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Notes de l'éditeur

1. Pages 285-288
2. Objections related to needs “ I do not need the product” “ I’ve never done it that way before” Help them clarify their needs. Objections related to the product “ I don’t like the product or service features” “ I don’t understand” “ I need more information” Demonstrate how the product benefits match his needs. 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 “ Not today.” “ I need to think about it” Others “ We have no room for your line” “ There is no demand for your product” “ I’ve heard complaints from my friends who use your product” “ It’s a lot of hassle in paperwork and time to switch suppliers”
3. Anticipate objections Prepare helpful responses Forestall known concerns Raise objections before buyers have a chance to raise them Very important in written proposals 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
4. [Show clip after this introduction:] The ability to sell has one particular requirement that most other professions do not, the courage to speak up without fear of what others think of you. Gandhi… Will someone in the class who has had history tell us who he is? Please raise your hand, if you can help us. This story starts in his early life in South Africa… when apartheid was real and it applied to all “non-whites” Their was a law that nonwhites could not walk on the paved sidewalk. They had to walk down the dirt street. Here’s Gandhi, on the importance of responding to objections. “ turn the other cheek” “ We must show courage… be willing to take a blow – several blows – to show you will not strike back, nor will you be turned aside. When you do that, it calls on something in human nature, something that makes his hatred for you decrease and his respect increases. Two key points: The Courage you show by not being ruffled by objections, particularly rude ones, has a positive affect on people. When you show that you will be polite but will not be turned aside, people know that you have a Strength of Purpose that is highly unusual. The combination of those two together is powerful. Learn from it. Martin Luther King did, and changed America. There is a direct parallel here that I couldn’t really show you except if we went on a sales call together.
5. No perfect method exists for answering all objectives completely Sometimes, spending lots of time trying to convince the prospect may be a waste. Can be verbal or nonverbal Protect your reputation as a professional by: Knowing what objection you’re answering Recognize which questions are truly critical to the buyer Prompt for feedback as to whether the objection was answered
6. Pages 288-289
7. 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
8. 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 “ I can see how you feel…” “ Others felt the same way…” “ Yet they found…”
9. Revisit method (AKA the boomerang method) Salesperson turns the objection into a reason for Buying Can accelerate the Sale, but poorly done appears Pushy 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 untrue – Correct the missperception
10. Postpone method Buyer raises objections the salesperson would prefer to answer later in the presentation – Show price after desire created The salesperson should ask permission to answer the question at a later time Using the methods Salespeople often combine methods Sometimes several methods can be used in one answer
11. The most frequently mentioned Never 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
12. Responding to objections is a vital part of a salesperson’s responsibility. Successful people carefully prepare effective responses to buyers’ concerns. Buyers object for many reasons. Effective methods of responding are available, with proven success.