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Relationship Marketing: Chapter 5: Relationship Selling Process Three Handling Objection

This document discusses handling customer objections in the relationship selling process. It defines objections as honest reasons for not making a purchase, while excuses are insincere reasons. Objections give salespeople an opportunity to present more information to customers. Common objections include concerns about need, product quality, price, time, and source. When handling objections, salespeople should listen, acknowledge the objection, restate it, and use it to further define the customer's needs. Methods for handling objections include using the objection as a selling point (boomerang), asking questions, emphasizing superior features to offset objections, direct denial with proof, demonstration, and citing third parties.

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63 views13 pages

Relationship Marketing: Chapter 5: Relationship Selling Process Three Handling Objection

This document discusses handling customer objections in the relationship selling process. It defines objections as honest reasons for not making a purchase, while excuses are insincere reasons. Objections give salespeople an opportunity to present more information to customers. Common objections include concerns about need, product quality, price, time, and source. When handling objections, salespeople should listen, acknowledge the objection, restate it, and use it to further define the customer's needs. Methods for handling objections include using the objection as a selling point (boomerang), asking questions, emphasizing superior features to offset objections, direct denial with proof, demonstration, and citing third parties.

Uploaded by

jasonwth
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Relationship Marketing

Chapter 5: Relationship Selling Process Three; Handling Objection

Handling Customers Questions and Objections

Objection or Excuse?
Objections honest reasons a customer has for not making a purchase Excuses insincere reasons for not making purchase

Objections : A welcomed thing?

Objections give you an opportunity to present more information about the product to the consumer

Common objections
Need is the desired product a want or a need? Product concern about construction quality , size, appearance or style Source where the product is made, sold from, etc:

Common objections
Price is It truly within the customers price range? Time is the customer in the position to purchase the product now?

Common objections
Listen let the customer talk Acknowledgement show you care about the customer Restate paraphrase the objections in a different way to show that you understand answer use the objection to further define the customers need

Methods of Handling Objections

Boomerang The objection comes back to the customer as a selling point Do not sound like you are trying to outwit the customer Use friendly, helpful tone of voice.

Methods of handling Objections

Questions Questions the customer in order to learn more about the objections raised Show courtesy and respect in order to keep the customer from becoming defensive

Methods of handling Objections

Superior Point Acknowledge the objection yet offset them with other features and benefits The customer is in a position to decide between the different feature, thus seeing additional reasons for buying

Methods of handling Objections

Direct Denial Used when the customer has misinformation or when the objections are in the form of questions. Back up the negative reply with proof and accurate facts.

Methods of handling Objections


Demonstration - Illustrating one or more features of a good or service - Seeing is believing

Methods of handling Objections


Third Party - Using a previous customer or a neutral person who can talk about the product

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