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ChapterChapter1111
Questionsanswered
At ti tude aboutobjections
When are thereobjections?
Reasons forobjections
The valueequation
At ti tudes
Postponing/forestalling
Responsemethods
Angrycustomers
Priceobjections
Terminology
Some questions answered inome questions answered inChapter 11Chapter 11
When do buyers object?
What objections can be
expected?
How should salespeople
prepare to respond to
objections?
What methods and
techniques are effective
when responding toobjections?
How do you deal with tough
customers?
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At ti tude aboutobjections
When are thereobjections?
Reasons forobjections
The valueequation
At ti tudes
Postponing/forestalling
Responsemethods
Angrycustomers
Priceobjections
Terminology
BuyersBuyers ObjectionsObjections
BuyersBuyers objections areobjections are
normal and natural partnormal and natural part
of the sales process,of the sales process,
and considered aand considered a salessales
opportunityopportunity ..
Salespeople should doSalespeople should do
everything they can doeverything they can do
to encourage the buyerto encourage the buyer
to voice concerns andto voice concerns and
questions asquestions as hiddenhiddenobjectionsobjections can't be dealtcan't be dealt
with.with.
A n a b s o l u t e l y p e r f e c t p r o d u c th a s n e v e r b e e n d e v e l o p e d
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At ti tude aboutobjections
When are thereobjections?
Reasons forobjections
The valueequation
At ti tudes
Postponing/forestalling
Responsemethods
Angrycustomers
Priceobjections
Terminology
Think back to the last time you raised anThink back to the last time you raised anobjection during a sale. Why did you do it?objection during a sale. Why did you do it?
For the challenge to makethe salesperson work hard
for the order.
Because of a lack of
interest the salesperson
did not qualify you or failed
to help you identify a need.
Procrastination to avoid
making a decision.Due to a drawback the
product did not meet your
needs sufficiently.
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Questionsanswered
At ti tude aboutobjections
When are thereobjections?
Reasons forobjections
The valueequation
At ti tudes
Postponing/forestalling
Responsemethods
Angrycustomers
Priceobjections
Terminology
Think back to the last time you raised anThink back to the last time you raised anobjection during a sale. Why did you do it?objection during a sale. Why did you do it?
Due to misunderstanding you may not have
understood what the
salesperson meant.
Personal risk making a
bad decision could have
damaged your reputation.
Some kinds ofobjections are hidden
Some kinds ofobjections are hidden
Obj ti ll tbj ti ll t
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At ti tude aboutobjections
When are thereobjections?
Reasons forobjections
The valueequation
At ti tudes
Postponing/forestalling
Responsemethods
Angrycustomers
Priceobjections
Terminology
Objections are usually notbjections are usually notpersonalpersonal
Wh d b iWh d b i
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At ti tude aboutobjections
When are thereobjections?
Reasons forobjections
The valueequation
At ti tudes
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Responsemethods
Angrycustomers
Priceobjections
Terminology
When do buyers raiseWhen do buyers raiseobjections?objections?
As the salesperson istrying to set up the
initial appointment.
During thesalespersons
approach.
When the salespersontries to use small talk.
As the product is being
explained.When the salesperson
attempts to gain
commitment.After the sale.
When do b ers raiseWhen do b ers raise
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At ti tude aboutobjections
When are thereobjections?
Reasons forobjections
The valueequation
At ti tudes
Postponing/forestalling
Responsemethods
Angrycustomers
Priceobjections
Terminology
When do buyers raiseWhen do buyers raiseobjections?objections?
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At ti tude aboutobjections
When are thereobjections?
Reasons forobjections
The valueequation
At ti tudes
Postponing/forestalling
Responsemethods
Angrycustomers
Priceobjections
Terminology
ObjectionObjection A Question + TensionA Question + Tension
An objection is nothing moreAn objection is nothing more
thanthan a questiona question, expressed under, expressed under
thethe tensiontension of making a decision.of making a decision. First thing to do is to relieve theFirst thing to do is to relieve the
tension, that is relatively easily totension, that is relatively easily to
do with the question behind thedo with the question behind thetension.tension.
