• Define resistance (Ch9, Q # 1)
• Distinguish between active & passive resistance. (Ch9,Q#2)
• Differentiate between objections, questions & excuses
(Ch9,Q#3).
• Define 6
(not 4) types of objections (Ch9 Q # 4).
• Describe a 4 step objection handling process
• Explain the feel, felt, found technique (Ch9,Q#5).
• Determine if an objection is irrational(Ch9,Q#6).
• List & explain techniques for handling objections
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• The only bad objection is the one
_______________________
• There are only 4-5 objections which will account for
_______________________
• The experienced sales person will at least be prepared for
_______________________
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•
A) UNDERSTANDING OBJECTIONS
– Selling points are designed to convince and create (or discover) demand for your product/service
– But prospects sometimes do not
• _________________________________________
• _________________________________________
_________________________________________________
________________________________________________
And thus raise questions and objections during your presentation
Recall, we want to secure agreement from the customer that specific benefits to them are recognized as we are
________________________________________
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– You have the customer’s
__________________
– They are thinking about
______________________________
– The more important barriers
______________________________________
–
The salesperson should therefore genuinely
___________________________ !!!!!!!!!!!
by using questions and feedback on each
4/13/2020 challenged selling point.
4

Objections are (Ch9 Q # 1):
 _______________________________________ not to accept your point or buy your product
 Often presented as a negative reaction
–
_______________________
Constantly check for agreement (handle o’s as you go).
–
____________________________________________
–
____________________________________________
Legitimate concerns or reasons the point you have made is negative for them
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–
_________________________ & get a sense of whether
_____________________ the concern
–
Throw it __________________________ e.g.-Objection = people in our department won’t attend such a training session
Response = Rephrase then say, “does anyone else have that same problem with your department? You know the co. climate better than I. How do you deal with such this issue?”
(gets ideas and gives time to think)
–
Any response should be directed to
_________________________________________________
___________________________________
–
Make sure that ________________ are satisfied with the answer
6 4/13/2020
McGraw-Hill/Irwin
11-6

• Sometimes the prospect doesn’t have enough information and will ask a question
• A question may be resistance but it isn’t an
______________________
• Questions indicate that the customer is
____________________
• It is just what the salesperson wants.
•
When information is lacking . . .
____________________
Chapter 8 7

Based on something other than the performance of the product or your business. a smoke screen for something ________________________________
WHY?
1.
_________________________________
2.
_________________________________
3.
_________________________________
4.
_________________________________
5.
_________________________________
4/13/2020 8

• Something unexpected…it
__________________________
• It is impossible to handle …
“I need to think about it or look around.”
•
_______________________
_______________________
Return to probing & perhaps take the blame
… ________________________
_________________
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Specific example coming up ….
9

• Active resistance is outward,
___________________ to accept a point you have made
• It is the easiest type of resistance to with which to deal.
• The prospect never actually states the objection ... and so it is very difficult to deal with it
• Passive resistance is
_______________________
• It sneaks up on you until suddenly you realize that something is going on
Chapter 8 10

• Becomes evident when the prospect
__________________________________________
__________________________________________
• yet somehow, it seems impossible to
__________________________
Chapter 8 11

• __________________________
“me thinks she doth protest too much!”
• __________________________
A secret concern - $, loyalty, ignorance
• __________________________
Try to refocus
• __________________________
Something else is wrong so let them talk it out
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– Try to keep emotions
________________________
________________________
-Show the capacity for participating in the feelings or ideas of another
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________________________
If you postpone . . . you may
_______________________ or cause a
_________________________ prospect may become
________________________
• Occasionally you may have to postpone but be sure you come back to it. Postpone if …
•
______________________________________
• __________________________________
4/13/2020 14

Remember the example showing the value Brad provides to his customers .
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____________________________________________________________
____________________________________________________________
____________________________________________________
_______________________________________________________
15

• Avoid arguments at all costs . . .
No matter how strong
. . . or how
______________________________
________________________________________
Even if you win . . . you
_____________
– Instead control your emotions, don’t tell, just
_______________________
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•
_______________________________
•
_______________________________
•
_______________________________
•
_______________________________
_______________________________
•
_______________________________
Audio Video clips funded by the
Barnhart Fund for Excellence
4/13/2020 17


