When They Say No
Who this book is for
Người bán hàng ở Việt Nam, bán giải pháp cho doanh nghiệp, bán dự án, hoặc bán hàng giá trị lớn cho khách lẻ; từ người bán một mình tới trưởng nhóm vài người. Người đọc là NGƯỜI LÀM NGHỀ: họ mang chỉ tiêu, ăn lương theo kết quả, và thường không quyết được giá.
Sound familiar?
- A buyer goes quiet for weeks and the deal stays in the pipeline anyway.
- Answers an objection immediately, so the buyer closes up and stops saying what's true.
- Can't tell a busy buyer from one who has already chosen someone else.
- Avoids asking directly, for fear of hearing no.
After reading, you can
Help a seller handle objections by understanding them and close out dead deals.
Each chapter answers one question
Chapter 1: Is an objection a wall, or a map?
What is the objection I just heard telling me?
An objection is information about what still worries the customer, not a match to be won.
Chapter 2: Is silence a no, or a question nobody asked?
A customer has been silent for three weeks; what do I do?
Silence is not a no; it is an unknown, and it needs to be handled very differently.
Chapter 3: What harm do dead deals in my pipeline do?
How many opportunities in my pipeline are actually dead?
A pipeline full of dead deals gives a false sense of safety and makes the forecast completely wrong.
Chapter 4: Did I lose on price, or something harder to admit?
Why did my latest lost deal really lose?
The loss reason recorded in the system is usually the easiest one to record, not the real one.
Chapter 5: Does no today mean no forever?
How do I stay in touch with people who said no?
Most people who say no today will buy something in the next two years, just not now.