可口可乐人力资源管理技巧培训——销售技巧

HANDLING OBJECTIONS

Learning Objectives

1.Able to identify different kinds of objections.

2.Learn how to use handling objections process in daily selling

What is Objection

It may be treated as a concern, reason, or argument towards a plan or idea.

Objection is part of the Selling Process; it only reflects customer’s 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 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 Product Trade Leaflet and Q&A (this will help

you to answer most of the questions)

b.Promotion Details: raise and discuss potential questions in weekly meeting

c.For specific potential objections, get manager or supervisor inputs and

practice how to deal with these objections before action.

“Real” and “False” Objections

Retailer can raise “real objections” and also “false objections.” The key to us is to learn how to identify and handle the real objections, not spending a lot of time attempting to answer false ones.

From a practical standpoint, we should assume, at first, that every objection is an actual or real concern in the retailer’s position. However, some concerns are more important than others.

Real objection = Expressed concern is an actual/real concern from the retailer’s position.

Example:

Retailer: The problem with your plan, Mr. Chen, is margin. It’s not enough.”

Salesman: “You’re concerned about margin. Does anything else trouble you”

Retailer: “No. The plan sounds good --- except for margin.”

Is the objection real Is margin the retailer’s real concern To close the sale, is it the margin

objection

that must be handled to the retailer’s sat isfaction

False Objections

Since many sales people accept these false objections and stop their efforts to make the sale, some retailers get in the habit of saying the first thing that comes into their mind. We should, therefore, to help the retailer think through and further examine his/her responses and objections so that our idea gets a fair evaluation. If our idea is good for his/her business, he/she will accept it.

False Objection = Expressed concern is not actual/real concern.

Example:

Statement like: “The package design is too dull”. “Kids do not drink that anymore”. “No-one will pay that premium price”.

To identify the “real” objection and “false” objections, we need to examine the concerns raised by the retailer.

Process of Handling Objections

Four Basic Steps:

1.Identify (the real objection)

2.Understand

3.Verify

4.Handle

Purpose of Steps 1 and 2 is to help you find out the Real Objection that must be handled to close the sale.

Purpose of Step 3 is to assure your finding - the retailer’s actual/real concern and isolate it as the only remaining objection, preferably in words that you can address . profit, not margin).

Purpose of Step 4 is to help close the sale by handling the real objection to meet retailer expectation.