Give the prospect a way to “save face”
• “I’m sorry, I didn’t cover that part very well. . .”
• “A lot of people feel that way until they learn . . .”
• “I understand your feeling. These situations get pretty complex . . .
--------- Others have FELT …- They have FOUND…
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“You guys talk a good line, but when it comes to actually working your program, it was so confusing last year we just gave up and sold what our customers asked for first.”
(Downey p. 344)
•
I understand how you
_________________
• I know other dealers
_______________________________________
•
However, we listened and dealers have
_______________________________________
For relationship as well as I & S buyers.
D ominance, I nfluence, S teady & C ompliance
4/13/2020 19

Try to avoid the word “but” in handling objections
– “But” tends to negate anything you have just said
– “Yes, I agree, but . . .” really says . . .
» ______________________________
– The word “But” tends to make people defensive
– Instead . . . Use the word ____________________
• “Yes, I agree, _________________________ there might be another way to think about it.”
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___________________________________
20

 Anticipate common objections and deal with them
_______________________
– Do not actually state the objection but build a
_________________________
– General Example . . .
• Anticipated objection -- Reputation of poor equip.
– Build a selling point around your new line using
________________________________________________
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Three steps in handling objectives:
– 1) _______________________________ make sure you understand what they are saying. How it is said is as important as what is said.
– 2) _______________________________ restate the objection back to the customer using less pointed words. Restating also is good communication.
– 3)________________________________ continues the dialogue, de-fuses the anger & clarifies objection.
– 4) ________________________________ always address the objection.
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a. My obstetric patients will never need that service.
Direct denial: That’s not really true. In fact, here is a study showing that 73% of obstetric patients have the condition…
Indirect denial: I can see why you might think that. Historically few obstetric patients have exhibited such symptoms. But here is a study that shows that
73%..
b. I heard that the paint used in manufacturing your unit can cause cancer.
Direct denial: I’m sorry, but that’s simply not accurate. We’ve done studies…
Indirect denial: Many paints can cause cancer, I know. But surprisingly, this paint does not . . .
c. I can buy this cheaper online.
Direct denial: No, it’s not offered online anywhere.
Indirect denial: While it’s true that things bought on line are often cheaper, the fact is that this is not offered online at all.
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• TRANSLATING OBJECTIONS to SELLING POINTS
–
Objections are often
___________________________________ who is genuinely looking for answers you may have
• “I am just not in a position to spend that kind of money right now”
– Use customer cues to
___________________________________ onto those areas revealed to be important to the client
• You may need to
__________________________________________
__________________________________________
– Don’t come back with a response
_____________________________
Take your time.
4/13/2020 24

Bob, Western
New York Agway
Ag Products
Developed by Purdue University
Gene,
Diamond Walnut
Complaints have positive aspects
____________________________________
____________________________ (end)
4/13/2020
Complaints are inevitable
____________________________
___________________________
25

Sales Objection 1: Stall/Deferred Decision: "I
Need To Think It Over"
• Resists
_______________________________
• Wants to slow down and be thorough
• The risk is she/he will begin to
________________________
• The greater chance prospect will turn to
________________________
• Your best response is
________________________ the prospect think it over
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Customer: I need to give this some thought before I decide.
Salesperson: That makes a lot of sense. Your advertising is important and you want to make sure the decision you reach is good for your business. What factors are you going to consider as part of your decision?
• Get the prospect to _____________________________
• Two things are likely to happen
1.
They will realize there is
They will raise new questions that
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Sales Objection 2: I'll Have To Take A Look At The
Numbers or I can’t afford it
Customer: Well, I'll have to take a look at the numbers and get back to you.
Salesperson: Definitely. The numbers have to work for you.
After all, this is a business decision and you have to make sure it is cost-justified.
Customer: That's the way I always try to do it.
Salesperson: Mr. Wilson, I have a lot of experience helping businesses analyze advertising costs and paybacks, and I would be happy to help you with your analysis. The best place to start is usually with
How much would you estimate the average new customer would spend with your business over the next year?
4/13/2020 28

