Ch 14 Section 2 Objections and Rejections n

Ch 14 Section 2 Objections and Rejections n What You’ll Learn – The difference between objections and excuses – The five buying decisions that are the basis for common objections – The four-step method for handling customer objections – The six specific methods for handling objections and when each should be used

Understanding Objections n Objections – Concerns, hesitations, doubts or other honest reasons a customer has for not making a purchase n Excuses – Insincere reasons for not buying or not seeing the sales person – Often used when customers are not in the mood to buy or to conceal real objections

Welcome and Plan for Objections n Objections should be answered promptly n Objections can guide you through the sales process n Objection Analysis Sheet helps prepare salespeople to answer objections – Lists common objections and possible responses to them

Common Objections n Need – Customer does not have an immediate need for the product or wants an item that is not truly needed n Product – Objections about the product itself such as construction, ease of use or quality n Source – Objections about the company or brand n Price – More common with expensive, high quality items n Time – Reveals a hesitation to buy immediately

Four Step Process to Handle Objections Listen Carefully n Acknowledge Customer’s Objections n – Demonstrate that you understand care – “I can see your point” or “other customers have asked the same questions” n Restate the Objections – Paraphrase - “In other words, you feel that…” n Answer the Objections – Must be done “tactfully”

Specialized Methods for Handling Objections n Boomerang – Brings the objections back to the customer as a selling point n Question – Use questions to learn more about the customer’s objections n Superior Point – Offset objections with other features and benefits

Specialized Methods for Handling Objections Denial – Used when customer’s objection is based on misinformation – Provide proof and accurate information to answer objection n Demonstration – Seeing is believing – Only conduct demonstrations that have been tested n Third Party – Use a previous customer or another neutral person to give a testimonial about the product n

Topic Quiz 1. Identify the best method for handling the objection: a. “These running shoes are so lightweight. Are they definitely for avid runners? ” b. “This is the smallest TV I’ve ever seen. How can it have a clear picture? ” c. “I didn’t think automatic focus cameras cost so much. ” d. “Will this nylon and polyester fiberfill vest need to be dry cleaned? ” e. “I’m not sure I need a copier that enlarges and reduces. ”

Topic Quiz - Answers 1. Identify the best method for handling the objection: a. “These running shoes are so lightweight. Are they definitely for avid runners? ” Boomerang method: Explain that the lightweight feature is deliberately designed to ease strain and fatigue over the long haul b. “This is the smallest TV I’ve ever seen. How can it have a clear picture? ” Demonstration Method: Allow customer to see the TB screen image and determine that the picture is clear.

Topic Quiz – Answers (cont) 1. Identify the best method for handling the objection: c. “I didn’t think automatic focus cameras cost so much. ” Superior Point Method: Acknowledge that the cameras do cost more, but point out the additional benefits they have. d. “Will this nylon and polyester fiberfill vest need to be dry cleaned? ” Denial method: Point out the care label and indicate that both fabrics are washable under normal circumstances e. “I’m not sure I need a copier that enlarges and reduces. ” Questions method: Suggest some common situations in which reductions and enlargements are needed. Ask the customer if they have encountered those situations