Shut up and sell.

Remember this old salesman’s adage:  “If you’re talking, you’re selling.  If they’re talking, they’re buying.”   Lay back and let clients verbalize their thoughts after you’ve shown your work.   Let them talk, especially if what they’re saying is positive. Don’t keep selling what’s already been sold.  Be quiet and let them take it away. They’re trying to talk themselves into liking your idea.  Shut up and let them.

About

David Fowler is a writer and executive creative director in New York.
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