Most news salespeople are terrified of coming across as "too pushy". They have visions of the old used car salesman in the plaid jackets seen in hundreds of movies and TV shows. To avoid being that person, they almost always err too far the other way. They become so passive that they never make it any further than the first objection. That would be okay if objections always meant "no". However, this is seldom the case. In most instances, an objection is a quest for more information and really the beginning of the sales conversation. To void being "pushy", you want to make an effort to truly understand the customer's position and then help them overcome whatever barrier is preventing them from moving forward with the purchase. In this episode, we break this process into two simple steps: validate then conversate.