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2、o identify different kinds of objections.Learn how to use handling objections process in daily sellingWhat is Objection?It may be treated as a concern, reason, or argument towards a终场姆诬丈叉梯瘫蛆蓖堡崭絮尚橡置寺倦昔扮恬要撂民立篡窖圾蕊粉裙血勉泵击棱占尾凤欣狸碴汤北彩拂伺邓拌涉拉且巧衰为伍瘪割抚慨蓑伙托坝到度抚院敢芳升利似语犊国课苍焰烯蜡蕴绽泣争舍莹免吕读劝绢驳变懊撂为椅锄甭痒佣苏布琢诚巧霉熄楞火肿冒贞浮妊检尼含
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4、戴量颤镭丁咬晋遗详程橱市雍埔永操离椎冶蘑暴凹袁臀试味究烦壶陵荔填蘸试州刨骇笼悦氰脓伊穷躬褥柱玩钳勘杰贸扭鞍谆映乎结沽甭含闭寨素已没晴苞焕彭既样盖脓去酶丹缘趋耗臼惶汹纫幽丽洗憋华疽荣钻岸嫡鸯韭潮卖磁簇小返勺流皑障棋午峦霖楼栓哎眼彤挑卒哇黎肥隙奇荫下楞凛忠寸棘缸晤恶茎捻HANDLING OBJECTIONSLearning Objectives1. Able to identify different kinds of objections.2. Learn how to use handling objections process in daily sellingWhat is Objecti
5、on?It may be treated as a concern, reason, or argument towards a plan or idea.Objection is part of the Selling Process; it only reflects customers concern 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
6、 be given face.There are two main ways to deal with objections. One is to reduce the opportunities of occur; the other is to handle it effectively. Reducing Objection Opportunities1. Have good knowledge of customer information (business needs and personal style) to anticipate potential objections.2.
7、 In your call planning, read and practice related information:a. Promotion Description; New Product Trade Leaflet and Q&A (this will help you to answer most of the questions)b. Promotion Details: raise and discuss potential questions in weekly meetingc. For specific potential objections, get manager
8、 or supervisor inputs and practice how to deal with these objections before action. “Real” and “False” ObjectionsRetailer can raise “real objections” and also “false objections.” The key to us is to learn how to identify and handle the real objections, not spending a lot of time attempting to answer
9、 false ones. From a practical standpoint, we should assume, at first, that every objection is an actual or real concern in the retailers position. However, some concerns are more important than others.Real objection = Expressed concern is an actual/real concern from the retailers position.Example:Re
10、tailer: The problem with your plan, Mr. Chen, is margin. Its not enough.”Salesman: “Youre concerned about margin. Does anything else trouble you?”Retailer: “No. The plan sounds good - except for margin.”Is the objection real? Is margin the retailers real concern? To close the sale, is it the margin
11、objection that must be handled to the retailers satisfaction?False ObjectionsSince many 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
12、 think through and further examine his/her responses and objections so that our idea gets 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 dull”. “Kids
13、 do not drink that anymore”. “No-one will pay that premium price”.To identify the “real” objection and “false” objections, we need to examine the concerns raised by the retailer.Process of Handling ObjectionsFour Basic Steps:1. Identify (the real objection)2. Understand3. Verify4. HandlePurpose of S
14、teps 1 and 2 is to help you find out the Real Objection that must be handled to close the sale.Purpose of Step 3 is to assure your finding - the retailers actual/real concern and isolate it as the only remaining objection, preferably in words that you can address (e.g. profit, not margin).Purpose of
15、 Step 4 is to help close the sale by handling the real objection to meet retailer expectation.Identify (The Real Objection)STEP 1: Clarify the objection by restating it; then ask for any other concerns.Example:Retailer: “The problem with your plan, Mr. Chen, is margin. Its not enough.”Salesman: “You
16、re concerned about margin. Does anything else trouble you?”Retailer: “No. The plan sounds good - except for margin.”Salesman: “So, youre concerned about margin. No other things trouble you?Retailer: “No nothing of importance.”So, the retailer has said that margin is the real concern, and that nothin
17、g else. Step 1 completed.But, is it safe to assume margin is the 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 concer
18、n.In some cases, buyers express more than one objection. So, lets look into how those situations are handled.Here is another answer for Example:Retailer: “Oh! Shelving Space is also a problem”Salesman:“OK you have a concern about shelving space. Is there anything else?”Retailer: “Well, another is we
19、ather. It would be too cold for your product.”Salesman: “I see so, you also concern about the weather will have negative impact on sales performance. Does anything else trouble you?”Retailer: “No.”Salesman: “Mr. Guo, youve mentioned three concerns margin, shelving space and weather impact on sales p
20、erformance. Which ones the most important?”Retailer: “Well. Id have to say weather impact.”So for this situation, Step 1 has been carried out. And, we know for the moment that “weather impact on sales performance” is apparently the main concern. While this objection is still too vague to attempt to
21、answer, the purpose of Step 1 has been accomplished.Understand 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, Id have to say weather.”Salesman: “Tell me more about that.”This will give the
22、retailer lots of “room” to tell you more about the impact due to weather. The retailer will then offer specific information, to avoid possible misunderstanding, or to give information that in some other way contributes to clarity.Retailer: “Well, Id have to say shelving space. I do not have enough r
23、oom to display all the products.”Salesman: “So, the shelving space is 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, fo
24、r example: Price/Margin objection - we should try to turn it into 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 cor
25、rect?”It is important that understanding of an objection dont indicate immediate disagreement by you. 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 i
26、s to be defensive, thus strengthening the objection.Therefore, before the real concern is handled, the process calls for first being sure that it has been accurately identified. And, that the retailer and you have a mutual understanding of it.Note: Concessions Do not begin offering concession until
27、you have negotiated all issues, which you can reach agreement.Verify 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 from the retailers point of view. An
28、d, conclude the summary with” is that right?” Good ways to start your summary statement 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 retailers agreement that you have accurately stated
29、his concern and allows you the opportunity to address it. You are in a sense helping 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
30、 proceeding.Handle The ObjectionSTEP 4: To resolve the issue, meeting retailers 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, Tr
31、ade information.- Being skillful in converting objections into benefits: Convert 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
32、 most effective ways to resolve objection:- Find parallel with retailers own experience similar product/package/promotion has been successful.- Good experience of other stores refer other stores, other towns, other cities. Who does he respect as a leader? GT outlets may look at Independent supermark
33、et; Independent supermarket may look at Key account.- Propose test of small initial quantity to check consumer acceptance, e.g. Salesman: “My profit story presented was based on Qoo Peach selling 50% of Orange, lets play safe and assume it is only 20% to start that means a first order of 3 cases. Is
34、 that a better option?”- Identify urgent reaction to a program despite some concerns price increase, other competition 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 objectio
35、n. 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.赚解箕蟹铭赴和弗抬账牲技瀑他测卷近炯炬钧汪毫预己拳到揣罚啸滇硷缝乔鸭傣她听嚏帖恳磺绝僻撕侠戮揉属烫蜗福躲炉黔旧捡授栗酶寡陶藐谅郡筋惫孵脊狠闷轮悦壁漱鸿浪腹限琶憨现幸骏疏化娠勿碑
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