Keep the pipeline full
No one closes 100 percent of all the business they prospect and present.
Source: Brandeis C. Hall, RAB
If you want to be a great seller, you have to apply the same standards to off-air revenue as you do to your regular business. Have more than one sales “ask” in the pipeline at one time.
If you manage several projects simultaneously and successfully, some will close, off-setting the ones that don't, and you'll make more money.