If you are in advertising sales you have most surely heard someone say “Advertising is a necessary evil”. It is often said in a begrudging manor, not in a complimentary way. When your prospect tells you this, it rarely leads to a sale. But maybe it should. The prospect is at least acknowledging that advertising is necessary. You have half of the battle won already. Now you just have to show the prospect that by working with you, they will be able to eliminate the evil aspects from their mind.