Professional Documents
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Handling
Customer Objections
SECTION 14.2
SECTION 14.2
SECTION 14.2
Key Terms
objections
excuses
objection analysis sheet
paraphrase
boomerang method
superior point method
third party method
Chapter 14 Presenting the Product
SECTION 14.2
Understanding Objections
Objections are concerns, hesitations,
doubts, or other honest reasons a customer
has for not making a purchase. Objections
give you an opportunity to present more
information to the customer.
Excuses are insincere reasons for not
buying or not seeing the salesperson.
SECTION 14.2
SECTION 14.2
Common Objections
Most objections are based on key decisions
the customer must make before buying:
need
product
source
price
time
Slide 1 of 3
SECTION 14.2
Common Objections
Need The customer does not have an
immediate need for the item or wants the item
but does not truly need it.
Product The customer is concerned about
such things as construction, ease of use,
quality, color, size, or style.
Slide 2 of 3
SECTION 14.2
Common Objections
Source The customer has had negative past
experiences with the firm or brand.
Price The customer does not want to spend so
much money.
Time The customer is hesitant to buy
immediately (sometimes an excuse).
Slide 3 of 3
SECTION 14.2
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SECTION 14.2
Slide 2 of 4
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SECTION 14.2
Slide 3 of 4
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SECTION 14.2
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SECTION 14.2
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SECTION 14.2
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SECTION 14.2
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SECTION 14.2
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14.2 ASSESSMENT
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14.2 ASSESSMENT
Thinking Critically
Why is restating the objective often a
successful method in turning around
objections?
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Listen
Listen
Carefully
Carefully
Acknowledge
Acknowledge
the
the
Customer's
Customer's
Objections
Objections
Restate
Restate
the
the
Objections
Objections
Answer
Answer
the
the
Objections
Objections
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Marketing Essentials
End of Section
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