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Selling Hospitality

Selling Hospitality. Chapter 11 Phase Two—Negotiation Process Strategy: Step Four: Negotiating Concerns. The Buying/Selling Process. The Pre-Negotiation Process Phase 1—Pre-Negotiation Strategy Understanding Negotiations Prospecting Pre-call Preparation

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Selling Hospitality

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  1. Selling Hospitality Chapter 11 Phase Two—Negotiation Process Strategy:Step Four: Negotiating Concerns

  2. The Buying/Selling Process The Pre-Negotiation Process • Phase 1—Pre-Negotiation Strategy • Understanding Negotiations • Prospecting • Pre-call Preparation • Phase 2—Negotiation Process Strategy • Approaching the Buyer (Chapter 8) • Investigating Needs (Chapter 9) • Demonstrating Capability (Chapter 10) • Negotiating Concerns (Chapter 11) • Gaining Commitment (Chapter 12)

  3. Negotiating Concerns • Old-school approach when a customer raises an objection: • Overcome the objection. • Apply manipulative techniques. • Outtalk, outsmart, or outmaneuver the customer.

  4. Negotiating Concerns • Old-school approach when a customer raises an objection: • Overcome the objection. • Apply manipulative techniques. • Outtalk, outsmart, or outmaneuver the customer. I win, you lose—game over (or I play next time to get even).

  5. Negotiating Concerns • Old-school approach when a customer raises an objection: • Overcome the objection. • Apply manipulative techniques. • Outtalk, outsmart, or outmaneuver the customer. I win, you lose—game over (or I play next time to get even). I win, you win—relationship continues.

  6. Negotiating Concerns • Consultative sales strategy • Seek win-win in arriving at best possible solution, even when the customer is not initially so inclined.

  7. Common Types of Concerns • Lack of need • Concerns related to the product or service • Source of supply • Time • Price

  8. Types of Responses to Customer Concerns • Indirect denial—soft conditional denial used when the customer is partially right. • Direct denial—directly refute or deny what the prospect has stated. • Superior benefit—used in combination with an indirect denial where you present a superior benefit that outweighs the concern. • Demonstration—a picture is worth a 1,000 words, a demonstration is worth a 1,000 pictures. • Trial offer—allows prospect to try the product or service without a commitment to buy. • Third-party testimony—use of testimonies or referrals. • Questions—convert a concern into a question to cause the prospect to rethink his or her position.

  9. Steps in Responding to Customer Concerns • Recognize objections as they arise. • Validate the objection. • Answer the objection. • Trial close or confirmation question.

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