Human beings instinctively consider possible disadvantages in the action before taking it. In sales situation, objections are barriers. Successful salesmen prevent objections arising in the first place.
Why Objections Arises
The majority of objections are not inherent in customers. They are created by salesmen! Objections are numerous and stronger when : -
o Needs are insufficiently explored
o Solutions are offered too soon
o Benefits and Features are too general
Objections fall into several categories. The most common types are as
follows : -
Price Objections
o "It's too expensive"
Problem
The customer belives the financial cost outweighs the value.
Solution
o Establish what the customer means by value.o Emphasize the Benefits of your proposition and put a FINANCIAL
value on them.
o Get him to examine the total costs involved, not simply the
purchase cost.
o Break down the Features of your proposal and draw out as many
Benefits as possible from each feature.
o If your proposal IS more expensive : -
o offer compensating benefits that currrently he does not get
but would like
o amortize the cost over time (cheaper in the long run)
o state the cost at its smallest unit
Other Objections
o Fear Objection - " If we do that, we'll have trouble with the unions "
o Habit Objection - " We've always done it this way and we see no
reason to change "
o Wrong Information Objection - " I'm told that your design people are
inexperienced in this field "
o Details Objection - " It will mean changing our computer programme ".
o Complaints - " Your people have completely ignored our
delivery instructions "
o Competition Objection - " We prefer to use a different system "
o Interested Party Objection - " I can't give you an answer without
consulting my colleague "
DISCUSSION BOARD
Answers to the above Objections similiar to the format given for Price Objection earlier on will be given to participants after they have actively participated by posting their suggestions onto their designated discussion board.
Please email margaret@theoffice.net for any further clarification needed.
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