Objectives for

HANDLING OBJECTIONS
Define resistance (Ch9, Q # 1)
Distinguish between active & passive resistance. (Ch9,Q#2)
Differentiate between objections, questions & excuses
(Ch9,Q#3).
Define 6 (not 4) types of objections (Ch9 Q # 4).
Describe a 4 step objection handling process
Explain the feel, felt, found technique (Ch9,Q#5).
Determine if an objection is irrational(Ch9,Q#6).
List & explain techniques for handling objections
10/14/16

BAD OBJECTION
The only bad objection is the one
_______________________
There are only 4-5 objections which
will account for
_______________________
The experienced sales person will at
least be prepared for
_______________________
10/14/16

HANDLING OBJECTIONS
A) UNDERSTANDING OBJECTIONS
Selling points are designed to convince and create (or discover)
demand for your product/service
But prospects sometimes do not
_________________________________________
_________________________________________
_________________________________________________
________________________________________________
And thus raise questions and objections during your
presentation
Recall, we want to secure agreement from the customer that
specific benefits to them are recognized as we are
________________________________________
10/14/16

HANDLING OBJECTIONS
Objections are valuable because they
indicate:
You have the customers
__________________
They are thinking about
______________________________
The more important barriers
______________________________________
The salesperson should therefore genuinely
___________________________ !!!!!!!!!!!
by using questions and feedback on each
10/14/16
challenged selling point.

HANDLING OBJECTIONS
Objections are (Ch9 Q # 1):
_______________________________________
not to accept your point or buy your product
Often presented as a negative reaction

There are some common causes of objections . . .

_______________________
Constantly check for agreement (handle os as you go).
____________________________________________
____________________________________________
Legitimate concerns or reasons the point you have made
is negative for them
10/14/16

Objections when selling to a group

of buyers
_________________________ & get a sense of whether
_____________________ the concern
Throw it __________________________
e.g.-Objection = people in our department wont attend such a
training session
Response = Rephrase then say, does anyone else have that
same problem with your department? You know the co.
climate better than I. How do you deal with such this issue?
(gets ideas and gives time to think)
Any response should be directed to
_________________________________________________
___________________________________
Make sure that ________________ are satisfied with the
answer
10/14/16
McGraw-Hill/Irwin

6
11-6

Questions
Sometimes the prospect doesnt have enough
information and will ask a question
A question may be resistance but it isnt an
______________________
Questions indicate that the customer is
____________________
It is just what the salesperson wants.
When information is lacking . . .
____________________
Chapter 8 7

Excuses
Based on something other than the performance of the
product or your business. a smoke screen for
something ________________________________
WHY?
1. _________________________________
2. _________________________________
3. _________________________________
4. _________________________________
5. _________________________________
10/14/16

Excuse
Giveaways
Something unexpectedit

__________________________
It is impossible to handle
I need to think about it or look around.
________________________________
______________
Return to probing & perhaps take the blame

________________________________
_________
Specific example coming up .

10/14/16

Active Resistance

Active resistance is outward, ___________________to

accept a point you have made
It is the easiest type of resistance to with which to deal.

Passive Resistance

The prospect never actually states the objection ... and so

it is very difficult to deal with it
Passive resistance is _______________________
It sneaks up on you until suddenly you realize that
something is going on
Chapter 8 10

Passive Resistance
Becomes evident when the prospect
__________________________________________
__________________________________________
yet somehow, it seems impossible to
__________________________

Chapter 8 11

Signs of an Irrational Objection

(Ch9,Q#6)

__________________________
me thinks she doth protest too much!
__________________________
A secret concern - $, loyalty, ignorance
__________________________
Try to refocus
__________________________
Something else is wrong so let them talk it out
10/14/16

12

HANDLING OBJECTIONS

B) STRATEGY for HANDLING OBJECTIONS

Try to keep emotions
________________________
________________________
-Show the capacity for participating in
the feelings or ideas of another
10/14/16

13

Handle Objections When

________________________
If you postpone . . . you may
_______________________
or cause a
_________________________
prospect may become
________________________
Occasionally you may have to postpone but be sure you
come back to it. Postpone if
______________________________________
__________________________________
10/14/16

14

Remember the example showing

the value Brad provides to his customers.

