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RESPONDING TO OBJECTIONS

RESPONDING TO OBJECTIONS. chapter 11. How should salespeople sell value and build relationships when responding to objections? When do buyers object? What objections can be expected? Which methods are effective when responding to objections? How do you deal with tough customers?.

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RESPONDING TO OBJECTIONS

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  1. RESPONDING TO OBJECTIONS chapter 11 • How should salespeople sell value and build relationships when responding to objections? • When do buyers object? • What objections can be expected? • Which methods are effective when responding to objections? • How do you deal with tough customers? SOME QUESTIONS ANSWERED IN THIS CHAPTER ARE: 11-2 McGraw-Hill/Irwin

  2. “If objections do not arise during your sales call, then you have not created any interest of value to the customer or raised any significant interest to improve its current business process.” ~Dan TermundeBuilding Construction Specialist Hilti North America 11-3 McGraw-Hill/Irwin

  3. The Goal is to Build Relationships and Sell Value • Proper attitude is shown by: • Answering sincerely • Refraining from arguing or contradicting • Welcoming objections • Salespeople must assume the attitude of helper, counselor, and adviser and act accordingly • Objections present sales opportunities • Don’t argue; listen and understand 11-4 McGraw-Hill/Irwin

  4. When do Buyers Raise Objections? • Setting up an initial appointment • Most common when products, services, or concepts are unfamiliar to the buyer • The presentation • Objections show the prospect’s interest • Attempting to obtain commitment • May reveal a poor job up to this point • After the sale • Carefully respond to these objections 11-5 McGraw-Hill/Irwin

  5. Common Objections • Objections related to needs • I do not need the product or service • I’ve never done it that way before • Objections related to the product • I don’t like the product or service features • I don’t understand • I need more information 11-6 McGraw-Hill/Irwin

  6. Common Objections (continued) • Objections related to the source • I don’t like your company • I don’t like you • Objections related to the price • I have no money • The value does not exceed the cost • Objections related to time • I’m just not interested today • I need time to think about it 11-7 McGraw-Hill/Irwin

  7. Value: The Relationship Between Costs and Benefits 11-8 McGraw-Hill/Irwin

  8. Other Objections • We have no room for your line • There is no demand for your product • Sorry, but I just don’t do business with blacks or women • I’ve heard complaints from my friends who use your product • I prefer to do business with Arab-owned firms • I need a kickback • We can do business if I can see you socially • It’s a lot of hassle in paperwork and time to switch suppliers 11-9 McGraw-Hill/Irwin

  9. Behaviors of Successful Salespeople • Anticipate objections • Prepare helpful responses • Forestall known concerns • Raise objections beforebuyers have a chanceto raise them • Very important inwritten proposals Forestall Prevent by doing something ahead of time. 11-10 McGraw-Hill/Irwin

  10. Behaviors of Successful Salespeople (continued) • Relax and listen – do not interrupt • Listen first, then answer the objection • Do not interrupt with an answer • Plan to relax as buyers offer objections • Evaluate objections • Objections may be classified as unsatisfied needs or excuses • Circumstances can provide clues • Always tell the truth • Lying and deception are not a part of a successful long-term relationship 11-11 McGraw-Hill/Irwin

  11. Effective Response Methods • No perfect method exists for answering all objectives completely • In some instances, spending a lot of time trying to convince the prospect may not be wise • Probing method • Can be verbal or nonverbal • Blunders occur when the salesperson: • Does not understand the question • Answers the wrong question • Fails to fully answer the objection 11-12 McGraw-Hill/Irwin

  12. Common Methods for Responding to Objections 11-13 McGraw-Hill/Irwin

  13. Effective Response Methods • Direct denial • The salesperson makes a relatively strong statement to indicate the error the prospect has made • Appropriate only when the objection is blatantly inaccurate • Should never be used if the prospect is merely stating an opinion • Indirect denial • The salesperson denies the objection but attempts to soften the response • The salesperson must recognize the position of the customer who makes the objection and then continue by introducing substantial evidence 11-14 McGraw-Hill/Irwin

  14. Effective Response Methods (continued) • Compensation method • Buyers may object because the salesperson’s product is less than perfect • Acknowledge objections and then show any compensating advantages • Also referred to as superior benefit method • Also use when the prospect tries to put off closing the sale • Referral method • Feel-felt-found method 11-15 McGraw-Hill/Irwin

  15. Effective Response Methods (continued) • Revisit method • Salesperson turns the objection into a reason for buying (boomerang method) • Works with most personality types • Acknowledge method • Buyer voices opinions or concerns to vent frustration • Salesperson listens, acknowledges, pauses, then moves on • Should not be used if the objection is factually false 11-16 McGraw-Hill/Irwin

  16. Effective Response Methods (continued) • Postpone method • Buyer raises objections the salesperson would prefer to answer later in the presentation • The salesperson should ask permission to answer the question at a later time • Most useful when a price objection occurs early in the presentation • Using the methods • Salespeople often combine methods • Sometimes several methods can be used in one answer 11-17 McGraw-Hill/Irwin

  17. Objections When Selling to a Group • Seller should try to get a sense of whether other buyers share the concern • Throw the concern back to the group • Any response should be directed to all buyers, not just the one who asked the question • Make sure that all buyers are satisfied with the answer 11-18 McGraw-Hill/Irwin

  18. The Price Objection • Most frequently mentioned obstacle • Don’t lower the price as a first response • When faced with a price objection: • Use up-to-date information • Establish the value • Use communication tools effectively 11-19 McGraw-Hill/Irwin

  19. Dealing With Tough Customers • Sellers need to maintain a positive attitude, even with rude, hard-to-get-along with prospects • It may be appropriate to point out the prospect’s rudeness • The buyer’s culture often dictates their response to a seller 11-20 McGraw-Hill/Irwin

  20. Summary • Responding to objections is a vital part of a salesperson’s responsibility. • Successful salespeople carefully prepare effective responses to buyers’ concerns. • Buyers object for many reasons. • Effective methods of responding to objections are available, and their success has been proved. 11-21 McGraw-Hill/Irwin

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