Chapter

10

ABCs of
Relationship
Selling Through
Service
3rd Canadian Edition

Copyright 2006
McGraw-Hill Ryerson Ltd.

Charles M. Futrell
Mark Valvasori

Chapter
10

Copyright 2006
McGraw-Hill Ryerson Ltd.

Objections
Address Your
Prospects
Concerns

Learning Objectives

After studying this chapter, you should be able

to:
Explain welcoming objections
Describe handling objections
Discuss basic points to meeting objections
Explain 5 major categories of objections
Use the 4-step process for meeting objections
Describe what to do after the four steps
Understand specific objection-handling techniques
Deal with difficult customers
Explain negotiating a win-win outcome

Copyright 2006 McGraw-Hill Ryerson Ltd.

Main Topics
Welcome Objections!
What are Objections?
When do Prospects Object?
Objections and the Sales Process
Five Major Categories of Objections
Responding to Objections
Points to Consider About Handling Objections
Dealing with Difficult Customers
Negotiating a Win-Win Outcome
Copyright 2006 McGraw-Hill Ryerson Ltd.

Welcome Objections!
Accept objections as a challenge
Learn to overcome objections

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What Are Objections?

Opposition or resistance to
information or the salespersons
request.

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When Do Prospects
Object?
Prospect may object any time during
sales call.

Copyright 2006 McGraw-Hill Ryerson Ltd.

Objections and the

Sales Process
Objections can occur at any time.
When objections occur, quickly
determine what to do.
Answer it?
Postpone it?
Ignore it?

Copyright 2006 McGraw-Hill Ryerson Ltd.

Five Major Categories of

Objections

Is the hidden objection separate from the

other five? Discuss.
Copyright 2006 McGraw-Hill Ryerson Ltd.

Five Categories of
Objection
The Stall
Ill think it over
No-need
Sounds good but I am not interested
No-money
I cannot afford it
The Product
Utility or fulfillment
The Source
Loyalty, reputation
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10

Hidden Objections
Prospects who ask trivial,
unimportant questions or conceal
their feelings beneath a veil of
silence have hidden objections.

How to deal with it:

Recognize it
Smoke it out!
Deal with it as other five.
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11

The Hidden Objection

Smoke out the hidden objection:
What would it take to convince you?
What causes you to say that?
Tell me, whats really on your mind?
Lets consider this
If money was no object

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12

What Does a Prospect Mean

by an Objection?

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13

Objections
Imagine your prospect saying: Im too
busy to see you now. What would you
say?

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14

Responding to Objections
Decision:
Handle it or postpone it? Discuss.
Postponing it is sometimes necessary.

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15

The Procedure

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16

Techniques for Meeting

Objections

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17

Techniques for Meeting

Objections
Four Steps to Effective Objection
Handling:
Acknowledge
Identify and Clarify
Meet the objection
Use a Trial Close or continue
presentation
Five-question sequence (a bonus)
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18

The Five-Question
Method

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19

Basic Points to Consider in

Meeting Objections
Understand objections
Request for information
A condition
Negotiation can overcome a condition

Major or minor objections

Practical or psychological objection
A real objection is tangible
Must uncover hidden objectives and eliminate
them
Copyright 2006 McGraw-Hill Ryerson Ltd.

20

After Meeting the

Objection, What To Do?
Prospect raises an objection
Respond to objection
Use a trial close to determine if
objection is overcome
Depending upon where objection arose
Move back into your presentation or
Close the sale
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21

Basic Points to Consider in

Meeting Objections
Plan for objections
Anticipate and forestall
Understand objections
Be positive
Dont be afraid to pass up an objection
Send it back with the boomerang method
Use direct denial tactfully
Try an indirect denial
Use the compensation method
Let a third party answer
Copyright 2006 McGraw-Hill Ryerson Ltd.

22

Technology Can Effectively

Help Respond to Objections!
Data stored in handheld computers
or laptops, or obtained using a
telephone modem or satellite
transmission, can provide information
to overcome buyers objections.

Copyright 2006 McGraw-Hill Ryerson Ltd.

23

Dealing with Difficult

Customers
Respect
Empathy
Stop, look, listen
Identify the problem
No blame
Solve the problem
Follow up
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24

Summary
Be prepared to logically and clearly respond
to your prospects objections.
Basic points to consider in meeting
objections:
Anticipate and forestall them

Listen to what is said

Respond warmly and positively
Make sure you understand
Copyright 2006 McGraw-Hill Ryerson Ltd.

25

Summary
Objections are classified as hidden,
stalling, no-need, money, product, and
source objections.
Objections help you determine if you are
on the right track to uncover
prospects needs and if they believe
your product will fulfill those needs.

Copyright 2006 McGraw-Hill Ryerson Ltd.

26

Chapter
10

End of Chapter
10
Copyright 2006
McGraw-Hill Ryerson Ltd.