Module Eight
Addressing Concerns
and Earning Commitment
Learning Objectives
1. Explain why it is important to
anticipate and overcome buyer
concerns and resistance.
2. Understand why prospects raise
objections.
3. Describe the five major types of sales
resistance.
Professional Selling:
A Trust-Based Approach
Module 8:
Addressing Concerns and Earning Commitment
Ingram
LaForge Avila
Schwepker Jr. Williams
Learning Objectives
4. Explain how the LAARC method can be
used to overcome buyer objections.
5. Describe the traditional methods for
responding to buyer objections.
6. List and explain the earning commitment
techniques that enhance relationship
building.
Professional Selling:
A Trust-Based Approach
Module 8:
Addressing Concerns and Earning Commitment
Ingram
LaForge Avila
Schwepker Jr. Williams
Setting the Stage
Addressing Concerns
1. What did the Merril Lynch salesperson
quickly discover was his real job?
2. In the vingette , the Merrill Lynch sales
representative describes an opportunity
to develop a relationship with a very
important client. Ultimately, the secret to
gaining the customer’s commitment was
to do what?
Professional Selling:
A Trust-Based Approach
Module 8:
Addressing Concerns and Earning Commitment
Ingram
LaForge Avila
Schwepker Jr. Williams
Objection (Sales Resistance)
Anything the buyer says or
does that slows down or
stops the buying process.
Professional Selling:
A Trust-Based Approach
Module 8:
Addressing Concerns and Earning Commitment
Ingram
LaForge Avila
Schwepker Jr. Williams
Reasons Why
Prospects Raise Objections
• The prospect wants to avoid the
sales interview.
• The salesperson has failed to
prospect and qualify properly.
• Objecting is a matter of custom.
• The prospect resists change.
• The prospect fails to recognize a
need.
• Prospect lacks information.
Professional Selling:
A Trust-Based Approach
Module 8:
Addressing Concerns and Earning Commitment
Ingram
LaForge Avila
Schwepker Jr. Williams
Major Categories of Objections
Category
• Need
• Product or
Service Features
• Company or
Source
• Price
• Time
Professional Selling:
A Trust-Based Approach
Examples
IYour
time
to think
over.
company
is
tooit small
toor
We
can’t
it.
I need
have
don’t
allafford
like
I the
can
design,
use.
color,
meet
my needs.
style.
me
againto
next
month
IAsk
can’t
spend
that when
I don’tafford
need
any.
you
stop
I’ve
never
heard
of your should
much
rightby.
now.
Maintenance
agreement
The equipment I have is still
company.
be included.
I’m
not30%
ready
to buy
yet.your
That’s
higher
than
good.
Your company
too big;isI’ll get
competitor’s
comparable
ofis
product
IPerformance
haven’t
made
up
mycompany
mind.
I’m satisfied
with the
lost
in
the
shuffle.
model.
unsatisfactory.
usewant
now.to commit myself
Iwe
don’t
How
do I aknow
you’ll
be
around
We
have
better
offer
from
Packaging
is atoo
bulky.
until
I’ve
had
chance
to
talk
to
Wetake
have
no of
room
your
line.
to
care
me for
in the
future?
your
competitor.
engineering.
Specifications don’t match what
company
recently
in
IYour
need
something
a lot
cheaper.
we
have
now. was
the newspaper. Are you having
Your
price is not
different
The product
is poor
quality.
problems?
enough to change suppliers.
Module 8:
Addressing Concerns and Earning Commitment
Ingram
LaForge Avila
Schwepker Jr. Williams
LAARC Method for
Handling Buyer Resistance
isten
cknowledge
ssess
espond
onfirm
Professional Selling:
A Trust-Based Approach
Module 8:
Addressing Concerns and Earning Commitment
Ingram
LaForge Avila
Schwepker Jr. Williams
Other Methods for
Handling Buyer Resistance
•
•
•
•
Forestall
Direct Denial
Indirect Denial
Translation or Boomerang
Respond to the objection by providing
Introduce
Respond
Turn
a reason
to
the
the
source
not
objection
to buy
of the
(the
byobjection
telling
sourcethe
of the
evidence
that
helps
the
prospect
before thes/he
prospect
objection)
into
prospect
isa wrong.
reason
brings
to buy.
it up. realize
s/he is mistaken.
