The Human Face of E-Business: Engendering Consumer Initial - download pdf or read online

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Extra resources for The Human Face of E-Business: Engendering Consumer Initial Trust Through the Use of Images of Sales Personnel on E-Commerce Web Sites

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But now picture a husband asking his wife whether she wants to go to the theatre on a certain evening. She says, “No, that’s not going to work. ” In the first-date situation, the “hair response” is almost certainly a disguised no answer, and should be regarded as such. But in the other situation—where a relationship already exists and is functioning on many levels—virtually the same response does not indicate a disguised no. 36 S A L E S D ON ’T JU S T H A PPE N Just remember: Many positive-sounding responses that don’t involve a Next Step actually reflect situations where the person has told us no.

Understand: The real tragedy isn’t when the person says no to us. A clear, unambiguous no is actually great news! It means we don’t have to spend any more time developing material for an inactive lead. The real tragedy comes when we give our presentation and the prospect says, “Hmmm . . let me think about it. ” Then we go CHAPTER 3 . . in which we learn about the steps of the sales process 21 back to the office and rework the proposal again and again and again with no commitment whatsoever from the other side.

Let me explain what’s happening in each of those four steps of the sales process. We’ll begin with the most obvious step, which is the one on the far right. If it’s a selling a process, somebody has to be buying something, so the step on the right-hand side is the decision to buy, also known as the close. A lot of interesting things can happen after that decision, including the decision to start the whole process over and buy Close 17 CHAPTER 3 . . in which we learn about the steps of the sales process from you again.

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