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Ten Awesome Ways to Turn No into Yes

POSTED BY prbythebook ON February 6, 2017

 

Ten Awesome Ways to Turn No into Yes by Brian Jud

Authors and publishers hear the word “no” frequently. It could be said by the media, distributors, buyers in retail stores or corporate buyers, however that doesn’t have to be the final answer. People who say no to one thing may be more likely to say yes if asked again.

Use that fact to your advantage in a sales situation! If your prospect says no, think, “I heard what you said but it’s not what you meant.” You can more easily get to yes when you recognize the top ten ways to turn no into yes.

1. It’s about service not sales.

Start with an attitude of how you can solve peoples’ problems instead of thinking about how many books you can sell. Producers want a good show for their audiences, retail buyers want products moving off the shelf, and corporate buyers want to sell more of their products.

2. People are reluctant to admit they made a mistake.

Once they say no, they will not change their minds unless given new information. Don’t tell them they made a bad decision. Instead, agree with them. Take them by surprise by saying, “That’s exactly what I would have said based on the information you have. But if you consider this fact…”

3. Silence may be the same as “no.”

If you leave multiple voice-mail messages but don’t get a return call, change the message. Have a concise, 20-second message that gives the recipient a reason to call you back.

4. Rejection is often due to situational factors.

People may want to help you, but at the present time may be too busy. When cold calling on the phone, give the recipient a reason to listen to you, then ask, “Is this a good time to talk?”

5. In general, people want to be helpful.

If they say no too quickly they may feel bad and actually become more willing to help – if you persist professionally.

6. Start high and work down to a lower level of commitment.

Most children learn that if they want a hamster they first ask for a pony.

7. The prospect – not your product – should be the focus.

Don’t begin the sales process by asking, “What do you think of my book?” Instead ask, “What can I do to help you?”

8. The product form is a variable.

If prospects want your content delivered as an audiobook they will say no to a printed book.

9. Listen to your prospects.

Try to uncover and sell to their interests, not their positions. Their position may be that they have never used a book as a premium before, so why start now? Their interests lie in selling more of their product, motivating employees or creating a safer workplace. Focus on their interests.

10. Don’t take no personally.

Your prospects aren’t always saying no. Sometimes they are saying, “show me a way your content can help me and I’ll give it another look.”

Ready to turn no into yes? Try using these tips and be sure to tell us what you think in the comments!

 


Brian Jud is the Executive Director of the Association of Publishers for Special Sales (APSS – www.bookapss.org) and author of How to Make Real Money Selling Books and Beyond the Bookstore. Contact Brian at BrianJud@bookapss.org or on Twitter @bookmarketing.

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4 Killer Book Marketing Tips for NaNoWriMo

POSTED BY prbythebook ON November 22, 2016
4 Killer Book Marketing Tips for NaNoWriMo

  This year’s National Novel Writing Month (NaNoWriMo) is almost over, but – for most participants – the publication journey is far from over. Whether you’re looking for a traditional publisher or self-publishing, we’ve got some book marketing tips for NaNoWriMo participants and winners that can help you build your brand whether you’re just starting […]

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Marketing Like a Bestseller, Part Three: Creating Strategic Partnerships

POSTED BY prbythebook ON February 22, 2016
Marketing Like a Bestseller, Part Three: Creating Strategic Partnerships

When you’re marketing your book, you definitely don’t have to do it alone. If you’re hoping to create some partnerships that will help elevate your book marketing campaign, we have some great tips on marketing like a bestseller inspired by the successful campaign of Elizabeth Gilbert’s, Big Magic: Creative Living Beyond Fear. In our last […]

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Marketing Like A Bestseller, Part Two: How to Keep Your Audience Interested

POSTED BY prbythebook ON January 22, 2016
Marketing Like A Bestseller, Part Two: How to Keep Your Audience Interested

It can be a struggle to keep your audience interested in your book – especially if your book isn’t out yet. If you’ve taken the advice of our first post in our Marketing Like A Bestseller series, How to Create A Book Announcement, it might seem a little daunting to imagine the next few months. However, […]

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PR or Social Media: What Does Your Book Need? [INFOGRAPHIC]

POSTED BY prbythebook ON January 14, 2016
PR or Social Media: What Does Your Book Need? [INFOGRAPHIC]

Many authors come to PR firms searching for PR help, only to discover they aren’t ready for a publicity campaign. That’s okay! (Really.) Our ultimate goal is to help you build your brand, whether that’s through PR or social media – or both. Use this handy infographic to help you determine which path you should start on with […]

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