244 - “So What?“

Posted July 15, 2021 by Mark Perna

Episode: 244

Episode Title: So What


Asking “so what” isn’t meant to be harsh. Rather, it frees us up to redirect our time and energy elsewhere. Find out more, coming up next on The Perna Syndicate.


Ep 244 show:

You’re now in The Perna Syndicate—welcome and let’s jump in! All week, we’ve been covering the popular sales and marketing principle that says: some will, some won’t, so what, someone’s waiting. It’s called the SW4 Technique. 


This technique was a huge help to me as a rookie sales rep. Some will, some won’t…that’s just facts. The next part, so what, is what to do with this reality. 


A lot of people take issue with the “so what” phrase, saying that it sounds kind of harsh. But it’s not meant that way. It’s just saying that the world isn’t going to end because someone rejected what I was offering them. It’s meant to give us some perspective on the whole sales cycle. 


The thing about a cycle is that it comes around again. It just keeps going, and that’s why “so what” isn’t the end of the conversation. It’s a way to pause, refocus, and be productive elsewhere until the cycle comes around again. 


“So what” is a way to accept defeat without accepting defeat, if you will. It frees you up to go win somewhere else. And it can be remarkably helpful when you’re promoting something that just isn’t getting traction. 


Some will, some won’t—so what? It’s a question, really, and the answer is up to you. When you can look at the experience without a ton of emotion clouding your vision, you can choose to answer the “so what?” question with the next fact…someone’s waiting. 


That will be our topic tomorrow: someone’s waiting. There’s so much potential in those two words! We’ll see you back here tomorrow at The Perna Syndicate. 

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Mark Perna
Mark C. Perna is an international speaker and bestselling author. He also serves as CEO of TFS Results, a strategic consulting firm at the forefront of the national paradigm shift in education and workforce development.
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