Module Eight
Addressing Concerns
and Earning Commitment
Sales Resistance is Positive!
An Expert’s Viewpoint:
“. . . It’s not easy to overcome every prospect’s objections.
I must go into the call with the right mental attitude. It’s
important to listen carefully to the prospect’s objections.
They may not be objections but questions the prospect
needs answered to feel comfortable with a buying
decision. . . .”
Action
Sales Resistance is Positive!
An Expert’s Viewpoint:
Result
“. . . . If I had a choice between a prospect that has
several objections and another that has none, I’ll take
the prospect that has several objections. This
prospect is showing interest and gives me something
to sell to. Prospects with objections turn into
customers!”
Objection (Sales Resistance)
Anything the buyer says or does
that slows down or stops the
buying process.
Reasons Why
Prospects Raise Objections
• The prospect wants to avoid
the sales interview.
• The salesperson has failed to
prospect and qualify properly.
• Objecting is a matter of
custom.
• The prospect resists change.
• The prospect fails to recognize
a need.
• Prospect lacks information.
Major Categories of Objections
• Need
Examples
I have all I can use.
I don’t need any.
The equipment I have is still
good.
I’m satisfied with the company
we use now.
We have no room for your line.
Major Categories of Objections
• Need
• Product or
Service Features
Examples
I don’t like the design, color, or
style.
Maintenance agreement should
be included.
Performance of product is
unsatisfactory.
Packaging is too bulky.
Specifications don’t match what
we have now.
The product is poor quality.
Major Categories of Objections
• Need
• Product or
Service Features
• Company or
Source
Examples
Your company is too small to
meet my needs.
I’ve never heard of your
company.
Your company is too big; I’ll get
lost in the shuffle.
How do I know you’ll be around
to take care of me in the future?
Your company was recently in
the newspaper. Are you having
problems?
Major Categories of Objections
• Need
• Product or
Service Features
• Company or
Source
• Price
Examples
We can’t afford it.
I can’t afford to spend that
much right now.
That’s 30% higher than your
competitor’s comparable
model.
We have a better offer from
your competitor.
I need something a lot cheaper.
Your price is not different
enough to change suppliers.
Major Categories of Objections
• Need
• Product or
Service Features
• Company or
Source
• Price
• Time
Examples
I need time to think it over.
Ask me again next month when
you stop by.
I’m not ready to buy yet.
I haven’t made up my mind.
I don’t want to commit myself
until I’ve had a chance to talk to
engineering.
LAARC Method for
Handling Buyer Resistance
isten
cknowledge
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espond
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Other Methods for
Handling Buyer Resistance
• Forestall
Introduce the source of the objection before
the prospect brings it up.
Other Methods for
Handling Buyer Resistance
• Forestall
• Direct Denial
Respond to the objection by telling the
prospect s/he is wrong.
Other Methods for
Handling Buyer Resistance
• Forestall
• Direct Denial
• Indirect Denial
Respond to the objection by providing
evidence that helps the prospect realize s/he
is mistaken.
Other Methods for
Handling Buyer Resistance
• Compensation
Counterbalance the objection with an
offsetting benefit.
Other Methods for
Handling Buyer Resistance
• Compensation
• Question
Ask the buyer assessment questions to gain a
better understanding of the source of the
objection.
Other Methods for
Handling Buyer Resistance
• Compensation
• Question
• Third Party Reinforcement
Use the opinion or data from a third party
source to help overcome the objection and
reinforce the salesperson’s points.
Commitment
The creation of an obligation between the
seller and buyer.
The seller obtains the buyer’s obligation
to a specific action.
The specific action is usually linked
directly to one of the sales call objectives.
What Constitutes Commitment
•
•
•
•
An Appointment
Agreement for next meeting
Agreement for product demo
A sale
Guidelines for Earning Commitment
• Resolve “Red Light” Statements
Made by the Prospect
– I’m not sure that will work.
– The price is higher than I though it
would be.”
Guidelines for Earning Commitment
• Look for Commitment Signals
– “I like that size.”
– “I didn’t realize you delivered everyday.”
• Ask Trial Commitment Questions
– “What do you think about the what we’ve
discussed?”
– “Do you see how this will help your organization?”
Techniques to Earn Commitment
•
•
•
•
•
Ask for the Order/Direct Commitment
Legitimate Choice/Alternative Choice
Summary Commitment
T-Account or Balance Sheet Commitment
Success Story Commitment
Dealing with No!
•
•
•
•
•
•
Evaluate the customer’s explanation
Maintain the relationship foundation
Understand rejection is a fact of life
Evaluate your performance
Learn from the situation
Make improvements