12-1 12-1 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
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12-112-1McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
Welcome Your Prospect’s Objections
Chapter12
12-3
Welcome Objections!
Accept objections as a challenge People do not want to be taken
advantage of Learn to overcome objections
12-4
What are Objections?
Opposition or resistance to information or the salesperson’s request is an objection
12-5
Prospect may object any time during sales call
Always be ready to handle a prospect’s objections
When Do Prospects Object?
12-6
Objections and the Sales Process
Objections can occur at any time When objections occur, quickly
determine what to do
12-7
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
12-8
Basic Points to Consider in Meeting Objections, cont…
Understand objectionsRequest for informationA condition (negotiation can overcome a
condition)Major or minor objectionPractical or psychological objection
12-9
Practical vs. Psychological
PracticalPriceProduct not neededProspect has overstockDelivery schedules
PsychologicalResistance to $$Pre-determined beliefsNegative image of company/sales force
12-10
Categories of Objections
HiddenUnwilling to discuss true objectionsAsk probing questions
Stalling I’ll think it over I’ll be ready to buy later this monthP. 377
12-11
Categories of Objections
No-Need Objection I’m not interestedThanks for coming byP. 379
Money ObjectionCosts too much/price too highPrice Value Formula
Price/Value = Cost
12-12
Categories of Objections
Product ObjectionRisks/competition
Source ObjectionMay not like you or your company
12-13
Exhibit 12.7: Techniques for Meeting Objections
12-14
Techniques for Meeting Objections
Dodge: neither denies, answers, nor ignores
Pass up: seasoned salesperson Rephrase: ‘Active listening’ an objection
as a question (Exhibit 12-8)
12-15
Techniques for Meeting Objections
Postponing: sometimes necessary Boomerang: send it back Smoke out objections
Five-question sequence (Exhibit 12-10)
12-16
Exhibit 12.10: Five-Question Sequence for the Smoke-Out
Back to 12-23
12-17
Techniques for Meeting Objections, when they are
incorrect…. Use direct denial tactfully The indirect denial works
‘I agree’ ‘Yes’
Compensation/counterbalance methodShow the benefits/value in profits
Third party answerProof of testimony
12-18
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
12-19
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
12-20
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?”
12-21
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
12-22
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.
12-23
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)
12-24
If You Cannot Overcome the Objection, What Are Three Alternatives to Consider
(#3) If 100% sure the customer will not buy
Go ahead and closeAlways ask for the orderAllow the buyer to say “no” – don’t say it
yourselfYour 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
12-25
Exhibit 12.12: The Procedure to Follow when a Prospect Raises an
Objection
Prospect raises an objection
Prospect raises an objection
Response to the objection
Response to the objection Use a trial closeUse a trial close
Move into your presentation
Move into your presentation
Close the saleClose the sale
12-26
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
12-27
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
CloseCloseCloseCloseCloseCloseCloseCloseCloseCloseCloseCloseCloseCloseCloseClose
12-28
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
12-29
Approach
Presentation
Trial Close
Determine Objections
Meet Objections
Trial Close
Close
If After You Meet the Objection You Received a Negative Response to Your Trial Close, What
Would You Do?
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