When Buyers Say No: Essential Strategies for Keeping a Sale Moving Forward

Overview

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 ...

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When Buyers Say No: Essential Strategies for Keeping a Sale Moving Forward

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Overview

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.

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Editorial Reviews

Publishers Weekly
02/10/2014
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. (Apr.)
From the Publisher
"Saying no to a pro gets them on the go, because most great and well-trained salespeople think dyslexically that "no" means "on." Tom and Ben's book will effectively train you to get to "ON" WHEN THE CUSTOMER SAYS NO. Enjoy reading my friends' book that will leverage you to vast profitability, service with a smile, and sales greatness. By reading this inspired book you will thank them in your prayers." - MARK VICTOR HANSEN, CO-CREATOR OF THE WORLD'S BEST-SELLING SERIES CHICKEN SOUP FOR THE SOUL

"There are a lot of books on selling, but none of them provide the kind of ground-breaking insights that Hopkins and Katt provide in WHEN BUYERS SAY NO. This will become mandatory reading for all sales professionals in the years to come." - JOHN O'DONNELL, CKO, ONLINE TRADING ACADEMY

"A crystal clear, concise How-To book that uncovers the hiddden 'yes' behind every 'no'." - ANTHONY PARINELLO, BESTSELLING AUTHOR OF SELLING TO VITO, THE VERY IMPORTANT TOP OFFICER

"Hopkins and Katt prove Henry Ford's theory of 'Whether you think you can or you can't, you're right' by starting with the salesperson's mindset to determine sales success. The tactics that follow help overcome potential rejection for when buyers say no." - SUZANNE GARBER, RISK MITIGATION CEO

"Wow! What a great book! Sales masters and experts Tom Hopkins and Ben Katt have taken the single most important obstacle to sales success and shown sales professionals how to overcome it once and for all." - BRIAN TRACY, BESTSELLING AUTHOR OF THE PSYCHOLOGY OF SELLING

"I just got an advance copy of WHEN BUYERS SAY NO. I got more out of reading the first chapter than I've gotten out of 99.99% of all the sales books I've read. I predict it will be a classic." - GEOFFREY JAMES, AUTHOR OF BUSINESS WITHOUT THE BULLSH*T AND THE AWARD-WINNING COLUMNIST ON INC.COM

"When you understand what the no's in sales really mean, you'll understand how to get more yeses. Read When Buyers Say No by Tom Hopkins and Ben Katt. You won't regret it!"—BILL BARTMANN, BESTSELLING AUTHOR OF BOUNCING BACK

"Business students and practitioners will find this material very useful."—Library Journal

Library Journal
04/15/2014
A sales professional's process of getting a yes from clients can be a challenging, and daunting experience that is fraught with frustration at the prospect of them turning down the product or service. Indeed, coauthors Hopkins (How To Master the Art of Selling) and Katt (speaker and consultant on sales and organizational behavior) point out that "even the highest-income-earning sales professionals in your industry walk away empty-handed at times." With this in mind, the authors' aim here is to help readers sell victoriously. Hopkins and Katt have devised a sales compass called the "Circle of Persuasion," which is comprised of steps including being prepared, establishing rapport, identifying needs, presenting solutions, closing questions (sealing the deal of the sale), and aiming to receive a green light from the potential buyer. The authors recommend that sales professionals examine their own attitudes toward the product and discuss how to establish and maintain sufficient harmony with customers, transition to the sales talk, and listen, and what to do if the consumers say no or if they need more encouragement to purchase. Included are case studies, and each chapter closes with a summary of key points. VERDICT A practical book, correctly referred to by its authors as an instruction manual. Business students and practitioners will find this material very useful and should also consider Hopkins's How To Master the Art of Selling.—Lucy Heckman, St. John's Univ. Lib., Queens, NY
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Product Details

  • ISBN-13: 9781478926986
  • Publisher: Hachette Audio
  • Publication date: 4/1/2014
  • Format: CD
  • Edition description: Unabridged
  • Sales rank: 788,287
  • Product dimensions: 5.20 (w) x 5.70 (h) x 0.80 (d)

Meet the Author

Tom Hopkins is the founder and president of the renowned sales training service Tom Hopkins International. He is a member of the National Speakers Bureau and is the author of the national bestseller How to Master the Art of Selling. Today, more than 35,000 corporations and millions of professional salespeople throughout the world utilize his professional sales training materials.

Ben Katt is a multi-million dollar producer in corporate sales, and has a long track record when it comes to "sealing the deal." He has been instrumental in turning around several top companies and their sales records.

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