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Oh, Yes!

4 secrets to getting past NO

This story appears in the October 1998 issue of Business Start-Ups magazine.

Ask experienced entrepreneurs, and they'll tell you the one word they hear most often is "no." Even legendary Beatles manager Brian Epstein was turned down by every major record label in England before he finally got the Fab Four signed by Parlophone. Successful entrepreneurs understand that in order to get to "yes," they must often pass through a succession of "nos." The good news is that rejection is fleeting and "no" is rarely the last word.

Here are four common reasons why customers say no, and some tips to help you get past no to the yes you deserve:

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