By Keith Rosen, MCC
The Executive Sales Coach™

I recently purchased some advertising space in a national magazine. I have been a subscriber for years and knew everything I needed to know to select them as an advertising vehicle. I called them with one intention, to place an order.

When I called their office, the salesperson began doing what she felt was appropriate; to start selling me. She began with the history of the magazine, moved into a discussion about her subscriber base and how effective an advertising campaign can be, and ended with information about her ad design team. She was unaware that I already knew all of the information that she shared with me.

She never took the time to ask what my intention was in running the ad or what information I might be interested in hearing more about. While she was speaking at me, I could only think about how many selling opportunities this must have cost her when dealing with prospective clients who didn't have the time or patience to listen to information that didn't suit their needs.