What do Rusty Wallace and Sammy Hagar have to do with building a $1 million-plus account?
In my experience, quite a bit.
I was managing a seller who had spent months trying to reach the Director of Engineering at a large tire plant.
Calls.
Emails.
No response.
We were getting the Silent NO.
Another division of our company already worked with them. Ours did not. My seller and I were both at the plant, working different contacts. I wanted to learn how they operated, who managed what and where our division might fit.
That led me to his executive assistant. As we talked through the organization and I asked for an org chart, we began building a relationship.
That conversation gave me the opportunity to ask:
“What does he enjoy outside work?”
She told me he liked Rusty Wallace and Sammy Hagar. He even went to Cabo Wabo twice a year.
I sent him a Rusty Wallace Miller Lite die-cast car and Sammy Hagar’s VOA album, featuring “I Can’t Drive 55.”
Total investment: less than $50.
One week later, he made an appointment with me. My seller joined me for that first meeting.
He gave our division a small opportunity. Then another.
Eventually, we earned our way into a $1 million-plus account.
Relationship Equity started with his executive assistant and earned us access to the Director—then delivering on every opportunity built the trust that made us a Trusted Advisor.
In Selling Against NO!, the Professional Move for the Silent NO is a Pattern Break.
The first goal isn’t to restart the deal. It’s to restart the conversation.
A thoughtful gift was our Pattern Break. A relevant customer success story, a handwritten note or an honest question may be yours.
The Pattern Break Options in Selling Against NO!
Chapter 10 lays out a three-stage escalation for the Silent NO: value-based Pattern Breaks in the first two weeks, direct Pattern Breaks in weeks three and four, then a Breakup Email that closes the loop. When email is not working, change the medium.
The Five Core Pattern Breaks
| Option | What it gives the seller |
|---|---|
| The Trigger Event | A relevant industry development, company change or competitor move that gives the customer a fresh reason to talk. |
| The Insight Share | A useful customer success story, case study, article or data tied directly to their situation. |
| The Direct Question | An honest way to ask whether priorities changed, they chose another direction, or they are simply buried. |
| The Permission to Close | An easy way for the customer to say “not now” without an uncomfortable explanation. |
| The Breakup Email | A professional end to the pursuit that leaves the relationship intact. |
Additional Tactics and the Empathy Pivot
| Option | What it gives the seller |
|---|---|
| The Handwritten Note | A short, personal message delivered through a different channel. |
| The Video Memo | A personal, 30-second video instead of another text email. |
| Second Stakeholder Outreach | A brief inquiry to a peer or assistant about whether the project is active or postponed. |
| The Empathy Pivot | Room to explain an internal setback, changed priority or concern without embarrassment. |
The handwritten note, video memo and second stakeholder outreach take more effort and feel more personal. Use them for opportunities worth the investment, not every prospect.
Give the customer a reason to respond beyond our desire to make a sale.
HELP. SERVE. INFLUENCE.
Coach’s Whistle
Sales managers: Work a different level than your seller.
Build additional relationships, understand how decisions get made and help your seller earn access. Then help them deliver.
Another request for an update will not change months of silence. Get involved and help create the next opportunity.
Stop Pitching. Start Diagnosing.
WIN THE DAY!
P.S. Before sending a gift, check the customer’s gift policy first, along with your own company’s policy.
The Silent NO is one of the Seven NOs. Learn how to diagnose all seven in Selling Against NO! Explore the Seven NOs →
Bring this to your sales team. Jon speaks at national sales meetings, sales kickoffs and industry events. See speaking topics →