When Buyers Say No: Essential Strategies for Keeping a Sale Moving Forward
Every no means something different in sales. And rather than relying on a rote way of teaching how to break through these obstacles, experts Hopkins (author of How to Master the Art of Selling, 1980) and Katt show readers through examples. Their process is named the “circle of persuasion,” which starts and ends with traditional steps, from establishing rapport to closing the sale. What makes the program work is the authors’ intense attention to detail as well as two conversation-filled case histories that mirror the content in each chapter. Here, salesperson “Kate” focuses on business sales; “Bob,” on residential. Emphasizing that a no doesn’t signify a personal rejection, Hopkins and Katt pound away on the fundamental skills every good salesperson should acquire, such as listening, going beyond surface rapport, relaxing (a key attribute when the close is near), and negotiating. Selling well is not an easy subject to teach on the printed page; both authors will earn readers’ respect for doing just that. --Barbara Jacobs