Principles of Handling Objections

Principles of Handling Objections

The following are some principles successful salesman found effective in coping with sales resistance:

1. Clarify the objection

A salesman, before answering any objection should have a clear understanding of what the prospect meant. A salesman will know more about the prospect and urge him to talk himself out and not to unload what he has in his mind.

2. Classify the objection

An alert and smart salesman can detect what type f objection which buying decisions are still to be made in the salesman's favour. Careful analysis of what they say will surface and show the real reasons for objection such as:

* Need - The buyer does not recognize any need or that he does not want to admit the existence of a need.

* Product - The salesman can determine form the prospect's statement that the competing products are better.

* Source - From the prospect's statement, the salesman can sense that he lacks confidence and trust in the salesman.

* Price - By carefully analyzing the prospect's objections, the salesman can realize that he has not built up an acceptable amount of value or satisfaction for the price he is quoting.

3. Maintain control of the interview

The salesman should always treat objections calmly. Always maintain poise and dignity. Never resort to argument because a salesman will never win in the argument; if he is defeated he loses the confidence of the prospect; if he wins he loses the sales because the prospect is embarrassed.

4. Don't argue

Argument never pays. Instead of arguing, it is much better for the salesman to blanket the prospect with questions so as to divert his thought and to bring out the weakness of the objections.

5. Be diplomatic

Diplomacy requires the salesman to be conciliatory and to respect each prospect's self-respect and self-confidence. The salesman should attempt to remove incorrect beliefs and tactfully replace them with true ones.

6. Fit answers to prospect

The task of fitting the answer to the prospect consists of two phases:

* The first phase is for the salesman to make certain that he understands the prospects real difficulty and convinces the prospect in the facts he is presenting.

* The second phase consists of phrasing the reply in whatever manner and words the prospect seems to prefer.

7. Don't magnify

Objections may be minimized and not be magnified. They should be handled clearly and cleanly. The salesman should not answer the questions more than what is necessary.

8. Capitalize the objection

The salesman's assumption should be that an objection indicates a sincere interest and that, it can and should be used as a means of advancing the sale. The salesman should be trained to convert objection into a reason for buying and capitalizes on it by translating it into a positive, specific justification for the purchase.

TECHNIQUES OF HANDLING SALES RESISTANCE

The following are some of the many techniques which have been used by successful salesman:

1. Ignore

When the salesman can sense that the objection is not genuine, it is better for him to ignore it.

2. Product Comparison

If the prospect is mentally comparing his product with the salesman's product, the salesman himself should present a complete comparison of the two. He should list down the advantages and disadvantages of the two products. Let each products merits speak for itself. Never criticize the other product because that may put the other salesman in a bad light.

3. Case history

A salesman describes the experience of another prospect who is like the buyer to whom he is talking. He probably starts with the first resistance of that prospect, then the prospect will later on discover that the situation described is the same as his. The prospect then will show some interest to the proposal.

4. Demonstration

A product demonstration is a terrific convincing answer to a product objection. The salesman lets the product itself refute the buyer's opposition.

5. Guarantee

Giving a guarantee to the prospect that he cannot lose will always make him react favourably. The salesman's offer to refund whatever amount the customer pays if he is not satisfied will always give the customer the assurance that there is no element of deceit or cheating in the claim of the product.

6. Questioning

One of the salesman's job is to separate the excuses from the genuine objections. This could be done by proving for hidden resistance.

7. Show what delay