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Personal Selling 4 Handling Objections. How to use objections to your advantage in a sales presentation. Listen Before Responding. Resist the temptation to respond immediately. Ask them to talk about it in more detail

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Personal Selling 4Handling Objections

How to use objections to your advantage in a sales presentation


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Listen Before Responding

  • Resist the temptation to respond immediately.

  • Ask them to talk about it in more detail

  • You can uncover all of their thoughts, both positive and negative, their hot buttons.

  • Gives you something to work with.

  • Now you can address all of their concerns.

  • Encourage prospect to talk.

  • Listen, Isolate, Clarify, Confirm.

  • Then DISARM.


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DISARM

  • Remove negative attitudes and feelings

  • Avoid arguments and confrontations

  • Keep discussion upbeat and positive

  • “I can understand why you feel that way…”

  • Maintain professional tone

  • If you don’t completely understand the objection, ask customer to expound

  • Like a minefield: locate, uncover, remove


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Anticipation

  • Before the meeting

  • Put yourself in customer’s shoes

  • Think about why they wouldn’t want to buy

  • Prepare responses to each objection

  • You can’t anticipate them all, but you can figure out almost all.


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Understanding

  • What is the reason behind the objection?

  • Is it real or just a tactic?

  • If real, is it something that you can address?

  • Is it objection or rejection?


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Don’t Handle Non-Objections

  • A negative comment might not be an objection. (Volvos are boring.)

  • No need to rise to deal with.

  • Just “low-key” it. (Safety is boring. Or We have great engineers, not stylists.)

  • Don’t create objections by talking too long, and not closing on cue.

  • Know when to shut up.


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Classify the Objection

  • Function of customer’s perception.

  • A valid objection is content based.

    • Factual, logical, may be in error

  • Others are visceral, or relationship based.

    • Emotional, not rational

  • Visceral objections are often smokescreens, excuses, or red herrings.

  • Hard to deal with the visceral objections with logic. They keep on objecting.


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Dealing with Visceral Objections

  • DON’T!

  • They are negative, no-win.

  • Shift conversation away from relationship and toward facts and content.

  • Try to address any loose ends (that may cause this reaction) at start of meeting. Don’t start with a dissatisfied customer.

  • Feel/Felt/Found Response

    • won’t work in extreme cases


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Turn Visceral Objection Around

  • Shift focus to facts

  • Address need

    • I have no time to see you.

    • That’s why you need to see me. I can save you time (an hour a day).

  • Be careful of hidden visceral objections. Customer may say they prefer competitor for rational reason, but really prefer them because they’ve been working with them.


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Valid Objections: Deny/Refute

  • Usually straight-forward, factual, logical

  • Move right into close from the objection

  • Deny/Refute

    • Introduce new facts

    • Recast the facts in different light

    • Careful not to prove customer wrong

    • Just let them be more right

  • If you can’t deny or refute, then yield


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Valid Objections: Yield

  • Make a disarming statement, and then yield

  • Quickly acknowledge the customer’s objection and then immediately move on

    • Cite compensating benefits

    • Offset their objection with something more valuable

  • Don’t get hung up on objection


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Objection  Close

  • Whether using denial (not de riva in Egypt), or yielding, use it as an opportunity to move directly to closing

  • Once you have adequately addressed their issues, there is nothing in the way of them buying from you.

  • “Yes, BiffCo does offer a lower sale price, but the lower maintenance costs of the BobCo makes it a better buy in the long run, doesn’t it? (Getting customer agreement!)


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Move On

  • After handling objections, move on with the presentation.

  • Don’t get sidetracked.

  • Don’t lose your momentum.

  • Get on to the close, or at least get the presentation back on track.

  • Let objections help to steer your presentation, but don’t let them derail you.


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