The 3 steps are:The 3 steps are:
1. Listen to defuse the tension.1. Listen to defuse the tension.
2. Clarify the question behind the objection.2. Clarify the question behind the objection.
3. Problem solve by answering the the question3. Problem solve by answering the the questionbehind the objection.behind the objection.
A salesperson is trying to sell youA salesperson is trying to sell you
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At ti tude aboutobjections
When are thereobjections?
Reasons forobjections
The valueequation
At ti tudes
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Responsemethods
Angrycustomers
Priceobjections
Terminology
A salesperson is trying to sell youA salesperson is trying to sell youa brand new luxury car!a brand new luxury car!
List all of the objections you can think of.
Objections to buying a newbjections to buying a new
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At ti tude aboutobjections
When are thereobjections?
Reasons forobjections
The valueequation
At ti tudes
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Responsemethods
Angrycustomers
Priceobjections
Terminology
Objections to buying a newbjections to buying a newluxury carluxury car
The objections probably fell in f ive categories:You didnt need a new car.You didnt l ike the car.You didnt l ike the company or the salesperson.
You thought the price was too high.You needed time to think about it.
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At ti tude aboutobjections
When are thereobjections?
Reasons forobjections
The valueequation
At ti tudes
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Responsemethods
Angrycustomers
Priceobjections
Terminology
Common Objections ICommon ObjectionsCommon Objections II
Five major types of objectionsFive major types of objections
1. Need1. Need
I do not need the productI do not need the product ..
I need more informationI need more information ..
IIve never done it that way before, newve never done it that way before, newproductproduct ..
IIm just not interestedm just not interested ..
2. Product2. Product
I donI don t understand, verbal, nont understand, verbal, non--verbalverbal ..
I donI don t like the product or servicet like the product or servicefeaturesfeatures ..
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At ti tude aboutobjections
When are thereobjections?
Reasons forobjections
The valueequation
At ti tudes
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Responsemethods
Angrycustomers
Priceobjections
Terminology
Common Objections IICommon ObjectionsCommon Objections IIII
3. Source3. Source
I donI don t like your companyt like your company ..
I donI don t l ike you, clashest like you, clashes ..
4. Price4. Price
your price is too high, true or falseyour price is too high, true or false ..
The value does not exceed the costThe value does not exceed the cost ..
5. Time5. Time
I need time to think about it,I need time to think about it,
analytical and amiable, late majorityanalytical and amiable, late majority ..
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At ti tude aboutobjections
When are thereobjections?
Reasons forobjections
The valueequation
At ti tudes
Postponing/forestalling
Responsemethods
Angrycustomers
Priceobjections
Terminology
This would cost too much!This would cost too much!
Youve been explaining
a new service that
would change the wayyour prospects
company would handle
a frequent problem.The prospect has been
receptive, but
suddenly says, Thiswould cost too much.
What should you do?
The value does not exceed the cost!The value does not exceed the cost!
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At ti tude aboutobjections
When are thereobjections?
Reasons forobjections
The valueequation
At ti tudes
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Responsemethods
Angrycustomers
Priceobjections
Terminology
The value does not exceed the cost!The value does not exceed the cost!IIm not going to buy.m not going to buy.
Hassle to switch$20,000 price
Improve co. image
Costs
Benefits
Exhibit 11.2
The value exceeds the costsThe value exceeds the costs
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At ti tude aboutobjections
When are thereobjections?
Reasons forobjections
The valueequation
At ti tudes
Postponing/forestalling
Responsemethods
Angrycustomers
Priceobjections
Terminology
The value exceeds the costs.The value exceeds the costs.When can you deliver it?When can you deliver it?
Hassle to switch
$20,000 price
Reduce trainingcosts; save $10,000
Reduce errorssave $15,000
Reduce absenteeism;save $15,000
Increase moraleImprove co. image
Costs
Benefits
Exhibit 11.2
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Questionsanswered
At ti tude aboutobjections
When are thereobjections?
Reasons forobjections
The valueequation
At ti tudes
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Responsemethods
Angrycustomers
Priceobjections
Terminology
Are police our friends?Are police our friends?
