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Stop burning cash on marketing. Every Saturday, I share how to make your brand a magnet, not a money pit.

Thursday Morning Sales Tip

Published 15 days ago • 1 min read

Reader

Your Thursday Morning Bonus:

Here’s a quiet sales mistake that kills momentum.

A prospect raises an objection…
and we respond with...

“Yes, but…”

Example:

“Yes, but that’s not how our system works.”
“Yes, but that would increase the cost.”
“Yes, but that timeline isn’t realistic.”

The moment “but” enters the sentence, the prospect hears one thing:

“You’re wrong.”

A lesson from improv

There’s a stronger move used in improv, negotiation, and great sales conversations:

“Yes, and.”

It acknowledges the concern and moves the conversation forward.

Here's the difference:

From this:​
“Yes, but that timeline won’t work.”

To this:​
“Yes, and if we adjust the timeline slightly, we ensure the quality of the result.”

From this:​
“Yes, but that feature costs extra.”

To this:​
“Yes, and we can structure the package so that feature makes financial sense.”

From this:​
“Yes, but that approach won’t scale.”

To this:​
“Yes, and if we build it this way, it will scale much better.”

Same honesty.
Different energy.

“Yes, but” shuts the door.
“Yes, and” keeps the conversation moving.

Your 5-minute assignment:

Today, notice every time you’re about to say “Yes, but.”

Replace it with “Yes, and.”

You'll see how you move from applying the brakes to using the accelerator pedal

—
​David Brier​
Sales conversations aren’t won by overpowering objections. They’re won by redirecting them.

​P.S. If you're thinking, "David, yes but..."
I have an "and" we can discuss.

Stop burning cash on marketing. Every Saturday, I share how to make your brand a magnet, not a money pit.

by David Brier, Bestselling Author and Rebranding Expert

I'm David Brier—the guy CEOs call when they've burned so much cash on marketing, their spouses think they have a coke habit. I'm like rehab for your brand, except instead of getting you clean, I get you profitable. Think of me as the Betty Ford Clinic of branding, but with better ROI and no group hugs. (Explains why I wrote the bestseller Brand Intervention that Daymond John calls "Genius.")

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