Some questions answered in Chapter 11

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(No Transcript)
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Some questions answered inChapter 11

• When do buyers object?
• What objections can be expected?
• How should salespeople prepare to respond to
  objections?
• What methods and techniques are effective when
  responding to objections?
• How do you deal with tough customers?

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How do you feel when

• someone interrupts you?
• someone causes you to start talking about a
  different topic before youre ready?

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Think back to the last time you raised an
objection during a sale. Why did you do it?

• For the challenge to make the salesperson work
  hard for the order.
• Because of a lack of interest the salesperson
  did not qualify you or failed to help you
  identify a need.
• Procrastination to avoid making a decision.
• Due to a drawback the product did not meet your
  needs sufficiently.
• Due to misunderstanding you may not have
  understood what the salesperson meant.

Some kinds of objections are hidden
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Think back to the last time you raised an
objection during a sale. Why did you do it?

• For the challenge to make the salesperson work
  hard for the order.
• Because of a lack of interest the salesperson
  did not qualify you or failed to help you
  identify a need.
• Procrastination to avoid making a decision.
• Due to a drawback the product did not meet your
  needs sufficiently.
• Due to misunderstanding you may not have
  understood what the salesperson meant.
• Personal risk making a bad decision could have
  damaged your reputation.

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Objections are usually not personal
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Objections are usually not personal
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When do buyers raise objections?

• As the salesperson is trying to set up the
  initial appointment.
• During the salespersons approach.
• When the salesperson tries to use small talk.
• As the product is being explained.
• When the salesperson attempts to gain commitment.
• After the sale.

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When do buyers raise objections?
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When do buyers raise objections?
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A salesperson is trying to sell you a brand new
luxury car!
List all of the objections you can think of.
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Objections to buying a new luxury car

• The objections probably fell in five categories
• You didnt need a new car.
• You didnt like the car.
• You didnt like the company or the salesperson.
• You thought the price was too high.
• You needed time to think about it.

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This would cost too much!

• Youve been explaining a new service that would
  change the way your prospects company would
  handle a frequent problem. The prospect has been
  receptive, but suddenly says, This would cost
  too much.
• What should you do?

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The value does not exceed the cost!Im not
going to buy.
Exhibit 11.2
Improve co. image
Benefits
Hassle to switch
20,000 price
Costs
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The value exceeds the costs.When can you
deliver it?
Exhibit 11.2
Hassle to switch
20,000 price
Improve co. image
Increase morale
Costs
Reduce absenteeismsave 15,000
Reduce errorssave 15,000
Reduce trainingcosts save 10,000
Benefits
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Are police our friends?
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Are police our friends?
What if youve just been speeding?
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Objections are our friends
They help us know what is going on in the buyers
mind. But they often come at the wrong time
just as were covering an important point.
Even so, we should have a positive attitude
about them.
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Traits and behaviors of successful salespeople in
responding to objections
Exhibit 11.3

• Develop and maintain a positive attitude about
  objections.

• Commit to always tell the truth.
• Anticipate objections and prepare helpful
  responses.
• Relax and listen and never interrupt the buyer.
• Address known problems before the buyer does.
• Make sure the objection is not just an excuse.
• Are sincerely empathetic to the buyers
  objections.

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Traits and behaviors of successful salespeople in
responding to objections
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Traits and behaviors of successful salespeople in
responding to objections
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What is the difference between postponing and
forestalling objections?
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What is the difference between postponing and
forestalling objections?
Postponing an objection

• In an early part of a sales call, the buyer may
  raise objections the salesperson would prefer to
  answer later.
• The salesperson asks permission to answer the
  objection at a later time.

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What is the difference between postponing and
forestalling objections?
Forestalling an objection

• The salesperson raises an objection before the
  buyer has a chance to raise it.
• Buyers are more willing to change their thinking
  when they do not feel they need to defend a
  position theyve already stated.

