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HANDLINGOBJECTIONSLearningObjectives1.Abletoidentifydifferentkindsofobjections.2.LearnhowtousehandlingobjectionsprocessindailysellingWhatisObjection?Itmaybetreatedasaconcern,reason,orargumenttowardsaplanoridea.ObjectionispartoftheSellingProcess;itonlyreflectscustomer’sconcernorcurrentlimitation,whichneededtoberesolvedbeforemakingadecision.Objectioncanalsoexpressaspersonalneed–gotobelistenedto;tobegivenface.Therearetwomainwaystodealwithobjections.Oneistoreducetheopportunitiesofoccur;theotheristohandleiteffectively.ReducingObjectionOpportunities1.Havegoodknowledgeofcustomerinformation(businessneedsandpersonalstyle)toanticipatepotentialobjections.2.Inyourcallplanning,readandpracticerelatedinformation:a.PromotionDescription;NewProductTradeLeafletandQ&A(thiswillhelpyoutoanswermostofthequestions)b.PromotionDetails:raiseanddiscusspotentialquestionsinweeklymeetingc.Forspecificpotentialobjections,getmanagerorsupervisorinputsandpracticehowtodealwiththeseobjectionsbeforeaction.“Real”and“False”ObjectionsRetailercanraise“realobjections”andalso“falseobjections.”Thekeytousistolearnhowtoidentifyandhandletherealobjections,notspendingalotoftimeattemptingtoanswerfalseones.Fromapracticalstandpoint,weshouldassume,atfirst,thateveryobjectionisanactualorrealconcernintheretailer’sposition.However,someconcernsaremoreimportantthanothers.Realobjection=Expressedconcernisanactual/realconcernfromtheretailer’sposition.Example:Retailer:Theproblemwithyourplan,Mr.Chen,ismargin.It’snotenough.”Salesman:“You’reconcernedaboutmargin.Doesanythingelsetroubleyou?”Retailer:“No.Theplansoundsgood---exceptformargin.”Istheobjectionreal?Ismargintheretailer’srealconcern?Toclosethesale,isitthemarginobjectionthatmustbehandledtotheretailer’ssatisfaction?FalseObjectionsSincemanysalespeopleacceptthesefalseobjectionsandstoptheireffortstomakethesale,someretailersgetinthehabitofsayingthefirstthingthatcomesintotheirmind.Weshould,therefore,tohelptheretailerthinkthroughandfurtherexaminehis/herresponsesandobjectionssothatourideagetsafairevaluation.Ifourideaisgoodforhis/herbusiness,he/shewillacceptit.FalseObjection=Expressedconcernisnotactual/realconcern.Example:Statementlike:“Thepackagedesignistoodull”.“Kidsdonotdrinkthatanymore”.“No-onewillpaythatpremiumprice”.Toidentifythe“real”objectionand“false”objections,weneedtoexaminetheconcernsraisedbytheretailer.ProcessofHandlingObjectionsFourBasicSteps:1.Identify(therealobjection)2.Understand3.Verify4.HandlePurposeofSteps1and2istohelpyoufindouttheRealObjectionthatmustbehandledtoclosethesale.PurposeofStep3istoassureyourfinding-theretailer’sactual/realconcernandisolateitastheonlyremainingobjection,preferablyinwordsthatyoucanaddress(e.g.profit,notmargin).PurposeofStep4istohelpclosethesalebyhandlingtherealobjectiontomeetretailerexpectation.Identify(TheRealObjection)STEP1:Clarifytheobjectionbyrestatingit;thenaskforanyotherconcerns.Example:Retailer:“Theproblemwithyourplan,Mr.Chen,ismargin.It’snotenough.”Salesman:“You’reconcernedaboutmargin.Doesanythingelsetroubleyou?”Retailer:“No.Theplansoundsgood---exceptformargin.”Salesman:“So,you’reconcernedaboutmargin.Nootherthingstroubleyou?Retailer:“No…nothingofimportance.”So,theretailerhassaidthatmarginistherealconcern,andthatnothingelse.Step1completed.But,isitsafetoassumemarginistherealconcern?Yes,itissafeforthemoment.Atthispoint,itisallyouhavetoworkwith.Amorethoroughexaminationwillleadtobetterunderstanding.And,thatunderstandinggenerallyrevealswhetherornotitistherealconcern.Insomecases,buyersexpressmorethanoneobjection.So,let’slookintohowthosesituationsarehandled.HereisanotheranswerforExample:Retailer:“Oh!ShelvingSpaceisalsoaproblem”Salesman:“OK…youhaveaconcernaboutshelvingspace.Isthereanythingelse?”Retailer:“Well,anotherisweather.Itwouldbetoocoldforyourproduct.”Salesman:“Isee…so,youalsoconcernabouttheweatherwillhavenegativeimpactonsalesperformance.Doesanythingelsetroubleyou?”Retailer:“No.”Salesman:“Mr.Guo,you’vementionedthreeconcerns…margin,shelvingspaceandweatherimpactonsalesperformance.Whichone’sthemostimportant?”Retailer:“Well.I’dhavetosayweatherimpact.”Soforthissituation,Step1hasbeencarriedout.And,weknowforthemomentthat“weatherimpactonsalesperformance”isapparentlythemainconcern.Whilethisobjectionisstilltoovaguetoattempttoanswer,thepurposeofStep1hasbeenaccomplished.UnderstandTheObjectionSTEP2:Toclearlyunderstandtheobjectionandtofindoutexactlywhatitisthatmustbehandledtoclosethesale.Examples:Retailer:“Well,I’dhavetosayweather.”Salesman:“Tellmemoreaboutthat.”Thiswillgivetheretailerlotsof“room”totellyoumoreabouttheimpactduetoweather.Theretailerwillthenofferspecificinformation,toavoidpossiblemisunderstanding,ortogiveinformationthatinsomeotherwaycontributestoclarity.Retailer:“Well,I’dhavetosayshelvingspace.Idonothaveenoughroomtodisplayalltheproducts.”Salesman:“So,theshelvingspaceisyourmainconcern?”Thisreflectsyourunderstanding.Itisanopportunityfortheretailertocorrectwrongimpressionsyoumighthave.Whenyouclarifytheobjection,trytoturnthatintosomethingyoucouldhandleinfuture,forexample:Price/Margi