Addressing Concerns and Earning Commitment. Module Eight. Learning Objectives. Explain why it is important to anticipate and overcome buyer concerns and resistance. Understand why prospects raise objections. Describe the five major types of sales resistance. . Learning Objectives.
Addressing Concernsand Earning Commitment
Anything the buyer says or does that slows down or stops the buying process.
I need time to think it over.
Ask me again next month when you stop by.
I’m not ready to buy yet.
I haven’t made up my mind.
I don’t want to commit myself until I’ve had a chance to talk to engineering.
Your company is too small to meet my needs.
I’ve never heard of your company.
Your company is too big; I’ll get lost in the shuffle.
How do I know you’ll be around to take care of me in the future?
Your company was recently in the newspaper. Are you having problems?
We can’t afford it.
I can’t afford to spend that much right now.
That’s 30% higher than your competitor’s comparable model.
We have a better offer from your competitor.
I need something a lot cheaper.
Your price is not different enough to change suppliers.
I have all I can use.
I don’t need any.
The equipment I have is still good.
I’m satisfied with the company we use now.
We have no room for your line.
I don’t like the design, color, or style.
Maintenance agreement should be included.
Performance of product is unsatisfactory.
Packaging is too bulky.
Specifications don’t match what we have now.
The product is poor quality.
What you do:
Respond to the objection by providing evidence that helps the prospect realize s/he is mistaken.
Introduce the source of the objection before the prospect brings it up.
Respond to the objection by telling the prospect s/he is wrong.
Turn a reason not to buy (the source of the objection) into a reason to buy.
What you do:
Ask the buyer assessment questions to gain a better understanding of the source of the objection.
Use the opinion or data from a third party source to help overcome the objection and reinforce the salesperson’s points.
Counterbalance the objection with an offsetting benefit.
The creation of an obligation between the seller and buyer.
The seller obtains the buyer’s obligation to a specific action.
The specific action is usually linked directly to one of the sales call objectives.