Chapter 8 Chapter 8 Handling Handling

ObjectionsObjections

So…So What?So…So What?• Introduction to

handling objectionso Discussion

• Types of objections• Techniques for

handling objectionso Group exercise

• Recap and wrap up

• Prepared to enter a sales job upon graduationo Understand your cliento Practice techniqueso Attitude and behavior

Objection ObjectivesObjection Objectives• What is an objection?• Why do customers

object?• Techniques to

overcome objections• Attitude and behavior

of sales associates

Sales Objection… what Sales Objection… what is it?is it?

Definition: An expression of buyer concern

Rather than argue for a point when an objection is raised, a salesperson can be more

successful by listening, or probing, to find out why it is an objection.

REJECTIO

NREJECTIO

N

A Sales Objection is A Sales Objection is NOTNOT……

an Argument• Cannot force a need

upon an organization• People are emotional

and subjective• According to the Sales

Career Training Institute's ongoing surveys regarding sales objections, rejection by prospects is the number one fear - and therefore, the number one de-motivator of salespeople across all industries.

Three Reasons Three Reasons Behind ObjectionsBehind Objections

1. Objections may occur because the prospect is ready to buy but wants to confirm the purchase decision with another decision-maker, get a better deal or otherwise stall you in order to meet their own objectives.

2. Objections may occur because the prospect has doubts, fears or unanswered questions about your product, service or you as a salesperson.

3. Objections may occur simply because the prospect does not want to buy.

Finding the right Finding the right contactcontact

“Mr. Smith handles all of our events”“I’m not interested in sales people”

“What’s in it for me?”“I’m not the decision maker”

“I’ll think it over”

1

2

Type in company name here

The unknownThe unknown“the risk is too great”

“what are you offering?”“I don’t have enough time to figure out the details”

“Isn’t your hotel under renovation?”“Wasn’t your restaurant closed for health violations?”

ASK Questions and ASK Questions and Qualify FeedbackQualify Feedback

• Don’t try to deal with the objection until you fully understand it.

• Have I explained myself clearly?

• Do you have any other questions before we move on?

• Is that the only reason you are not buying?

• Does this satisfy your concern regarding…?

ItIt’’s not for mes not for me“It’s too expensive”

“I don’t like your hotel/location”“My boss doesn’t like your brand”

“You don’t offer free parking/free breakfast”“Your customer service is awful”

Overcoming Overcoming ObjectionsObjections1. Listen

o Do not interrupt the prospect

2. Check for understanding

3. Remain positive4. Empathize5. Provide evidence and

convince buyer

Step 1Step 1

• LISTEN to what the buyer has to say. • Make sure not to interrupt even if they buyer is

complaining about something you immediately know how to resolve.

Step 2Step 2• Make sure you

CHECK to see if you understand exactly what the problem is.

• Repeat what they said if necessary and conform what the issue is (active listening).

Step 3Step 3• REMAIN POSITIVE.

Make sure not to argue with the customer but simply make a positive statement.

• Make sure to fully understand a complaint before you try and resolve it.

Step 4Step 4

• EMPATHIZE with your customer. • Let the customer know his/her complaint is very

valid and that he/she is not the only one to object to a similar issue.

Step 5Step 5

• PROVIDE EVIDENCE and CONVINCE your customer that his/her complaint can be resolved.

• This stage is the most important • Each complaint requires a unique solution • Some complaints could be masking something else the buyer

doesn’t like. • Offering discounts or providing proof are different possible ways

of convincing your customer to make a purchase.

Step 6Step 6• After trying to resolve

the customer complaint it’s time to MOVE BACK to your work in progress. • You are first and

foremost trying to sell your product.

• Resolving a complaint doesn’t guarantee a purchase

A great night’s sleepA refreshed morning

A comfortable work environmentA place to connect

Sell the benefit, not Sell the benefit, not the feature:the feature:

A great night’s sleepA comfortable work environment

A place to connectWhere big ideas come together

A refreshed morning A great start to the day

If there is no

Then there is no

Attitude and BehaviorAttitude and Behavior• Stay Positive

o Objections WILL come up, don’t overreact to them

o You can WIN the argument but LOSE the sale

o Get the customer in a “yes” frame of mind

• Empathyo Acknowledge your

customers concernso “I can understand how

you feel” or “I’m glad you brought that up”

o Practice Emotional Intelligence

o *** this does not mean you have to agree***

Make the CommitmentMake the Commitment• Ask the prospect

to commit to somethingoMake an

appointment to visit with them in person

oBook the business!