2. RESPONDING TO OBJECTIONS
chapter 11
RESPONDING TO OBJECTIONS
SOME QUESTIONS ANSWERED IN THIS CHAPTER ARE:
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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3. ~Dan Termunde Building Construction Specialist Hilti North America
“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 Termunde Building Construction Specialist
Hilti North America
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4. 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
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5. 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
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6. 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
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7. 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
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8. Value: The Relationship Between Costs and Benefits
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9. 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
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10. Behaviors of Successful Salespeople
Anticipate objections
Prepare helpful responses
Forestall known concerns
Raise objections before buyers have a chance to raise them
Very important in written proposals
Forestall
Prevent by doing something ahead of time.
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11. 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
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12. 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
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13. Common Methods for Responding to Objections
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14. 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
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15. 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
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16. 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
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17. 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
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18. 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
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19. Most frequently mentioned obstacle
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
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20. 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
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21. Buyers object for many reasons.
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.
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