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MSK Practitioners Diploma

Sales Resistance

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Handling Objections

John B M MuyaJohn B M Muya

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Sales Resistance/objections

Reasons why Prospects raise ObjectionsTypes of ObjectionsTypes of Objections:

Objections to delay actionProduct objectionsSources objectionService objectionPrice objectionObjections related to the salesperson

When to Handle ObjectionsMethods of Handling ObjectionsA Systematic Approach to handling Objections

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Objection Defined

An objection in marketing terms simply means the reason not to buy.The prospect resistance to committhemselves for various overt or hiddenreasons

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Selling Process

ProspectingPre - Approach

ApproachPresentationTrial Close

Determine ObjectionsMeet Objections

Trial CloseClose

Follow U p

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Dissatisfaction with the salesperson’s presentation Not the right time Price not right Buyer’s need to participate in the decision process Doubts on the product’s performance Human nature to resist change

Causes of objections

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Positive Elements of an ObjectionReveals the stage the prospect has reached i.e. interest, desire, conviction or readiness to close.

Reveals the impact of presentation

Offers a chance to stress points

Reassures buyer’s participation

Handled correctly, benefits buyer and seller

Builds buyer expertise and confidence

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When do Objections Occur?

Anytime from arrival time, during presentationeither by prospect asking questions or keepingmum as a sign on inward disgust.

Use trial close to determine the prospect’s attitudetowards the product and if it is time to close.

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Types of Objections

HiddenProspects ask trivial, unimportant questions to conceal their feelings. They evade discussing their objections because:-They are not serious buyers.They feel it is not part of the salesman’s business.Afraid to offend the salesmanThey feel the presentation is worth their full attention.

Uncover hidden objections handle them and close.

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Stalling Objections

Delaying Tactic• Will think over it• Will consult the boss etc

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No-Need Objections

Prospect may appreciate presentation but display no-need attitude to conceal hiddenobjections or as a proof that presentation was not successful.

Show the need and close.

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Product / Service objections

Prospect may be afraid of the products performance.

The prospect may feel the product is not worth the cost.

Differentiate your product.

Deliver what you promise.

Offer comparative advantage.

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The Source Objections

Loyalty to present supplier or salespersonThe prospect may not like the company.

Get a small order first as a way of breaking the resistance.

Show your true interest in the customer orprospect.

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Price Objection

Encompass forms of economic excuses e.g. have no money or price too high. The prospect may feel the product is not worth the cost. And may use it as tool to obtain the best at the lowest price.

Use the Price/Value Formula to handle the situation by changing the prospects perceptionof value by translating the benefits of the

product into what it will do for the buyer.

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Objections related to the salesperson

• Reputation of employer• First impression ( introduction)• Poor presentation • Fear or lack of confidence• Poor grooming. • Impatience /parrotism/ poor listening ability. • Ignoring or glossing over an objection. • Poor product knowledge. • Lack of empathy /attitude. • In ability to read the mood / signals on AIDA

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Meeting Objection Tips• Don’t interrupt. be sure to listen carefully and hear prospects

out rather than interrupting. • Ask questions. pleasantly, sincerely, not defensively, assess

the AIDA status and the real objection. • Don’t argue. “You may win the argument and lose the sale”

Adapt a problem-solving attitude to build rapport. • Don’t evade or minimize. Ignoring or glossing over an

objection, may slight the prospect. • Make a list of common objections. Discuss them with your

superiors and develop methods for handling each objection. • Offer benefits. Counter objections with benefits of your

product. • Empathize and express concern to gain confidence.

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Meeting Objection TechniquesHaving uncovered objections respond to themto the prospects satisfaction.Dodge not nor ignore.Rephrase the objection as a question.Postpone the objection.Indirectly deny the objection.Anticipate and forestall objections.Respond effectively by providing the necessaryinformation to make a decision Use visuals to facilitate convictionUse trial close to reassess and conclude.

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Systematic Meeting Objections Techniques

Plan For Objections

Structure presentation to minimize disadvantages of your productDon’t discuss disadvantages raised unless by the prospect at hand.Review past prospect’s objections and develop ways to overcome them.Always considered why prospect should buy as well as why he should not.

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Anticipate And Forestall Objections

Discuss anticipated objection before it is raised. Develop a sales presentation on anticipated objections.Acknowledge shortcomings, mistakes defects and address them but do not defend them.Brag about an objection and turn it into reason to buy e.g. our price is high because our new computerized electronics provide technology found in no other equipment.

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Handle Objections As They Arise

Unless the objection is covered later in the presentation, or when you want to build onto the point.Sometimes a prospect may keep quiet until an objection is addressed. A trial close at this stage may help to seek the prospect's opinion. and if the response is positive - closeIf an objection is raised, understand it and try another close to determine whether you have overcome it.Be prepared to determine whether there are other objections.Always go back to the presentation and further discussproduct benefits relative to the objection.

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Listen And Hear Them Out

Don’t irritate or create suspicion by leaping into the objection before the prospect is finished.

Identify hidden objections.

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Understand & Forestall Objections

When objections are raised categorize them i.e.Request for more information which should be supplied direct to facilitate conviction in the created desire.Determine whether you can help the prospect meet the condition. if you can do it, but if you can not, politely close the interview. Negotiate to or soften or eliminate the condition.

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Major Or Minor ObjectionsDetermine the truth or honesty of the objective.Determine it's importance.Concentrate only on an objection related to the prospect's buying motives.Don’t turn minor objections into major discussion items.

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Practical & Psychological Objections

Practical objections are overt, real and tangible e.g. your price is too high. psychological objections are hidden and not clear.

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Action Plan

Understand objections.Plan for themAnticipate them.Handle them as they arise.Listen careful to what is said.Respond warmly and positively. Respond vide effective communication.

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Whatever the Outcome be courteous

TO THE END