The document discusses techniques for handling objections in sales presentations. It defines objections as opposition or resistance to information or requests from the salesperson. It identifies different types of objections like hidden, stalling, no-need, money, product, and source objections.
The document outlines basic points to consider when meeting objections like planning for objections, listening to understand the objection, and determining if it is a practical or psychological objection. It describes techniques for meeting objections such as dodging, rephrasing, postponing, sending objections back, and using a five-question sequence.
If an objection cannot be overcome, alternatives include concentrating on other benefits, admitting the limitation and showing how benefits outweigh it, or closing anyway
5. 12-5
Prospect may object any time during sales
call
Always be ready to handle a prospect’s
objections
When Do Prospects Object?
6. 12-6
Objections and the Sales Process
Objections can occur at any time
When objections occur, quickly determine
what to do
7. 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
8. 12-8
Basic Points to Consider in Meeting
Objections, cont…
Understand objections
Request for information
A condition (negotiation can overcome a
condition)
Major or minor objection
Practical or psychological objection
9. 12-9
Practical vs. Psychological
Practical
Price
Product not needed
Prospect has overstock
Delivery schedules
Psychological
Resistance to $$
Pre-determined beliefs
Negative image of company/sales force
10. 12-10
Categories of Objections
Hidden
Unwilling to discuss true objections
Ask probing questions
Stalling
I’ll think it over
I’ll be ready to buy later this month
P. 377
11. 12-11
Categories of Objections
No-Need Objection
I’m not interested
Thanks for coming by
P. 379
Money Objection
Costs too much/price too high
Price Value Formula
Price/Value = Cost
14. 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)
15. 12-15
Techniques for Meeting Objections
Postponing: sometimes necessary
Boomerang: send it back
Smoke out objections
Five-question sequence (Exhibit 12-10)
17. 12-17
Techniques for Meeting Objections,
when they are incorrect….
Use direct denial tactfully
The indirect denial works
‘I agree’
‘Yes’
Compensation/counterbalance method
Show the benefits/value in profits
Third party answer
Proof of testimony
18. 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
19. 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
20. 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?”
21. 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
22. 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.
23. 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)
24. 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 close
Always ask for the order
Allow the buyer to say “no” – don’t say it yourself
Your 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
25. 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
26. 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
27. 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
28. 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
