When Buyers Say No with Tom Hopkins #116

In this episode we meet the author of my first book I bought on sales, Tom Hopkins. Tom is a world renown sales trainer and leading author on sales techniques and salesmanship. His book How to Master the Art of Selling has sold over 1.6 M copies. Today we learn how to listen for reluctance and adjust the process to the right spot using the Circle of Persuasion.

When Prospects Say “No”

Selling doesn’t begin until the buyer gives you either an objection, stall or a no. It is human nature to say no. The goal is to isolate the word no and turn it or a stall into a yes.

The sales starts the moment you meet. Test close every so often through the conversation,“How does this look to you” . Again it’s human nature to say no. Often times there are lingering questions that have yet to be answered (nor have they asked it).

Circle of Persuasion

The Circle of Persuasion is a process that takes a prospect’s “no” around the circle and turns it into a “yes”. This process was created by Tom’s coauthor Ben Katt.

There are seven steps:

Establish Rapport
Open Up ….. ”you were referred to me and suggested we meet….”
Identify Needs…….. Ask basic questions, Asking for their help
Requalify Questions………. Reiterate what reasons did we have to meet….. double check to see if anything has changed since you last spoke.
Draft the prospects feelings on the paperwork “a good decision is only as good as the facts”
Test close…….. “does this look OK”
Final close

Mistakes Sellers Make

Far too often sellers fail to invest in themselves. They always make the following mistakes:

Don’t commit to self improvement
Don’t become master askers

Until they learn to continually hone their craft and listening skills, they will always struggle in sales.

Action Advice

Work on your personality to become a person where people like, trust, want to listen to you. You will reap great rewards with this investment.

Where To Find Tom Hopkins

Website www.Tomhopkins.com

Free Resource Page – You can find the resource page with sales tips and advice on building rapport along iwth samle “Thank You Notes”.

Building Rapport in Sales

Here are a few other terrific Sales Babble episodes that you may find of interest.