Mr. Marketing: Are you reading the room properly?

My bride and I recently borrowed a friend’s timeshare.

The location was nice and the facilities adequate, yet we knew there’s be a sales pitch the moment we announced we weren’t owners.

We weren’t disappointed.

Checking in, we heard of the many benefits of ownership. Then we were offered a free breakfast, an AMEX gift card and a vacation.

Were we seeking a timeshare, it might have been tempting.

Sadly, neither of us gets vast amounts of vacation. Both of us dedicating a half-day to a hard core sales pitch was unacceptable.

Plus we don’t travel enough to make timeshare ownership a logical investment. It was the wrong opportunity for us.

Searching for their next sales commission, the staff never left us alone.

We encountered more pitches, videos in the lobby and daily fliers under our door.

They misread their audience, and early on crossed the fine line between friendly persuasion and obnoxious hard sell. At that moment I crossed the line from pleasant “No, thank you” to a snarling “Get OUT of my face!”

It’s possible your organization also has potential customers who don’t respond to your sales pitch.

Regardless of your industry, repeating your message in hopes of making the sale is a given.

But it’s also important to recognize the wisdom my father provided when he advised me that you can’t do business with everybody.

Sales prospects might not like your offering, pricing, quality, service or location. Or you just may not be a good fit for their lifestyle.

Learn to read the room and understand your customers’ needs. Talk with them about their objections or concerns to see if there’s a way to adjust what you’re selling to what they’re potentially buying.

Then, as part of your sales funnel, adjust your filter to recognize some people should just be written off.

And remember: Just as “No” means “NO!” in the dating world, so too should it carry significant weight in sales scenarios.

Because regardless of the reason someone doesn’t want to work with you, showing respect for their decision will help you avoid alienating them.

Then, should the seeds you planted during the conversation ever actually take root, they’ll think positively of you and potentially become a live sales prospect.

With that said, I wish you a week of profitable marketing.

Make more of your marketing efforts at www.askmrmarketing.com.