Final answer:
The statement implies that the real sales challenge begins when a customer initially rejects an offer, since it is then that a salesperson can work to overcome objections and negotiate. Sales techniques like the 'foot-in-the-door' can be useful. Additionally, it reflects the idea that everyone has a price, meaning refusals are due to the offer not meeting the individual's expectations.
Step-by-step explanation:
The statement 'a sale does not begin until a customer says "no"' suggests that the sales process really starts when a customer objects or declines an offer. It is at that point that a salesperson has the opportunity to address concerns, offer additional information, or negotiate terms that could lead to a sale. This can involve tactics like the foot-in-the-door technique, where smaller agreements pave the way for larger commitments, or overcoming objections related to tying sales, where the purchase of one desired product is contingent upon the purchase of another, potentially unwanted, product.
The concept also ties into the idea that everyone has a price; that is, for any refusal, it's a matter of the offer not meeting the valuation the individual places on what is being asked of them. In sales, this can imply that finding the right terms or price can turn a 'no' into a 'yes'. The complex dynamics of sales negotiations often require a nuanced understanding of consumer behavior and psychology, where tactics and strategies are employed to create value propositions that are compelling enough to change a customer's initial refusal into acceptance.