Brad, Cargill Ag-Horizons

____________________________________________________________
____________________________________________________________

____________________________________________________
10/14/16

_______________________________________________________15

Avoid Arguments
Avoid arguments at all costs . . .
No matter how strong
. . . or how
______________________________
________________________________________
Even if you win . . . you
_____________
Instead control your emotions, dont tell, just
_______________________
10/14/16

16

David Gress

_______________________________
_______________________________
_______________________________
_______________________________
_______________________________
_______________________________

Audio Video clips funded by the

Barnhart Fund for Excellence

10/14/16

17

Help Prospect Save Face

Give the prospect a way to save face

_________________________________________
Im sorry, I didnt cover that part very well. . .

_____________________________________
A lot of people feel that way until they learn . . .

_________________________________
I understand your feeling. These situations get pretty complex . . .
--------- Others have FELT - They have FOUND
10/14/16

18

Feel, Felt, Found Technique

(Ch9,Q#5)
You guys talk a good line, but when it comes to actually working your program, it was
so confusing last year we just gave up and sold what our customers asked for first.
(Downey p. 344)
I understand how you

_________________

I know other dealers

_______________________________________

However, we listened and dealers have

_______________________________________
For relationship as well as I & S buyers.
Dominance, Influence, Steady & Compliance
10/14/16

19

Avoid Using The Word But

Try to avoid the word but in handling objections
But tends to
negate anything you have just said
Yes, I agree, but . . . really says . . .
______________________________

The word But tends to make people defensive

Instead . . . Use the word ____________________
Yes, I agree, _________________________
there might be another way to think about it.
10/14/16

___________________________________

20

Answer Common Objections In Advance

Anticipate common objections and deal with them
_______________________

Do not actually state the objection but build a

_________________________
General Example . . .
Anticipated objection -- Reputation of poor equip.
Build a selling point around your new line using
_________________________________________
10/14/16

_______

21

HANDLING OBJECTIONS
Three steps in handling objectives:
1) _______________________________
make sure you understand what they are saying. How it
is said is as important as what is said.
2) _______________________________
restate the objection back to the customer using less
pointed words. Restating also is good communication.
3)________________________________
continues the dialogue, de-fuses the anger & clarifies
objection.
4) ________________________________
always address the objection.
10/14/16

22

__________________________
a. My obstetric patients will never need that service.
Direct denial: Thats not really true. In fact, here is a study showing that 73% of
obstetric patients have the condition
Indirect denial: I can see why you might think that. Historically few obstetric
patients have exhibited such symptoms. But here is a study that shows that
73%..
b. I heard that the paint used in manufacturing your unit can cause cancer.
Direct denial: Im sorry, but thats simply not accurate. Weve done studies
Indirect denial: Many paints can cause cancer, I know. But surprisingly, this
paint does not . . .
c. I can buy this cheaper online.
Direct denial: No, its not offered online anywhere.
Indirect denial: While its true that things bought on line are often cheaper, the
fact is that this is not offered online at all.

10/14/16

23

HANDLING OBJECTIONS
TRANSLATING OBJECTIONS to SELLING POINTS
Objections are often
___________________________________
who is genuinely looking for answers you may have
I am just not in a position to spend that kind of money right now

Use customer cues to

___________________________________
onto those areas revealed to be important to the client
You may need to
__________________________________________
__________________________________________

Dont come back with a response

_____________________________
Take
your time.
10/14/16

24

Bob, Western
New York Agway
Ag Products

Gene,
Diamond Walnut

Developed by Purdue University

Complaints have positive aspects

Complaints are inevitable
____________________________________
____________________________(end)
10/14/16

____________________________
___________________________
25

Sales Objection 1: Stall/Deferred Decision: "I

Need To Think It Over"
Resists
_______________________________
Wants to slow down and be thorough
The risk is she/he will begin to
________________________
The greater chance prospect will turn to
________________________
Your best response is
________________________
the prospect think it over
10/14/16

26

Sales Objection 1: Stall/Deferred Decision:

"I Need To Think It Over"
Customer: I need to give this some thought before I decide.
Salesperson: That makes a lot of sense. Your advertising is important
and you want to make sure the decision you reach is good for your
business. What factors are you going to consider as part of your
decision?

Get the prospect to _____________________________

1.

Two things are likely to happen

They will realize there is
They will raise new questions that

10/14/16

27

Sales Objection 2: I'll Have To Take A Look At The

Numbers
or I cant afford it
Customer: Well, I'll have to take a look at the numbers and get back to
you.
Salesperson: Definitely. The numbers have to work for you. After all,
this is a business decision and you have to make sure it is costjustified.
Customer: That's the way I always try to do it.
Salesperson: Mr. Wilson, I have a lot of experience helping businesses
analyze advertising costs and paybacks, and I would be happy to
help you with your analysis. The best place to start is usually with
How much would you estimate the average new customer would spend
with your business over the next year?

