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Chapter 14. Pitching > Pitching Tools - Pg. 191

The second type of `No', the `No' I hate, is the `maybe No' and sounds like this: 'Can you put some details in the post and we'll review your material and get back to you (if we are interested)?'. No way. You bet. Sure thing. That's the huge pile of stuff beside the desk that nobody looks at. I got so many actual `No's' that I didn't even bother sending stuff out to the `maybe No's' ­ they just never responded and I, as a commis- sioned salesman, was charged for postage. I'd just pass the file over to the student lawyer who would start court proceedings. I used to think there were only two kinds of `No' until one day I had a revelation: these people didn't really mean `No' ­ they just needed more information. They were frightened to get a telephone call from a debt collector and they were fearful about the consequences. I changed my tack with comments like: `Let me explain why I think we can sort this problem out right now. It will only take a few minutes'. Of course my suc- cess rate rocketed. The third kind of `No' was the `No with reservations'. This became a joy to my ears because it meant that they wanted more information. It meant you had a chance to close. The way to handle this situation was to learn to recognize objections and then offer alternative information to make them feel comfortable with the transaction. Trial closings The final aspect of `If you don't ask, you don't get' is the trial closing. You have to ask for the deal. You say things like: `I understand you are look-