Meeting objections (No. 6 of personal selling).
Objections are encountered in practically every presentation. But they should be welcome because they indicate that the prospect has some interest in the proposition. A prospect who is not interested in buying seldom raises any objections. They keep silent along the presentation and just say “No” or walk away after presentation.
- Listen to the prospect buyer actively and encourage to tell you more.
Don’t ever assume that you know what the buyer is going to say!!
Never Interrupt! Nothing annoy more!!
- Clarify the objection. Repeat what you heard from the buyer to avoid misunderstanding.
- Respect the buyer’s concern. Remember the buyer is not attacking you. So don’t be defensive!
- Respond to the buyer’s objection to make a sales. How to respond would much depend on the kind of objection.
Here are some examples:
(1) Price or Value objection
If the buyer says “I don’t need it or It costs too much”. It means the buyer doesn’t think the value of solving of the problem or meeting the need is worth the cost.
In this case, the sellers must convince the buyer of the importance of the problem and the value of the solution. Recall the need assessment and use it affectively.
(2) Product or service objection
Sometimes the buyer know the importance of the problem but
Don’t believe the product or service.
In this kind of case, here are some strategies for the seller to show to convince the buyer
(a) Case histories
(b) A demonstration
(c) Testimonial (recommendation)
(d) Trial use
(e) Independent agent or
(f) Expert opinion (Refer someone who is expert in the problem and solution)
If the product can not solve their problem, then, admit it, but continue trying to increase value of your product by reemphasizing those important needs that your product can meet.
(3) Procrastinating objection (Postponing)
This form of objection can be
(a) Let me think about it a while
(b) I have to talk it over with my boss
(c) I have to wait until the next budget circle
(d) I have some other reps to talk to before I can make decision.
People who have no authority to make independent decision will say them. The seller need to know who is who their in their organization.
In many business sales, the prospect can not be pushed into a sale without creating considerable ill-will.
The amount of aggressiveness must be modified to fit the prospect and the situation. If they can not be pushed or rushed, try to ask for a commitment for some future action that will move the sales forward.
(4) Hidden Objection (Unspoken objection)
If the buyer says “NO” openly, it is very good for the sellers to know what to do next, or how to re-convince the buyer.
Sometimes, though the prospect thinks the price is too high, he/she will say I don’t like the looks of a product. Then, try to find out the real barrier to the sales by saying “Can you be honest with me as I am being honest with you?”
However, the best technique for discovering hidden objection is to ask questions that keep the prospect talking.
Finally, always avoid argument at any cost. Ask and repeat what he said to clarify the prospect’s thinking.
Even when they are dead wrong, the seller should never offend them. A seller can win an argument only to lose the sale.
REMEMBER YOUR OBJECTIVE IS TO MAKE SALE!
Source: Spiro, Rich, Stanto (2008): Magement of a Sales Force and personal experience.
Objections are encountered in practically every presentation. But they should be welcome because they indicate that the prospect has some interest in the proposition. A prospect who is not interested in buying seldom raises any objections. They keep silent along the presentation and just say “No” or walk away after presentation.
- Listen to the prospect buyer actively and encourage to tell you more.
Don’t ever assume that you know what the buyer is going to say!!
Never Interrupt! Nothing annoy more!!
- Clarify the objection. Repeat what you heard from the buyer to avoid misunderstanding.
- Respect the buyer’s concern. Remember the buyer is not attacking you. So don’t be defensive!
- Respond to the buyer’s objection to make a sales. How to respond would much depend on the kind of objection.
Here are some examples:
(1) Price or Value objection
If the buyer says “I don’t need it or It costs too much”. It means the buyer doesn’t think the value of solving of the problem or meeting the need is worth the cost.
In this case, the sellers must convince the buyer of the importance of the problem and the value of the solution. Recall the need assessment and use it affectively.
(2) Product or service objection
Sometimes the buyer know the importance of the problem but
Don’t believe the product or service.
In this kind of case, here are some strategies for the seller to show to convince the buyer
(a) Case histories
(b) A demonstration
(c) Testimonial (recommendation)
(d) Trial use
(e) Independent agent or
(f) Expert opinion (Refer someone who is expert in the problem and solution)
If the product can not solve their problem, then, admit it, but continue trying to increase value of your product by reemphasizing those important needs that your product can meet.
(3) Procrastinating objection (Postponing)
This form of objection can be
(a) Let me think about it a while
(b) I have to talk it over with my boss
(c) I have to wait until the next budget circle
(d) I have some other reps to talk to before I can make decision.
People who have no authority to make independent decision will say them. The seller need to know who is who their in their organization.
In many business sales, the prospect can not be pushed into a sale without creating considerable ill-will.
The amount of aggressiveness must be modified to fit the prospect and the situation. If they can not be pushed or rushed, try to ask for a commitment for some future action that will move the sales forward.
(4) Hidden Objection (Unspoken objection)
If the buyer says “NO” openly, it is very good for the sellers to know what to do next, or how to re-convince the buyer.
Sometimes, though the prospect thinks the price is too high, he/she will say I don’t like the looks of a product. Then, try to find out the real barrier to the sales by saying “Can you be honest with me as I am being honest with you?”
However, the best technique for discovering hidden objection is to ask questions that keep the prospect talking.
Finally, always avoid argument at any cost. Ask and repeat what he said to clarify the prospect’s thinking.
Even when they are dead wrong, the seller should never offend them. A seller can win an argument only to lose the sale.
REMEMBER YOUR OBJECTIVE IS TO MAKE SALE!
Source: Spiro, Rich, Stanto (2008): Magement of a Sales Force and personal experience.
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