This is a complete and practical guide which highlights the authors' new strategic approaches to selling when the buyer initially declines or is resistant on a sales opportunity. Hopkins and Katt explain that most sales reps take a traditional linear approach to selling, but that the trick in closing is in taking a more creative and circular approach. That's the key.
It all starts with how the buyer initially says, "No." Too many sales reps don't pay close attention as to how that's presented. Hopkins and Katt point out that "no" may suggest all sorts of other options -- avenues that can eventually lead to the buyer actually saying yes.
The authors introduce a novel concept called the Circle of Persuasion which offers sales reps a new approach in this potentially tricky process. Along the way, WHEN BUYERS SAY NO details prescriptive steps and even sample dialogues that will instruct and guide sales professionals on how to best cultivate buyer-seller relationships.
There's particular emphasis on how to establish the kind of rapport that ultimately leads to a successful close.
Sales experts Hopkins (How to Master the Art of Selling) and Katt believe that "no" is just a starting point to getting to "yes." Rather than accepting rejection, the authors advise that salespeople anticipate hearing rejections and prepare to deflect negative feelings. In this useful and insightful book, they build on two key points: not giving up too soon and understanding that there is no cookie-cutter approach to making a sale. The authors show how to expand the number of possible responses to "no" and guide readers through the pitfalls of selling, including dealing with confused consumers, providing too much information, and not demonstrating your level of competence. Hopkins and Katt spend the bulk of their time on the "Circle of Persuasion" a roadmap that helps readers master the four basic activities that produce the biggest results: establishing rapport, identifying needs, presenting solutions, and asking closing questions. Each chapter helpfully ends with a list of key points. In this vital sales industry title, the authors show that it's how salespeople respond to rejection that determines if a sale is made.