Addressing Concerns and Earning Commitment Copyright ©2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. GOVT 8 8 Addressing Concerns and Earning Commitment 1 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 Explain how the LAARC method can be used to overcome buyer resistance Describe the recommended approaches for responding to buyer objections List and explain the earning commitment techniques that secure commitment and closing Learning Objectives LEARNING OUTCOMES ‹#› SELL5 | CH8 Copyright ©2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 2 Sales Resistance Buyer’s objections to a product or service during a sales presentation Viewed as opportunities to sell Normal part of a sales conversation Salesperson will have to: Determine customer interest Measure the buyer’s understanding of the problem Correct handling ensures customer acceptance ‹#› SELL5 | CH8 Copyright ©2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 3 8.1 Why Prospects Raise Objections and Strategies for Dealing with Them ‹#› Exhibit SELL5 | CH8 Copyright ©2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 4 8.2 Types of Objections ‹#› Exhibit SELL5 | CH8 Copyright ©2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 5 Negotiating Buyer Resistance - LAARC Listen Acknowledge Assess Respond Confirm ‹#› SELL5 | CH8 Copyright ©2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 8.8 Techniques to Answer Sales Resistance ‹#› Exhibit SELL5 | CH8 Copyright ©2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 7 8.8 Techniques to Answer Sales Resistance (continued) ‹#› Exhibit SELL5 | CH8 Copyright ©2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 8 Securing Commitment and Closing Salesperson should allow the prospect to make a rational choice by giving him/her enough mental space Commitment signals: Favorable statements a buyer makes during a sales presentation that signals buyer commitment May be determined through the use of trial commitments Trial commitment: Determines the attitude of the buy.

1. Addressing Concerns and Earning Commitment
Copyright ©2017 Cengage Learning. All Rights Reserved. May
not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part.
GOVT
8
8
Addressing Concerns and Earning Commitment
1
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
Explain how the LAARC method can be used to overcome buyer
resistance
Describe the recommended approaches for responding to buyer
objections
List and explain the earning commitment techniques that secure
commitment and closing
Learning Objectives
LEARNING OUTCOMES
‹#›

2. SELL5 | CH8
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not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part.
2
Sales Resistance
Buyer’s objections to a product or service during a sales
presentation
Viewed as opportunities to sell
Normal part of a sales conversation
Salesperson will have to:
Determine customer interest
Measure the buyer’s understanding of the
problem
Correct handling ensures customer acceptance
‹#›
SELL5 | CH8
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not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part.
3
8.1 Why Prospects Raise Objections and Strategies for Dealing
with Them
‹#›

3. Exhibit
SELL5 | CH8
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not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part.
4
8.2 Types of Objections
‹#›
Exhibit
SELL5 | CH8
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not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part.
5
Negotiating Buyer Resistance - LAARC
Listen
Acknowledge
Assess
Respond
Confirm

4. ‹#›
SELL5 | CH8
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not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part.
8.8 Techniques to Answer Sales Resistance
‹#›
Exhibit
SELL5 | CH8
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not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part.
7
8.8 Techniques to Answer Sales Resistance (continued)
‹#›
Exhibit
SELL5 | CH8
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not be scanned, copied or duplicated, or posted to a publicly

5. accessible website, in whole or in part.
8
Securing Commitment and Closing
Salesperson should allow the prospect to make a rational choice
by giving him/her enough mental space
Commitment signals: Favorable statements a buyer makes
during a sales presentation that signals buyer commitment
May be determined through the use of trial commitments
Trial commitment: Determines the attitude of the buyer toward
a particular feature or benefit
‹#›
SELL5 | CH8
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not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part.
9
8.10 Favorable Buying Signals
‹#›
Figure
SELL5 | CH8
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not be scanned, copied or duplicated, or posted to a publicly

6. accessible website, in whole or in part.
10
8.12 Techniques to Earn Commitment
‹#›
Exhibit
SELL5 | CH8
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not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part.
11
8.13 Traditional Commitment Method
‹#›
Exhibit
SELL5 | CH8
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not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part.
12

7. Ethical Dilemma
‹#›
SELL5 | CH8
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13
Sales resistance
Need objection
Product or service objection
Company or source objection
Price objection
Time objection
LAARC
Key Terms
Forestalling
Direct denial
Indirect denial
Translation or boomerang
Compensation
Questions or assess
Third-party reinforcement
KEY TERMS
‹#›

8. SELL5 | CH8
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accessible website, in whole or in part.
Key Terms (continued 1)
Commitment signals
Trial commitment
Direct commitment
Alternative/ legitimate choice
Summary commitment
T-account or balance sheet commitment
Success story commitment
Standing-room only close
Assumptive close
Fear or emotional close
Continuous yes close
Minor-points close
KEY TERMS
‹#›
SELL5 | CH8
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accessible website, in whole or in part.
Summary
Over the years, sales resistance has been viewed as
opportunities to sell
Types of objections from the buyer
Need, product or service, company or source, price, and time
LAARC is an effective process for salespeople to overcome
sales resistance

9. Earning or gaining commitment is the final aspect of the selling
process
SUMMARY
‹#›
SELL5 | CH8
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not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part.
‹#›
SELL5 | CH8
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not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part.
Sales Dialogue: Creating and Communicating Value
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8
Sales Dialogue: Creating and Communicating Value
7

