For example, Phil sold radio advertising for a small station. One of his prospects owned an advertising agency that bought ad space for large national companies. Each time Phil approached his prospect, he was told that his station was too small for their large accounts, which demanded higher ratings before committing to advertising. Phil knew his prospect had an eight-year-old daughter, as did he, so when he won four tickets to a One Direction concert, he asked her if her daughter would like to join his family to the show. The prospect was thrilled, but she suspected that Phil would expect her business in exchange. He assured her that he simply thought her daughter would enjoy the concert. So she took Phil up on the offer. While the prospect didn't buy from Phil, due to her need for higher ratings, she did refer to him some colleagues who were looking for radio advertising time, and many of them bought, ultimately resulting in more business. By giving without expecting anything in return, Phil got paid handsomely.
marketing+sales: What's Love Got to Do With It?
For sales, it's everything