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.
|Publisher:||Grand Central Publishing|
|Sold by:||Hachette Digital, Inc.|
|File size:||1 MB|
About the Author
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.
Table of Contents
Introduction: What You Can Expect to Gain from This Book xi
Section 1 The Buyer Says No
1 The Buyer Said No 3
2 What No Really Means 12
3 Lost in the Sale 25
Section 2 The Circle of Persuasion
4 The Circle of Persuasion 35
5 Did the Buyer's No Start with You? 42
6 Did You Establish and Maintain Sufficient Rapport? 47
7 Identifying Needs 76
8 Discovery Questions 94
9 Lowering the Buyer's Resistance during Your Presentation 113
10 Asking Closing Questions 139
Section 3 When Buyers Say No
11 Re-establishing Rapport 169
12 Identifying Questions 179
13 Presenting Answers 195
14 The Key Moment of Asking for the Sale 202
15 Preparing for Negotiation Requests 220
16 How to Negotiate with Buyers 236
Section 4 The Buyer Said Yes
17 When Buyers Say Yes! 267
18 Earning the Right to Even More Yeses 274
Circle of Persuasion Checklist 293
About the Authors 303