sell 3 e chapter 08

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Addressing Concerns

and Earning Commitment

8

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8Learning Objectives

Explain why it is important to anticipate and overcome buyer concerns and resistance.

Understand why prospects raise objections.

Describe the five major types of sales resistance.

L 1

L 2

L 3

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8Learning Objectives

Explain how the LAARC method can be used to overcome buyer resistance.

Describe the recommended approaches for responding to buyer objections.

List and explain the earning commitment techniques that secure commitment and closing.

L 4

L 5

L 6

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8Sales Resistance

Buyer’s objections to a product or service during a sales presentation.

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8Reasons WhyProspects Raise Objections

• The prospect wants to avoid the sales interview.• The salesperson has failed to

prospect and qualify properly.• Objecting is a matter of custom.• The prospect resists change.• The prospect fails to

recognize a need.• Prospect lacks information.

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8Summary of Reasons WhyProspects Raise Objections

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8Major Categories of Objections

1 No Need1

2 Product or Service Objection2

3 Company Objection3

4 Price is Too High4

5 Time/Delaying5

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8Major Categories of Objections

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8Responding to Need Objections

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8Responding to

Product/Service Objections

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8Responding to

Company/Source Objections

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8Responding to Price Objections

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8Responding to Time Objections

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8Handling Buyer Resistance

ListenAcknow-

ledgeConfirmRespondAssess

L A A R C

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8Ethical Dilemma

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8Other Methods for Handling Buyer Resistance

• Forestall – Introduce the source of the objection before the prospect brings it up.

• Direct Denial – A rather harsh response that the prospect is wrong.

• Indirect Denial – Softening the blow whencorrecting a prospect’s information.

• Translation or Boomerang – Turn areason not to buy (the source of the objection)into a reason to buy.

• Compensation – Counterbalance the

objection with an offsetting benefit.

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8Other Methods for Handling Buyer Resistance

• Question – Ask the buyer assessment questions to gain a better understanding of the what they are objecting to.

• Third Party Reinforcement – Use the opinion or data from a third party source to help overcome the objection and reinforce the salesperson’s points.

• Feel-Felt-Found – Salesperson relates thatothers actually found their initial opinions to beunfounded.

• Coming-to-That – The salesperson tells thebuyer that he or she will be covering theobjection later in his or her presentation.

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8Commitment

Often referred to as “closing,” gaining commitment refers to the prospect’s willingness to make a purchase from the salesperson.

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8Guidelines for Earning Commitment

• Look for Commitment Signals– “That will get the job done”– “I didn’t realize you delivered everyday.”– “The price is lower than I thought

it would be.”

• Ask Trial Commitment Questions– “What do you think about what

we’ve discussed?”– “Do you see how this will help

your organization?”

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8Guidelines for Earning Commitment

• Resolve “Red Light” Statements Made by the Prospect– “I’m not sure that will work."– “The price is higher than I thought it would be.”– “Your delivery schedule does not

work for us.”– “I don’t see the advantage of

going with your proposal.”

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8Techniques to Earn Commitment

Balance Sheet

Summary Commitment

Direct Commitment

Success Story

Legitimate Choice

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8Techniques to Earn Commitment

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8Techniques to Avoid

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8Ethical Dilemma