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.
