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He then goes prepared carrying with him proposals, applications, order forms, and referrals or testimonials.|He then goes prepared carrying with him proposals, applications, order forms, and referrals or testimonials.
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By proper planning and preempting,|By proper planning and preempting,
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most objections can be prevented.|most objections can be prevented.
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instead of waiting for the prospect to raise these objections,|instead of waiting for the prospect to raise these objections,
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a good sales professional pre-empts,|a good sales professional pre-empts,
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brings them up in advance, and converts them into benefits. For instance,|brings them up in advance, and converts them into benefits. For instance,
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if you know from experience that every sales call is getting you an objection on price,|if you know from experience that every sales call is getting you an objection on price,
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instead of waiting for the objection that your price is three per cent higher, a good professional would say,|instead of waiting for the objection that your price is three per cent higher, a good professional would say,
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but the running of this equipment would result in fifty per cent saving within five years.|but the running of this equipment would result in fifty per cent saving within five years.
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Three: Empathize|Three: Empathize
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Seven. Close|Seven. Close
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Clarify to make sure you understand and answer the real objection and not just the surface objections use phrases such as the following to get the clarity:|Clarify to make sure you understand and answer the real objection and not just the surface objections use phrases such as the following to get the clarity:
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‘Just to clarify my thinking.’ ‘Let me make sure that I understand your concern.’|‘Just to clarify my thinking.’ ‘Let me make sure that I understand your concern.’
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‘Just to make sure that I can make the right recommendations, is this your concern?’|‘Just to make sure that I can make the right recommendations, is this your concern?’
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After probing questions, one needs to listen very carefully. After that, reconfirm and clarify if you understood correctly.|After probing questions, one needs to listen very carefully. After that, reconfirm and clarify if you understood correctly.
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For example, the prospect says, ‘It is too expensive.’|For example, the prospect says, ‘It is too expensive.’
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The salesperson replies, ‘Could you elaborate a little bit please?|The salesperson replies, ‘Could you elaborate a little bit please?
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A sales professional would say,|A sales professional would say,
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‘Just to clarify my thinking, it is the speed of the machine that concerns you, nothing else, am I right, sir?’|‘Just to clarify my thinking, it is the speed of the machine that concerns you, nothing else, am I right, sir?’
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‘If it wasn’t for money or time, you would go along with this machine, is that right, sir?”|‘If it wasn’t for money or time, you would go along with this machine, is that right, sir?”
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If you answered the first objection and are ready to close, he will bring the second objection.|If you answered the first objection and are ready to close, he will bring the second objection.
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In order to be able to close effectively one needs to bring out all objections in the open.|In order to be able to close effectively one needs to bring out all objections in the open.
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This way, you prevent any unpleasant surprises when the time comes to close.|This way, you prevent any unpleasant surprises when the time comes to close.
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EMPATHIZE.|EMPATHIZE.
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A degree of empathy with the prospect at this point can build a rapport and create a common feeling that diffuses the prospect's objection.|A degree of empathy with the prospect at this point can build a rapport and create a common feeling that diffuses the prospect's objection.
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Empathy helps you to put yourself in the other person’s shoes,|Empathy helps you to put yourself in the other person’s shoes,
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and enhances the strength of the relationship.|and enhances the strength of the relationship.
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is to use the ‘feel, felt and found’ formula.|is to use the ‘feel, felt and found’ formula.
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If the prospect says, ‘I cannot afford it’, evaluate if it is an objection or a condition.|If the prospect says, ‘I cannot afford it’, evaluate if it is an objection or a condition.
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The reply can be ‘Mr Prospect, I can understand how you feel (show empathy).|The reply can be ‘Mr Prospect, I can understand how you feel (show empathy).
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Some other clients felt that way too (the potential client feels that he is not the only one)|Some other clients felt that way too (the potential client feels that he is not the only one)
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till they found that the increased productivity far outweighed the investment.|till they found that the increased productivity far outweighed the investment.
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Now, which one would you prefer, the red or blue?’|Now, which one would you prefer, the red or blue?’
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RECONFIRM THE ANSWER|RECONFIRM THE ANSWER
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Reconfirmation means that the objection has been answered completely to the prospect’s satisfaction and he accepts it.|Reconfirmation means that the objection has been answered completely to the prospect’s satisfaction and he accepts it.
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This process is to ensure that the same objection does not reappear later at the time of closing.|This process is to ensure that the same objection does not reappear later at the time of closing.
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‘Does that make you feel comfortable?’|‘Does that make you feel comfortable?’
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Does that sound reasonable?|Does that sound reasonable?
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If you have answered the objections of the prospect satisfactorily, then this is the right time to close.|If you have answered the objections of the prospect satisfactorily, then this is the right time to close.
