How many times they say no is irrelevant. It's the one time they say "yes" that's important.
I started selling tomatoes door to door; the farmer didn't so much give me advice, but he had a rule that you eat everything you drop. I still live by that rule!
Look for the potholes.
One of my first and best mentors said, "Don't read the books." I took his advice and from what I've heard from people that did read them, he was right. There's only one way to learn sales properly, live among people that have lived it. I have six mentors, each a successful salesperson with a lifestyle to prove it. They're all I've ever needed and are still all I need today.
Don't underestimate your competition. Always have a competitive strategy.
Think client first, even if it means pushing the envelope inside your company. While you have a responsibility to both sides, you must be able to do the right things for the client. You should never work for a company that wont let you do so.
When trying to get a customer to open up about what "is not working," start by asking them about what "is working." Many times the conversation will naturally self correct into what is not working.
Show empathy. Demonstrate that you care about them personally and about their outcomes from working with your company.
Go in curious.
Rachel Clapp Miller is the Assistant Marketing Director at Force Management. Force Management specializes in sales transformations that help B2B sales organizations increase revenue, improve sales margins and gain market share. Follow them on Twitter: @ForceMGMT and on LinkedIn.