Când cumpărătorul spune 'NU'

This book explains how salespeople can respond when buyers say no. Tom Hopkins and Ben Katt offer a practical sales guide. They trace the process from first contact to a buying decision. Examples of dialogue from real situations show how the methods work.

The book has four parts. The first looks at the strain of hearing a refusal. It explores what a buyer’s “no” might mean. It also introduces the authors’ circular model of persuasion.

The second part follows the steps toward asking for a sale. It looks at why buyers turn offers down. Topics include building trust through nonverbal cues and asking about buyers’ needs. It also covers ways to present solutions and mistakes when closing.

The third part focuses on handling a buyer’s refusal. It shows how questions and objections can help move talks forward. It also covers ways to negotiate terms that serve both sides.

The last part explains what to do once buyers agree. It shows how the whole meeting can help secure referrals. These referrals can lead to further sales meetings and sales.