Ch tCh t
A li f i d ?A li f i d ?
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At ti tude aboutobjections
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Reasons forobjections
The valueequation
At ti tudes
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Responsemethods
Angrycustomers
Priceobjections
Terminology
Are police our friends?Are police our friends?
What if youve just been speeding?
Ch tCh t
Obj ti f i dObj ti f i d
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At ti tude aboutobjections
When are thereobjections?
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The valueequation
At ti tudes
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Responsemethods
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Priceobjections
Terminology
Objections are our friendsObjections are our friends
They help us know what isgoing on in the buyers mind.
But they often come at the
wrong time just as were
covering an important point.
Even so, we should
have a positiveattitude about them.
ChapterChapter
Traits and behaviors of successfulTraits and behaviors of successful
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Questionsanswered
At ti tude aboutobjections
When are thereobjections?
Reasons forobjections
The valueequation
At ti tudes
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Response
methods
Angrycustomers
Priceobjections
Terminology
Traits and behaviors of successfulTraits and behaviors of successfulsalespeople in responding to objectionssalespeople in responding to objections
Develop and maintain a positive attitude aboutobjections.
Commit to always tell the truth.
Anticipate objections and prepare helpful responses.
Relax and listen and never interrupt the buyer.
Address known problems before the buyer does.
Make sure the objection is not just an excuse.
Are sincerely empathetic to the buyers objections.
Exhibit 11.3
ChapterChapter
Traits and behaviors of successfulTraits and behaviors of successful
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Questionsanswered
At ti tude aboutobjections
When are thereobjections?
Reasons forobjections
The valueequation
At ti tudes
Postponing/forestalling
Response
methods
Angrycustomers
Priceobjections
Terminology
Traits and behaviors of successfulTraits and behaviors of successfulsalespeople in responding to objectionssalespeople in responding to objections
ChapterChapter
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Questionsanswered
At ti tude aboutobjections
When are thereobjections?
Reasons forobjections
The valueequation
At ti tudes
Postponing/forestalling
Response
methods
Angrycustomers
Priceobjections
Terminology
What is the difference
between postponing
and forestalling
objections?
ChapterChapter
What is the difference betweenWhat is the difference between
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Questionsanswered
At ti tude aboutobjections
When are thereobjections?
Reasons forobjections
The valueequation
At ti tudes
Postponing/forestalling
Response
methods
Angrycustomers
Priceobjections
Terminology
at s t e d e e ce bet eepostponing and forestalling objections?postponing and forestalling objections?
In an early part of a sales call,
the buyer may raise objectionsthe salesperson would prefer
to answer later.
The salesperson askspermission to answer the
objection at a later time.
Postponing an objection
ChapterChapter
What is the difference betweenWhat is the difference between
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Questionsanswered
At ti tude aboutobjections
When are thereobjections?
Reasons forobjections
The valueequation
At ti tudes
Postponing/forestalling
Response
methods
Angrycustomers
Priceobjections
Terminology
postponing and forestalling objections?postponing and forestalling objections?
The salesperson raises an
objection before the buyer hasa chance to raise it.
Buyers are more willing to
change their thinking whenthey do not feel they need to
defend a position theyve
already stated.
Forestalling an objection
ChapterChapter
Common methods forommon methods or
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ChapterChapter1111
Questionsanswered
At ti tude aboutobjections
When are thereobjections?
Reasons forobjections
The valueequation
At ti tudes
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Response
methods
Angrycustomers
Priceobjections
Terminology
Common methods forommon methods orresponding to objectionsresponding to objections
If the buyer makes a statementIf the buyer makes a statementthat is factually not true, use:that is factually not true, use:
If the buyer raises a validIf the buyer raises a valid
concern or offers an opinion, use:concern or offers an opinion, use:
Direct denialIndirect denial
Compensation
Feel-felt-found
Boomerang
Pass-up
Postpone
Exhibi t 11.4
ChapterChapter
Create an open and honestreate an open and honest
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Chapterp1111
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At ti tude aboutobjections
When are thereobjections?
