When Buyers Say No

February 10, 2014
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.

April 15, 2014
A sales professional's process of getting a yes from clients can be a challenging, and daunting experience that is fraught with frustration at the prospect of them turning down the product or service. Indeed, coauthors Hopkins ("How To Master the Art of Selling") and Katt (speaker and consultant on sales and organizational behavior) point out that "even the highest-income-earning sales professionals in your industry walk away empty-handed at times." With this in mind, the authors' aim here is to help readers sell victoriously. Hopkins and Katt have devised a sales compass called the "Circle of Persuasion," which is comprised of steps including being prepared, establishing rapport, identifying needs, presenting solutions, closing questions (sealing the deal of the sale), and aiming to receive a green light from the potential buyer. The authors recommend that sales professionals examine their own attitudes toward the product and discuss how to establish and maintain sufficient harmony with customers, transition to the sales talk, and listen, and what to do if the consumers say no or if they need more encouragement to purchase. Included are case studies, and each chapter closes with a summary of key points. VERDICT A practical book, correctly referred to by its authors as an instruction manual. Business students and practitioners will find this material very useful and should also consider Hopkins's "How To Master the Art of Selling".--Lucy Heckman, St. John's Univ. Lib., Queens, NY

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