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1、HANDLING OBJECTIONSLearning Objectives1. Able to identify different kinds of objections.2. Learn how to use handling objections process in daily sellingWhat 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 only refle
2、cts 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 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 i
3、t effectively. Reducing Objection Opportunities1. Have good knowledge of customer information (business needs and personal style) to anticipate potential objections.2. In your call planning, read and practice related information:a. Promotion Description; New Product Trade Leaflet and Q&A (this will
4、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 or supervisor inputs and practice how to deal with these objections before action. “Real” and “False” ObjectionsRetailer can raise “
5、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 false ones. From a practical standpoint, we should assume, at first, that every objection is an actual or real concern in the retail
6、ers position. However, some concerns are more important than others.Real objection = Expressed concern is an actual/real concern from the retailers position.Example:Retailer: The problem with your plan, Mr. Chen, is margin. Its not enough.”Salesman: “Youre concerned about margin. Does anything else
7、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 objection that must be handled to the retailers satisfaction?False ObjectionsSince many sales people accept these false objections an
8、d 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 gets a fair evaluation. If our idea is good for
9、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 do not drink that anymore”. “No-one will pay that premium price”.To identify the “real” objection and “false” objections, we need to
10、 examine the concerns raised by the retailer.Process of Handling ObjectionsFour Basic Steps:1. Identify (the real objection)2. Understand3. Verify4. HandlePurpose of Steps 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 fi
11、nding - 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 Step 4 is to help close the sale by handling the real objection to meet retailer expectation.Identify (The Real Objection)STEP 1: Cl
12、arify 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: “Youre concerned about margin. Does anything else trouble you?”Retailer: “No. The plan sounds good - except for margin.”Salesman: “So, yo
13、ure 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 nothing 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 a
14、ll 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 one objection. So, lets look into how those situations are handled.Here is another answer f
15、or 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 weather. 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 performance. Which ones the most important?”Retailer: “Well. Id have to say weather impact.”