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Trial closes have been addressed in the previous chapter. HANDLING SPECIFIC OBJECTIONS|Trial closes have been addressed in the previous chapter. HANDLING SPECIFIC OBJECTIONS
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Why The Urgency?|Why The Urgency?
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A potential buyer acts when he sees a gain from acting now versus a loss by delaying action.|A potential buyer acts when he sees a gain from acting now versus a loss by delaying action.
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but hesitates to make the purchase now, the salesperson can say:|but hesitates to make the purchase now, the salesperson can say:
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The objective is not to manipulate, but to make the prospect act now.|The objective is not to manipulate, but to make the prospect act now.
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Gimmicks make you lose credibility.|Gimmicks make you lose credibility.
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I have seen many sales trainers teaching the “yes but’ approach to objection handling.|I have seen many sales trainers teaching the “yes but’ approach to objection handling.
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This is not one I recommend. What does this approach mean?|This is not one I recommend. What does this approach mean?
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Here, the salesperson says: I agree with you, but...’|Here, the salesperson says: I agree with you, but...’
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The question is, did I really agree? The moment I said ‘but’ the agreement is conditional or even erased.|The question is, did I really agree? The moment I said ‘but’ the agreement is conditional or even erased.
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This approach sounds manipulative.|This approach sounds manipulative.
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If there is an agreement in place, then why is the ‘but’ required? How can we replace this approach? Replace the ‘but’ with ‘and’ or ‘in addition to that.’|If there is an agreement in place, then why is the ‘but’ required? How can we replace this approach? Replace the ‘but’ with ‘and’ or ‘in addition to that.’
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For example:|For example:
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l agree with you could you please|l agree with you could you please
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If the prospect replies, ‘It is too expensive’, a good professional would ask, ‘Things are relative. It is too expensive as compared to what?’|If the prospect replies, ‘It is too expensive’, a good professional would ask, ‘Things are relative. It is too expensive as compared to what?’
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He could further add ‘A low price sounds nice initially, but to deal with poor quality day-after-day becomes problematic.|He could further add ‘A low price sounds nice initially, but to deal with poor quality day-after-day becomes problematic.
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Mr Prospect, I am sure you are aware of the difference between price and cost.|Mr Prospect, I am sure you are aware of the difference between price and cost.
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Always try to give three reasons. Psychologically, odd numbers work better than even numbers. I cannot explain why, but they do!|Always try to give three reasons. Psychologically, odd numbers work better than even numbers. I cannot explain why, but they do!
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Less than three may be too little to convince and more than three is over-doing it.|Less than three may be too little to convince and more than three is over-doing it.
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Even though our investment seems somewhat higher,|Even though our investment seems somewhat higher,
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‘Mr. Prospect, as you know I have a choice to sell any product, including my competitor’s with the lower price. I am sure you would like to know why I feel comfortable in representing this product.’|‘Mr. Prospect, as you know I have a choice to sell any product, including my competitor’s with the lower price. I am sure...
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The answer to this, most of the time will be “best value for money’ and then you can follow it up with “We are like you - we take pride in giving value; which one would you prefer, red or blue?’|The answer to this, most of the time will be “best value for money’ and then you can follow it up with “We are like you - we ...
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When a person says the price is too high, he might be saying many things: I do not have the money’,|When a person says the price is too high, he might be saying many things: I do not have the money’,
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I am not getting my money's worth or is perceived value is too low|I am not getting my money's worth or is perceived value is too low
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or he might be saying it is too high compared with the competitor's price.|or he might be saying it is too high compared with the competitor's price.
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Unless we clarify which one it is out of the three, we will not be able to answer objections correctly.|Unless we clarify which one it is out of the three, we will not be able to answer objections correctly.
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The money objection can be handled in several ways. For example, the salesperson can ask, ‘How high is the difference between us and the competitors?’|The money objection can be handled in several ways. For example, the salesperson can ask, ‘How high is the difference between us and the competitors?’
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Suppose the client says, ‘Ten per cent or a hundred dollars on a total purchase of one thousand dollars.’|Suppose the client says, ‘Ten per cent or a hundred dollars on a total purchase of one thousand dollars.’
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He answers, ‘Six years.’ Now, six years translates close to eighteen dollars a year, which means one dollar fifty a month, or thirty five cents a week, that is, less than five cents a day.|He answers, ‘Six years.’ Now, six years translates close to eighteen dollars a year, which means one dollar fifty a month, or thi...
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Now, a professional will ask the potential client,|Now, a professional will ask the potential client,
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‘Sir, is your peace of mind because of our reliable service not worth five cents a day? Which one would you prefer, red or green?’|‘Sir, is your peace of mind because of our reliable service not worth five cents a day? Which one would you prefer, red or green?’
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The monetary difference is insignificant and ridiculous, but psychologically, gaining peace of mind is very significant.|The monetary difference is insignificant and ridiculous, but psychologically, gaining peace of mind is very significant.
