessarily the case when it comes to B2B (business to business) sales. In fact, in the B2B sales world, if you play your cards right, not only might you get a second chance, but you could get a third, fourth, fifth, and even beyond.

There’s a reason that those selling vehicles, appliances, furniture, and other B2C (business to consumer) products come off a bit pushy, and by doing so, often lose the opportunity for a second chance. It’s because once the customer has made the purchase, they’ll now be out of the market for a while. It’s Risk versus Reward. They push because they know that it may be years before those customers are in the market to purchase again.

In media sales, if you make a presentation to a prospect or client today and they say no, you can always reload and present again tomorrow or in the very near future, IF…

The “IF” is… IF you play your cards right and take the “no” professionally. No pouting, no arguing, no trying to make them feel guilty or stupid because they didn’t accept your ideas or didn’t want to do business with you.

Accept the “no” politely and professionally and be ready to reply with a few well-prepared statements and questions, such as, “Mr./Mrs. Prospect, I really appreciate your time and consideration of our proposal or plan. Can I ask you a question or two? Is there a specific reason that you have decided not to move forward with this plan? If I were to re-tool this plan or go back to the drawing board, what changes, things added or subtracted, would you like to see?”

Find out what the possible reasons may be and re-think your proposal. A warning though… business owners do lie and how they respond to these questions may not necessarily be the truth. Be prepared to dig a little deeper to uncover the real reasons.

By being professional, you will always leave the door open to present again. Anything less is unacceptable. In media sales, there is always a second, third, or even a fourth chance to make that first-time sale.

So, be careful not to burn your bridges!

NEVER Stop Learning – Get Better Every Day!

Rick Fink from ENS Media ( can be reached by phone at 605-310-2062 or e-mail at [email protected]


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