Reasons forobjections
The valueequation
At ti tudes
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Response
methods
Angrycustomers
Priceobjections
Terminology
ppatmosphereatmosphere
ChapterChapter
Responding to objections:Responding to objections:
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pp1111
Questionsanswered
At ti tude aboutobjections
When are thereobjections?
Reasons forobjections
The valueequation
At ti tudes
Postponing/forestalling
Response
methods
Angrycustomers
Priceobjections
Terminology
p g jp g jdirect denialdirect denial
Buyer:
Your productsquality is too low.
Response:
That simply is not true.Our product has been
rated as the highest in
the industry for the lastthree years.
From Exhibit 11.5
ChapterChapter
Direct DenialDirect Denial
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At ti tude aboutobjections
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Reasons forobjections
The valueequation
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Response
methods
Angrycustomers
Priceobjections
Terminology
Direct DenialDirect Denial
This will lead to
confrontation.
Could be a fake
objection!
You may think you
have correctlydefined the objection
and thus give an
immediate response?
ChapterChapter
Using direct denialUsing direct denial
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At ti tude aboutobjections
When are thereobjections?
Reasons forobjections
The valueequation
At ti tudes
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Response
methods
Angrycustomers
Priceobjections
Terminology
Using direct denialUsing direct denial
Direct denial
should only be
used when theobjection refers
to something that
is of trivial
importance to the
buyer.True
False
ChapterChapter11
Responding to objections:Responding to objections:i di t d i li di t d i l
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At ti tude aboutobjections
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Reasons forobjections
The valueequation
At ti tudes
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Response
methods
Angrycustomers
Priceobjections
Terminology
p g jp g jindirect denialindirect denial
Buyer:Your products quality
is too low.
Response:
I can certainly see whyyou would be concerned
about quality. Actually,
though, our product hasbeen rated as the highest
in the industry for the last
three years.
From Exhibit 11.5
ChapterChapter1111
Responding to objections:Responding to objections:ti th dti th d
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Questionsanswered
At ti tude aboutobjections
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Reasons forobjections
The valueequation
At ti tudes
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Response
methods
Angrycustomers
Priceobjections
Terminology
p g jp g jcompensation methodcompensation method
Buyer:Your products quality is toolow.
Response:
I agree that our quality is notas high as some of our
competitors. However, it wasdesigned that way forconsumers who are looking fora lower-priced alternative,perhaps just to use in aweekend cottage. So you see,our somewhat lower quality is
actually offset by our muchlower price.
From Exhibit 11.5
ChapterChapter1111
Responding to objections:Responding to objections:f lf l f ltf lt f d th df d th d
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Questionsanswered
At ti tude aboutobjections
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Reasons forobjections
The valueequation
At ti tudes
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Response
methods
Angrycustomers
Priceobjections
Terminology
p g jp g jfeelfeel--feltfelt --found methodfound method
Response:I can certainly understand
how you feel. Mortimer
Jiggs felt the same waybefore he bought the
product. But after
using it, he found that
the quality was actually
superior to that of otherproducts.
From Exhibit 11.5
Buyer:Your products quality is too low.
ChapterChapter1111
Responding to objections:Responding to objections:b th dboomerang method
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Questionsanswered
At ti tude aboutobjections
When are thereobjections?
Reasons forobjections
The valueequation
At ti tudes
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Response
methods
Angrycustomers
Priceobjections
Terminology
boomerang methodboomerang method
ChapterChapter1111
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Questionsanswered
At ti tude aboutobjections
When are thereobjections?
Reasons forobjections
The valueequation
At ti tudes
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Response
methods
Angrycustomers
Priceobjections
Terminology
boomerang methodboomerang method
Buyer:Your products quality is
too low.Response:
The fact that the quality is
lower than in other productsis probably the very reasonyou should buy it. You said
that some of your customersare looking for a low-pricedproduct to buy for theirgrandchildren. This product
fills that need.