10/14/16

28

Sales Objection 2: I'll Have To Take A Look

At The Numbers or I cant afford it
Little clarification is needed
You dont want the prospect to
Offer to help
Before the prospect can say yes or no,
If the answers is a number, you are beginning to help him with the
analysis.
If he doesnt want your help still - move to
Adds a limit on how long the prospect will think about it and helps
prevent him from forgetting about it altogether.

10/14/16

29

I Cannot Afford It!

10/14/16

30

Sales Objection 3: I'm Not Interested

This is a standard brush-off objection used by many
decision makers. It will come up most often on cold
calls. It simply means they
When you hear this objection, your first response
should be
Because
if you believe the customer doesnt need your product,
you should not be selling it to them

10/14/16

31

Sales Objection 3: I'm Not Interested

Customer: I'm not interested.
Salesperson: Oh, really? Why not?
Customer: I looked into a similar thing from one
of your competitors a while back and determined
it wasn't right for our business.
Salesperson: Do you recall why

10/14/16

32

Sales Objection 3: I'm Not Interested

At this point you have no idea who the competitor was,
what exactly they were offering, whether they presented it
competently, or what the prospect did not like about it.
However, you succeeded in getting your prospect to start
talking to you. Now you are in a position to
When a prospect says he is not interested, it will usually
take you several questions to get to the bottom of his
concern. Then you can

10/14/16

33

Sales Objection 4: It's Not Appropriate For My

Business

Maybe true and maybe not. Most likely, the prospect just doesn't know

Customer: I think it would be insulting for my customers to go to the movies

to relax and then have to look at my advertising.
Salesperson: I'm glad to hear you say that, because I agree completely. That's
why I would suggest a very special type of slide campaign for you.
Customer: Such as what?
Salesperson: I know that your company does a great deal of public service
work in the community. What you might want to consider is a public service
announcement slide that asks people to contribute or become active with one
of those organizations. The slide would have that message, a photo of the
people who are being helped, plus your logo to add credibility to the appeal.

10/14/16

34

Sales Objection 4: It's Not Appropriate For My Business

Since the objection needed little clarification, the

salesperson did not respond with a question.
Instead, he turned the negative into a positive by
Then he paused in his response, causing the prospect to
ask "Such as what?
Always use pauses like this to keep your prospect involved
in the conversation.

10/14/16

35

Sales Objection 5: I Think I Will Go With Your

Competitor
Customer: I like the idea, but I think I will go with your
competitor, Large-Screen Entertainment.
Salesperson: What is it about Large Screen that appeals to
you?
This sales rep knows that it won't work to knock the
competition, so she asks the customer to
Once she knows the customer's perception of the
competitor's advantages, she will now how to frame her
response.

10/14/16

36

Sales Objection 6: What If You Go Out Of

Business?

Customer: I have heard about fly-by-night operators in this business. What

happens if you go out of business or you don't deliver my slides to the
theater?
Salesperson: That's extremely unlikely to happen. We are a national
company with customers throughout the U.S. and Canada. But it is a fair
question. You need to know that your advertising dollars are not wasted.
Since we, like any other company you buy from, can't prove conclusively that
we will be in business in the future, what could we do to make you
comfortable that you won't lose your money if you go with us?
Customer: Well, I suppose it really isn't that likely that you will go out of
business. I mostly wanted to hear how you responded. And I can pay for this
on a quarterly basis, right?
Salesperson: Absolutely, so your financial risk is always minimal.
By forcing the prospect to assess the maximum downside risk, this
salesperson made the prospect realize that his objection was

10/14/16

37

Types Of Objections
(summary)
1. I need it, but not now or I need to think it over
2. I cannot afford it or I need to look at the numbers
3. Im not interested; I dont want it
4. I dont need your product it doesnt work for me
5. Im going with a competitor
6. What if you arent here?

10/14/16

38

When to Quit?
The customer may have either revealed or
unrevealed
When you realize you
Accept it gracefully.

Thank the customer and leave.

If youve been honest and sensitive to their
needs, youll have another chance at a later
time
10/14/16

39

Know When To Quit

There is no single answer for how persistent to be, other
than
Pushing too
hard can easily

Not pushing
hard enough

Chapter 8 40