1、智汇资源网 免费提供 1 HANDLING OBJECTIONS Learning Objectives 1. Able to identify different kinds of objections. 2. Learn how to use handling objections process in daily selling 智汇资源网 免费提供 2 What is Objection? It may be treated as a concern, reason, or argument towards a plan or idea. Objection is part of
2、the Selling Process; it only reflects customers concern or current limitation, which needed to be resolved before making a decision. Objection can also express as personal need go to be listened to; to be given face. There are two main ways to deal with objections. One is to reduce the opportunities
3、 of occur; the other is to handle it effectively. Reducing Objection Opportunities 1. Have good knowledge of customer information (business needs and personal style) to anticipate potential objections. 2. In your call planning, read and practice related information: a. Promotion Description; New Pro
4、duct Trade Leaflet and Q then ask for any other concerns. Example: Retailer: “The problem with your plan, Mr. Chen, is margin. Its not enough.” Salesman: “Youre concerned about margin. Does anything else trouble you?” Retailer: “No. The plan sounds good - except for margin.” Salesman: “So, youre con
5、cerned about margin. No other things trouble you? Retailer: “No nothing of importance.” So, the retailer has said that margin is the real concern, and that nothing else. Step 1 completed. But, is it safe to assume margin is the real concern? Yes, it is safe for the moment. At this point, it is all y
6、ou have to work with. A more thorough examination will lead to better understanding. And, that understanding generally reveals whether or not it is the real concern. In some cases, buyers express more than one objection. So, lets look into how those situations are handled. Here is another answer for
7、 Example: Retailer: “Oh! Shelving Space is also a problem” Salesman: “OK you have a concern about shelving space. Is there anything else?” Retailer: “Well, another is weather. It would be too cold for your product.” Salesman: “I see so, you also concern about the weather will have negative impact on
8、 sales performance. Does anything else trouble you?” Retailer: “No.” Salesman: “Mr. Guo, youve mentioned three concerns margin, shelving space and weather impact on sales performance. Which ones the most important?” Retailer: “Well. Id have to say weather impact.” So for this situation, Step 1 has b
9、een carried out. And, we know for the moment that “weather impact on sales performance” is apparently the main concern. While this objection is still too vague to attempt to answer, the purpose of Step 1 has been accomplished. 智汇资源网 免费提供 5 Understand The Objection STEP 2: To clearly understand the
10、objection and to find out exactly what it is that must be handled to close the sale. Examples: Retailer: “Well, Id have to say weather.” Salesman: “Tell me more about that.” This will give the retailer lots of “room” to tell you more about the impact due to weather. The retailer will then offer spec
11、ific information, to avoid possible misunderstanding, or to give information that in some other way contributes to clarity. Retailer: “Well, Id have to say shelving space. I do not have enough room to display all the products.” Salesman: “So, the shelving space is your main concern?” This reflects y
12、our understanding. It is an opportunity for the retailer to correct wrong impressions you might have. When you clarify the objection, try to turn that into something you could handle in future, for example: Price/Margin objection - we should try to turn it into profit, as you can better answer that
13、by using the Profit Story concept. For example: Salesman: “You have said the problem is price/margin. What you are really concerned about is profit, how much you can make by selling X, is that correct?” It is important that understanding of an objection dont indicate immediate disagreement by you. R
14、emember your purpose is to gain more information, not to immediately minimize or reduce the objection. If the retailer perceives your response as contradicting his statement, his natural reaction is to be defensive, thus strengthening the objection. Therefore, before the real concern is handled, the
15、 process calls for first being sure that it has been accurately identified. And, that the retailer and you have a mutual understanding of it. Note: Concessions Do not begin offering concession until you have negotiated all issues, which you can reach agreement. 智汇资源网 免费提供 6 Verify The Objection Ste
