Overcoming Customer

Objections During The

Sale

Participant Workbook

Handling Objections

The “Handling Objects Course” is:

1. Overcoming Customer Objections During the Sale

Complete these worksheets as you work through the on-

line training module. Research shows that the more

you explore, analyze and implement new information,

the more likely you are to remember it…and use it to

get better results!

Understanding objections – what are they?

Learning to read different types of sales objections

Importance of attitude

The five step process

Tools and techniques to move the sale forward

WELCOME to the Workbook for Handling Objections

Course.

The objectives for this section are:

UNDERSTANDING OBJECTIONS – WHAT ARE

THEY?

A good sign the customer is engaged in the sales process is

when they ask questions. This is not a sign of objection and

should be viewed as a positive result.

Write down your understanding of what an objection is and what

causes customer objection.

3

DIFFERENT TYPES OF SALES OBJECTIONS

It is important to know the main types of sales objections, as it allows you to prepare how you will handle your response and to identify the best approach to use.

With your understanding from the Module, list what these are and the approach you would take for each.

TYPE 1

TYPE 2

TYPE 3

TYPE 4

TYPE 5

IMPORTANCE OF ATTITUDE

“I’M NOT SURE”

“I NEED TO THINK ABOUT IT”

“IT’S A BIT MORE THAN I WANT TO PAY”

“I’M JUST LOOKING -I’M NOT READY TO BUY

YET”

Regardless of which objection the customer communicates, you need to embrace the opportunity and have a process to use to identify and address this concern.

Using the below common objections provide details of how you would respond to these in your own dealership.

THE FIVE STEP PROCESS

By following the five step objection handling process, regardless of the type of objection, these will increase your chances of a sale.

Identify the five steps in the order you would manage and then communicate them.

STEP 1

STEP 2

STEP 3

STEP 4

STEP 5

STEP 1: ACKNOWLEDGE THE OBJECTION

The acknowledgement doesn’t have to be a big deal. Simply restate their concerns with an expression of willingness to help them.

Think of a recent encounter you had with a customer when they communicated an objection to you. How did you respond to them and was it successful?

STEP 2: ISOLATE THE OBJECTION

By isolating any objections this ensures that you and the customer can focus on what is important to them. The advantage of this approach is that once this objection is handled, it opens the door to you getting the sale.

What strategy would you use if a customer responded with the following objection - “I need to check with my husband”?

STEP 3: CLARIFY THE OBJECTION

After you have acknowledged and isolated their objection, you need to clarify the specific details of their objection.

By asking open questions, you are encouraging the customer to share with you what is influencing their decision.

Based on your understanding from the module, write down examples of the types of questions you would ask to get further information from the customer.

STEP 4: PROVIDE SOLUTION

There is not a set “formula” for providing a solution as it is dependant on the customers situation and concerns. It is not uncommon that they will have further questions.

Write down strategies which will help answer the following objection: “I really like the red display model in the window, but have heard some really bad stories on it’s safety performance”

STEP 5: CONFIRM

Having addressed each of the issues in the customer’s objection,

the final step is to get their permission to move forward with the

sales process.

Write down how your conversation will sound after the customer is satisfied with your response on the cars safety performance.

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