Sell 3 e chapter 08

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Sell 3 e chapter 08

  1. 1. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Addressing Concernsand Earning Commitment 8
  2. 2. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 8Learning 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. L 1 L 2 L 3
  3. 3. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 8Learning Objectives 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. L 4 L 5 L 6
  4. 4. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 8Sales Resistance Buyer’s objections to a product or service during a sales presentation.
  5. 5. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 8Reasons Why Prospects Raise Objections • The prospect wants to avoid the sales interview. • The salesperson has failed to prospect and qualify properly. • Objecting is a matter of custom. • The prospect resists change. • The prospect fails to recognize a need. • Prospect lacks information.
  6. 6. ©2013 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 Summary of Reasons Why Prospects Raise Objections
  7. 7. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 8Major Categories of Objections No Need Product or Service Objection Company Objection Price is Too High Time/Delaying
  8. 8. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 8Major Categories of Objections
  9. 9. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 8Responding to Need Objections
  10. 10. ©2013 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 Responding to Product/Service Objections
  11. 11. ©2013 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 Responding to Company/Source Objections
  12. 12. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 8Responding to Price Objections
  13. 13. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 8Responding to Time Objections
  14. 14. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 8Handling Buyer Resistance
  15. 15. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 8Ethical Dilemma
  16. 16. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 8Other Methods for Handling Buyer Resistance • Forestall – Introduce the source of the objection before the prospect brings it up. • Direct Denial – A rather harsh response that the prospect is wrong. • Indirect Denial – Softening the blow when correcting a prospect’s information. • Translation or Boomerang – Turn a reason not to buy (the source of the objection) into a reason to buy. • Compensation – Counterbalance the objection with an offsetting benefit.
  17. 17. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 8Other Methods for Handling Buyer Resistance • Question – Ask the buyer assessment questions to gain a better understanding of the what they are objecting to. • Third Party Reinforcement – Use the opinion or data from a third party source to help overcome the objection and reinforce the salesperson’s points. • Feel-Felt-Found – Salesperson relates that others actually found their initial opinions to be unfounded. • Coming-to-That – The salesperson tells the buyer that he or she will be covering the objection later in his or her presentation.
  18. 18. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 8Commitment
  19. 19. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 8Guidelines for Earning Commitment • Look for Commitment Signals – “That will get the job done” – “I didn’t realize you delivered everyday.” – “The price is lower than I thought it would be.” • Ask Trial Commitment Questions – “What do you think about what we’ve discussed?” – “Do you see how this will help your organization?”
  20. 20. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 8Guidelines for Earning Commitment • Resolve “Red Light” Statements Made by the Prospect – “I’m not sure that will work." – “The price is higher than I thought it would be.” – “Your delivery schedule does not work for us.” – “I don’t see the advantage of going with your proposal.”
  21. 21. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 8Techniques to Earn Commitment Balance Sheet Summary Commitment Direct Commitment Success Story Legitimate Choice
  22. 22. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 8Techniques to Earn Commitment
  23. 23. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 8Techniques to Avoid
  24. 24. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 8Ethical Dilemma

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