Salespeople learn this early and should never forget it.
They are skilled in looking at the meaning beneath the obstacle that is thrown at them.
Almost 95% of the time, cost or expense is not the real reason for not buying a good or service. It’s an easy way to brush off some person, or in franchising’s case, the threat that the franchisee wants to deny.
Leaders sell themselves first and then their goods and services 2nd.
That’s the challenge and the reward.