Objectives for HANDLING OBJECTIONS

1. Objectives for HANDLING OBJECTIONS • Define resistance (Ch9, Q # 1) • Distinguish between active & passive resistance. (Ch9,Q#2) • Differentiate between objections, questions & excuses (Ch9,Q#3). • Define 6 (not 4) types of objections (Ch9 Q # 4). • Describe a 4 step objection handling process • Explain the feel, felt, found technique (Ch9,Q#5). • Determine if an objection is irrational(Ch9,Q#6). • List & explain techniques for handling objections

2. BAD OBJECTION • The only bad objection is the one _______________________ • There are only 4-5 objections which will account for _______________________ • The experienced sales person will at least be prepared for _______________________

3. HANDLING OBJECTIONS • A) UNDERSTANDING OBJECTIONS • Selling points are designed to convince and create (or discover) demand for your product/service • But prospects sometimes do not • _________________________________________ • _________________________________________ • _________________________________________________________________________________________________ • And thus raise questions and objections during your presentation • Recall, we want to secure agreement from the customer that specific benefits to them are recognized as we are • ________________________________________

4. HANDLING OBJECTIONS • Objections are valuable because they indicate: • You have the customer’s • __________________ • They are thinking about • ______________________________ • The more important barriers • ______________________________________ • The salesperson should therefore genuinely • ___________________________ !!!!!!!!!!! • by using questions and feedback on each challenged selling point.

5. HANDLING OBJECTIONS Objections are (Ch9 Q # 1): • _______________________________________ not to accept your point or buy your product • Often presented as a negative reaction • There are some common causes of objections . . . • _______________________ • Constantly check for agreement (handle o’s as you go). • ____________________________________________ • ____________________________________________ • Legitimate concerns or reasons the point you have made is negative for them

6. Objections when selling to a group of buyers • _________________________& get a sense of whether _____________________the concern • Throw it __________________________ e.g.-Objection = people in our department won’t attend such a training session Response = Rephrase then say, “does anyone else have that same problem with your department? You know the co. climate better than I. How do you deal with such this issue?” (gets ideas and gives time to think) • Any response should be directed to ____________________________________________________________________________________ • Make sure that ________________are satisfied with the answer 11-6 McGraw-Hill/Irwin

7. Questions • Sometimes the prospect doesn’t have enough information and will ask a question • A question may be resistance but it isn’t an ______________________ • Questions indicate that the customer is ____________________ • It is just what the salesperson wants. • When information is lacking . . . ____________________

8. Excuses Based on something other than the performance of the product or your business. a smoke screen for something ________________________________ WHY? • _________________________________ • _________________________________ • _________________________________ • _________________________________ • _________________________________

9. Excuse Giveaways • Something unexpected…it __________________________ • It is impossible to handle … “I need to think about it or look around.” • ______________________________________________ Return to probing & perhaps take the blame …_________________________________________ Specific example coming up ….

10. Active Resistance • Active resistance is outward, ___________________to accept a point you have made • It is the easiest type of resistance to with which to deal. Passive Resistance • The prospect never actually states the objection ... and so it is very difficult to deal with it • Passive resistance is _______________________ • It sneaks up on you until suddenly you realize that something is going on

11. Passive Resistance • Becomes evident when the prospect ____________________________________________________________________________________ • yet somehow, it seems impossible to __________________________

12. Sign’s of an Irrational Objection (Ch9,Q#6) • __________________________ “me thinks she doth protest too much!” • __________________________ A secret concern - $, loyalty, ignorance • __________________________ Try to refocus • __________________________ Something else is wrong so let them talk it out

13. HANDLING OBJECTIONS • B) STRATEGY for HANDLING OBJECTIONS • Try to keep emotions • ________________________ • ________________________ • -Show the capacity for participating in • the feelings or ideas of another

14. Handle Objections When ________________________ If you postpone . . . you may _______________________ or cause a _________________________ prospect may become ________________________ • Occasionally you may have to postponebut be sure you come back to it. Postpone if … • ______________________________________ • __________________________________

15. Remember the example showing the value Brad provides to his customers. Brad, Cargill Ag-Horizons ____________________________________________________________ ____________________________________________________________ ____________________________________________________ _______________________________________________________

