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When Buyers Say No: Essential Strategies for Keeping a Sale Moving Forward
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.
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.
- GenresBusinessNonfiction
320 pages, Hardcover
First published January 1, 2014
42 people are currently reading
301 people want to read
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Displaying 1 - 10 of 10 reviews
June 9, 2023
برای عزیزانی که میخوان در حرفه فروش فعالیت داشته باشند کتاب خوبی هست.
June 22, 2014
Don't let the title of this book turn you off. Knowing that this book is a sales book and knowing that the title is 'When Buyers Say No' at first glance it may seem like "one of those" books that tries to manipulate people. But if you truly understand sales you know that sales is nothing more than serving people's needs and helping people to solve problems. This is why so much of sales is really about being a consultant more than anything. This is the sort of thing you will find in this book.
I learned a lot about sales techniques in this book. People who have been through heavy sales training may not be completely educated by everything in this book but still may find value in the title's premise of 'when buyer's say no'. Rather than being about strong-arming people into a 'yes' this book teaches you asking techniques and answering techniques in the sales process to better find out what's behind the 'no' so that you can either build further rapport or just let it go and move on. After all, selling is asking.
One of the points that really struck me in this book is the concept that as a salesperson it isn't your job to give presentations---it is your job to close sales. I think this is an important point because a lot of salespeople get really hung up in the presentation of their product and they don't 1. fet out the needs of their customers enough by asking questions and then 2. use that knowledge to close the sale. Tom Hopkins drives home the almost obvious but necessary fact that you get paid for the close and not enough sales people ask for the close.
The best part about this book is the fact that Tom doesn't just discuss concepts of sales but actually gives hard core sales strategies like phrases to use (and not use) with the end of each chapter summarizing key points taught and he even cites numerous case studies (using a widget company as the product example) to further drive home the techniques he teaches. In that sense this book is almost a textbook for sales training making it extra useful.
I learned a lot about sales techniques in this book. People who have been through heavy sales training may not be completely educated by everything in this book but still may find value in the title's premise of 'when buyer's say no'. Rather than being about strong-arming people into a 'yes' this book teaches you asking techniques and answering techniques in the sales process to better find out what's behind the 'no' so that you can either build further rapport or just let it go and move on. After all, selling is asking.
One of the points that really struck me in this book is the concept that as a salesperson it isn't your job to give presentations---it is your job to close sales. I think this is an important point because a lot of salespeople get really hung up in the presentation of their product and they don't 1. fet out the needs of their customers enough by asking questions and then 2. use that knowledge to close the sale. Tom Hopkins drives home the almost obvious but necessary fact that you get paid for the close and not enough sales people ask for the close.
The best part about this book is the fact that Tom doesn't just discuss concepts of sales but actually gives hard core sales strategies like phrases to use (and not use) with the end of each chapter summarizing key points taught and he even cites numerous case studies (using a widget company as the product example) to further drive home the techniques he teaches. In that sense this book is almost a textbook for sales training making it extra useful.
October 23, 2015
4.5 Stars
I originally read this book when I found myself moving into more of a sales role at work. I don't have previous experience in the field, so I was looking for resources. I found this book to be very helpful. I would recommend it to anyone wanting to improve their sales record. This book offers practical and specific advice how to successfully negotiate and close sales. I have started following the advice in this book and have already noticed a remarkable shift in my sales approach.
I don't normally read these kind of "self help" business books, but I was pleasantly surprised by this one. The advice was incredibly useful. I originally listened to this as an audiobook from my library, but ended up buying a copy so that I refer back to it on a regular basis. I expect I will be highlighting and underlining almost every page.
I originally read this book when I found myself moving into more of a sales role at work. I don't have previous experience in the field, so I was looking for resources. I found this book to be very helpful. I would recommend it to anyone wanting to improve their sales record. This book offers practical and specific advice how to successfully negotiate and close sales. I have started following the advice in this book and have already noticed a remarkable shift in my sales approach.
I don't normally read these kind of "self help" business books, but I was pleasantly surprised by this one. The advice was incredibly useful. I originally listened to this as an audiobook from my library, but ended up buying a copy so that I refer back to it on a regular basis. I expect I will be highlighting and underlining almost every page.
July 15, 2019
Multi-Millionaire Hector LaMarque told me that as he was developing his Primerica Financial Services sales skills,
that he listened to Tom Hopkins 2 hours a day, 5 days a week, for 3 years.
Since that is my business too, and modelling excellence is a good way to learn,
I'm listening to Hector and/or Tom Hopkins for hours each day too.
So soon I'll be listening to this one again, to fully internalize these good lessons, until they start coming out of my mouth automatically too. All done in a way that just seems like a conversation, rather than "Sales".
I really like their definition of Sales:
Professional Sales is
Asking People Questions
Leading Them To A Conclusion
That Is Good For Them.
That suits me and who I am.
So I look forward getting better and better at the insights from this book.
that he listened to Tom Hopkins 2 hours a day, 5 days a week, for 3 years.
Since that is my business too, and modelling excellence is a good way to learn,
I'm listening to Hector and/or Tom Hopkins for hours each day too.
So soon I'll be listening to this one again, to fully internalize these good lessons, until they start coming out of my mouth automatically too. All done in a way that just seems like a conversation, rather than "Sales".
I really like their definition of Sales:
Professional Sales is
Asking People Questions
Leading Them To A Conclusion
That Is Good For Them.
That suits me and who I am.
So I look forward getting better and better at the insights from this book.
April 13, 2021
A very good read. It is focused on sales as a process and not an event. Tom Hopkins is a master salesman and his content is a must-read for anyone in sales. I loved the chapter key points and the circle of persuasion checklist at the end of the book. A great reference manual for top salespeople.
September 6, 2018
This is a book with pretty basic selling techniques. If you are looking for something more insightful and powerful, this is not the deal.
November 17, 2018
Great book! The authors share great insights on being able to close the sale, my favorite being the strategy to pull the sale away. Thanks Hopkins!
September 23, 2024
Need to reread this book again. It's very good when it comes to dealing with rejection from customers.
April 30, 2025
Great supplement to 'How to master the art of selling'. Worth revisiting on occasion.
January 5, 2016
The best thing about this book:
It emphasizes that sales is a process.
There is no such thing as a "magic closing formula". You, the seller, must continually guide the conversation towards the goal- a satisfied paying customer.
That can be difficult.
This book gives you a mental framework to follow so that you can skillfully steer your way across the finish line; a process you can adopt to keep a sale moving forward and close more deals.
Buyers say no. When they do, you need a plan. Plan ahead. Read this book.
It emphasizes that sales is a process.
There is no such thing as a "magic closing formula". You, the seller, must continually guide the conversation towards the goal- a satisfied paying customer.
That can be difficult.
This book gives you a mental framework to follow so that you can skillfully steer your way across the finish line; a process you can adopt to keep a sale moving forward and close more deals.
Buyers say no. When they do, you need a plan. Plan ahead. Read this book.
Displaying 1 - 10 of 10 reviews