I think that there are two points to make. First, you did not give up after the first call, and you kept focused and did not try to reinvent everything based upon one call. This is what separates the people that succeed in business and the others who get scarred by these calls and then find ways and excuses to not make any more calls.

Second, you did take the time to at least think about it to see if there was any learning that could come out of it.

As for your question…The reality is that it is a combination of both. The good salesperson will try to find different angles in order to try and communicate the message in the customers terms. Try to find language that they will understand and always try to make it so that it is communicating "what's in it for them".

However the best salespeople also know when to move on and hunt down another potential opportunity. Through this process they may find ways to better qualify the client before picking up the phone the next time so that they can increase their odds for success once they do have the client on the phone. I have always liked the saying that I would prefer a fast "No" then a slow "Yes". What this means is that I would much rather the client tell me no quickly so that I can either adjust or move on to a client that sees the value of the solution rather then to spend time and energy on trying to close a deal that just does not seem to be a great fit.

I am a salesman. Proudly. Unabashedly. And I think I'm pretty good at it.

There was a time in my life when I didn't yet know I was a salesman. And I thought that selling was a little "dirty." Getting over that was a long road, but I'm glad I fought through my own ego (because that was really all about ego) and came to terms with it. I'm good at selling and there's nothing wrong with that.

Do I sell people things that I don't think is a real value to them? Never.

Do I have to convince people that what I'm selling is of real value (sometimes)? Absolutely.

One of the best things I've ever heard about selling: Your job starts at "no." If all you ever hear is "yes," you work at McDonalds (ie, you're an order taker, not a salesman).

So, I think that good salespeople develop finely tuned skills around:
1. knowing how to qualify a lead – quickly (but with depth)
2. knowing how to cull the lead responses (ie, when a "no" should be pursued vs. dismissed).
3. knowing how to focus on the truly fruitful opportunities.

At the end of the day, sales is about hearing no. And that's a good thing.

In my opinion, I'd rather be doing business with someone who is excited about what I do and not someone who was talked into tolerating what I do.

Thanks for thought-provoking post.