angel zuniga martinez An excerpt from A Creative’s Insights into Sales, Marketing, and PR
by Angel Zuniga Martinez
Once upon a Texas time, I woke up earlier than usual.
“Good morning!” I greeted my wife in our bathroom as she was getting ready for work as an in-office grant writer at a San Antonio nonprofit serving at-risk kids.
She had an earlier morning routine than mine. Not having our normal after-work conversation from the day before, I began asking her about her day and week.
“I can’t,” she said with visible anxiety, giving me the dismissive ‘talk to the hand’ gesture.
“Excuse me?” I replied.
“I don’t normally… I mean… There are too many people in this bathroom,” she exclaimed as she walked out.
I looked around, confused. It was just me — and Cookie the cat.
“What did Cookie and I do to offend my wife?” I thought to myself.
Well, it probably wasn’t Cookie.
Although I couldn’t rule her out… because she was obviously people.
Reading the Room
Then I remembered permission-based selling.
I should have first attempted to read the room — and then asked for permission to engage.
In sales, reading the room means paying attention to people’s body language, facial expressions, and tone to understand how they’re feeling. It helps you notice if they’re interested, bored, or unsure.
When you can sense the mood, you can adjust what you say or how you act so your message connects better.
Reading the room — and asking permission — helps people trust you more.
And to sell anything, you have to build trust.
The Lesson
My wife had come to enjoy her morning silence. I was selling something different that morning — conversation.
My unexpected engagement disrupted her normal routine, and it made Jenny unsure.
Cookie seemed unsure, too.
Jenny processed my reaction and her words. She laughed and wished me well as she walked out the door.
Cookie and I were left staring at each other.
Peering around the corner of the bathroom door was Cookie’s brother.
“Meow,” said Milk the cat, who was about to enter the room.
I chuckled. “No, Milk, you can’t come in,” I said. “There are too many people in this bathroom.”
About the Author
Angel Zuniga Martinez is a fractional CMO and founder of PR Story Studios, a San Antonio–based creative agency specializing in marketing strategy, video production, and brand storytelling for premium brands, nonprofits, and funded startups.
His upcoming book, A Creative’s Insights into Sales, Marketing, and PR, explores how empathy, observation, and creative thinking can transform the way we communicate and connect in business.
Follow Angel on LinkedIn to continue the conversation on creativity and communication in modern sales and marketing.
Insight
Whether you’re in sales, marketing, or marriage — people first, permission always. Even Cookie would agree.
Call to Action
What’s your “Cookie” moment?
Share your story about reading the room or asking for permission in sales, marketing, or life — and tag @Angel Zuniga Martinez on LinkedIn or comment below.
