“It’s OK to say no”- a feeling.  When we’re coaching people to execute the up-front portion of our selling philosophy where we tell the prospect, “It’s OK if there’s no fit here.”

We sometimes run into the lack of skill in delivering that message.  What it often seems like is a string of words that are only logical and not emotional. Instead, your mind should be thinking, “I really don’t want this prospect if they don’t have a problem, if they don’t have the money, or if they aren’t willing to invest it to fix the problem.”  When you think about it that way, it becomes more than mere words.