Chapter 10 – Responding to Objections
Talk about when this technique should NOT be used. Provide good, clear, specific examples (i.e. Do a
small role play to demonstrate this).
Chapter 10 – Responding to Objections
EXERCISE 10-2 OBJECTIONS AND OBTAINING COMMITMENT FOR A SPECIFIC
PRODUCT
1. Select a product you intend to buy in the near future. Complete the following chart, listing the
objections you are likely to raise as well as possible helpful responses.
Product ______________________________________________
Possible helpful responses by a salesperson
(indicate method)
1.
1.
2.
2.
3.
3.
4.
4.
5.
5.
Chapter 10 – Responding to Objections
6.
6.
3.
4.
5.
6.
Chapter 10 – Responding to Objections
2. Now, visit a retailer for the product you want to buy. Complete the following chart.
What was the salesperson’s actual response to each of your objections (use the same numbers as
above)?
1.
2.
Chapter 10 – Responding to Objections
3.
Describe the attempts to gain commitment. Evaluate these attempts and summarize your
conclusions. How did you feel about each method used?
Chapter 10 – Responding to Objections
EXERCISE 10-3 OBJECTIONS: A REPORT ABOUT ACTUAL SALESPEOPLE
Conduct an interview with one of three types of salespeople: (either one who sells industrial products,
one who is a pharmaceutical rep, or one who sells consumer products to grocery stores).
1.
Type of salesperson:
2.
When do buyers usually raise objections?
3.
What are the objections you tend to hear a lot?
4.
How do you prepare for objections?
Chapter 10 – Responding to Objections
5.
Do you use any of these methods in responding to objections (Note: Be prepared to define each
method)? When?
Direct denial
b.
Indirect denial
Chapter 10 – Responding to Objections
Referral method
Acknowledge method
Chapter 10 – Responding to Objections
Revisit method
g.
Any other methods you use?
6.
Is price a common objection for you? How do you respond?
Chapter 10 – Responding to Objections
Exercise 10-4 Dealing with People’s Feelings ― Anger
Assume you work at the library at your school in the circulation department. A professor walks
up and asks you for DVD 88. He says he reserved it online at the beginning of the semester and
needs to pick it up to show it to his class that starts in one hour.
You walk to the stack where the reserved DVD’s are, and don’t see anything with his name on it.
You double check the stack and then go back to inform him that it’s not there.
Your Statement
Chapter 10 – Responding to Objections
Exercise 10-5 Role Play Exercise for Dealing with Angry and Quiet
Customers
In this exercise you will break the class into teams of two, one person is a seller the other is a buyer. We
suggest you meet with buyers and go over their roles with them, so they are clear on how to proceed.
Chapter 10 – Responding to Objections
Version A Seller
New Salesperson: Dealing with an Existing Customer Account
So far things are going well. Your customers, for the most part, have had good things to say
about Charlotte, the former Kemp’s rep in your territory. Charlotte quit two months ago and took
a job selling paint at a Sherwin Williams store in a town about two hours away.
The main goal for your call today is to introduce yourself to the buyer and introduce them to your
line of Premium Novelties Products (see webpage). Your records indicate they have never
purchased those products before.
Chapter 10 – Responding to Objections
Version B Seller
New Salesperson: Dealing with an Existing Customer Account
So far things are going well. Your customers, for the most part, have had good things to say
about Charlotte, the former Kemp’s rep in your territory. Charlotte quit two months ago and took
a job selling paint at a Sherwin Williams store in a town about two hours away.
Today, you’re making your first call on the frozen foods buyer for SuperOne Foods. The notes
you have from Charlotte don’t tell you much about the account. In fact, Charlotte did a pretty
poor job documenting things. You do know, from Kemp’s sales reports, that they go through a
lot of product and are an important account in your territory.
Chapter 10 – Responding to Objections
Version A Buyer
New Salesperson: Dealing with an Existing Customer Account
on you. Here are some things you should know:
• The past salesperson for Kemp’s, Charlotte, was rude and not very competent, in your
opinion. She seemed like an “air head” to you (not very bright or sharp). You think she
was hired for her looks, not her talent. She was always preening (touching up her hair,
applying lipstick, and looking at herself in any glass or mirrors that were around) during
sales calls.
You’re known as something of a hot head, and can get angry quickly and easily. You intend to
really let the new salesperson from Kemp’s get a piece of your mind.
Be very angry, even unreasonable.
• Raise your voice,
• Point accusingly at the seller
Chapter 10 – Responding to Objections
Version B Buyer
New Salesperson: Dealing with an Existing Customer Account
• The past salesperson for Kemp’s, Charlotte, was rude and not very competent, in your
opinion. She seemed like an “air head” to you (not very bright or sharp). You think she
was hired for her looks, not her talent. She was always preening (touching up her hair,
applying lipstick, and looking at herself in any glass or mirrors that were around) during
sales calls.
You are pretty upset about what has been happening with Kemp’s and with Charlotte specifically.
However, you don’t show your anger in the normal way. You tend to get quiet, withdrawn, and
don’t say much.
Be very quiet. Don’t offer much information about the past service with Kemp’s.
• For the record, you’re not interested in buying any new products that Kemp’s offers. Just
“not interested” without having to give any reason for that.