16. Avoid Arguments • Avoid arguments at all costs . . . • No matter how strong • . . . or how • ______________________________ • ________________________________________ • Even if you win . . . you • _____________ • Instead control your emotions, don’t tell, just • _______________________

17. Audio Video clips funded by the Barnhart Fund for Excellence _______________________________ _______________________________ _______________________________ _______________________________ _______________________________ _______________________________ David Gress

18. Help Prospect “Save Face” • Give the prospect a way to “save face” • _________________________________________ • “I’m sorry, I didn’t cover that part very well. . .” • _____________________________________ • “A lot of people feel that way until they learn . . .” • _________________________________ • “I understand your feeling. These situations get pretty complex . . . • --------- Others have FELT …- They have FOUND…

19. Feel, Felt, Found Technique (Ch9,Q#5) “You guys talk a good line, but when it comes to actually working your program, it was so confusing last year we just gave up and sold what our customers asked for first.” (Downey p. 344) • I understand how you _________________ • I know other dealers _______________________________________ • However, we listened and dealers have _______________________________________ For relationship as well as I & S buyers. Dominance, Influence, Steady & Compliance

20. Avoid Using The Word “But” Try to avoid the word “but” in handling objections • “But” tends to • negate anything you have just said • “Yes, I agree,but. . .” really says . . . • ______________________________ • The word “But” tends to make people defensive • Instead . . . Use the word ____________________ • “Yes, I agree, _________________________ • there might be another way to think about it.” • ___________________________________

21. Answer Common Objections In Advance • Anticipate common objections and deal with them _______________________ • Do not actually state the objection but build a • _________________________ • General Example . . . • Anticipated objection -- Reputation of poor equip. • Build a selling point around your new line using • ________________________________________________

22. HANDLING OBJECTIONS • Three steps in handling objectives: • 1) _______________________________ • make sure you understand what they are saying. How it is said is as important as what is said. • 2) _______________________________ • restate the objection back to the customer using less pointed words. Restating also is good communication. • 3)________________________________ • continues the dialogue, de-fuses the anger & clarifies objection. • 4) ________________________________ • always address the objection.

23. __________________________ a. My obstetric patients will never need that service. Direct denial: That’s not really true. In fact, here is a study showing that 73% of obstetric patients have the condition… Indirect denial: I can see why you might think that. Historically few obstetric patients have exhibited such symptoms. But here is a study that shows that 73%.. b. I heard that the paint used in manufacturing your unit can cause cancer. Direct denial: I’m sorry, but that’s simply not accurate. We’ve done studies… Indirect denial: Many paints can cause cancer, I know. But surprisingly, this paint does not . . . c. I can buy this cheaper online. Direct denial: No, it’s not offered online anywhere. Indirect denial: While it’s true that things bought on line are often cheaper, the fact is that this is not offered online at all.

24. HANDLING OBJECTIONS • TRANSLATING OBJECTIONS to SELLING POINTS • Objections are often • ___________________________________ • who is genuinely looking for answers you may have • “I am just not in a position to spend that kind of money right now” • Use customer cues to • ___________________________________ • onto those areas revealed to be important to the client • You may need to • __________________________________________ • __________________________________________ • Don’t come back with a response • _____________________________ • Take your time.

25. Advice on handling complaints Bob, Western New York Agway Ag Products Gene, Diamond Walnut Developed by Purdue University Complaints have positive aspects ____________________________________ ____________________________(end) Complaints are inevitable ____________________________ ___________________________

26. Sales Objection 1: Stall/Deferred Decision: "I Need To Think It Over" • Resists _______________________________ • Wants to slow down and be thorough • The risk is she/he will begin to ________________________ • The greater chance prospect will turn to ________________________ • Your best response is ________________________ the prospect think it over

27. Sales Objection 1: Stall/Deferred Decision: "I Need To Think It Over" Customer: I need to give this some thought before I decide. Salesperson: That makes a lot of sense. Your advertising is important and you want to make sure the decision you reach is good for your business. What factors are you going to consider as part of your decision? • Get the prospect to _____________________________ • Two things are likely to happen • They will realize there is They will raise new questions that

28. Sales Objection 2: I'll Have To Take A Look At The Numbersor I can’t afford it Customer: Well, I'll have to take a look at the numbers and get back to you. Salesperson: Definitely. The numbers have to work for you. After all, this is a business decision and you have to make sure it is cost-justified. Customer: That's the way I always try to do it. Salesperson: Mr. Wilson, I have a lot of experience helping businesses analyze advertising costs and paybacks, and I would be happy to help you with your analysis. The best place to start is usually with How much would you estimate the average new customer would spend with your business over the next year?

