Shut up and sell.

Remember this old sales person’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.  Let them.

About

David Fowler created long-running advertising platforms for Motel 6 ("We'll leave the light on for you"), BP ("Beyond Petroleum"), Fanta ("Wanta Fanta"), Claritin ("Claritin Clear") and many others during his forty-year career.
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