CHAPTER 11
WELCOME YOUR PROSPECT’S OBJECTIONS
COMMENTS ON CHAPTER 11 SALES APPLICATION QUESTIONS
1. You must determine why the prospect is stalling by asking questions such as “What are some of the
issues you have to think about?”
3. “A” is a lack of knowledge—needs more information.
“B” is not a feature wanted by the customer.
“C” is a lack of knowledge—needs more information.
4. “A“, “B”, “C”, and “E“.
6. Alternative “C“ is best since you must find out why he wants to “think it over.”
COMMENTS ON CASES
Case 11-1: Ace Building Supplies
1. Alternatives Ranking Dollar Amount Sold
(Maximum = $6,000)
A Third $ 500
B First $6,000
C Second $2,500
A. Calling back in two months at the request of Mr. Newland is the path of least resistance—the
easy way out. While it may get you the order in the long run, it can also set up many
obstacles. A lot of things can occur in two months: a competitor could get in to see Mr.
Newland: Aces’ business could fall off: money may be tight, etc. By waiting (without trying
for an immediate order) you are encouraging problems.
B. There’s nothing better than a firm purchase order in hand. Perhaps some good old-fashioned
persistence would have done the job; after all, Mr. Newland said he liked the equipment,
admitted that it would solve his problem and indicated that he would buy. Why not now? If
C. If you can’t get the order now, a good alternative would be to telephone. A personal call takes
time, is expensive and can’t accomplish much more than a phone call (especially when your
objective is to get a “go ahead”). Why wait the full two months? You’ll probably need some
Case 11-2: Electric Generator Corporation (B)
1. Alternatives Ranking Dollar Amount Sold
(Maximum = $10,000)
A Second $ 1,000
Five salespeople ranked the three alternatives, with “C” ranked the best. People who chose this
alternative sold the maximum dollar amount of $10,000.
A. Don is not interested in the generator’s capabilities or talking to an engineer. He wants YOU
to solve his problem. Talk with him. Do everything it takes to solve his problem. Only then
can you sell him more products.
B. You have to take care of Don’s problems—NOW! His project is in trouble because of your
products. Do not leave. Do everything it takes to solve his problem. Only then can you sell
him more products.