29. Sales Objection 2: I'll Have To Take A Look At The Numbers or I can’t afford it • Little clarification is needed You don’t want the prospect to • Offer to help • Before the prospect can say yes or no, • If the answers is a number, you are beginning to help him with the analysis. • If he doesn’t want your help still - move to • Adds a limit on how long the prospect will think about it and helps prevent him from forgetting about it altogether.

30. I Cannot Afford It!

31. Sales Objection 3: I'm Not Interested • This is a standard brush-off objection used by many decision makers. It will come up most often on cold calls. It simply means they • When you hear this objection, your first response should be Because … if you believe the customer doesn’t need your product, you should not be selling it to them

32. Sales Objection 3: I'm Not Interested • Customer: I'm not interested. • Salesperson: Oh, really? Why not? • Customer: I looked into a similar thing from one of your competitors a while back and determined it wasn't right for our business. • Salesperson: Do you recall why

33. Sales Objection 3: I'm Not Interested • At this point you have no idea who the competitor was, what exactly they were offering, whether they presented it competently, or what the prospect did not like about it. However, you succeeded in getting your prospect to start talking to you. Now you are in a position to • When a prospect says he is not interested, it will usually take you several questions to get to the bottom of his concern. Then you can

34. Sales Objection 4: It's Not Appropriate For My Business • Maybe true and maybe not. Most likely, the prospect just doesn't know • Customer: I think it would be insulting for my customers to go to the movies to relax and then have to look at my advertising. • Salesperson: I'm glad to hear you say that, because I agree completely. That's why I would suggest a very special type of slide campaign for you. • Customer: Such as what? • Salesperson: I know that your company does a great deal of public service work in the community. What you might want to consider is a public service announcement slide that asks people to contribute or become active with one of those organizations. The slide would have that message, a photo of the people who are being helped, plus your logo to add credibility to the appeal.

35. Sales Objection 4: It's Not Appropriate For My Business • Since the objection needed little clarification, the salesperson did not respond with a question. • Instead, he turned the negative into a positive by • Then he paused in his response, causing the prospect to ask "Such as what?“ • Always use pauses like this to keep your prospect involved in the conversation.

36. Sales Objection 5: I Think I Will Go With Your Competitor • Customer: I like the idea, but I think I will go with your competitor, Large-Screen Entertainment. • Salesperson: What is it about Large Screen that appeals to you? • This sales rep knows that it won't work to knock the competition, so she asks the customer to • Once she knows the customer's perception of the competitor's advantages, she will now how to frame her response.

37. Sales Objection 6: What If You Go Out Of Business? • Customer: I have heard about fly-by-night operators in this business. What happens if you go out of business or you don't deliver my slides to the theater?   • Salesperson: That's extremely unlikely to happen. We are a national company with customers throughout the U.S. and Canada. But it is a fair question. You need to know that your advertising dollars are not wasted. Since we, like any other company you buy from, can't prove conclusively that we will be in business in the future, what could we do to make you comfortable that you won't lose your money if you go with us? • Customer: Well, I suppose it really isn't that likely that you will go out of business. I mostly wanted to hear how you responded. And I can pay for this on a quarterly basis, right? • Salesperson: Absolutely, so your financial risk is always minimal. • By forcing the prospect to assess the maximum downside risk, this salesperson made the prospect realize that his objection was

38. Types Of Objections(summary) • I need it, but not now or I need to think it over • I cannot afford it or I need to look at the numbers • I’m not interested; I don’t want it • I don’t need your product –it doesn’t work for me • I’m going with a competitor • What if you aren’t here?

39. When to Quit? • The customer may have either revealed or unrevealed • When you realize you • Accept it gracefully. • Thank the customer and leave. • If you’ve been honest and sensitive to their needs, you’ll have another chance at a later time

40. Know When To Quit There is no single answer for how persistent to be, other than Not pushing hard enough Pushing too hard can easily