CHAPTER 12
Welcome Your Prospect’s Objections
LECTURE OUTLINE
I. THE GOLDEN RULE: OBJECTIONS
need your product, leave.
B. If the customer is incorrect, politely show them how your
II. WELCOME OBJECTIONS!
causing you to fail.
III. WHAT ARE OBJECTIONS?
A. Sales objection – a prospect’s opposition or resistance to the
on your product.
IV. WHEN DO PROSPECTS OBJECT? – At any time during your sales call –
V. OBJECTIONS AND THE SALES PROCESS
the prospect’s response.
B. Experienced salespeople use a trial close.
C. How to move to the real close:
1. If the prospect reacts positively – move to the close.
2. Answer objections and ask another trial close to
3. Be prepared to determine if there are other objections.
4. If an objection has not been overcome, then move back
VI. BASIC POINTS TO CONSIDER IN MEETING OBJECTIONS
A. Plan for objections.
B. Anticipate and forestall.
1. Anticipate objections.
2. Forestalling an objection involves the salesperson
C. Handle objections as they arise. Postponement of objections
may result in:
1. The prospect not listening.
you do not know the answer.
D. Be positive!
1. Use positive body language and smile.
E. Listen – hear them out.
F. Understand objections.
2. A condition.
b. Negotiation can overcome a condition.
3. Major or minor objections.
selling.
b. Do not turn a minor objection into a major discussion
item.
4. Practical or psychological objections.
b. Psychological (hidden).
G. Meet the objection.
VII. SIX MAJOR CATEGORIES OF OBJECTIONS
A. The hidden objection – a prospect who asks trivial, unimportant
questions or conceals his feelings beneath a veil of silence
1. The salesperson must ask questions and carefully listen
2. Smoke out hidden objections – ask questions, observe the
over,” or “I’ll be ready to buy on your next visit,” you must
selling a new consumer product.
2. Another stall occurs when the buyer says he has to get
approval from someone else. Since the buyer’s attitude
multiple choice question to display an attitude of genuine
caring.
4. Do not get demanding, defensive, or hostile.
5. Your goal is to help your prospect realistically examine
6. The main idea is not to be satistied with a false objection
C. The no-need objection – the prospect says, “… but I’m not
interested now,” and he stays as he presently is.
1. This is widely used because it gets rid of the salesperson.
D. The money objection – encompasses several forms of economic
excuses and is simple for the buyer to say.
1. Respond by saying that it is risky to discuss the product’s
price until it can be compared to the product’s benefits.
2. Quote the price and go right on selling.
3. The price/value formula:
a. Used to determine if a prospect is or is not convinced
b. Price/value = cost.
(1)Cost – comparison of what is received to the
money paid.
E. The product objection.
1. Not everyone likes the best selling product.
demonstration.
F. The source objection.
1. Some prospects may say that they are happy with their
2. You should try to /nd out what exactly bothers the
time.
VIII. TECHNIQUES FOR MEETING OBJECTIONS
A. The dodge does not deny, answer or ignore.
B. Don’t be afraid to pass up an objection.
C. Rephrase an objection as a question. It is easier to answer a
question than to overcome an objection.
1. Acknowledge the prospect’s viewpoint.
4. “Feel-felt-found”:
a. “I understand how you feel…”
D. Postponing objections is sometimes necessary.
1. If you judge that the objection will be handled to your
prospect’s satisfaction by your customary method, and
presentation.
E. Send it back with the boomerang method.
1. Be ready at any time to turn an objection into a reason to
salesperson.
F. Ask questions to smoke out objections.
1. Q1: “There must be some good reason why you’re
going ahead?”
3. Q3: “Just supposing, Mr. Buyer, you could … then you’d
4. Q4: “Then there must be some other reason. May I ask
question 5
5. Q5: “What would it take to convince you?”
6. This series of questions keeps the conversation going and
G. Use direct denial tactfully.
1. Incomplete or incorrect objections should be
answered with complete and correct facts.
2. Tact is critical.
3. Do not say, “You’re wrong.” It closes the prospect’s mind.
H. The indirect denial works.
issue.
2. Done in a natural, conversational way, the salesperson
I. Compensation or counterbalance method.
1. Sometimes a prospect’s objection is valid and must be
2. Present advantages to counterbalance the objection.
J. Let a third party answer – Answer it by referring to a third party
IX. TECHNOLOGY CAN EFFECTIVELY HELP RESPOND TO OBJECTIONS –
X. AFTER MEETING THE OBJECTION – WHAT TO DO?
A. First, Use a trial close to determine if you have overcome the
B. Move back into your presentation.
this disadvantage.
2. You should always ask for the order.
XI. IN ALL THINGS BE GUIDED BY THE GOLDEN RULE
A. You are there to help the customer, not force a product on
them.
serve them.