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RESPONDING TO OBJECTIONS

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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chapter 11

SOME QUESTIONS ANSWERED IN THIS CHAPTER ARE:

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“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 TermundeBuilding Construction Specialist

Hilti North America

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Proper attitude is shown by:– Answering sincerely– Refraining from arguing or contradicting– ________ objections

Salespeople must assume the attitude of helper, counselor, and adviser and act accordingly

Objections present sales ________ Don’t argue; listen and understand

11-4

The Goal is to Build Relationships and Sell Value

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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

11-5

When do Buyers Raise Objections?

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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 ________– I need more information

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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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Common Objections (continued)

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Value: The Relationship Between Costs and Benefits

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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 _______ in paperwork and time to

switch suppliers

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Other Objections

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_______ objections– Prepare helpful responses

Forestall known concerns– Raise objections before

buyers have a chanceto raise them

– Very important inwritten proposals

11-10

Behaviors of Successful Salespeople

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ForestallPrevent by doing something ahead of time.

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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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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 _______ question– Fails to fully answer the objection

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Effective Response Methods

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Common Methods for Responding to Objections

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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

11-14

Effective Response Methods

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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

– ______-______-______ method

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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 ______

frustration– Salesperson listens, acknowledges, pauses,

then moves on– Should not be used if the objection is factually

false

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Effective Response Methods (continued)

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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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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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Objections When Selling to a Group

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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 ________– Use communication tools effectively

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The Price Objection

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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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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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Summary

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