A NO Is Not Always A NO

Something I’ve learned from countless conversations pitching technology to busy decision-makers: a no is rarely a rejection of you or your idea.

Most of the time, it simply means ‘not now‘ or ‘not like this‘.

People aren’t sitting across the table looking to shut others down. They are almost always juggling priorities, constraints, politics, and timing. Your request just didn’t fit into their scheme of affairs at that moment.

When you take a no personally, you stop listening. You retreat. You assume the door is closed.

The better move is to stay curious. Ask what would work. Ask when to come back. Ask how to frame it differently.

Persuasion isn’t about winning in one attempt. It’s about respecting timing.

And this doesn’t apply only to sales. It applies to anything where you’re pitching an idea, seeking an opportunity, or trying to bring someone around to your point of view.