From Exhibit 11.5
ChapterChapter1111
Responding to objections:Responding to objections:passpass up methodup method
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Questionsanswered
At ti tude aboutobjections
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Reasons forobjections
The valueequation
At ti tudes
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Response
methods
Angrycustomers
Priceobjections
Terminology
passpass--up methodup method
Response:I understand your concern.
You know one of the
things I always look foris how a products
quality stacks up
against its cost.
[Pause] Now, we were
talking about
From Exhibit 11.5
Buyer:Your products quality is too low.
ChapterChapter1111
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Questionsanswered
At ti tude aboutobjections
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The valueequation
At ti tudes
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Response
methods
Angrycustomers
Priceobjections
Terminology
postpone methodpostpone method
Response:
Thats an interesting point.
Before discussing it fully, I
would like to cover just two
things that I think will helpyou better understand the
product from a different
perspective. Okay?
From Exhibit 11.5
Buyer:Your products quality is
too low.
ChapterChapter1111
How would you respond?How would you respond?
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Angrycustomers
Priceobjections
Terminology
y py p
You are interviewing fora job when the recruiter
tells you, I cant hire
you! Youre too young.Provide an example of your
response using each of these
techniques: Work SheetWork SheetDirect denial
Indirect denial
Compensation methodFeel-felt-found
Boomerang
Pass-upPostpone
ChapterChapter1111
What is your advice?What is your advice?
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Angrycustomers
Priceobjections
Terminology
yy
You are helping afriend rehearse for a
job interview. After
responding to anobjection, your friend
moves on, without
asking if you agree thatthe objection has been
resolved.
What advice would you
give your friend?
ChapterChapter1111
Adjusting for social styleAdjusting for social style
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Priceobjections
Terminology
j g yj g y
How would you attempt to answer the
objection, Your new product will have more
service problems than your competitors
product in each of the following situations?You are calling on an amiable that you
have been doing business with for four
years.You are calling on an expressive for the
first time.
You are calling on an analytical thatbought one of your products three years ago
but has bought nothing since then.
You are calling on a driver who currentlyuses your competitors product.
ChapterChapter1111
Responding to objections:Responding to objections:dealing with angry customersdealing with angry customers
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The value
equation
At ti tudes
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Response
methods
Angrycustomers
Priceobjections
Terminology
dealing with angry customersdealing with angry customers
How did the employee
handle it?Were you satisfied?
What could you have
done differently?
Think of the last time
you confronted a
salesperson or store
employee becauseyou were angry about
something that had
happened.
ChapterChapter1111
Responding to objections:Responding to objections:suggested stepssuggested steps
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The value
equation
At ti tudes
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Response
methods
Angrycustomers
Priceobjections
Terminology
suggested stepssuggested steps
Listen carefully dont interrupt.
Evaluate the objection.
Decide on the method(s) to use in
answering the objection.
See if their objection has been
answered.11-41
ChapterChapter1111
Categorizing ObjectionsCategorizing Objections
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Priceobjections
Terminology
g g jg g j
A popular way to categorize objections isA popular way to categorize objections is
by the nature of the customerby the nature of the customers concern.s concern.
MisunderstandingMisunderstanding the customer hasthe customer has
some incorrect information.some incorrect information.
SkepticismSkepticism the customer questionsthe customer questionswhether the product will provide whatwhether the product will provide what
you say it will.you say it will.
DrawbacksDrawbacks the customer believesthe customer believes
another solution offers a desirableanother solution offers a desirable
feature your solution doesnfeature your solution doesn t provide.t provide.
ChapterChapter1111
Responding to MisunderstandingsResponding to Misunderstandings
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equation
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Response
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Angrycustomers
Priceobjections
Terminology
The customer has some incorrectThe customer has some incorrect
information.information.
Rather than just giving them the properRather than just giving them the proper
information, you want to confirm yourinformation, you want to confirm your
understanding of the customerunderstanding of the customers need.s need. ThenThen acknowledgeacknowledge their need.their need.
NextNext showshow how your product actuallyhow your product actually
does meet the need.does meet the need.
ThenThen confirmconfirm their acceptance of thistheir acceptance of this
answer.answer.
