Ch 8: Addressing Concerns and Earning Commitment Flashcards
(3 cards)
What are the techniques to answer sales resistance
- forestalling: take care of the objection before the prospect brings it up. (many of my customers have had a concern going into my presentation that we do not have a warranty program, let me put this to rest that we have one)
- direct denial: give a rather harsh response that the prospect is wrong. (you have heard incorrectly, we are not raising our prices)
- indirect denial: soften the blow when correcting a prospects information. (we have heard that rumor too - even some of our best customers ask us about it. our senior management team has guaranteed us our prices will hold firm through the rest of the year)
- translation or boomerang: turn a reason not to buy into a reason to buy. (the company is too small to meet your needs, but that is just the reason you want to do business with us, because we are smaller you will get the individual attention you said you wanted)
- compensation: counterbalance the objection with a offsetting benefit. (yes our price is higher, but you’re going to get the qualities you said that you needed to keep your customers happy)
- questioning or assessing: ask the buyer assessment questions to gain a better understanding of what they are objecting to. (your concern is price, can you please tell me who you are comparing us with and does their quote include any service agreement)
- third party reinforcement: use the opinion or data from a third party source to help overcome the objection. (John from Avatar Electronics had the same concern going in. let me tell you why he’s comfortable with our proposal)
- feel,felt,found: salesperson relates that others actually found their initial opinions to be unfounded. (I can certainly see how you feel, Lisa also felt the same way, however after she agreed to work with us she found that her customers were happier)
- coming to that: the salesperson tells the buyer that he or she will be covering the objection later in this presentation. (I’m glad that you brought that up. before fully discussing our delivery, I want to go over the features that you said we’re important to you that’ll help you better understand our product. is that okay?)
Name and explain the different types of objections
No need - buyer has recently purchased or does not see a need for the product category “I am not interested at this time”
Product or service objections - buyers might be afraid of product reliability “I’m not sure the quality of your product meets our needs” or buyers might be afraid of late deliveries, slow repairs “I’m happy with my current suppliers service”
Company objection - buyer is intensely loyal to their current supplier “I’m happy with my present supplier”
Price is too high - has a limited budget
Time delaying - buyer needs time to think it over “get back with me in a couple of weeks”
What are the different techniques to earn commitment
Summary commitment - summarize all the confirmed benefits to which there has been agreement.
Direct commitment - simply ask for the order.
Alternative/legitimate choice - give the prospect a limited number of choices.
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 their products.
