welcome your prospect’s objections chapter 12. 12-2 welcome objections! accept objections as a...

Welcome Your Prospect’s Objections

Chapter12

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Welcome Objections!

Accept objections as a challenge People do not want to be taken

advantage of Learn to overcome objections

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What are Objections?

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

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Prospect may object any time during sales call

Always be ready to handle a prospect’s objections

When Do Prospects Object?

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Objections and the Sales Process

Objections can occur at any time When objections occur, quickly

determine what to do

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Basic Points to Consider in Meeting Objections

Plan for objections Anticipate objection before it arises Handle objections as they arise –

postponement may cause a negative mental picture or reaction

Be positive Listen – hear them out

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SECTION 14.2SECTION 14.2 Handling Customer ObjectionsHandling Customer Objections

Why It's ImportantWhy It's Important

Anticipating and planning potential answers to objections will help you feel more confident in your responses to customers. Selecting the most appropriate method for handling those objections will set you apart from other salespeople who do not have that expertise.

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Objections are concerns, hesitations, doubts, or other honest reasons a customer has for not making a purchase. Objections give you an opportunity to present more information to the customer.

Excuses are insincere reasons for not buying or not seeing the salesperson.

Understanding Objections

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Welcome and Plan for Objections

Objections can guide you in the sales process by helping you redefine the customer's needs and determine when the customer wants more information.

Prepare yourself for most objections by completing an objection analysis sheet, which lists common objections and possible responses to them.

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Common ObjectionsMost objections are based on key decisions the customer must make before buying:

need

product

source

price

time

Slide 1 of 3

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Common Objections

Need The customer does not have an immediate need for the item or wants the item but does not truly need it.

Product The customer is concerned about such things as construction, ease of use, quality, color, size, or style.

Slide 2 of 3

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Source The customer has had negative past experiences with the firm or brand.

Price The customer does not want to spend so much money.

Time The customer is hesitant to buy immediately (sometimes an excuse).

Common Objections

Slide 3 of 3

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Successful salespeople have learned to use a very basic, four-step strategy when answering all objections:

Listen carefully.

Acknowledge the customer's objections.

Restate the objections.

Answer the objections.

Four-Step Process for Handling Objections

Slide 1 of 4

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Listen Carefully To demonstrate sincere concern for your customer's objections, be attentive, maintain eye contact, and let the customer talk.


Slide 2 of 4

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Acknowledge the Customer's Objections Acknowledging objections demonstrates that you understand and care about the customer's concerns. This makes a customer feel that his or her objections are understandable, valid, and worthy of further discussion.


Slide 3 of 4

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Restate the Objections To be sure you understand the customer, paraphrase the objections (restate them in a different way), but don't change the meaning of the customer's objection.

Answer the Objections Answer each objection tactfully. Think of yourself as a consultant, using the objections to further define or redefine the customer's needs.


Slide 4 of 4

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Basic Points to Consider in Meeting Objections, cont…

Understand objectionsRequest for informationA condition (negotiation can overcome a

condition)Major or minor objectionPractical or psychological objection

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Practical vs. Psychological

PracticalPriceProduct not neededProspect has overstockDelivery schedules

PsychologicalResistance to $$Pre-determined beliefsNegative image of company/sales force

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Categories of Objections

HiddenUnwilling to discuss true objectionsAsk probing questions

Stalling I’ll think it over I’ll be ready to buy later this month

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No-Need Objection I’m not interestedThanks for coming by

Money ObjectionCosts too much/price too highPrice Value Formula

Price/Value = Cost

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Product ObjectionRisks/competition

Source ObjectionMay not like you or your company

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Exhibit 12.10: Five-Question Sequence for the Smoke-Out

Back to 12-23

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Techniques for Meeting Objections, when they are

incorrect…. Use direct denial tactfully The indirect denial works

‘I agree’ ‘Yes’

Compensation/counterbalance methodShow the benefits/value in profits

Third party answerProof of testimony

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Let’s Review! When Is It Time to Use a Trial Close?

After making a strong selling point in the presentation

After the presentation but before the close

After answering an objection Immediately before you move to close

the sale

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Let’s Review! What Does the Trial Close Allow You to Determine?

Whether the prospect likes your product’s FAB – the strong selling point

Whether you have successfully answered the objection

Whether any objections remain Whether the prospect is ready for you

to close the sale

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What is an 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

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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 project.

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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

Go ahead and closeAlways ask for the orderAllow the buyer to say “no” – don’t say it

yourselfYour competitor(s) may not be able to

overcome the objection(s) either A competitor may make the sale because he/she

asked for it

Be professional, not pushy Leave the door open for a return visit

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Exhibit 12.12: 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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If After Your Presentation You Received a Positive

Response to Your Trial Close, What Would You Do?

Approach

Presentation

Trial Close

Determine Objections

Meet Objections

Trial Close

Close

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If After You Meet the Objection You Received a Positive Response to Your Trial Close, What

Would You Do?

Approach

Presentation

Trial Close


Meet Objections

Trial Close

CloseCloseCloseCloseCloseCloseCloseCloseCloseCloseCloseCloseCloseCloseCloseClose

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If After Your Presentation You Received a Negative

Response to Your Trial Close, What Would You Do?

Approach

Presentation

Trial Close


Meet Objections

Trial Close

Close

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Approach

Presentation

Trial Close


Meet Objections

Trial Close

Close

If After You Meet the Objection You Received a Negative Response to Your Trial Close, What

Would You Do?

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