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1、精品学习资源HANDLING OBJECTIONSLearning Objectives1. Able to identify different kinds of objections.2. Learn how to use handling objections process in daily selling What is Objection.It may be treated as a concern, reason, or argument towards a plan or idea.Objection is part of the Selling Process； it onl
2、y reflects customer cosncern or current limitation, which needed to be resolved before making a decision. Objection can also express as personal need go to be listened to； to be given face.欢迎下载精品学习资源There are two main ways to deal with objections. One is to reduce the opportunities of occ；ur other i
3、s to handle it effectively.Reducing Objection Opportunitiesthe欢迎下载精品学习资源1. Have good knowledge of customer information business needs and personal style to anticipatepotential objections.2. In your call planning, read and practice related information:a. Promotion Description； New Product Trade Leafl
4、et and Q&A this will help you to answer most of the questionsb. Promotion Details: raise and discuss potential questions in weekly meetingc. For specific potential objections, get manager or supervisor inputs and practice how to deal with these objections before action.“ Real ” and“ False ” Objectio
5、nsRetailer can raise“ real objectiaonds also”“ false objections.The ke”y to us is to learn how toidentify and handle the real objections, not spending a lot of time attempting to answer false ones.From a practical standpoint, we should assume, at first, that every objection is an actual or real conc
6、ern in the retailersposition. However, some concerns are more important than others.欢迎下载精品学习资源Real objection = Expressed concern is an actual/real concern from the retailers position.欢迎下载精品学习资源Example:Retailer: The problem with your plan, Mr. Chen, is margin. Itnot ensough. ”欢迎下载精品学习资源Salesman:“ You
7、 re concerned amboaurgt in. Does anything else trouble you.”Retailer:“ No. The plan sounds go-o-dexcept for margin. ”Is the objection real. Is marginthe retailer s real concern. To close the sale, is it the margin objectionthat must be handled to the retailerction. s satisfaFalse ObjectionsSince man
8、y sales people accept these false objections and stop their efforts to make the sale, some retailers get in the habit of saying the first thing that comes into their mind. We should, therefore, to help the retailer think through and further examine his/her responses and objections so that our idea g
9、ets a fair evaluation. If our idea is good for his/her business, he/she will accept it.False Objection = Expressed concern is not actual/real concern.Example:Statement like: “The package design is too dul”l . “Kids do not drink that anymore”. “No-one will pay that premium price”.To identify the “rea
10、l ”objection and “ false ” objecti,ownse need to examine the concerns raised by the retailer.Process of Handling Objections Four Basic Steps:1. Identifythe real objection2. Understand3. Verify4. Handle欢迎下载精品学习资源Purpose of Steps 1 and 2 is to help you find outthe Real Objection that must be handled t
11、o close the sale.欢迎下载精品学习资源Purpose of Step 3 is to assure your finding - the retailers actual/reacolncern and isolate it as the欢迎下载精品学习资源only remaining objection, preferably in words that you can address e.g. profit, not margin.Purpose of Step 4 is to help close the sale by handling the real objecti
12、on to meet retailer expectation. IdentifyThe Real ObjectionSTEP 1: Clarify the objection by restating it； then ask for any other concerns. Example:Retailer:“ The problem with your plaMn,r. Chen, is margin. Itnot enosugh. ”Salesman:“ You re concerned amboaurgt in. Does anything else trouble you.”Reta
13、iler:“ No. The plan sounds go-o-dexcept for margin. ”Salesman:“ So, you re concerned abount .mNaorgoi ther things trouble you. Retailer:“ No nothing of importance.”So, the retailer has said that margin is the real concern, and that nothing else. Step 1 completed.But, is it safe to assume margin is t
14、he real concern. Yes, it is safe for the moment. At this point, it is all you have to work with. A more thorough examination will lead to better understanding. And, that understanding generally reveals whether or not it is the real concern.In some cases, buyers express more than onoebjection. So, le
15、t s look into how those situations handled.Here is another answer for Example:Retailer: “ OhS. helving Space is also a problem”Salesman: “ OK you have aocncern about shelving spac.eIs there anything else.”Retailer:“ Well, another is weathIet rw. ould be too cold for your product. ”Salesman:“ I see s
16、o, you also concern athbeouwt eather will have negative impact on sales performance. Does anything elsertouble you.”Retailer:“ No. ”Salesman:“ MGr.uo, you ve mentiontehdreeconcerns margin, shelving space and weather impact on sales performance. Which one s the most important.”欢迎下载精品学习资源Retailer:“ We