16、p 3: To ensure both of you understand the objection and have focus on the real issue. An effective way to verify your understanding of the objection is to summarize the objection from the retailers point of view. And, conclude the summary with” is that right?” Good ways to start your summary stateme
17、nt include: - “So what you are trying to decide is why” Is that right? - “Then what you really want to know is correc t? - “You seem to be asking” is it? This gets the retailers agreement that you have accurately stated his concern and allows you the opportunity to address it. You are in a sense hel
18、ping the retailer to reopen his mind about his concern. You are also encouraging him to listen further. If the buyer disagrees with your summary of the objection, you obviously need to learn more about his concern before proceeding. Handle The Objection STEP 4: To resolve the issue, meeting retailer
19、s expectation. Handling objections satisfactorily generally requires three things. They are: - Being knowledgeable about the business: should be knowledgeable in our business, i.e. Brand information, Customer information, Trade information. - Being skillful in converting objections into benefits: Co
20、nvert concern into selling point, highlight the profit story and benefits to customer so as to overcome the concern. - Being concise: Presenting the case with just enough information and focus on account benefits. What are the most effective ways to resolve objection: - Find parallel with retailers
21、own experience similar product/package/promotion has been successful. - Good experience of other stores refer other stores, other towns, other cities. Who does he respect as a leader? GT outlets may look at Independent supermarket; Independent supermarket may look at Key account. - Propose test of s
22、mall initial quantity to check consumer acceptance, e.g. Salesman: “My profit story presented was based on Qoo Peach selling 50% of Orange, lets play safe and assume it is only 20% to start that means a first order of 3 cases. Is that a better option?” - Identify urgent reaction to a program despite
23、 some concerns price increase, other competition store opening. 智汇资源网 免费提供 7 CONCLUSION Four basic steps of handling objection provide a simple but practical way to deal with Objection. At the same time, we should not afraid to face the objection. In fact, we should equip ourselves to be capable fo
24、r effectively and successfully handling them. The more you practice using this process, the better you will become at making sales when objections are raised. 處 理异议 (問學員日常生活中是否經常碰到异议 , 並常试擧例 ) 學習目标 3. 能找出真正的异议 4. 學習如何處理异议 智汇资源网 免费提供 8 甚么是异议 對计劃 , 建议或產品本身有所顧慮 , 疑惑或問題而作出反對 , 這就是异议 . 异议是銷售过程的一部份 , 這只是
25、反影客户在作出決定前 , 須解決對计劃的疑惑 ; 或對个人意願的一種表達 所以我們要小心聆聽 ; 並給于尊重 . 如何處理异议 : (問學員意見 ) 1. 減低异议發生的机會 2. 當异议出現時 , 要有效地處理 減低异议發生的机會 3. 持有良好的客户資料 (業務上的或客户个人的 ), 這有助預測客户可能提出的問題 . 4. 在计劃拜访前 , 熟讀有关資料 . a. 如 消費者活動說明 ; 新產品上市之 ” 問与答 ”( 這會有效地協助你解答絕大部份的問題 ); b. 促销活動細則 , 在推出前於例會中討論可能面對的問題 , 並加以研究 . c. 針對个別問題 , 在出發前与經理或主任練習
26、, 如何處理异议 (問學員有效的方法 , 舉例 : 你的情人叫你去吃飯 , 但你剛剛跟另到别的女孩吃完 , 並吃得很飽 , 你的答案會如何 -情人會相信嗎 ? 信 ! 因沒想到你會说假话 .) “ 真 ” ” 假 ” 异议 客户會提出 ” 真异议 ”, 但亦會提出 ” 假异议 ”, 我們最主要是學習如何找出及處理 ” 真异议 ”, 而不是花太多時間去回答和處理 ” 假异议 ”. 從實際方面說 , 我們應假設每一个由客户提出的疑慮都是真的 . 但在不同的疑慮中 , 必然有一些比其它較為重要的 . (嘗試舉出 10 个异议 ) 智汇资源网 免费提供 9 真异议 = 從客户的立場所表達出來真正 /
27、重要 的疑慮 . 例子 : 客户 : “ 老陳 , 在你提出來的建议裡 , 産品的利潤是不足夠的 ” 業務員 : “ 你是擔心產品的利潤 , 不知還有沒有其它 ?” 客户 : “ 其它都可以 -除了利潤 .” 這是否真的异议 ? 利潤是否客戶真正的疑慮 ? 在締結整 个拜访時 , 利潤的疑慮是否一定要處理 ? 假异议 (找女生及男生各一名 , 叫男生约會女生 , 但女生不喜歡 , 她會怎樣處理 ) 很多時候 , 業務員都會接受這些假异议而放棄推銷 . 久而久之 , 客户便養成一个習慣 , 他們會將腦海中突然出現的問題 , 當成疑慮 . 而我們的責任便是 ” 協助 ”客户找出真正的疑慮 , 並令
28、我們的建议得到合理的评估 如建议對客户有利 , 他們是會接受的 !. 假异议 = 表達出來的疑慮並非真正的問題所在 . 例子 : “ 這包裝設计太老套 !” “ 小孩再也不喜歡喝啦 !” “ 沒有人願意付更多的錢來買 !” 為了找出真正的异议 , 我們需要 ” 考驗 ” 這些由客户提出的疑慮 . 處理异议的程序 處理异议 4 步曲 : 5.測定 Identify (真异议 the real objection) 6.了解 Understand 7.求証 Verify 8.處理 Handle 第一及二奌是協助你找出真正的异议 , 及异议背後的理由 . 智汇资源网 免费提供 10 第三奌是確定你
29、的看法 找出 客户真正 及最重要 的疑慮 , 而這疑慮是需要處理的 , 並且這疑慮是你有能力去處理的 (例如利潤 , 而不是毛利率 ). 第四奌是處理疑慮 從而成功完成拜访 測定 (真异议 ) 第 一步 : 重覆聽到的异议 , 然後問有沒有其它 (如心儀對象答應与你約會 , 但你不知她喜歡甚么活動 , 你會怎樣問 ?) 例子 : 客户 : “ 老陳 , 在你提出來的建议裡 , 産品的利潤是不足夠的 ” 業務員 : “ 你是擔心產品的利潤 , 不知還有沒有其它 ?” 客户 : “ 其它都可以 -除了利潤 .” 業務員 : “ 你是擔心產品的利潤 , 並沒有其它了 ?” 客户 : “ 是 . 沒有
30、其它 .” 客户已確定利潤是真的疑慮 , 沒有其它 . 第一先步完成 ! 但在一些情 况 , 客户會提出多个的疑慮 , 我們又怎樣處理 . 例子 : 客户 : “ 噢 ! 我的貨架沒有位置放你的新產品 !” 業務員 : “ 唔 . 你擔心貨架的空位不足 ! 不知還有沒有其它 ?” 客户 : “ 另外是天氣 , 現在對飲料來說 , 天氣是太冷啦 !” 業務員 : “ 你同時擔心天氣太冷對飲料的表現有影响 不知還有沒有其它 ” 客户 : “ 沒有其它 .” 業務員 : “ 高老闆 , 你剛才提到 3个疑慮 . 利潤 , 貨架的空位及天气 , 不知那一个是最重要呢 ?” 客户 : “ 唔 ! 我想是天气吧 !” 在第一步的測定下 , 我們知道在這剎那 , 天气是最重要的疑慮 .