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Common methods for responding to objections
Exhibit 11.4
If the buyer makes a statement that is factually
not true, use

• Direct denial
• Indirect denial

• Compensation
• Feel-felt-found
• Boomerang
• Pass-up
• Postpone

If the buyer raises a valid concern or offers an
opinion, use
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Create an open and honest atmosphere
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Create an open and honest atmosphere
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Responding to objectionsdirect denial
From Exhibit 11.5

• BuyerYour products quality is too low.
• Response
• That simply is not true. Our product has been
  rated as the highest in the industry for the last
  three years.

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Using direct denial

• Direct denial should only be used when the
  objection refers to something that is of trivial
  importance to the buyer.
• True
• False

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Responding to objectionsindirect denial
From Exhibit 11.5

• BuyerYour products quality is too low.
• Response
• I can certainly see why you would be
  concerned about quality. Actually, though, our
  product has been rated as the highest in the
  industry for the last three years.

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Responding to objectionscompensation method
From Exhibit 11.5

• BuyerYour products quality is too low.
• Response
• I agree that our quality is not as high as
  some of our competitors. However, it was designed
  that way for consumers who are looking for a
  lower-priced alternative, perhaps just to use in
  a weekend cottage. So you see, our somewhat lower
  quality is actually offset by our much lower
  price.

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Responding to objectionsfeel-felt-found method
From Exhibit 11.5

• BuyerYour products quality is too low.

• Response
• I can certainly understand how you feel.
  Mortimer Jiggs felt the same way before he
  bought the product. But after using it, he found
  that the quality was actually superior to that
  of other products.

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Responding to objectionsboomerang method
From Exhibit 11.5

• BuyerYour products quality is too low.
• Response
• The fact that the quality is lower than in
  other products is probably the very reason you
  should buy it. You said that some of your
  customers are looking for a low-priced product to
  buy for their grandchildren. This product fills
  that need.

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Responding to objectionspass-up method
From Exhibit 11.5

• BuyerYour products quality is too low.

• Response
• I understand your concern. You know one of
  the things I always look for is how a products
  quality stacks up against its cost. Pause
  Now, we were talking about

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Responding to objectionspostpone method
From Exhibit 11.5

• BuyerYour products quality is too low.

• Response
• Thats an interesting point. Before
  discussing it fully, I would like to cover just
  two things that I think will help you better
  understand the product from a different
  perspective. Okay?

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How would you respond?
You are interviewing for a job when the recruiter
tells you, I cant hire you! Youre too young.

• Provide an example of your response using each of
  these techniques
• Direct denial
• Indirect denial
• Compensation method
• Feel-felt-found
• Boomerang
• Pass-up
• Postpone

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What is your advice?

• You are helping a friend rehearse for a job
  interview. After responding to an objection, your
  friend moves on, without asking if you agree that
  the objection has been resolved.

• What advice would you give your friend?

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Adjusting for social style
How would you attempt to answer the objection,
Your new product will have more service problems
than your competitors product in each of the
following situations?

• You are calling on an amiable that you have been
  doing business with for four years.
• You are calling on an expressive for the first
  time.
• You are calling on an analytical that bought one
  of your products three years ago but has bought
  nothing since then.
• You are calling on a driver who currently uses
  your competitors product.

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Responding to objectionsdealing with angry
customers
Think of the last time you confronted a
salesperson or store employee because you were
angry about something that had happened.

• How did the employee handle it?
• Were you satisfied?
• What could you have done differently?

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Responding to objectionssuggested steps

• Listen carefully dont interrupt.
• Evaluate the objection.
• Decide on the method(s) to use in answering the
  objection.
• See if their objection has been answered.

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Price objections

• To help a prospect overcome his or her objection
  to price, the salesperson should carefully
  explain the sellers costs and show that the
  price is fair in comparison to the costs.
• True
• False

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Any questions about the terminology?

• Boomerang method
• Compensation method
• Direct denial
• Excuses
• Feel-felt-found method
• Forestall
• Indirect denial
• Objection

• Pass-up method
• Pioneer selling
• Postpone method
• Probing method
• Superior benefit method
• Third-party-testimony method
• Turnover (TO)

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