Welcome Your Prospect’s Welcome Your Prospect’s ObjectionsObjections

Welcome Your Prospect’s Welcome Your Prospect’s ObjectionsObjections

Chapter

Chapter

11

McGraw-Hill/Irwin Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved.

11-2

PresentationDiscuss ProductPresent Marketing PlanExplain Business PropositionSuggest Purchase

Selling Process Buyer’s Mental Steps Prospecting

Preapproach

Follow-up & Service

Approach

Presentation

Trial Close

Determine Objections

Meet Objections

Desire

Conviction

Present Marketing PlanAvailability, Delivery,Guarantee, Merchandising,Installation, Maintenance,Promotion, Training, Warranty

Explain Business PropList Price, Shipping Cost,Discounts, Financing, ROI,Value Analysis

Suggest PurchaseProduct, Quantity, Features,Delivery, Installation, Price

MoneyAuthorityDesire

Action

(Purchase)

Attention

Discussion SequenceDiscuss ProductShow FeatureExplain AdvantageLead into BenefitLet Customer Talk

Interest

Trial Close

Close

The Parallel Dimensions of Selling*

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Welcome Objections!

People do not want to be taken advantage

of.

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What are Objections?

Opposition or resistance to information or the salesperson’s request is an objection.

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A prospect may object

When Do Prospects Object?

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Exhibit 11-1: When Objections Occur, Quickly Determine What To Do

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Basic Points to Consider in Meeting Objections

Plan for objections. Handle objections as they arise.

Be positive. Listen –

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Basic Points to Consider in Meeting Objections, cont…

Understand objections: A condition (negotiation can overcome a condition) Practical or psychological objection

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Exhibit 11-3: Examples of Objections

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Six Major Categories of Objections

Salespeople often encounter the same objections from customer to customer.

After a sales call, ask yourself:

Be prepared for the same objection to arise again!

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Exhibit 11-4: Six Major Categories of Objections

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How Do You Handle Sales Objections?

The sales objection may:

Remember you want to help the person.

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Salespeople Need To Be Good Communicators, but How?

Handling objections can be challenging:

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Exhibit 11-7: Techniques for Meeting Objections

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Techniques for Meeting Objections The dodge neither denies, answers, nor

ignores. Don’t be afraid to pass up an objection. Rephrase an objection as a question

(Exhibit 11-8).

Postponing objections is sometimes necessary.

Send it back with the boomerang method. Ask questions to smoke out objections:

Five-question sequence (Exhibit 11-10)

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Exhibit 11-10: Five-Question Sequence Method of Overcoming Objection

Back to 12-23

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Techniques for Meeting Objections, cont…

Use direct denial tactfully The indirect denial works Compensation or counterbalance method Let a third party answer

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Technology Can Effectively Help Respond to Objections!

Data stored in handheld computers or laptops, or obtained using a telephone modem or satellite transmission, can provide information to overcome buyer’s objections.

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After Meeting the Objection–What to Do?

First, use a trial close – ask for opinion.

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Exhibit 11-12: The Procedure to Follow when a Prospect Raises an Objection

Prospect raises an objection

Prospect raises an objection

Response to the objection

Response to the objection Use a trial closeUse a trial close

Move into your presentation

Move into your presentation

Close the saleClose the sale

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The Trial Close Is a Powerful Communication Technique that Can Produce:

Two-way communication Participation from the other person

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Example of a Trial Close Used to Respond to an Objection

“Does that answer your question?” “With that question out of the way, we can go

ahead – don’t you think?”

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Once You Have Satisfactorily Responded to the Objection, What Should You Do Next?*

Make a smooth transition back into your presentation: “As we were discussing…”

Move to close the sale if you have completed your presentation.

Move to close again if objection was after a close.

Skip video

If You Cannot Overcome the Objection, What Are Three Alternatives to Consider?

1. Return to presentation concentrating on new or previously discussed FABs of your product.

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If You Cannot Overcome the Objection, What Are Three Alternatives to Consider?

2. Admit it. Compensate for it by showing how your

product’s benefit(s) outweigh the disadvantage(s).

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If You Cannot Overcome the Objection, What Are Three Alternatives to Consider?

3. If 100% sure the customer will not buy: Your competitor(s) may not be able to overcome

the objection(s) either

Be Leave the door open for a return visit.