HANDLING

OBJECTION
Zoetis
LEAD
Leadership Enhancement And Development

Program
PDHI JABAR VII

Hello,
I am Drh Darwela Nuraisyah
Business Unit Head of CA, Swine, Cattle, & Aquaculture
PT Zoetis AnimalHealth Indonesia

35 2005 2005/2012 2012 - present

PETS . Gemol & Babang Benny as cats

FOOD . Ube
IDOLS . Kak Seto, Irgi Fahrezi, IU

Live Your Life to the Fullest

Ground ▪ Be Present – Lets’ make the most of our time!

Rules ▪ Be Open – Share your stories. Be Open to growing and learning

more about yourself and your team.

▪ Be Positive – This is a non-judgmental and

accepting/”comfortable” learning environment.

▪ Be respectful. (Please switch your mobile phones on silent

mode)

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Addressing Customer Objections
Let’s discuss

How do you handle

customer objections?
Let’s discuss

How do you feel when

customer have
objections?
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 The customer expresses an objection
during your conversation…

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 A - Acknowledge

APPLY
P - Probe

“APAC” A - Address

C - Confirm

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 A - Acknowledge

▪ Acknowledge the objection. This is done to rebuild

rapport.

▪ You agree that their objection is important and valid.

▪ You match and mirror their body language as you

acknowledge the objection.

▪ This stage may only take a minute or less to complete.

▪ Once rapport is rebuilt and you can feel it move on to

the next step.

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 P - Probe

▪ We ask them questions so that we can understand their

thinking and fully understand the objection.

▪ Your aim is to find out what is the reason for their

objection. What are they thinking?

▪ Once you can see exactly how they are thinking, and
you can fully understand the objection then you can
move to the next step.

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 A - Address

▪ We are now going to address their objections:

• We are going to provide evidence that shows

them that their concern is not actually a problem.

• We are going to correct any wrong data /

knowledge they may have.
• We are going to explain how the value
outweighs the cost to them. We are going to
explain all the benefits to them.

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Types of Customer Objections
DOUBT
A customer doubts that your
product or organization has the
features and/or benefits that
you’ve highlighted.
Ref: Professional Selling Skills
MISUNDERSTANDING
A customer’s concern is based
on incomplete or incorrect
information about a feature or
benefit you can provide.
Behind the expressed concern
is a need you can satisfy, but
the customer doesn’t know you
can satisfy it.
DRAWBACK
A customer has the correct and
complete understanding of
your product or organization
but is dissatisfied with the
presence or absence of a
feature or benefit.
III. DRAWBACK
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 ▪ A customer who is in doubt / skeptical needs assurance that your
product or services will do what you’ve said it will do.

▪ To address doubt, offer relevant proof that your product or services

has the features and benefits.
DOUBT
HOW:
▪ Offer proof - be sure the proof is relevant.
▪ When you have several proof sources, use the one that best address
the specific feature or benefit the customer is skeptical about.

▪ Data from research study

▪ Trial Results
▪ Samples
▪ Demonstrations

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Examples
Doubts and How to
Address

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 ▪ It is when a customer thinks you can’t provide the product benefits or
services but you actually can actually provide those.

▪ It is when the customer has wrong information / wrong understanding.

MISUNDERSTANDING

HOW:
▪ Correct the wrong understanding by describe relevant features and
benefits.

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Examples

Misunderstandings and
How to Address

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 ▪ A customer whose concern is based on a dissatisfaction with what you
offer (or don’t offer).
▪ You must outweigh the importance of the value YOU CAN provide
DRAWBACK against what you cannot.

HOW:
▪ Refocus on the bigger picture
▪ Outweigh the drawback with previously accepted benefits.

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Examples
Drawback and How
to Address

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THINK C - Confirm

▪ We confirm with one question. "Does that answer your

concerns with regard to (objection)?”

“APAC” ▪ If the answer is "yes” then we can move on.

▪ If the answer is "no” or "maybe” then we need to go

back to the beginning of APAC.

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QUESTIONS?
Learning Application
GUIDELINES and SCENARIOS
▪ 3 colleagues in 1 group
▪ 3 rounds
▪ For the 1st round – assign who will be the Veterinarian, Customer and Observer.
▪ Role-Play Case 1 (8 mins ; 2 mins feedback)
▪ Switch Roles
▪ Everyone should have played the role of the veterinarian, customer and customer.

▪ Case 1 – Doubt.
▪ Case 2 – Misunderstanding
▪ Case 3 – Drawback
PROCESS
STEP 1: Everybody will practice handling objections. 3 Rounds. Switch roles so each person will get to act as the
Veterinarian, Customer and Observer.
Assign Roles:
1. Veterinarian (apply APAC)
2. Customer (act out the scenario and respond”
3. Observer: Manage time, observe if the APAC framework was demonstrated and provide feedback afte
the role play (what went well and what can be improved).
STEP 2: Use sample scenarios or use template to craft their own customer scenario.
Round 1 – Case #1
Round 2 – Case #2
Round 3 – Case # 3

STEP 3: Act out the scenario –

▪ Maximum 10 minutes for role-play
▪ 5 minutes for feedback (from Observer)
QUESTIONS? - DEBRIEF
 WHAT ARE YOUR
KEY LEARNINGS?

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 Remember the next time you
encounter a customer objection…

apply APAC.
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