10. Describe the key characteristics of effective sales dialogue
Explain how salespeople can generate feedback from buyers
Discuss how salespeople use confirmed benefits to create
customer value
Describe how verbal support can be used to communicate value
in an interesting and understandable manner
Learning Objectives
LEARNING OUTCOMES
‹#›
SELL5 | CH7
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not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part.
2
Discuss how sales aids can engage and involve buyers
Explain how salespeople can support product claims
Discuss the special considerations involved in sales dialogue
with groups
Learning Objectives (continued)
LEARNING OUTCOMES
‹#›
SELL5 | CH7
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11. not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part.
3
7.1 Keys to Effective Sales Dialogue
‹#›
Exhibit
SELL5 | CH7
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not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part.
The content in the exhibit is listed as follows:
The most effective sales dialogues:
1. Are planned and practiced by salespeople.
2. Encourage buyer feedback.
3. Focus on creating value for the buyer.
4. Present value in an interesting and understandable way.
5. Engage and involve the buyer.
6. Support customer value through objective claims.
4
Check-Backs or Response-Checks
Questions that salespeople use during a sales dialogue
Help generate feedback from the buyer
Employed to:
Confirm benefits and assess buyer’s level of interest
Evaluate the level to which the salesperson has handled a
buyer’s objection

12. ‹#›
SELL5 | CH7
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accessible website, in whole or in part.
5
7.2 Illustrative Examples of Check-Backs
‹#›
Exhibit
SELL5 | CH7
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accessible website, in whole or in part.
6
Creating Customer Value
Identify confirmed benefits for the buyer
Confirmed benefits: Benefits that the buyer indicates are
important and represents value
Present a recommended solution
Emphasize product features that will produce the confirmed
benefits desired by the buyer
Helps maintain long-term buyer-salesperson relationship

13. ‹#›
SELL5 | CH7
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accessible website, in whole or in part.
Ethical Dilemma
‹#›
SELL5 | CH7
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accessible website, in whole or in part.
8
Interesting and Understandable Sales Dialogue
Verbal support elements
Voice characteristics
Examples
Anecdotes
Comparisons
Analogies
‹#›
SELL5 | CH7
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14. not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part.
9
7.3 Reasons for Using Sales Aids
‹#›
Exhibit
SELL5 | CH7
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accessible website, in whole or in part.
10
Types of Sales Aids
Visual materials
Electronic materials
Product demonstrations
‹#›
SELL5 | CH7
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accessible website, in whole or in part.
7.4 Tips for Preparing Visual Materials

15. ‹#›
Exhibit
SELL5 | CH7
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not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part.
.
12
7.5 Guidelines for Product Demonstrations
‹#›
Exhibit
SELL5 | CH7
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accessible website, in whole or in part.
13
Using Sales Aid in the Presentation
Develop multiple aids to create a positive impact
Increase effectiveness by using the SPES sequence
S - State the selling point and introduce the sales aid
P - Present the sales aid
E - Explain the sales aid
S - Summarize

16. ‹#›
SELL5 | CH7
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accessible website, in whole or in part.
Proof Providers
Facts that lend believability to claims of value and benefit
Statistics
Statements from satisfied users of the selling organization’s
products and services
Testimonials
Testimonials in a story or anecdotal form
Case histories
‹#›
SELL5 | CH7
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accessible website, in whole or in part.
15
Group Sales Dialogue
Involves salespeople interacting with buyer groups
Salespeople should:
Prepare for tough questions from the buyers
Engage in preselling
Preselling: Presenting the product or service to individual

17. buyers before presenting it to the whole group
‹#›
SELL5 | CH7
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accessible website, in whole or in part.
Sales Tactics for Selling to Groups
Arrival
Arriving and setting up before the arrival of the buying group
Eye contact
Making periodic eye contact with each member of the buying
group
Communication
Soliciting opinions and feedback from each member of the
buying group and avoiding taking sides
‹#›
SELL5 | CH7
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17
Handling Questions in Group Presentation
Salesperson should:
Listen carefully and maintain eye contact with the person asking
the question
Repeat or restate the question to ensure understanding

18. Address the entire group while answering a question from an
individual
Answer questions as succinctly and
convincingly as possible
‹#›
SELL5 | CH7
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18
Key Terms
Check-backs or response checks
Confirmed benefits
Verbal support
Voice characteristics
Example
Anecdote
Comparison
Analogy
Sales aids
Visual materials
Electronic materials
Proof providers
Statistics
Testimonials
Case histories
Preselling

19. KEY TERMS
‹#›
SELL5 | CH7
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accessible website, in whole or in part.
Effective sales dialogue can be ensured by planning and
practicing
SPIN or ADAPT questioning processes are designed to get the
buyer to provide feedback
Help the salesperson identify the confirmed benefits for the
buyer
Salespeople can use various sales aids to make an interesting
presentation
Should prepare in advance while making presentations to groups
Summary
SUMMARY
‹#›
SELL5 | CH7
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accessible website, in whole or in part.
‹#›
SELL5 | CH7
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20. accessible website, in whole or in part.