image

54 RBI MEETS CSI

Have you ever been rejected out of hand by a prospect who not only doesn’t understand what you DO but—as a bonus—tells you that they already have it taken care of in-house?

It’s like they’re saying, “Uh, I don’t know what that is, but we already have that here.”

This is what I call rejection by ignorance (RBI). And it is one of the most frustrating things you’ll run into as a marketing or sales executive—and certainly as an entrepreneurial business owner.

Quick example from my world—see how this story plays out in the context of YOU and YOUR products, services, and value proposition …

First, a bit of background. As a marketing ...

Get Do It! Marketing now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.