Responding to

1

• Responding to
• Objections

2
Objections

• Statements, questions or actions
• Indicate an unwillingness to buy

3
Reasons for raising objections

• Rationalizing their decision
• Human nature
• Reassurance
• Training
• Lack of authority
• Sheer delight
• As a bargaining tool

4
Objections

• Anticipate
• Forestall

Customer satisfaction more closing success
Increased confidence
5
Steps for dealing effectively with objections

• Listen
• Repeat
• Evaluate
• Use appropriate methods
• Get commitment

6
Objection handling guidelines

• Dont be defensive
• Make sure you understand it
• Dont belittle the objection
• Dont argue
• Dont over answer
• Dont fake an answer
• Dont forget to get confirmation

7
Methods for overcoming objections

• Direct denial
• Indirect denial (yes, but)
• Compensation method
• Feel-felt-found
• Boomerang method
• Pass-up method
• Postpone method
• Reduce to the ridiculous

8
Direct denial

• Incorrect information
• Refute explain

9
Indirect denial

• Agree w/ prospect
• Follow with a disclaimer
• I cant take a chance on buying from you because
  your truck tires have a reputation of poor
  quality.
• Youre right. We did have a quality control
  problem in some of our plants about 7 years ago.
  But now, we have state-of-the-art equipment and
  modern quality control procedures in all of our
  plants. For the past 3 years, our truck tire
  quality has been among the best in the business.
  Here are the findings of those independent
  research laboratories.

10
Compensation

• Cannot be denied
• Cite an even more important buying benefit
• I dont think Ill have much success selling
  your Dustlifter vacuum. It runs for only 15
  minutes before it needs recharging while the
  QuickPickups runs for 30 minutes.
• Thats correct but their vacuum weighs twice as
  much as ours, so the users hand is under
  considerable strain. Our studies show that
  people rarely use a hand vacuum for more than 10
  minutes at a time. We decided to make it
  lightweight and comfortable instead of
  longlasting. I feel that we made the right
  tradeoff, dont you?

11
Feel, felt, found

• Agree
• Confirm that its a normal reaction to the
  product then disconfirm over the long run
• This computerized lighting system is too complex
  for me to operate. Im not a very technical
  person
• I know how you feel. Im not very mechanical
  myself. Many of my other customers felt the same
  way when they saw all the buttons and gauges but
  they soon found that they only need to use 3
  buttons to do everything most people want.

12
Boomerang

• Turn it into a reason to buy
• Good for price, design size objections when
  safety is involved
• My business is too small to purchase PDAs for
  all our salespeople.
• Thats the very reason why you should buy. You
  have 5 salespeople who are trying to manage their
  time better. The PDAs will increase their time
  efficiency your profits while not taking a big
  bite out of your budget. For an investment of
  only

13
Pass up

• Some you cant counter
• Good for controversial statements
• I really dont like that your company uses
  Martha Stewart products, especially now that
  shes a jailbird.

14
Postpone

• Some are best answered later (price)
• So how much does one of these go for?
• Thats a good question. I think youll be
  pleased by the value youll receive. But, if you
  dont mind, Ill get to price in just a moment
  because there are 3 product-service options I
  need to lay out for your consideration. Would
  that be alright?

15

• Obtaining Customer
• Commitment

16
When to obtain commitment

• Throughout the sales process
• For the sale when there are buying signals

17
Buying Signals

• Buyer questions
• Requirements
• Benefit statements
• Responses to trial closes

18
General guidelines for obtaining commitment

• Gain customer commitment throughout sales process
• Maintain positive attitude, show confidence
• Let the customer set the pace
• Be assertive, not aggressive or submissive
• Sell the right item in the right amounts

19

• Closing Methods

20
Direct Request

• Can I write an order for 100 pair of 501s?
• May I have the specifications to bid on this
  project?
• Can I meet with you on Tuesday?

21
Benefit Summary

• You told me previously that you are particularly
  concerned with giving your customers high quality
  brochures on time. I have shown you our
  automated pre-press system and our five color
  press. We agreed that this allows us to provide
  the fastest turnaround and highest quality color
  printing in the area - allowing you to be free of
  worry beyond the design stage.
• Can we sign an order and start the pre-press?

22
Balance Sheet (Ben Franklin) Method

• Sierra Printers The Competition
• -faster turnaround -lower price
• -color correction -closer location
• -bindery in-house
• -more accurate
• justification
• -free delivery
• -credit

23
Minor Point Close

• How do you want to get the artboards to me?
• What shall we set as the due date for this job?
• Would you like that in blue or green?
• Shall we order that with or without the
  collating?

24
Assumptive Close

• Write up the order without asking
• Fill out the order as the prospect answers
  questions

25
Puppy Dog Close

• Let me hook up this demonstrator printer to your
  computer for the next week. See how you like it.

26
Continuous Yes Close

• Would you agree that good managers supply their
  employees with the proper tools?
• Yes
• You want to be a good manager, dont you?
• Yes
• These are tools your employees would appreciate.
  Am I right?
• Yes
• So, I should write up an order, shouldnt I?
• Yes

27
Closing on the objection

• Yes, our fax machine does carry a higher
  purchase price, but since it prints on plain
  paper, it will be less expensive over the long
  run. Payback on the difference should be about 3
  months.
• Do you have any other concerns or can I order
  one for you today?

28
Today Close(a.k.a. Standing Room Only Close)

• Lets order this today before the price goes up
  next week.
• Lets install this today while we still have one
  in stock.

29
Today Close(a.k.a. Standing Room Only Close)

• Its a nice PC, but Im just not sure. Id like
  to think it over.
• How many PCs have you looked at?
• Quite a few.
• Doesnt it get tedious going from store to
  store?
• It sure does.
• Ill bet this shopping has interfered with your
  business and your free time.

30
Today Close(a.k.a. Standing Room Only Close)

• Youre darn right. Im getting sick of it.
• Well, Ive got a great solution for that
  problem! Take this machine home with you today.
  If you see one that you like better within the
  next 30 days, just bring this one back.
• From Guerilla Selling by Levinson, Gallagher
  Wilson, 1992

31
Special Deal Close

• Order 10 cases from me today and I can get you
  another case at no charge.
• I can get you a special point of purchase
  display with orders this month.

32
Benefit-in-Reserve Close

• Oh, I forgot to mention, if you order today, I
  can give you a special discount.

33
Emotional Close

• If you buy from me, you will help me win a trip
  to Disney Land.
• If I dont make a sale today, Im likely to lose
  my job. If I lose my job, I lose my medical plan
  and wife is having problems with her pregnancy.

34
After the sale

• Thank the customer (2/2)
• Compliment customers good decision
• Assure they will get optimal benefit
• Check for additional sales opportunities
• Write the order very clearly

35
After no sale

• Thank prospect for his/her time
• Document and track
• Schedule callback if appropriate