17、ll. I d havewtoeastahyer impact. ”So for this situation, Step 1 has been carried out. And, we know for the moment thatweather impact “ on sales performance” is apparently the main concern. While this objection is still too vague to attempt to answer, the purpose of Step 1 has been accomplished.Under
18、stand The ObjectionSTEP 2: To clearly understand the objection and to find out exactly what it is that must be handled to close the sale.Examples:Retailer:“ Well, I d havewtoeastahyer. ”Salesman:“ Tell me more about that.”This will give the retailer lots of“ rotoomt”ell you more about the impact due
19、 to weather. The retailerwill then offer specific information, to avoid possible misunderstanding, or to give information that in some other way contributes to clarity.Retailer:“ Well, I d havesthoeslvaiyng space. I do not have enough room to display all the products. ”Salesman:“ So, thsheelving spa
20、ceis your main concern.”This reflects your understanding. It is an opportunity for the retailer to correct wrong impressions you might have.When you clarify the objection, try to turn that into something you could handle in future, for example: Price/Margin objection - we should try to turn it into
21、profit, as you can better answer that by using the Profit Story concept. For example: Salesman“:You have said the problem is price/margin. What you are really concerned about is profit, how much you can make by selling X, is that correct.”It is important that understanding of an objection don t indi
22、cate immediate disagreement by Remember your purpose is to gain more information, not to immediately minimize or reduce the objection. If the retailer perceives your response as contradicting his statement, his natural reaction is to be defensive, thus strengthening the objection.Therefore, before t
23、he real concern is handled, the process calls for first being sure that it has been欢迎下载精品学习资源accurately identified. And, that the retailer and you have a mutual understanding of it.Note:ConcessionsDo not begin offering concession until you have negotiated all issues, which you can reach agreement.Ve
24、rify The ObjectionStep 3:To ensure both of you understand the objection and have focus on the real issue.An effective way to verify your understanding of the objection is to summarize the objection fromthe retailer s point of view. And, conclude the summary with” is that right.” G your summary state
25、ment include:- “ So what you are trying to decide is why” Is that right.- “ Then what you really want to know is correct.- “ You seem to be asking” is it.This gets the retailer s agreement that you have accurately stated his concern and allows you the opportunity to address it. You are in a sense he
26、lping the retailer to reopen his mind about his concern. You are also encouraging him to listen further. If the buyer disagrees with your summary of the objection, you obviously need to learn more about his concern before proceeding.Handle The ObjectionSTEP 4:To resolve the issue, meeting retailer s
27、 expectation.Handling objections satisfactorily generally requires three things. They are:- Being knowledgeable about the business: should be knowledgeable in our business, i.e.Brand information, Customer information, Trade information.- Being skillful in converting objections into benefits: Convert
28、 concern into selling point, highlight the profit story and benefits to customer so as to overcome the concern.- Being concise: Presenting the case with just enough information and focus on account benefits.What are the most effective ways to resolve objection:- Find parallel with retailer s own exp
29、eriencesimilar product/package/promotion has been successful.- Good experience of other storesrefer other stores, other towns, other cities. Who does he欢迎下载精品学习资源respect as a leader. GT outlets may look at Independent supermar；ket Independent supermarket may look at Key account.- Propose test of sma
30、ll initial quantity to check consumer acceptance, e.g. Salesma“nM: y profit story presented was based on Qoo Peach selling 50% of Orange, lsetplay safe and assume it is only 20% to startthat means a first order of 3 cases. Is that a better option”.- Identify urgent reaction to a program despite some
31、 concerns price increase, othercompetition store opening.CONCLUSIONFour basic steps of handling objection provide a simple but practical way to deal with Objection. At the same time, we should not afraid to face the objection. In fact, we should equip ourselves to be capable for effectively and successfully handling them.The more you practice using this process, the better you will become at making sales when objections are raised.欢迎下载