McGraw-Hill/Irwin Copyright

12-1© 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

12-1
 Chapter
12
Welcome Your Prospect’s
Objections
 Welcome Objections!
 Accept objections as a challenge
 People do not want to be taken advantage of
 Learn to overcome objections

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 What are Objections?
 Opposition or resistance to information or
the salesperson’s request is an
objection

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 When Do Prospects Object?
 Prospect may object any time during sales
call
 Always be ready to handle a prospect’s
objections

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 Objections and the Sales Process
 Objections can occur at any time
 When objections occur, quickly determine
what to do

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 Basic Points to Consider in Meeting
Objections
 Plan for objections
 Anticipate objection before it arises
 Handle objections as they arise –
postponement may cause a negative mental
picture or reaction
 Be positive
 Listen – hear them out

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 Basic Points to Consider in Meeting
Objections, cont…
 Understand objections
 Request for information
 A condition (negotiation can overcome a
condition)
 Major or minor objection
 Practical or psychological objection

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 Practical vs. Psychological
 Practical
 Price
 Product not needed
 Prospect has overstock
 Delivery schedules
 Psychological
 Resistance to $$
 Pre-determined beliefs
 Negative image of company/sales force
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 Categories of Objections
 Hidden
 Unwilling to discuss true objections
 Ask probing questions
 Stalling
 I’ll think it over
 I’ll be ready to buy later this month
 P. 377

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 Categories of Objections
 No-Need Objection
 I’m not interested
 Thanks for coming by
 P. 379
 Money Objection
 Costs too much/price too high
 Price Value Formula
 Price/Value = Cost

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 Categories of Objections
 Product Objection
 Risks/competition
 Source Objection
 May not like you or your company

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Exhibit 12.7: Techniques for Meeting
Objections

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 Techniques for Meeting Objections
 Dodge: neither denies, answers, nor ignores
 Pass up: seasoned salesperson
 Rephrase: ‘Active listening’ an objection as a
question
 (Exhibit 12-8)

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 Techniques for Meeting Objections
 Postponing: sometimes necessary
 Boomerang: send it back
 Smoke out objections
 Five-question sequence (Exhibit 12-10)

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Exhibit 12.10: Five-Question Sequence
for the Smoke-Out

Back to 12-23

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Techniques for Meeting Objections,
when they are incorrect….
 Use direct denial tactfully
 The indirect denial works
 ‘I agree’
 ‘Yes’
 Compensation/counterbalance method
 Show the benefits/value in profits
 Third party answer
 Proof of testimony
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 Let’s Review! When Is It Time to Use a
Trial Close?
 After making a strong selling point in the
presentation
 After the presentation but before the close
 After answering an objection
 Immediately before you move to close the
sale

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 Let’s Review! What Does the Trial
Close Allow You to Determine?
 Whether the prospect likes your product’s
FAB – the strong selling point
 Whether you have successfully answered the
objection
 Whether any objections remain
 Whether the prospect is ready for you to
close the sale

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 What is an Example of a Trial Close
Used to Respond to an Objection?
 “Does that answer your question?”
 “With that question out of the way, we can go
ahead – don’t you think?”

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 Once You Have Satisfactorily Responded to
the Objection, What Should You Do Next?*
 Make a smooth transition back into your
presentation
 “As we were discussing…”
 Move to close the sale if you have completed
your presentation
 Move to close again if objection was after a
close

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If you Cannot Overcome the Objection, What
Are Three Alternatives to Consider? (#1)
 Return to presentation concentrating on new
or previously discussed FABs of your project.

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 If you Cannot Overcome the Objection, What
Are Three Alternatives to Consider? (#2)
 Admit it
 Compensate for it by showing how your
product’s benefit(s) outweigh the
disadvantage(s)

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 If You Cannot Overcome the Objection, What
Are Three Alternatives to Consider (#3)
 If 100% sure the customer will not buy
 Go ahead and close
 Always ask for the order
 Allow the buyer to say “no” – don’t say it yourself
 Your competitor(s) may not be able to overcome
the objection(s) either
 A competitor may make the sale because he/she asked
for it
 Be professional, not pushy
 Leave the door open for a return visit
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 Exhibit 12.12: The Procedure to Follow
when a Prospect Raises an Objection

Move
Move into
into your
your
presentation
presentation

Prospect
Prospect raises
raises Response
Response toto Use
Use aa trial
trial close
close
an
an objection
objection the
the objection
objection

Close
Close the
the sale
sale

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If After Your Presentation You Received a Positive
Response to Your Trial Close, What Would You Do?

Approach
Presentation
Trial Close
Determine Objections
Meet Objections
Trial Close
Close
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If After You Meet the Objection You Received a Positive
Response to Your Trial Close, What Would You Do?

Approach
Presentation
Trial Close
Determine Objections
Meet Objections
Trial Close
Close
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If After Your Presentation You Received a Negative
Response to Your Trial Close, What Would You Do?

Approach
Presentation
Trial Close
Determine Objections
Meet Objections
Trial Close
Close
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If After You Meet the Objection You Received a Negative
Response to Your Trial Close, What Would You Do?

Approach
Presentation
Trial Close
Determine Objections
Meet Objections
Trial Close
Close
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