Overcoming ObjectionsOvercoming Objections

Overcoming ObjectionsOvercoming Objections

Welcome objections – no objection, no Welcome objections – no objection, no sale.sale.– If they weren’t interested, they wouldn’t If they weren’t interested, they wouldn’t

bother to object.bother to object. Figurative and literal objectionsFigurative and literal objections

– Figurative are not real – they are negotiating Figurative are not real – they are negotiating tactics and can be ignored.tactics and can be ignored.

– Literal objections are real and must be addressed.Literal objections are real and must be addressed.

Overcoming ObjectionsOvercoming Objections

Probe to understand.Probe to understand. Compliment, restate, and get Compliment, restate, and get

agreement.agreement.– ““I’m glad you brought that up.”I’m glad you brought that up.”– ““You believe our prices are too high.”You believe our prices are too high.”– ““Is that right?”Is that right?”

Empathize, reassure, and support Empathize, reassure, and support (“feel, felt, found”).(“feel, felt, found”).– ““I understand how you feel.”I understand how you feel.”– ““Other customers have felt the same way Other customers have felt the same way

at first.”at first.”– ““But they found that they were able to But they found that they were able to

improve their ROI that more than paid for improve their ROI that more than paid for the information.” the information.”

TacticsTactics

Use trial closes.Use trial closes. Forestall objections before they come Forestall objections before they come

up.up. Use “Yes, but…” and compare.Use “Yes, but…” and compare. Use case histories (case studies).Use case histories (case studies). Use “coming to that…”Use “coming to that…” Pass on objectionsPass on objections

Dealing With the Price Dealing With the Price ObjectionObjection

Hope it comes up; otherwise you’ve Hope it comes up; otherwise you’ve underpriced your product.underpriced your product.

Always talk quality – create value.Always talk quality – create value. Break price into smallest possible Break price into smallest possible

units.units.– ““Pennies a day”Pennies a day”

Talk value and ROI, not price.Talk value and ROI, not price.

Refer to investments, not costs.Refer to investments, not costs.– Information is an investment in future Information is an investment in future

profits.profits. Use “you get what you pay for.”Use “you get what you pay for.”

ConditionsConditions

ConditionsConditions– Can’t be overcome; they are legitimate Can’t be overcome; they are legitimate

reasons for not buying.reasons for not buying. Keep the relationship – they’ll be back.Keep the relationship – they’ll be back.

SummarySummary

Welcome objections.Welcome objections. Probe to understand.Probe to understand. Use trial closes.Use trial closes. Use case studies.Use case studies. ““You get what you pay for.”You get what you pay for.” They’ll be back.They’ll be back.

HomeworkHomework

Read Chapter 11,Read Chapter 11, Media Selling, Media Selling, 4th 4th edition:edition:– http://www.charleswarner.us/indexppr.htmlhttp://www.charleswarner.us/indexppr.html

Review this presentation:Review this presentation:– http://www.charleswarner.us/indexpresentions.htmlhttp://www.charleswarner.us/indexpresentions.html