Not Closing the Sale? Sometimes You Just Won’t—Use It as a Learning Edge
In today’s hyper-connected, AI-driven marketplace, rejection still stings—and sometimes competitors will aggressively target your prospects when you put yourself out there. I’ve had rivals swarm my clients after I post ads on my site, trying to poach them by trashing my work. It’s annoying because I’ve built those relationships with sweat and grit, and these tactics rarely work long-term. But hey, if it works for them, so be it. The kicker? When I reach out to those same clients through other channels, I often get slammed with rejection.
Here’s the brutal truth: clients know upfront if they’re interested, and they know when they’re not. Don’t waste time dancing around it—be honest. I’d rather hear a blunt “Don’t call me again” than chase endless no’s through proposals, calls, and emails. It saves everyone time and money. And yes, I’ve had prospects tell me to “fuck off” outright—sometimes that’s the clarity you need. Most of my clients have been solid, but learning to read the signs early is key.
When a Potential Client Asks for a Proposal (RFP)
Getting an RFP isn’t a green light—it’s a gamble. I’ve crafted killer proposals only to have my ideas ripped off by competitors (often non-minority firms clueless about authentic minority marketing). That kind of theft can feel like a gut punch. So in 2025, with AI tools making data extraction easier than ever, protect your intellectual property fiercely. Be strategic: keep your RFPs vague on specifics like names, locations, or events, and focus on how you deliver value and measurable results instead.
Remember my mantra: “If you give away the recipe, the restaurant closes.” Your insights are your competitive edge—guard them. There’s always a 50/50 shot your RFP will be accepted or rejected, but if you land it, it can open lucrative doors and long-term partnerships—if the company isn’t biased (still a big if).
Don’t Get Too Excited About Potential Clients
Excitement is a double-edged sword. The more you hype a prospect, the harder you fall if they bail. My best advice? Give your all, then detach. Ironically, I often win clients when I stop obsessing over them and focus elsewhere.
Follow Up, But Don’t Obsess
When someone calls interested in supporting your business, they’re often not ready to commit. I used to think following up was a waste, but now I make a quick note in my calendar (yes, even in 2025, a simple tool like Thunderbird or AI-powered CRM reminders works wonders) to check back in a week. Most times, it’s a dead end—but occasionally, one in a million, it clicks.
Aim High and Have NERVE!
Dealing with big corporations is mostly about the unknown. You never know what they want or who’s pulling the strings. Minority businesses often get tossed into what I call the “Lion’s Den”—biased marketing agencies that can kill your chances with a single call. If you get a direct line to the corporation with a budget ready, you’re golden. Smaller clients require a ton of hustle and only close about 15% of the time, but at least the money is upfront, even if discounted.
Don’t Chase Those Who Constantly Dodge You
Set a hard limit: three calls and two emails max. If they ghost you, make sure they know you tried, then put them on ice until next year. Sometimes they surprise you and come back, but usually, people support those they like. It’s harsh but true. Chasing the uninterested just drains your energy and makes you question your value. As an old boss told me, “Love those who love you and leave the rest alone.”
In 2025, with AI tools analyzing client engagement and sentiment, you can better identify who’s genuinely interested and who’s just wasting your time—use that data to sharpen your focus.
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Kevin "KevRoss" Ross is a music and radio industry expert. He is a 20 -plus year entrepreneur with the leading most successful industry trade publication and site Radio Facts (www.radiofacts.com). He has also published various books, magazines, performed marketing and promotions for major corporations and recording artists and he is on the advisory board of several industry organizations. This year Ross introduced his non profit organization LOMARI (Leaders of the Music and Recording Industry) to help teach young minority students how to market and manage their music and products.
