Mktg Chapter 5 2012
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Transcript of Mktg Chapter 5 2012
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Handling Objections
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An objection is a concern or a question raised
by the buyer.
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Objections are opposition or resistance to
information or to he salesmansrequest.
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Front page: Write your experience of disagreeingor refusing to buy the salesmans product or
service.-Why did you refuse his (salesmans) offer?
Back page: Share your experience of being refusedto or turned-down when you wanted somethingbut didnt get it.
- How did you feel?
- What did you do to over come the feeling?
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Six Major Categories of Objections1. The Hidden Objection
2. The Stalling Objection
3. The No-need Objection
4. The Money Objection
5. The Product Objection6. The Source Objection
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The hidden objection
happens when a prospect hide or keep their true feelingsbeneath the silence
Reasons for prospects to hide objection: Do not want to offend the salesman
Their objection may not be worthy of the salesmans fullattention
hide keep or conceal
offend to make sb feel upset because of sth you say or do that isrude or embarrassing
worthy deserving, or suitable for, the thing mentioned
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The stalling objection
the prospect is going to think over of the salesmansoffer
I will buy next time
stalling tactic used to mislead or delay
think over to consider sth carefully, especially before reaching adecision
get rid
to make yourself free of sb/sth that is annoying you or that youdo not want
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The no-need objection politely gets rid of the salesman
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The money objection
prospects asking theprice of the product or servicebefore giving the salesman the chance to present hisproduct or service.
product benefits outweigh the costs
Outweigh to be greater or more important than sth
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The product objection
happens when the product itself may not be what it islike the salesman has said it will be.
the product may be a waste of time, money and effort
effort the physical or mental energy that you need to do sth; sth thattakes a lot of energy
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The source objection
loyalty may be an important factor for the prospect(e.g. the prospect has been buying products from thesame supplier for many years; they dont trust let alonelike the salesman or his company.
loyaltythe quality of being faithful in your support of sb/sth
supplier a person or company that supplies goods
trust
the belief that sb/sth is good, sincere, honest, etc. and will not tryto harm or trick you
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Principles of Handling Objection
Clarify the objection have a clearunderstanding of what the prospect meant.
Clarifyto make sth clearer or easier to understand
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Classify the objection
detect the type of objection
** need
** product** source
** price
Classifyto arrange sth in groups according to features that they have incommon
Detect to discover or notice sth, especially sth that is not easy to see,hear, etc.
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Maintain control of the interview treat objections calmly
maintain poise and dignity
Poise a calm and confident manner with control of your feelings orbehaviour
Dignitya calm and serious manner that deserves respect
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Dont argue explain to prospect with questions to change his
thoughts and find the weakness of the objections.
Weakness lack of strength, power or determination ; difficulty inresisting sth/sb that you like very much
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Be diplomatic
remove incorrect beliefs and tactfully replacethem with true ones.
respect each prospects self-respect and confidence
Beliefsomething that you believe ; an opinion about sth; sth that youthink is true
Tact (sensitivity) the ability to deal with difficult or embarrassingsituations carefully and without doing or saying anything that willannoy or upset other people
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Fit answers to prospect
understand the prospects real difficulty andconvince him with facts.
be more logical and persuasive.
Convinceto persuade sb to do sth ; to make sb/yourself believe that sthis true
Logical reasonable or sensible
Persuasive able to persuade sb to do or believe sth
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Dont magnify
objections should be handled clearly and cleanly.
Magnify (exaggerate) to make sth seem more important or serious
than it really is
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Capitalize the objection
convert the objection into a reason for buying andtakes on it by translating it into a position. Specific
reason for the purchase.
Capitalize (take advantage) to gain a further advantage for yourselffrom a situation
Translate to change sth, or to be changed, into a different form
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Techniques of Handling Sales
Resistance1. Direct Denial Technique
2. Indirect Denial Technique
3. Boomerang Method
4. Compensation Method
5. Pass-up Method
6. Referral Method
7. Postpone Method
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Direct denial technique
a method of overcoming objections through theuse of facts, logic, and tact
technique a particular way of doing sth
overcome to defeat
facts truth
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Indirect denial technique
denying the basic topic of the objection where thesalesman agrees before he disagrees.
denyto refuse to admit or accept sth
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Boomerang technique
the process of turning an objection into a reason tobuy.
boomerang
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Compensation technique
the method of off-setting negative product appearanceswith better benefit appearances.
off-set
appearance
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Pass-up technique
not answering an objection.
** but if the prospect raises the objection again, thesalesman must treat this as an important objection.
pass-up
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Referral Method
using other people as a testimony that the product isindeed good.
refer
testimony
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Postpone Method
asking permission to answer the prospects question ata later time at which the objection can best beanswered.
postpone
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