Marketing Essentials
Handling
Customer Objections
Chapter 14 Presenting the Product
SECTION 14.2
Handling Customer Objections
What You'll Learn
The difference between objections and
excuses
Five buying decisions upon which common
objections are based
The general four-step method for handling
customer objections
Six specific methods of handling objections
and when each should be used
Chapter 14 Presenting the Product
SECTION 14.2
Handling Customer Objections
Why It's Important
Anticipating and planning potential answers
to objections will help you feel more
confident in your responses to customers.
Selecting the most appropriate method for
handling those objections will set you apart
from other salespeople who do not have
that expertise.
Chapter 14 Presenting the Product
SECTION 14.2
Handling Customer Objections
Key Terms
objections
excuses
objection analysis sheet
paraphrase
boomerang method
superior point method
third party method
Chapter 14 Presenting the Product
SECTION 14.2
Handling Customer Objections
Understanding Objections
Objections are concerns, hesitations,
doubts, or other honest reasons a customer
has for not making a purchase. Objections
give you an opportunity to present more
information to the customer.
Excuses are insincere reasons for not
buying or not seeing the salesperson.
Chapter 14 Presenting the Product
SECTION 14.2
Handling Customer Objections
Welcome and Plan for Objections
Objections can guide you in the sales
process by helping you redefine the
customer's needs and determine when the
customer wants more information.
Prepare yourself for most objections by
completing an objection analysis sheet,
which lists common objections and possible
responses to them.
Chapter 14 Presenting the Product
SECTION 14.2
Handling Customer Objections
Common Objections
Most objections are based on key decisions
the customer must make before buying:
need
product
source
price
time
Slide 1 of 3
Chapter 14 Presenting the Product
SECTION 14.2
Handling Customer Objections
Common Objections
Need The customer does not have an
immediate need for the item or wants the item
but does not truly need it.
Product The customer is concerned about
such things as construction, ease of use,
quality, color, size, or style.
Slide 2 of 3
Chapter 14 Presenting the Product
SECTION 14.2
Handling Customer Objections
Common Objections
Source The customer has had negative past
experiences with the firm or brand.
Price The customer does not want to spend so
much money.
Time The customer is hesitant to buy
immediately (sometimes an excuse).
Slide 3 of 3
Chapter 14 Presenting the Product
SECTION 14.2
Handling Customer Objections
Four-Step Process for Handling Objections
Successful salespeople have learned to use a
very basic, four-step strategy when answering
all objections:
Listen carefully.
Acknowledge the customer's objections.
Restate the objections.
Answer the objections.
Slide 1 of 4
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SECTION 14.2
Handling Customer Objections
Four-Step Process for Handling Objections
Listen Carefully To demonstrate sincere
concern for your customer's objections, be
attentive, maintain eye contact, and let the
customer talk.
Slide 2 of 4
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SECTION 14.2
Handling Customer Objections
Four-Step Process for Handling Objections
Acknowledge the Customer's Objections
Acknowledging objections demonstrates that
you understand and care about the customer's
concerns. This makes a customer feel that his
or her objections are understandable, valid,
and worthy of further discussion.
Slide 3 of 4
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SECTION 14.2
Handling Customer Objections
Four-Step Process for Handling Objections
Restate the Objections To be sure you
understand the customer, paraphrase the
objections (restate them in a different way),
but don't change the meaning of the
customer's objection.
Answer the Objections Answer each
objection tactfully. Think of yourself as a
consultant, using the objections to further
define or redefine the customer's needs.
Slide 4 of 4
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SECTION 14.2
Handling Customer Objections
Specialized Methods of Handling Objections
There are six specialized methods for
handling objections:
boomerang
question
superior point
denial
demonstration
third party
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SECTION 14.2
Handling Customer Objections
Specialized Methods of Handling Objections
Superior Point Admit disadvantages in
certain products but then present superior
points to offset or compensate for them.
This technique puts the customer in a
position to decide between the different
features and see additional reasons
for buying.
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SECTION 14.2
Handling Customer Objections
Specialized Methods of Handling Objections
Denial When a customer's objection is
based on misinformation, provide proof and
accurate information to answer the objection.
Demonstration Demonstrate a product's
features (but make sure they work before
using them in a sales situation).
Third Party Use a testimonial from a
previous customer or another neutral person.
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SECTION 14.2
Handling Customer Objections
Specialized Methods of Handling Objections
Boomerang Use a friendly, helpful tone to
explain how the objection is really a selling
point.
Question Question the customerbut never
in an abrupt mannerto learn more about
the objections.
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14.2 ASSESSMENT
Reviewing Key Terms and Concepts
1. Distinguish between objections and excuses.
2. Why should you welcome objections in the
sales process?
3. Name the five buying decisions upon which
common objections are based.
4. List the four steps involved in the process for
handling customer objections.
5. Name six specific methods of handling
objections.
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14.2 ASSESSMENT
Thinking Critically
Why is restating the objective often a
successful method in turning around
objections?
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14.2 Graphic Organizer
The Four-Step Process for Handling Objections
Listen
Listen
Carefully
Carefully
Acknowledge
Acknowledge
the
the
Customer's
Customer's
Objections
Objections
Restate
Restate
the
the
Objections
Objections
Answer
Answer
the
the
Objections
Objections
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Marketing Essentials
End of Section
Chapter 14 Presenting the Product
21
