Most salespeople hear an objection and panic. The price is too high. I need to think about it. I need to talk to my partner. Their stomach drops, their voice speeds up, and they start talking faster — as if more words will fix what is actually a trust problem.

Most salespeople treat referrals like a tip jar. The deal closes, the paperwork is signed, and then — almost as an afterthought — out it comes: "By the way, do you know anybody else who could use this?"

When a business owner looks at advertising or media, they always start with the same questions. What's the price? What's the package? What's the reach? Who's the company?

Early in my career, I watched the top producer on the floor do something that made no sense to me. A client was ready to sign, and this closer said, "Hold on. Let's make sure this is actually the right move for you."