Overcoming Objections SALES AND SERVICE MASTERCLASS

Transcription

1 1 Overcoming Objections SALES AND SERVICE MASTERCLASS Leader s Guide by: Ally Chumley B.Ed M.Ed Produced by Training Point Executive Producer Simon Garner, B.Ed Leader s Guide Training Point DVD Training Point You may download and print one copy of these notes for your reference. Further copying or printing must be reported to CAL as per the Copyright Act MANAGE MOTIVATE INSPIRE Australia-wide: t f e. info@trainingpoint.net c/o EMDC, 10 Fitt Court, Bendigo, VIC 3550 New Zealand: t f e. info@trainingpoint.net PO Box , Auckland 1330

2 2 Program summary In this program, we examine some tried and true techniques to help sales and service people overcome customer objections. A group of sales experts present their advice, led by psychologist, Peter Quarry. The contributors are Andrew Stuart, co-founder of real estate giant Hocking Stuart, retail sales manager Gayarthri Buur-Jensen, and Michael Schiffner, managing director of Collective Intelligence sales training consultancy. In this program, we take a detailed look at specific language techniques that help to defuse volatile confrontations, and how to practice anti-resistance techniques so that the sales person is always working with the customer, not against them, to come to a satisfactory resolution. Examples are provided through role-plays, which are excellent models for analysis and discussion. For general discussion 1. Why are objections viewed as negative incidents by sales people? Why do you think objections cause tension in sales people and customers? Discuss. 2. Who s in control? Assuming they have equal levels of self-confidence, which person do you feel is more likely to feel threatened in a situation of objection? Share your ideas with the group. 3. What s the best response? What are some sentence starters that could be used in response to the phrase Yes, but...? Discuss. 4. Why do some customers lie about objections? It s well known that customers often use smoke screens or false objections at times. Why is this behaviour so common and why should customers feel defensive about having an objection? Discuss.

3 3 1. Practical solutions Worksheet 1 a) How do you address objections when selling one of your products or services? Write a list of steps you could take to overcome this common objection. Objection: I m happy with my current supplier. b) How would you address objections when selling one of your products or services? Write a response to overcome this common objection. Objection: I don t trust a new brand or product to deliver what my current brand does. 2. Using appropriate language to acknowledge objections a) Insert alternative words to but in these sentences. I can see your point,, there are many other benefits to consider. Yes,, you may have misunderstood why the product is priced that way. b) Create some expressions that demonstrate empathy with the customer s objections without giving in to them. Customer s objection Your response I m just not into motorbikes. I d break my neck in those heels. Insurance is a waste of money.

4 4 Worksheet 2 1. Short answer questions Write short answers to these questions in the spaces provided: a) Surveys reveal that timing, need, price and inappropriate features are the four key objections they make. Place these in the correct order according to the survey results. i) ii) iii) iv) b) False objections sometimes hide the true reason customers are hesitant to buy a product or service. What is a false objection usually masking? c) Summarise the panelists advice about how to overcome objections about price, by composing four point form tips: 2. Analysing the role play Consider Michael Schiffner s excellent demonstration of how to overcome serious objections to a time-share holiday home product. Notice how he presents the benefits as three distinct things? This created the impression that there are many more reasons why the customer should buy, than there are reasons to object. a) What are THREE specific benefits Michael mentions? (Personal) (Financial) (Functional) Notice how the benefits explained are linked to the objections expressed? Michael gave information, expressed as benefits to the customer. He took the pressure off the customer by normalising his objections. b) What other strategies did Michael use to put the customer at ease and alleviate his concerns? c) What is one objection expressed by the customer that was not answered?

5 5 1. Multiple choice a) When role-playing, Michael Schiffner tried acting personally offended. moralising. Worksheet 3 normalising the customer s feelings and objections. ignoring the customer s objections. b) Relating the present situation to other customers experiences helps give the appearance that they are natural concerns which are easily resolvable. establish the sales person as the problem-solver. the sales person to work with the client rather than against them. all of the above. c) Why is Michael Schiffner critical of the expression overcoming objections? he doesn t like to deal with conflict. it sounds resistant to the customer. it suggests that the customer is right. because objections cannot be overcome. 2. Objections about features When dealing with objections about a product s features, some suggestions from the panel are: establish what is right about the product and focus on those points offer alternatives minimise the impact of problems by explaining how the positives far outweigh the negatives normalise the solution by referring to other customers, case studies, or research emphasise the urgency of the sale emphasise the desirability of the product for peripheral reasons (e.g. hot fashion item, celebrity users) Discuss the value of each of these approaches and choose three that everyone agrees are the best methods to use.

6 6 Responding to the program 1. Debate It is most important to focus on providing a quality service, even if that means losing a sale. As long as the customer leaves happy, that s all that matters. Prepare a list of points both supporting and refuting this assertion. Share your lists with a partner and discuss. 2. Role play In pairs, role play a scenario between a sales person and a customer where objections are raised on the grounds that the product is not unique enough. Use your improvisation skills to think of some solutions and present them to the group.

7 7 Answers For general discussion Answers will vary according to the outcomes of the discussions. They may include: 1. Because the goals of each one are being thwarted. Because they may prefer to avoid conflict. Because one or the other is afraid of losing face if they are seen to lose the argument. 2. Probably the customer, who feels a little more defensive than the sales person, who may experience similar scenarios each day. 3. I agree, however... ; Have you considered... ; although, it could also be said that... ; perhaps, then there s also the possibility that...; it can look that way...; while I see your point, perhaps you re missing something Too timid to quibble about price; sensitive about being labelled as unable to afford the product; determined not to be pressured by the salesperson; has a negative stereotypical view of sales people; lacks respect for sales people; is a habitual liar; is a people-pleaser; doesn t wish to cause offense; wants to avoid conflict at all costs. Worksheet 1 1. Practical solutions a) Answers will vary. Emphasise points of contrast with current supplier/product. b) Answers will vary. Emphasise specific features that are new, innovative, unique. Focus on better value for money. Offer user statistics or case studies to demonstrate the popularity and desirability of the product. 2. Using appropriate language to acknowledge objections a) although, however, whereas, while, though, in contrast, conversely. b) Answers will vary. Worksheet 2 1. Short answer questions a) i) need ii) price iii) inappropriate features iv) timing b) An objection about the price - that the customer is too timid to mention. c) Point form tips should express the following ideas: Find out the customer s target price range Find out if the customer is willing to buy if a mutually satisfactory price can be agreed upon Deal with the variation between the expected and the actual price Prepare products or services that cover a range of prices, from budget to top of the range, then upsell.

8 8 2. Analysing the role play a) (Personal) Forces you to take regular holidays for your own well-being (Financial) Represents an excellent investment opportunity (Functional) Offers flexible holiday options b) Answers may vary. Normalised his concerns. Acknowledged his concerns as if they are very common and easily solved. Changed tack by looking at different features that specifically appealed to the customer. Agreed - and wasn t drawn into a conflict. Made the customer want to engage with him. Took the pressure off the customer by being positive instead of aggressive. Avoided the use of but. Worksheet 3 1. Multiple choice a) normalising the customer s feelings and objections. b) all of the above. c) it sounds resistant to the customer.