When Buyers Say No: Essential Strategies for Keeping a Sale Moving Forward (Tom Hopkinds; Ben Katt, 2014)

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  • Successful persistence doesn’t involve note repetitions of the same information
  • No is a guidepost not a stop sign
  • Why no? Lingering questions, inadequate explanation of benefits, additional discovery is required, misstep in qualification, unrevealed questions, timing, features, not you (being disliked)
  • In selling, the person asking the questions controls and leads the sale
  • Persuasion: establishing rapport > identifying needs > presenting solutions > closing questions
  • Buyer’s mentality: starting points, personalities, questions, timing, money constraints
  • Believe in what you sell: you can’t sell from an empty wagon
  • Rapport: smile, small talk, be likable, verbal link, nonverbal-tonality, volume, speed, enunciation, physiology, posture (symmetrical / asymmetrical), proximity, touching, handshake, walking
  • Ask reflective questions, e.g. have tight budget so uncertain how to plan to maximise it?
  • Make the gatekeeper to become your salesperson
  • Use humour, first name, heart of persuasion (selling with benefits, selling value, heart-to-heart sales talks)
  • Closing: direct (how many you want?), trial (if you need, how many?), alternate advance / assume (would you want it shipped by Thursday?) - stay relaxed and silent after asking
  • Proactive call-to-action: if I can, will you?
  • Positive words: move forward, buying decision, take the next step, purchase, participaction, satisfied, immediate action, with your approval, as my client, your warranty includes, schedule training / delivery
  • If all-else-fails, ask the ultimate question


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