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

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.)