We live in a time of evasion.

Whatever your politics, Presidential candidates are deflecting your questions.

A question to Kamala Harris at a CNN Town Hall:

“If you could accomplish only one major policy goal that required Congressional action, what would it be and why?”

Harris: “Well, there’s not just one.  I have to be honest with you… There’s a lot of work that needs to happen.”

A question to Donald Trump on Joe Rogan’s podcast:

“Give me proof that the 2020 election was stolen.”

Trump: “We’ll do it another time.”

Good salespeople are artists when it comes to answering questions, and evasion is at their disposal. Publishers understand, and they can guide these responses.

A prospect asks, “how much does it cost to sponsor a webinar?”

The evasive answer: “it depends on a number of factors.”

The direct answer: “$13,000.” Even better: “Typically $13,000. Can I ask you some questions and give you a more specific quote?”

The buyer, like the voter, appreciates the direct answer. Publishers should guide salespeople to answer questions directly. Evasion likely leads to fewer sales.