Chapter 16 Handling Questions & Objections. The Steps of a Sale 1.Preapproach (14) 2.Approaching the Customer (14) 3.Determining needs (15) 4.Presenting.

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Presentation transcript:

Chapter 16 Handling Questions & Objections

The Steps of a Sale 1.Preapproach (14) 2.Approaching the Customer (14) 3.Determining needs (15) 4.Presenting the product (15) 5.Handling questions & objections (16) 6.Closing the sale (17) 7.Suggestion selling (17) 8.Reassuring & following up (17) (Corresponding chapter in parenthesis)

I. Understanding Objections OBJECTIONS: –C–Concerns, hesitations, doubts or other honest reasons for not making a purchase. Find ways to present more info to answer the objection EXCUSES: –I–Insincere reasons for not buying Encourage the customer to look around & ask any questions they may have In Industrial sales, leave a business card and ask for a future appointment Most excuses are hiding objections.

Plan for Objections Common Objections: –Need: wants & needs are not the same –Product: objections about the product –Source: past experience with the firm/store –Price: more than they wanted to spend –Time: not ready to buy

4 Step Process for Handling Objections 1.Listen Carefully: 1.Be attentive 2.Maintain eye contact 3.Let the customer talk 2.Acknowledge their Objections: 1.Let them know you care and understand their objection

4 Step Process for Handling Objections (con’t.) 3.Restate the Objections: To be sure you understand their objections Paraphrase, not word-for-word 4.Answer the Objections: Keep in mind the customer’s feelings Don’t create an air of superiority of yourself/keep the customer feeling important

II. Specialized Methods for Handling Objections A.Boomerang Objection “returned” to the customer. B.Question Ask a Question to learn more about the objection C.Superior Point Admit disadvantages of a product, but then allows the seller to present superior points to offset/compensate for the objection.

II. Specialized Methods for Handling Objections (con’t.) A.Direct Denial Used when customer has misinformation Must back up negative reply with facts/proof B.Demonstration Seeing is believing C.Third Party Uses a testimonial/neutral person to help “back up” what the salesperson says.