RESPONDING TO OBJECTIONS
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Transcript of RESPONDING TO OBJECTIONS
© 2009 The McGraw-Hill Companies, Inc. All rights reserved.
© 2009 The McGraw-Hill Companies, Inc. All rights reserved.
RESPONDING TO OBJECTIONS
How should salespeople sell value and build relationships when responding to objections?
When do buyers object? What objections can be expected? Which methods are effective when responding to
objections? How do you deal with tough customers?
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chapter 11
SOME QUESTIONS ANSWERED IN THIS CHAPTER ARE:
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“If objections do not arise during your sales call, then you have not created any interest of value to the customer or raised any significant interest to improve its current business process.”
~Dan TermundeBuilding Construction Specialist
Hilti North America
© 2009 The McGraw-Hill Companies, Inc. All rights reserved.
Proper attitude is shown by:– Answering sincerely– Refraining from arguing or contradicting– ________ objections
Salespeople must assume the attitude of helper, counselor, and adviser and act accordingly
Objections present sales ________ Don’t argue; listen and understand
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The Goal is to Build Relationships and Sell Value
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Setting up an initial appointment– Most common when products, services,
or concepts are unfamiliar to the buyer The presentation
– Objections show the prospect’s interest Attempting to obtain commitment
– May reveal a poor job up to this point After the sale
– Carefully respond to these objections
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When do Buyers Raise Objections?
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Common Objections
Objections related to needs– I do not need the product or
service– I’ve never done it that way
before Objections related to the
product– I don’t like the product or
service features– I don’t ________– I need more information
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Objections related to the source– I don’t like your company– I don’t like you
Objections related to the price– I have no money– The value does not exceed the cost
Objections related to time– I’m just not interested today– I need time to think about it
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Common Objections (continued)
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Value: The Relationship Between Costs and Benefits
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We have no room for your line There is no demand for your product Sorry, but I just don’t do business with blacks or
women I’ve heard complaints from my friends who use
your product I prefer to do business with Arab-owned firms I need a kickback We can do business if I can see you socially It’s a lot of _______ in paperwork and time to
switch suppliers
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Other Objections
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_______ objections– Prepare helpful responses
Forestall known concerns– Raise objections before
buyers have a chanceto raise them
– Very important inwritten proposals
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Behaviors of Successful Salespeople
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ForestallPrevent by doing something ahead of time.
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Behaviors of Successful Salespeople (continued)
Relax and listen – do not interrupt– Listen first, then answer the objection– Do not interrupt with an answer– Plan to relax as buyers offer objections
Evaluate objections– Objections may be classified as
unsatisfied needs or excuses– Circumstances can provide clues
Always tell the truth– Lying and deception are not a part of a
successful long-term relationship
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No perfect method exists for answering all objectives completely
In some instances, spending a lot of time trying to convince the prospect may not be wise
Probing method– Can be verbal or nonverbal
Blunders occur when the salesperson:– Does not understand the question– Answers the _______ question– Fails to fully answer the objection
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Effective Response Methods
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Common Methods for Responding to Objections
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Direct denial– The salesperson makes a relatively strong
statement to indicate the error the prospect has made
– Appropriate only when the objection is blatantly inaccurate
– Should never be used if the prospect is merely stating an opinion
Indirect denial– The salesperson denies the objection but
attempts to soften the response– The salesperson must recognize the position of
the customer who makes the objection and then continue by introducing substantial evidence
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Effective Response Methods
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Effective Response Methods (continued)
Compensation method– Buyers may object because the
salesperson’s product is less than perfect– Acknowledge objections and then show
any compensating advantages– Also referred to as superior benefit
method– Also use when the prospect tries to put
off closing the sale Referral method
– ______-______-______ method
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Revisit method– Salesperson turns the objection into a reason
for buying (boomerang method)– Works with most personality types
Acknowledge method– Buyer voices opinions or concerns to ______
frustration– Salesperson listens, acknowledges, pauses,
then moves on– Should not be used if the objection is factually
false
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Effective Response Methods (continued)
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Effective Response Methods (continued)
Postpone method– Buyer raises objections the salesperson would
prefer to answer later in the presentation– The salesperson should ask permission to
answer the question at a later time– Most useful when a price objection occurs
early in the presentation Using the methods
– Salespeople often combine methods
– Sometimes several methods can be used in one answer
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Seller should try to get a sense of whether other buyers share the concern
Throw the concern back to the group Any response should be directed to
all buyers, not just the one who asked the question
Make sure that all buyers are satisfied with the answer
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Objections When Selling to a Group
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Most frequently mentioned obstacle Don’t lower the price as a first
response When faced with a price objection:
– Use up-to-date information– Establish the ________– Use communication tools effectively
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The Price Objection
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Dealing With Tough Customers
Sellers need to maintain a positive attitude, even with rude, hard-to-get-along with prospects
It may be appropriate to point out the prospect’s rudeness
The buyer’s culture often dictates their response to a seller
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Responding to objections is a vital part of a salesperson’s responsibility.
Successful salespeople carefully prepare effective responses to buyers’ concerns.
Buyers object for many reasons. Effective methods of responding to
objections are available, and their success has been proved.
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Summary
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