Answering Objections

1
Answering Objections

• Selling Electronic Media 105-113
• Accidental Salesperson 164-168
• Covered in Closing is a Funny Word For It

2
4 mistakes salespeople makewhen they deal with
objections

• They discuss the problem instead of the
  solutions.
• They over-react by blowing the problem out of all
  proportion.
• They assume that they must find the solution
  alone. Ask the customer for ideas.
• Ignoring a fake objection is a good tactic.
  Address real objections quickly.

3
Expect the objection

• Address recurring objections early to enhance
  credibility.
• Make sure you understand the objection.
• Re-state the objection in your own words.
• Let them know they have made a good point.
• Address the objection.

4
Your rates are too high

• If price is the real objection, then you havent
  made the case for the value of your medium of the
  schedule youre selling.
• Probe what the prospect is using as a cost
  comparison. A spot is not a spot.
• Rates are based on supply and demand. Your
  product is in high demand.
• Answer the objection by re-stating why you give
  them more than your competitor.

5
Your price is too high

• Too high compared to what?
• If our competitor is much less, what does that
  tell you? Why do you think theyre worth less?
• Are you interested in the cheapest available or
  in bringing in the most new customers?
• If it were cheaper, would you want it? Good!
  Lets look at some ways you can afford it.

6
I dont have the budget I cant afford it.

• There is a price to be paid for buying this and a
  price to be paid for not having it. Think of all
  the new customers you could bring into the store
  with this campaign.
• I know what youre telling me. Youre saying that
  this is not a top priority to you. We all find
  the money for really important things, dont we?
  The business you generate from this should make
  this a great investment!
• If I could show you a way to afford this, would
  you be interested? (fewer spots,extended billing,
  co/op/vendor)

7
My budgets already spent

• Are there other budgets you can use?Lots of
  people pay us from other budgets used to increase
  sales (promotion, P.R.,Misc.)
• If youve estimated the prospects total budget,
  youll know if thats true. If so, you have a
  condition, not a problem.
• Look for co/op, vendor money to augment the
  prospects limited budget. (RAB/TVB)

8
I tried it - It didnt work

• What results DID they get? Was their expectation
  reasonable?
• Probe for information on what day/time spots ran,
  how many spots, copy used, commercial type,
  merchandise involved, demographics targeted.
• Explain what might have gone wrong and what you
  will do to insure success now.

9
You cant guarantee results

• For larger advertisers using ad agencies,
  ratings are guaranteed and makegoods are
  offered. You will know if this applies to your
  client.

• Use stories from recent station successes.
• Use success letters, testimonials from
  advertisers.
• Review logic of why your proposal would work.

10
Ive been advertising on ____ for years. Im
well satisfied.

• Ask how the prospects business will grow if they
  continue using the same media. You offer the
  chance to reach a brand new audience.
• Often we are satisfied with a product because we
  havent had the chance to compare it with
  something more effective.
• If youre like me, you dont like to change.
  Sometimes we just have to change to get ahead of
  the competition. Can I show you how using us will
  bring in new customers?

11
Ill think it over

• Summarize the benefits youve presented. Youve
  agreed that the cost is in line, right? Your
  big sale is coming up right?. Ferret out the
  final No and answer it.
• Obviously, you have a reason for saying that. Do
  you mind if I ask what it is?
• I understand you want more time to think. Could
  we just review your reasons for and against for a
  moment?
  

12
Im not interested

• You have not created an interest in the buyer.
• I apologize to you. If I had fully explained the
  benefits of using our station, you would be
  interested and excited. (Address objections
  again)
• I have ______ customers now who Ive brought on
  board in the last ________ and they all said they
  werent interested. They invested in my station
  because they found out that it made them money. I
  suspect that our strength in (audience
  demographics) will really interest you. ...