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 the sales opportunity. Hopkins and Katt describe that most product sales reps have a traditional linear approach to offering, but that the secret in closing is within taking a more creative and round approach. That is the key.

It all starts with the way the buyer initially says, ‘Simply no.’ Way too many sales reps don’t pay out close attention concerning how that’s provided. Hopkins and Katt point out that ‘no’ may recommend all sorts of other available choices — avenues that can eventually lead to the buyer in fact saying yes.

The authors introduce a novel concept called the Circle of Persuasion which offers sales reps a fresh approach with this potentially tricky process. Along the way, WHEN Customers SAY NO information prescriptive steps and even sample dialogues that may instruct and guide sales professionals on how best to best cultivate buyer-seller human relationships.

There’s particular focus on how to establish the type of rapport that eventually leads to a successful close.