Chapter 16 – Handling Customers Questions and Objections



Chapter 16 – Handling Customers Questions and Objections

Objectives 16.1

Objections are honest reasons a customer has for not making a purchase and excuses are insincere reasons a customer uses for not buying.

Objections are welcome in a sales process – they allow the customer to express concerns and give the sales person an opportunity to bring out additional sales points.

5 buying decisions based on common objections:

• Need

• Product

• Source

• Price

• Time

4 steps involved in handling customer objections:

• Listen carefully

• Acknowledge the customer’s objections

• Restate the objections

• Answer the objections

Terms 16.1

• Objections – are concerns, hesitations, doubts or other honest reasons a customer has for not making a purchase.

• Excuses – are insincere reasons for not buying or not seeing the salesperson.

• Objection analysis sheet – enumerates common objections and gives responses to them.

• Paraphrase – is to restate objections in a different way.

Objectives 16.2

6 methods of handling objections:

• Boomerang method – an objection comes back to the customer as a selling point.

• Question method – is when the customer is questioned in an effort to learn more about the objections raised.

• Superior Point method – permits the salesperson to acknowledge objections as valid yet still offset them with other features and benefits.

• Direct Denial method – provides proof and accurate information in answer to objections

• Demonstration method – is a technique that answers objections by illustrating one of more features of a good of service.

• Third Party method – involves the use of a previous customer or another neutral person who can give a testimonial about the product.

Terms 16.2

• Boomerang method – an objection comes back to the customer as a selling point.

• Third Party method – involves the use of a previous customer or another neutral person who can give a testimonial about the product.

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