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Getting Past "No"

How do you turn that "no" into a "yes"? We've got some breakthrough tips to get you there.

This story appears in the June 2003 issue of Entrepreneur. Subscribe »

Some sales are like driving on a highway--you drive straight ahead and get off at your destination. You offer a product, the customer likes what he sees and the sale is made. Most sales, however, are more like driving on back-country roads--they're full of twists, turns, detours, stop signs and potholes. The customer says "maybe," then "not right now," then just plain "no." Is that the end of the road for the sale? Not necessarily.

If you want your journey with that customer to end in a sale, you've got to find ways to get around that "no." It doesn't matter if you're dealing with a one-time sale or a two-year sales cycle; the philosophy remains the same. Here are four qualities you need to nourish:

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