Research shows that persistence pays. Research targets were more likely to respond to requests affirmatively than expected by the requesters, and being told “no” by a target may increase their likelihood to say “yes” to the same request later.
Ziff-Davis is legendary in the magazine industry for it’s dedication to sales training and in particular for the structured selling approach it demanded of its sales people. Establishing shared agreement to a set of assumptions is the only way to persuade using logic. And logic, not likability, not sincerity, not guilt from accepted favors, is the only portable form of persuasion that allows a sales prospect to persuade their own superiors to support the purchase of media.
