Tải bản đầy đủ

Relationship selling through service mkt 173 chap 11

Welcome Your Prospect’s
Objections

McGraw-Hill/Irwin

Copyright © 2007 by The McGraw-Hill Companies, Inc. All

Chapter

11


11-2

Chapter

11


Main Topics








11-3

The Tree of Business Life: Objections
Welcome Objections!
What Are Objections?
When Do Prospects Object?
Objections and the Sales Process
Basic Points to Consider in Meeting Objections
Six Major Categories of Objections

Chapter

11


Main Topics
 Techniques for Meeting Objections
 Technology Can Effectively Help Respond to
Objections!
 After Meeting the Objection—What to Do?
 In All Things Be Guided by the Golden Rule

11-4

Chapter

11


The Tree of Business Life: Objections
Guided by The Golden Rule:
Rule
 Welcome objections.
 Remember that objections may allow you to


answer the prospect’s concern(s).
 Realize your product or solution may not be
for everyone.

 If it is not for a particular customer, thank

him and politely leave
 If it would benefit the customer, politely,
professionally, and ethically show how the
product could be useful

 Handling objections truthfully shows you

provide ethical service in order to build true
relationships.


The Parallel Dimensions of Selling*
Discussion Sequence
Discuss Product
Show Feature
Explain Advantage
Lead into Benefit
Let Customer Talk

Present Marketing Plan

Presentation
Discuss Product
Present Marketing Plan
Explain Business Proposition
Suggest Purchase

Availability, Delivery,
Guarantee, Merchandising,
Installation, Maintenance,
Promotion, Training, Warranty

Selling Process

Buyer’s Mental Steps

Prospecting Money
Preapproach

Authority
Desire

Approach

Attention
Interest

Presentation
Desire
Trial Close
Determine Objections

Explain Business Prop
List Price, Shipping Cost,
Discounts, Financing, ROI,
Value Analysis

Meet Objections

Conviction

Trial Close

Suggest Purchase
Product, Quantity, Features,
Delivery, Installation, Price

Close
Follow-up & Service

Action
(Purchase)


Welcome Objections!
 Accept objections as a
challenge.
 People do not want to be taken
advantage of.
 Learn to overcome objections –
do not fear.


What are Objections?
 Opposition or resistance to information or the
salesperson’s request is an objection.

 Prospect who presents
objections is often more
easily sold.


When Do Prospects Object?
 A prospect may object at any time during
sales call.
 Always be ready to handle a prospect’s
objections.
 Quickly determine what to do.


Exhibit 11-1: When Objections Occur,
Quickly Determine What To Do


Basic Points to Consider in Meeting
Objections
 Plan for objections.
 Anticipate and forestall.
 Handle objections as they arise.
 Postponement may cause a negative mental
picture or reaction


Basic Points to Consider in Meeting
Objections, cont…
 Postponement of objections may result in:
 Prospect may stop listening
 Prospect may feel that you have something to hide
 You also feel that it’s a problem
 You cannot answer because you don’t know the
answer
 May appear that you’re not interested in prospect’s
opinion


Basic Points to Consider in Meeting
Objections, cont.
 Be positive.
 Use positive body language
 Do not take objections personally – no hostility

 Listen – hear them out.
 Listening Guidelines – Chapter 4


Basic Points to Consider in Meeting
Objections, cont…
 Understand objections:
 Request for information
 A condition
 Objection that turns into a condition of the sale
 Negotiation can overcome a condition
 “Hopeless”
 Major or Minor objections (true objections)
 Practical (overt) or Psychological (hidden) objection
 A real objection is tangible
 The salesperson must uncover hidden objectives and
eliminate them


Exhibit 11-2: What Does a Prospect
Mean by an Objection?
Is
Is the
the prospect’s
prospect’s
response
response a...
a...

Request
Request for
for more
more
information?
information?

Condition?
Condition?

Major?
Major?

Practical?
Practical?

Psychological?
Psychological?

Hopeless
Hopeless
objection?
objection?

True
True objection?
objection?

Minor?
Minor?

Practical?
Practical?

Psychological?
Psychological?


Exhibit 11-3: Examples of Objections


How Do You Handle Sales Objections?
 The sales objection may:
 Ask for information
 Give strong resistance
 Remember you want to help the person.


Exhibit 11-4: Six Major Categories of
Objections


Six Major Categories of Objections
1. The hidden objection
2. The stalling objection (“I’ll think it over…”)
3. The no-need objection (“…but I’m not interested
now.”)

4. The money objection
5. The product objection
6. The source objection


Six Major Categories of Objections
1. The hidden objection – prospect who asks
trivial, unimportant questions or conceals his
feelings beneath a veil of silence
a. Salesperson must ask questions and carefully
listen in order to smoke out prospect’s real
objections
b. Smoke out hidden objections – ask questions,
observe, “read between the lines” – prospect may
not know what the objections are; as last resort,
may have to ask what objections are


Six Major Categories of Objections
Hidden objections, cont…
Consider the following questions:
1. What would it take to convince you?
2. What causes you to say that?
3. Tell me, what’s really on your mind?


Six Major Categories of Objections
2. The stalling objection – prospect says, “I’ll think
it over,” or “I’ll be ready to buy on your next visit,”
must determine if truth or smokescreen designed to
get rid of you – common tactic
a. One of toughest to overcome arises when selling
a new product
b. Buyer says she has to get approval from
someone else. Buyer’s attitude toward product
will influence buying decision – make it positive


Six Major Categories of Objections
2. The stalling objection, cont…

c. Let buyer know you are on her side and help her

d.
e.
f.

with her objections. If she does not respond give
her multiple choice question to display genuine
attitude of caring
Do not get demanding, defensive, or hostile
Goal is to help prospect realistically examine
reasons for and against buying now
Main idea is not to be satisfied with false
objection or stall. Bring out any or all main selling
benefits and KOS


Six Major Categories of Objections
3. The no-need objection – prospect says, “…but
I’m not interested now,” and he stays as he
presently is
a. This is widely used because it gets rid of the
salesperson
b. It is tricky because it also includes a hidden
objection or a stall


Six Major Categories of Objections
4. The money objection – encompasses several
forms of economic excuses and is simple for the
buyer to say
a. Respond by saying that it is risky to discuss price
until it can be compared to product’s benefits.
Once you convey product’s benefits, price
becomes secondary factor which usually can be
dealt with successfully
b. Quote price and go right on selling


Tài liệu bạn tìm kiếm đã sẵn sàng tải về

Tải bản đầy đủ ngay

×