1. Welcome Your Prospect’s Objections
Chapter 12
Welcome Your Prospect’s Objections

2. Welcome Objections! Accept objections as a challenge
People do not want to be taken advantage of
Learn to overcome objections

3. What are Objections?
Opposition or resistance to information or the salesperson’s request is an objection

4. When Do Prospects Object?
Prospect may object any time during sales call
Always be ready to handle a prospect’s objections

5. Objections and the Sales Process
Objections can occur at any time
When objections occur, quickly determine what to do

6. Basic Points to Consider in Meeting Objections
Plan for objections
Anticipate objection before it arises
Handle objections as they arise – postponement may cause a negative mental picture or reaction
Be positive
Listen – hear them out

7. Handling Customer Objections
SECTION 14.2
Handling Customer Objections
Why It's Important
Anticipating and planning potential answers to objections will help you feel more confident in your responses to customers. Selecting the most appropriate method for handling those objections will set you apart from other salespeople who do not have that expertise.

8. Handling Customer Objections
SECTION 14.2
Handling Customer Objections
Understanding Objections
Objections are concerns, hesitations, doubts, or other honest reasons a customer has for not making a purchase. Objections give you an opportunity to present more information to the customer.
Excuses are insincere reasons for not buying or not seeing the salesperson.

9. Handling Customer Objections
SECTION 14.2
Handling Customer Objections
Welcome and Plan for Objections
Objections can guide you in the sales process by helping you redefine the customer's needs and determine when the customer wants more information.
Prepare yourself for most objections by completing an objection analysis sheet, which lists common objections and possible responses to them.

10. Handling Customer Objections
SECTION 14.2
Handling Customer Objections
Common Objections
Most objections are based on key decisions the customer must make before buying:
need
product
source
price
time
Slide 1 of 3

11. Handling Customer Objections
SECTION 14.2
Handling Customer Objections
Common Objections
Need The customer does not have an immediate need for the item or wants the item but does not truly need it.
Product The customer is concerned about such things as construction, ease of use, quality, color, size, or style.
Slide 2 of 3

12. Handling Customer Objections
SECTION 14.2
Handling Customer Objections
Common Objections
Source The customer has had negative past experiences with the firm or brand.
Price The customer does not want to spend so much money.
Time The customer is hesitant to buy immediately (sometimes an excuse).
Slide 3 of 3

13. Handling Customer Objections
SECTION 14.2
Handling Customer Objections
Four-Step Process for Handling Objections
Successful salespeople have learned to use a very basic, four-step strategy when answering all objections:
Listen carefully.
Acknowledge the customer's objections.
Restate the objections.
Answer the objections.
Slide 1 of 4

14. Handling Customer Objections
SECTION 14.2
Handling Customer Objections
Four-Step Process for Handling Objections
Listen Carefully To demonstrate sincere concern for your customer's objections, be attentive, maintain eye contact, and let the customer talk.
Slide 2 of 4

15. Handling Customer Objections
SECTION 14.2
Handling Customer Objections
Four-Step Process for Handling Objections
Acknowledge the Customer's Objections Acknowledging objections demonstrates that you understand and care about the customer's concerns. This makes a customer feel that his or her objections are understandable, valid, and worthy of further discussion.
Slide 3 of 4

16. Handling Customer Objections
SECTION 14.2
Handling Customer Objections
Four-Step Process for Handling Objections
Restate the Objections To be sure you understand the customer, paraphrase the objections (restate them in a different way), but don't change the meaning of the customer's objection.
Answer the Objections Answer each objection tactfully. Think of yourself as a consultant, using the objections to further define or redefine the customer's needs.
Slide 4 of 4

17. Basic Points to Consider in Meeting Objections, cont…
Understand objections
Request for information
A condition (negotiation can overcome a condition)
Major or minor objection
Practical or psychological objection

18. Practical vs. Psychological
Price
Product not needed
Prospect has overstock
Delivery schedules
Psychological
Resistance to $$
Pre-determined beliefs
Negative image of company/sales force

19. Categories of Objections
Hidden
Unwilling to discuss true objections
Ask probing questions
Stalling
I’ll think it over
I’ll be ready to buy later this month

20. Categories of Objections
No-Need Objection
I’m not interested
Thanks for coming by
Money Objection
Costs too much/price too high
Price Value Formula
Price/Value = Cost

21. Categories of Objections
Product Objection
Risks/competition
Source Objection
May not like you or your company

22. Exhibit 12.10: Five-Question Sequence for the Smoke-Out
Back to 12-23

23. Techniques for Meeting Objections, when they are incorrect….
Use direct denial tactfully
The indirect denial works
‘I agree’
‘Yes’
Compensation/counterbalance method
Show the benefits/value in profits
Third party answer
Proof of testimony

24. Let’s Review! When Is It Time to Use a Trial Close?
After making a strong selling point in the presentation
After the presentation but before the close
After answering an objection
Immediately before you move to close the sale

25. Let’s Review! What Does the Trial Close Allow You to Determine?
Whether the prospect likes your product’s FAB – the strong selling point
Whether you have successfully answered the objection
Whether any objections remain
Whether the prospect is ready for you to close the sale

26. What is an Example of a Trial Close Used to Respond to an Objection?
“Does that answer your question?”
“With that question out of the way, we can go ahead – don’t you think?”

27. Make a smooth transition back into your presentation
Once You Have Satisfactorily Responded to the Objection, What Should You Do Next?*
Make a smooth transition back into your presentation
“As we were discussing…”
Move to close the sale if you have completed your presentation
Move to close again if objection was after a close

28. If you Cannot Overcome the Objection, What Are Three Alternatives to Consider? (#1)
Return to presentation concentrating on new or previously discussed FABs of your project.

29. If you Cannot Overcome the Objection, What Are Three Alternatives to Consider? (#2)
Admit it
Compensate for it by showing how your product’s benefit(s) outweigh the disadvantage(s)

30. If 100% sure the customer will not buy
If You Cannot Overcome the Objection, What Are Three Alternatives to Consider (#3)
If 100% sure the customer will not buy
Go ahead and close
Always ask for the order
Allow the buyer to say “no” – don’t say it yourself
Your competitor(s) may not be able to overcome the objection(s) either
A competitor may make the sale because he/she asked for it
Be professional, not pushy
Leave the door open for a return visit

31. Exhibit 12.12: The Procedure to Follow when a Prospect Raises an Objection
Move into your presentation
Close the sale
Prospect raises an objection
Response to the objection
Use a trial close

32. Approach Presentation Trial Close Determine Objections Meet Objections
If After Your Presentation You Received a Positive Response to Your Trial Close, What Would You Do?
Approach
Presentation
Trial Close
Determine Objections
Meet Objections
Trial Close
Close

33. Approach Presentation Trial Close Determine Objections Meet Objections
If After You Meet the Objection You Received a Positive Response to Your Trial Close, What Would You Do?
Approach
Presentation
Trial Close
Determine Objections
Meet Objections
Trial Close
Close
Close
Close
Close
Close
Close
Close
Close
Close
Close
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Close

34. Approach Presentation Trial Close Determine Objections Meet Objections
If After Your Presentation You Received a Negative Response to Your Trial Close, What Would You Do?
Approach
Presentation
Trial Close
Determine Objections
Meet Objections
Trial Close
Close

35. Approach Presentation Trial Close Determine Objections Meet Objections
If After You Meet the Objection You Received a Negative Response to Your Trial Close, What Would You Do?
Approach
Presentation
Trial Close
Determine Objections
Meet Objections
Trial Close
Close