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I repeat the old saying - I would rather explain my higher price once.|I repeat the old saying - I would rather explain my higher price once.
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then apologize for poor quality forever.|then apologize for poor quality forever.
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As another example, if the prospect says, ‘I am going to buy something cheaper,’|As another example, if the prospect says, ‘I am going to buy something cheaper,’
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I WOULD RATHER EXPLAIN MY HIGHER PRICE ONCE THAN APOLOGIZE FOR POOR QUALITY FOREVER.|I WOULD RATHER EXPLAIN MY HIGHER PRICE ONCE THAN APOLOGIZE FOR POOR QUALITY FOREVER.
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I HAD A BAD EXPERIENCE WITH YOUR COMPANY’|I HAD A BAD EXPERIENCE WITH YOUR COMPANY’
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The client’s objection is ‘I had a bad experience in the past.’|The client’s objection is ‘I had a bad experience in the past.’
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Now this can mean anything - either he had a bad experience with the product, company or with someone in the organization.|Now this can mean anything - either he had a bad experience with the product, company or with someone in the organization.
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We need to find out what exactly is the problem. A professional will approach by saying,|We need to find out what exactly is the problem. A professional will approach by saying,
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‘First of all, I apologize for the inconvenience that you had to face.|‘First of all, I apologize for the inconvenience that you had to face.
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Now, it is the salesperson’s responsibility to find out if it is a legitimate complaint,|Now, it is the salesperson’s responsibility to find out if it is a legitimate complaint,
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If yes, then it should be addressed and removed permanently.|If yes, then it should be addressed and removed permanently.
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There is another way of handling this kind of objection and that is after apologizing and acknowledging, the salesperson could ask the customer,|There is another way of handling this kind of objection and that is after apologizing and acknowledging, the salesperson could ask the customer,
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‘Has any customer of your company ever put forward a complaint like this and if so, how did you handle it?’|‘Has any customer of your company ever put forward a complaint like this and if so, how did you handle it?’
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Another approach, ‘Mr. Prospect, first of all, I apologize for the inconvenience.|Another approach, ‘Mr. Prospect, first of all, I apologize for the inconvenience.
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I am sure you would agree with me that we all have, at some time or the other, eaten something which made us sick.|I am sure you would agree with me that we all have, at some time or the other, eaten something which made us sick.
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Another way of answering is, ‘Mr. Prospect, please accept my apologies with your permission, I will ensure that things are set right and to your total satisfaction.’|Another way of answering is, ‘Mr. Prospect, please accept my apologies with your permission, I will ensure that things are set right and to your total sat...
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It is very important to ensure that the apology is not only lip service but must be sincere.|It is very important to ensure that the apology is not only lip service but must be sincere.
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All genuine concerns must be addressed.|All genuine concerns must be addressed.
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that the people and the organization that he is dealing with today are totally customer-focussed.|that the people and the organization that he is dealing with today are totally customer-focussed.
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To prove the authenticity and establish credibility, the salesperson can do the following:|To prove the authenticity and establish credibility, the salesperson can do the following:
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‘Show testimonial letters, ‘Use centers of influence, ‘Give factual data such as how long they have been in the business,|‘Show testimonial letters, ‘Use centers of influence, ‘Give factual data such as how long they have been in the business,
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market share, volumes and number/ percentage of repeat buyers.|market share, volumes and number/ percentage of repeat buyers.
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‘I LIKE THE OTHER PRODUCT BETTER’|‘I LIKE THE OTHER PRODUCT BETTER’
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‘I understand how you feel. Some other people felt that way too, till they found that and that our service gave them peace of mind.|‘I understand how you feel. Some other people felt that way too, till they found that and that our service gave them peace of mind.
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How many would you like to own, three or four?’|How many would you like to own, three or four?’
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‘WANT IT, NEED IT, BUT I AM NOT TOTALLY COMFORTABLE’. A professional would ask, ‘Mr Prospect, what could I do to make you feel comfortable? I will be more than happy to do it, so please tell me.’|‘WANT IT, NEED IT, BUT I AM NOT TOTALLY COMFORTABLE’. A professional would ask, ‘Mr Prospect, what could I do to make you fe...
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An indecisive buyer is one who hesitates in making a decision. The easiest escape for this kind of customer is to say, ‘I want to think it over.’|An indecisive buyer is one who hesitates in making a decision. The easiest escape for this kind of customer is to say, ‘I want to think it over.’
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Why does a person say this? There are three reasons:|Why does a person say this? There are three reasons:
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One. he doesn’t have the courage to say no to you. Two.This is a polite way of getting rid of you without really refusing to buy.|One. he doesn’t have the courage to say no to you. Two.This is a polite way of getting rid of you without really refusing to buy.
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