7/31/2019 Mktg Chapter 5 2012

1/28

Handling Objections

7/31/2019 Mktg Chapter 5 2012

2/28

An objection is a concern or a question raised

by the buyer.

7/31/2019 Mktg Chapter 5 2012

3/28

Objections are opposition or resistance to

information or to he salesmansrequest.

7/31/2019 Mktg Chapter 5 2012

4/28

Front page: Write your experience of disagreeingor refusing to buy the salesmans product or

service.-Why did you refuse his (salesmans) offer?

Back page: Share your experience of being refusedto or turned-down when you wanted somethingbut didnt get it.

- How did you feel?

- What did you do to over come the feeling?

7/31/2019 Mktg Chapter 5 2012

5/28

Six Major Categories of Objections1. The Hidden Objection

2. The Stalling Objection

3. The No-need Objection

4. The Money Objection

5. The Product Objection6. The Source Objection

7/31/2019 Mktg Chapter 5 2012

6/28

The hidden objection

happens when a prospect hide or keep their true feelingsbeneath the silence

Reasons for prospects to hide objection: Do not want to offend the salesman

Their objection may not be worthy of the salesmans fullattention

hide keep or conceal

offend to make sb feel upset because of sth you say or do that isrude or embarrassing

worthy deserving, or suitable for, the thing mentioned

7/31/2019 Mktg Chapter 5 2012

7/28

The stalling objection

the prospect is going to think over of the salesmansoffer

I will buy next time

stalling tactic used to mislead or delay

think over to consider sth carefully, especially before reaching adecision

get rid

to make yourself free of sb/sth that is annoying you or that youdo not want

7/31/2019 Mktg Chapter 5 2012

8/28

The no-need objection politely gets rid of the salesman

7/31/2019 Mktg Chapter 5 2012

9/28

The money objection

prospects asking theprice of the product or servicebefore giving the salesman the chance to present hisproduct or service.

product benefits outweigh the costs

Outweigh to be greater or more important than sth

7/31/2019 Mktg Chapter 5 2012

10/28

The product objection

happens when the product itself may not be what it islike the salesman has said it will be.

the product may be a waste of time, money and effort

effort the physical or mental energy that you need to do sth; sth thattakes a lot of energy

7/31/2019 Mktg Chapter 5 2012

11/28

The source objection

loyalty may be an important factor for the prospect(e.g. the prospect has been buying products from thesame supplier for many years; they dont trust let alonelike the salesman or his company.

loyaltythe quality of being faithful in your support of sb/sth

supplier a person or company that supplies goods

trust

the belief that sb/sth is good, sincere, honest, etc. and will not tryto harm or trick you

7/31/2019 Mktg Chapter 5 2012

12/28

Principles of Handling Objection

Clarify the objection have a clearunderstanding of what the prospect meant.

Clarifyto make sth clearer or easier to understand

7/31/2019 Mktg Chapter 5 2012

13/28

Classify the objection

detect the type of objection

** need

** product** source

** price

Classifyto arrange sth in groups according to features that they have incommon

Detect to discover or notice sth, especially sth that is not easy to see,hear, etc.

7/31/2019 Mktg Chapter 5 2012

14/28

Maintain control of the interview treat objections calmly

maintain poise and dignity

Poise a calm and confident manner with control of your feelings orbehaviour

Dignitya calm and serious manner that deserves respect

7/31/2019 Mktg Chapter 5 2012

15/28

Dont argue explain to prospect with questions to change his

thoughts and find the weakness of the objections.

Weakness lack of strength, power or determination ; difficulty inresisting sth/sb that you like very much

7/31/2019 Mktg Chapter 5 2012

16/28

Be diplomatic

remove incorrect beliefs and tactfully replacethem with true ones.

respect each prospects self-respect and confidence

Beliefsomething that you believe ; an opinion about sth; sth that youthink is true

Tact (sensitivity) the ability to deal with difficult or embarrassingsituations carefully and without doing or saying anything that willannoy or upset other people

7/31/2019 Mktg Chapter 5 2012

17/28

Fit answers to prospect

understand the prospects real difficulty andconvince him with facts.

be more logical and persuasive.

Convinceto persuade sb to do sth ; to make sb/yourself believe that sthis true

Logical reasonable or sensible

Persuasive able to persuade sb to do or believe sth

7/31/2019 Mktg Chapter 5 2012

18/28

Dont magnify

objections should be handled clearly and cleanly.

Magnify (exaggerate) to make sth seem more important or serious

than it really is

7/31/2019 Mktg Chapter 5 2012

19/28

Capitalize the objection

convert the objection into a reason for buying andtakes on it by translating it into a position. Specific

reason for the purchase.

Capitalize (take advantage) to gain a further advantage for yourselffrom a situation

Translate to change sth, or to be changed, into a different form

7/31/2019 Mktg Chapter 5 2012

20/28

Techniques of Handling Sales

Resistance1. Direct Denial Technique

2. Indirect Denial Technique

3. Boomerang Method

4. Compensation Method

5. Pass-up Method

6. Referral Method

7. Postpone Method

7/31/2019 Mktg Chapter 5 2012

21/28

Direct denial technique

a method of overcoming objections through theuse of facts, logic, and tact

technique a particular way of doing sth

overcome to defeat

facts truth

7/31/2019 Mktg Chapter 5 2012

22/28

Indirect denial technique

denying the basic topic of the objection where thesalesman agrees before he disagrees.

denyto refuse to admit or accept sth

7/31/2019 Mktg Chapter 5 2012

23/28

Boomerang technique

the process of turning an objection into a reason tobuy.

boomerang

7/31/2019 Mktg Chapter 5 2012

24/28

Compensation technique

the method of off-setting negative product appearanceswith better benefit appearances.

off-set

appearance

7/31/2019 Mktg Chapter 5 2012

25/28

Pass-up technique

not answering an objection.

** but if the prospect raises the objection again, thesalesman must treat this as an important objection.

pass-up

7/31/2019 Mktg Chapter 5 2012

26/28

Referral Method

using other people as a testimony that the product isindeed good.

refer

testimony

7/31/2019 Mktg Chapter 5 2012

27/28

Postpone Method

asking permission to answer the prospects question ata later time at which the objection can best beanswered.

postpone

7/31/2019 Mktg Chapter 5 2012

28/28