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Call Structure and Dealing With Objections. Media Selling, 4 th Edition. Call Structure. Greeting New information Opening Recap and purpose Discussion Dealing with objections Conditions Discussion tactics Summary and close. Dealing With Objections. Probe to understand.

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Call structure and dealing with objections l.jpg

Call Structure and Dealing With Objections

Media Selling, 4th Edition


Call structure l.jpg
Call Structure

  • Greeting

  • New information

  • Opening

  • Recap and purpose

  • Discussion

    • Dealing with objections

    • Conditions

    • Discussion tactics

  • Summary and close


Dealing with objections l.jpg
Dealing With Objections

  • Probe to understand.

  • Compliment, restate, and get agreement.

  • Empathize, reassure, and support (feel, felt, found).

  • Use trial closes

  • Forestall objections

  • Use “Yes, but…” and compare.

  • Use case histories (case studies).

  • Use “coming to that…”

  • Pass on objections.


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Dealing With the Price Objection

  • Continually talk about quality

  • Break price into smallest possible units

  • Talk value, not price.

  • Refer to investments, not costs


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Discussion Tactics

  • Vary your style.

    • Contrast

    • Movement

    • Novelty

  • Use equivalencies.

  • Narrow down objections and reconfirm.

  • Change the basis for evaluation.

  • Reassure doubts.

  • Evaluate reactions.


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