{"id":226,"date":"2008-07-21T16:58:20","date_gmt":"2008-07-21T16:58:20","guid":{"rendered":"http:\/\/www.wensmedia.com\/\/salesarchive\/permalink\/2008\/7\/21\/125820.html"},"modified":"2008-07-21T16:58:20","modified_gmt":"2008-07-21T16:58:20","slug":"the-nicest-lie-2","status":"publish","type":"post","link":"https:\/\/www.ensmediausa.com\/ens-on-sales\/uncategorized\/the-nicest-lie-2\/","title":{"rendered":"The Nicest Lie"},"content":{"rendered":"

The Nicest Lie<\/span><\/b><\/span><\/p>\n

          If you are working with the real decision-maker in an organization and they turn down your proposal because “it’s not in the budget”, you’ve just been lied to!
\n          Business owners often find it easier to turn you down by blaming their budget rather than your station, your idea, your audience or your price.
\n          You often use the same escape tactic.  When a clerk approaches you in a furniture store and asks, “Can I help you?” you’ve learned it’s easy to get rid of them by simply saying “No thank you, we’re just looking.”
\n          ‘Just looking’ is a nice lie.  No one takes time out of their busy schedule to ‘just look’ at furniture if they have no intent or money to buy.
\n          Here is how I know that “it’s not in the budget" is a courteous lie if you are dealing with the real decision maker:<\/span><\/div>\n
1.) Who makes the budget? The real decision maker!  It is their budget and they can change or add to that budget whenever they want to.<\/span><\/div>\n
2.) Business owners by definition, make investments with the expectation of getting a return on their investment….that’s what they do for a living.  When you are told “it’s not in the budget” they’re really telling you, “You have not convinced me I will get a significant return on my investment.” <\/span><\/div>\n
          Your job is to uncover the reason they feel that way and return with a better customer-focused presentation that does convince the business owner she will get a return on her investment.    
\nNOTE: If the person you are presenting to really cannot change or increase the ad budget, they are not the decision-maker, only the budget-allocator.<\/span><\/div>\n
  <\/span><\/div>\n","protected":false},"excerpt":{"rendered":"

The Nicest Lie           If you are working with the real decision-maker in an organization and they turn down your proposal because “it’s not in the budget”, you’ve just been lied to!           Business owners often find it easier to turn you down by blaming their budget rather than your station, your idea, your audience […]<\/p>\n","protected":false},"author":35,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-226","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts\/226","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/users\/35"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/comments?post=226"}],"version-history":[{"count":0,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts\/226\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/media?parent=226"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/categories?post=226"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/tags?post=226"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}