The Three Lies

Did you ever lie to a sales person? Think about your answer carefully.
Of course you did!
How about the last time a carpet cleaning salesperson phoned you at home? Didn’t you say something like, “Sorry, someone just cleaned my carpets last week.”  It wasn’t true, but you politely dismissed the sales person’s pitch.
When an insurance agent  cornered you,  have  you never  said,  “I just  renewed my insurance last night, but  you can call me next year”?  Or, how about telling a salesperson on a car lot,  ..Just looking”.
You lied!  But that’s really not such a bad lie, if you understand the motivation.    It’s called, “reciprocal empathy” or the fear of rejection.
Everyone fears rejection, and you, as a salesperson, understand rejection like no one else. You are basically a decent person, and because you have empathy, you do not want to outright “reject” the carpet cleaning solicitor or the insurance salesperson.   Instead, you would rather tell little white lies to get rid of them, gently.  When the clerk asks, “May I help you?” your immediate response is, “Just looking,” even though you went there to buy.
Your clients are no different. They lie to sales reps every day.  I mean that in the nicest possible way. They don’t want you to feel rejected, so they have perfected the three biggest lies which always work. When I say, “work,” I mean these lies get rid of 90 percent of advertising salespeople without making them feel personally rejected.
The three biggest lies told to advertising salespeople are:
1.  Business is too good. I couldn’t handle any more.
2.  Business is too bad. I can’t afford to advertise.
3.  My budget is all gone, or, my plan for the year is complete.
These “lies” are not a rejection of you or your company. They haven’t said “You’re too expensive” or, “You have the wrong audience”.   Instead, they have internalized the rejection, putting the blame for not buying, on themselves. These lies work because you still feel good and you don’t have to defend yourself or your company.
I submit to you that these are ALWAYS lies, however. Everyone in business wants more business. And, if they believe you can help them get it, they will add to their capacity, change their media plans or even borrow more advertising dollars from their own mothers. Always.