22
RAB Radio Training Academy RAB Radio Training Academy Addressing Objections & Closing the Sale Helping the Client Feel Comfortable Enough To Say “Yes”
RAB Radio Training AcademyRAB Radio Training Academy
Addressing Objections &
Closing the SaleHelping the Client Feel
Comfortable Enough To Say “Yes”
RAB Radio Training Academy
We don’t take no…
RAB Radio Training Academy
We don’t take no…
RAB Radio Training Academy
1. Get the order2. Grow the
relationship
Goals at the Close
RAB Radio Training Academy
Objections can be a good sign...
RAB Radio Training Academy
They may indicate the client is interested
Example“Well, it sounds like a pretty good
plan. You obviously put a lot of work into it. However, I really wasn’t expecting a fifty-two week commitment.”
RAB Radio Training Academy
• They have questions• They have concerns• They need reassurance• They want the best
deal• They want the upper
hand• They aren’t ready to
commit
Prospects Object when...
RAB Radio Training Academy
They are not sold
Prospects Reject When...
RAB Radio Training Academy
The 4 Most Common Objections to Approving the Contract
Price/Budget
Think It
Over
WillIt
Work?
LengthOf
Contract
RAB Radio Training Academy
ProcessThe First Objection
Acknowledge
Clarify
Ask Questions
Calm & Disarm
Review
Ask for the Order
It sounds like you’re concerned about...
Can you tell me why you feel that way?
I want to make sure I understand...
Encourage the prospect to talk (“Tell me more …”)More the client talks, the lower ‘The Wall’ becomesI can understand why you might feel that way.
You’ll recall...
Review the key points of your proposalReview the benefits you bring to the table
So, with your approval, we’ll get started.
Process TemplateThe First Objection-Second Time
Acknowledge
Clarify
Ask Questions
Calm & Disarm
Respond
Ask for the Order
It sounds like you’re still concerned about...
Can you tell me again why you feel that way?
I want to make sure I understand...
Encourage the prospect to talk (“Tell me more …”)More the client talks, the lower ‘The Wall’ becomesI can understand why you might still feel that way.
So, if you’ll approve, we’ll get get started.
RAB Radio Training Academy
Price/Budget
Think It
Over
WillIt
Work?
LengthOf
Contract
The 4 Most Common Objections to Approving the Contract
RAB Radio Training Academy
Price/Budget
Responses to the 4 Most Common Objections to Approving the Contract
RAB Radio Training Academy
Think It
Over
Will they really think it over?
• There is one personality type who really does need to think it over.
• Radio advertising is always changing.
• Inventory is finite.• Rates based on supply and
demand.• Why concede “now buyers” to
competitors?
Responses to the 4 Most Common Objections to Approving the Contract
RAB Radio Training Academy
LengthOf
Contract
• Clarify billing and payment procedures
• Explain rate and placement advantages
• Emphasize your commitment• Offer a cancellation clause
This one’s easier than you might think
No different than buying month-to-
month, without the monthly negotiations.
You get the lowest rates and the best placement for your
commercials.
As one of my “Elite” level clients, I will be with you every step
of the way.
You will NOT want to cancel due to a lack of results or service.
But if something happens, give me 30
days notice.
Responses to the 4 Most Common Objections to Approving the Contract
RAB Radio Training Academy
WillIt
Work?
I can’t guarantee that this will work because the part that I control is only 20% of the total
process.
However, if you will allow me to my do my 20% correctly, and If you do your 80% correctly, then I guarantee it will work.
Responses to the 4 Most Common Objections to Approving the Contract
To be an effective closer you must...
Be Courageous
To be an effective closer you must...
Have Fun
To be an effective closer you must...
Stay Calm
To be an effective closer you must...
Believe in Yourself
RAB Radio Training AcademyRAB Radio Training Academy
Addressing Objections &
Closing the SaleHelping the Client Feel
Comfortable Enough To Say “Yes”
