This document discusses addressing buyer concerns and objections in the sales process. It identifies five major types of sales resistance prospects may have, including lack of need, issues with the product/service, concerns about the company, price objections, and time delays. The document outlines techniques for responding to each type of objection, such as providing evidence of need, addressing product concerns factually, using third party endorsements to alleviate company concerns, offering payment options to overcome price objections, and proposing flexible solutions for time objections. Overall, the key is anticipating objections, understanding the prospects' perspective, and having persuasive responses to earn their commitment.

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duplicated, or posted to a publicly accessible website, in whole or in part.
Addressing
Concernsand
Earning
Commitment
8

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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

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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

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8Sales Resistance
Buyer’s objections to a
product or service during
a sales presentation.

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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.

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8
Summary of Reasons Why
Prospects Raise Objections

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8Major Categories of Objections
No Need
Product or Service Objection
Company Objection
Price is Too High
Time/Delaying

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8Major Categories of Objections

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8Responding to Need Objections

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8
Responding to
Product/Service Objections

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8
Responding to
Company/Source Objections

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8Responding to Price Objections

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8Responding to Time Objections

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8Handling Buyer Resistance

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8Ethical Dilemma

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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.

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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.

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8Commitment

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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?”

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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.”

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8Techniques to Earn Commitment
Balance
Sheet
Summary
Commitment
Direct
Commitment
Success
Story
Legitimate
Choice

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8Techniques to Earn Commitment

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8Techniques to Avoid

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8Ethical Dilemma