ChapterChapter1111
Responding to SkepticismResponding to Skepticism
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The value
equation
At ti tudes
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Response
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Angrycustomers
Priceobjections
Terminology
The customer questions whether theThe customer questions whether theproduct will provide what you say it will.product will provide what you say it will.
FirstFirst probeprobe to be sure you understand theto be sure you understand thecustomercustomers concern.s concern.
ThenThen acknowledgeacknowledge their concern.their concern.
Next, explain whyNext, explain why your productyour product provides theprovides thedesired attribute, and providedesired attribute, and provide proofproof offer aoffer atestimonial letter, publicationtestimonial letter, publication, or another form, or another form
of proof that is acceptable to them.of proof that is acceptable to them. Evaluate the customerEvaluate the customers attitudes attitude toward yourtoward your
proofproof if they donif they don t seem convinced, tryt seem convinced, tryoffering a more acceptable form of proof.offering a more acceptable form of proof.
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Reasons forobjections
The value
equation
At ti tudes
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Response
methods
Angrycustomers
Priceobjections
Terminology
The customer believes another solutionThe customer believes another solutionoffers a desirable feature your solutionoffers a desirable feature your solution
doesndoesn t provide.t provide.
FirstFirst probeprobe to make sure you fully understandto make sure you fully understand
the customerthe customers concern.s concern. ThenThen acknowledgeacknowledge their concern.their concern.
Next youNext you ll want toll want to minimizeminimize the importancethe importance
of the feature they desire. To do this, makeof the feature they desire. To do this, makethe customer aware of the benefits that willthe customer aware of the benefits that willoutweigh the drawback.outweigh the drawback.
Then confirm their acceptance of this answer.Then confirm their acceptance of this answer.
ChapterChapter1111
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Response
methodsAngry
customers
Priceobjections
Terminology
To help a prospect
overcome his or herobjection to price, the
salesperson should
carefully explain the sellers
costs and show that the
price is fair in comparison
to the costs.
True
False
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The value
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Response
methodsAngry
customers
Priceobjections
Terminology
Be convinced that the price you areoffering is absolutely reasonable.
Identify the social style of theprospect.
Combine more than one method in
responding to price objections
(Boomerang with compensation and
FFF methods).The products value must be
established before discussing the
price.
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The value
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Response
methodsAngry
customers
Priceobjections
Terminology
Price objections are the most often typeof objections even they may be masked
to hide the real reasons for the buyers
objections.
20% of buyers buy depending on the
price.80% of buyers buy for reasons other
than the price, because they need
(want) the product, fill ing the gap
between have and want.
Price still an issue even betweenpartners.
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Response
methodsAngry
customers
Priceobjections
Terminology
Two step approach:Two step approach:
1. Ask questions1. Ask questions to understand theto understand the
customercustomers view point.s view point.2. Sell value and quality:2. Sell value and quality:
Complete costComplete cost--benefit analysis.benefit analysis.
Use communication tools (brochures,Use communication tools (brochures,
documents, samples, premiums,documents, samples, premiums,
demonstration, , , ).demonstration, , , ).
Use intangible benefits as:Use intangible benefits as:A. Services.A. Services.
B. Company reputation.B. Company reputation.
C. You the salesperson yourself (value creator).C. You the salesperson yourself (value creator).
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equation
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Response
methodsAngry
customers
Priceobjections
Terminology
Paint a Word Picture in
Responding to PriceObjections
ChapterChapter1111
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methodsAngry
customers
Priceobjections
Terminology
PricePrice--value sandwich techniquevalue sandwich technique
A business truism says that you can cut, cut, cut, until
you cut yourself out of business. Look before you cut
prices! You must sell more to break even.
ChapterChapter1111
Questions
Any questions about theAny questions about theterminology?terminology?
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customers
Priceobjections
Terminology
gygy
Boomerang method
Compensation methodDirect denial
Excuses
Feel-felt-found methodForestall
Indirect denial
Objection
Pass-up method
Pioneer sellingPostpone method
Probing method
Superior benefit methodThird-party-testimony
method
Turnover (TO)
ChapterChapter1111
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Response
methodsAngry
customers
Priceobjections
Terminology