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Call Structure and Dealing Call Structure and Dealing With ObjectionsWith Objections
Media Selling, 4Media Selling, 4thth Edition Edition
Call StructureCall Structure
GreetingGreeting New informationNew information OpeningOpening Recap and purposeRecap and purpose DiscussionDiscussion
– Dealing with objectionsDealing with objections– ConditionsConditions– Discussion tacticsDiscussion tactics
Summary and closeSummary and close
Dealing With ObjectionsDealing With Objections
Probe to understand.Probe to understand. Compliment, restate, and get agreement.Compliment, restate, and get agreement. Empathize, reassure, and support (feel, felt, Empathize, reassure, and support (feel, felt,
found).found). Use trial closesUse trial closes Forestall objectionsForestall objections Use “Yes, but…” and compare.Use “Yes, but…” and compare. Use case histories (case studies).Use case histories (case studies). Use “coming to that…”Use “coming to that…” Pass on objections.Pass on objections.
Dealing With the Price Dealing With the Price ObjectionObjection
Continually talk about qualityContinually talk about quality Break price into smallest possible unitsBreak price into smallest possible units Talk value, not price.Talk value, not price. Refer to investments, not costsRefer to investments, not costs
Discussion TacticsDiscussion Tactics
Vary your style.Vary your style.– ContrastContrast– MovementMovement– NoveltyNovelty
Use equivalencies.Use equivalencies. Narrow down objections and reconfirm.Narrow down objections and reconfirm. Change the basis for evaluation.Change the basis for evaluation. Reassure doubts.Reassure doubts. Evaluate reactions.Evaluate reactions.