Sales Objection 2: I'll Have To Take A
Look At The Numbers or I can’t afford it
• Little clarification is needed
You don’t want the prospect to
• Offer to help
• Before the prospect can say yes or no,
• If the answers is a number, you are beginning to help him with the analysis.
• If he doesn’t want your help still - move to
• Adds a limit on how long the prospect will think about it and helps prevent him from forgetting about it altogether.
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30

Sales Objection 3: I'm Not Interested
• This is a standard brush-off objection used by many decision makers. It will come up most often on cold calls. It simply means they
• When you hear this objection, your first response should be
Because … if you believe the customer doesn’t need your product, you should not be selling it to them
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• Customer: I'm not interested.
•
Salesperson: Oh, really? Why not?
•
Customer: I looked into a similar thing from one of your competitors a while back and determined it wasn't right for our business.
• Salesperson: Do you recall why
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• At this point you have no idea who the competitor was, what exactly they were offering, whether they presented it competently, or what the prospect did not like about it.
However, you succeeded in getting your prospect to start talking to you. Now you are in a position to
• When a prospect says he is not interested, it will usually take you several questions to get to the bottom of his concern. Then you can
4/13/2020 33

Sales Objection 4: It's Not Appropriate For My
Business
•
Maybe true and maybe not. Most likely, the prospect just doesn't know
•
Customer: I think it would be insulting for my customers to go to the movies to relax and then have to look at my advertising.
• Salesperson: I'm glad to hear you say that, because I agree completely. That's why I would suggest a very special type of slide campaign for you.
•
Customer: Such as what?
•
Salesperson: I know that your company does a great deal of public service work in the community. What you might want to consider is a public service announcement slide that asks people to contribute or become active with one of those organizations. The slide would have that message, a photo of the people who are being helped, plus your logo to add credibility to the appeal.
4/13/2020 34

Sales Objection 4: It's Not Appropriate For My Business
• Since the objection needed little clarification, the salesperson did not respond with a question.
• Instead, he turned the negative into a positive by
• Then he paused in his response, causing the prospect to ask
"Such as what?“
• Always use pauses like this to keep your prospect involved in the conversation.
4/13/2020 35

Sales Objection 5: I Think I Will Go With Your
Competitor
•
Customer: I like the idea, but I think I will go with your competitor, Large-Screen Entertainment.
•
Salesperson: What is it about Large Screen that appeals to you?
• This sales rep knows that it won't work to knock the competition, so she asks the customer to
• Once she knows the customer's perception of the competitor's advantages, she will now how to frame her response.
4/13/2020 36

Sales Objection 6: What If You Go Out Of
Business?
•
Customer: I have heard about fly-by-night operators in this business. What happens if you go out of business or you don't deliver my slides to the theater?
•
Salesperson: That's extremely unlikely to happen. We are a national company with customers throughout the U.S. and Canada. But it is a fair question. You need to know that your advertising dollars are not wasted.
Since we, like any other company you buy from, can't prove conclusively that we will be in business in the future, what could we do to make you comfortable that you won't lose your money if you go with us?
•
Customer: Well, I suppose it really isn't that likely that you will go out of business. I mostly wanted to hear how you responded. And I can pay for this on a quarterly basis, right?
• Salesperson: Absolutely, so your financial risk is always minimal.
•
By forcing the prospect to assess the maximum downside risk, this salesperson made the prospect realize that his objection was
4/13/2020 37

(summary)
1. I need it, but not now or I need to think it over
2. I cannot afford it or I need to look at the numbers
3. I’m not interested; I don’t want it
4. I don’t need your product –it doesn’t work for me
5. I’m going with a competitor
6. What if you aren’t here?
4/13/2020 38

• The customer may have either revealed or unrevealed
• When you realize you
• Accept it gracefully.
–
Thank the customer and leave.
• If you’ve been honest and sensitive to their needs, you’ll have another chance at a later time
4/13/2020 39

There is no single answer for how persistent to be, other than
Pushing too hard can easily
Not pushing hard enough
Chapter 8 40