Professional Selling:
A Trust-Based Approach
Module 8:
Addressing Concerns and Earning Commitment
Ingram
LaForge Avila
Schwepker Jr. Williams
Other Methods for
Handling Buyer Resistance
• Compensation
• Question
• Third Party Reinforcement
Use the opinion
Ask
buyer assessment
or data from
questions
a third party
to
Counterbalance the objection with an
gain a better
source
to help
understanding
overcome theofobjection
the source
and
offsetting benefit.
of the objection.
reinforce
the salesperson’s points.
Professional Selling:
A Trust-Based Approach
Module 8:
Addressing Concerns and Earning Commitment
Ingram
LaForge Avila
Schwepker Jr. Williams
Commitment
The creation of an obligation between the
seller and buyer.
The seller obtains the buyer’s obligation
to a specific action.
The specific action is usually linked
directly to one of the sales call objectives.
Professional Selling:
A Trust-Based Approach
Module 8:
Addressing Concerns and Earning Commitment
Ingram
LaForge Avila
Schwepker Jr. Williams
What Constitutes Commitment
•
•
•
•
Professional Selling:
A Trust-Based Approach
An Appointment
Agreement for next meeting
Agreement for product demo
A sale
Module 8:
Addressing Concerns and Earning Commitment
Ingram
LaForge Avila
Schwepker Jr. Williams
Guidelines for Earning Commitment
• Resolve “Red Light” Statements Made
by the Prospect
– I’m not sure that will work.
– The price is higher than I though it would
be.”
– Your delivery schedule does not work for
us.
– I don’t see the advantage of going with
your proposal.
Professional Selling:
A Trust-Based Approach
Module 8:
Addressing Concerns and Earning Commitment
Ingram
LaForge Avila
Schwepker Jr. Williams
Guidelines for Earning Commitment
• Look for Commitment Signals
– “That will get the job done”
– “I didn’t realize you delivered everyday.”
– “The price is lower than I thought it would
be.”
• Ask Trial Commitment Questions
– “What do you think about the what we’ve
discussed?”
– “Do you see how this will help your
organization?”
Professional Selling:
A Trust-Based Approach
Module 8:
Addressing Concerns and Earning Commitment
Ingram
LaForge Avila
Schwepker Jr. Williams
Techniques to Earn Commitment
• Ask for the Order/Direct Commitment
– Simply Ask for the Order
• Legitimate Choice/Alternative Choice
– Give the Prospect a Limited Number of Choices
• Summary Commitment
– Summarize All the Confirmed Benefits That Have
Been Agreed To
Professional Selling:
A Trust-Based Approach
Module 8:
Addressing Concerns and Earning Commitment
Ingram
LaForge Avila
Schwepker Jr. Williams
Techniques to Earn Commitment
• T-Account or Balance Sheet Commitment
– Summary Close on Paper
• Success Story Commitment
– Salesperson Tells a Story of a Business That
Successfully Solved a Problem by Buying His
or Her Product.
Professional Selling:
A Trust-Based Approach
Module 8:
Addressing Concerns and Earning Commitment
Ingram
LaForge Avila
Schwepker Jr. Williams
Dealing with Yes!
• Obtain the customer’s signature
• Provide a plan of action (i.e., answer
the question “now what?”)
• Answer any remaining questions.
• Assure the buyer you will follow-up
• Thank the customer for the business
Professional Selling:
A Trust-Based Approach
Module 8:
Addressing Concerns and Earning Commitment
Ingram
LaForge Avila
Schwepker Jr. Williams
Dealing with No!
•
•
•
•
•
•
Professional Selling:
A Trust-Based Approach
Evaluate the customer’s explanation
Maintain the relationship foundation
Understand rejection is a fact of life
Evaluate your performance
Learn from the situation
Make improvements
Module 8:
Addressing Concerns and Earning Commitment
Ingram
LaForge Avila
Schwepker Jr. Williams