The Power of Saying "I Don't Know"

It's common to be asked a question you've never heard before. The urge to flex your knowledge and experience is undeniable. You've worked hard to build a relationship, and now, when faced with an unknown, your first instinct may be to deflect the question, make up something on the spot or simply say, "Yes." But this strategy can backfire — and hard! Instead, you can reply with three simple words — "I don't know."

Many AEs believe that admitting a lack of knowledge shows weakness or inexperience. Instead, it helps build rapport. Acknowledging that you don't have the answer demonstrates your humanity, which fosters even more trust with your advertiser.

Advertising trends, especially in the digital space, are constantly changing, and even the greatest experts in the field can find it difficult to keep up. And that's okay!

Admitting that you don't have the answer is just the first step. What really matters is the follow-up. In short, saying, "I don't know, but I will find out." You're demonstrating your humanity by admitting you haven't heard the question before, and you're making a promise to find that answer and follow up. This promise gets you back in the door and strengthens your relationship even more.