" Let’s say you’re trying to get a client (we’ll call him Ned) to buy a product, hire you as a consultant, or retain your firm for a project. But after you lay out the deal you’re hoping for, Ned says no. When Ned does this, he’s feeling a little edgy and defensive because he expects you to be frustrated or angry or upset—or to start in with a hard sell, making his life hell for the next 15 minutes. If you do any of these things, you’re not going to win Ned over. Instead, take a breath and then, as earnestly as possible, say something like this: “I either pushed too hard or failed to address something that was important to you, didn’t I? "

― Mark Goulston , Just Listen: Discover the Secret to Getting Through to Absolutely Anyone