北大光华《财务管理》课堂习题及答案.pdf

HANDLING OBJECTIONS
Learning Objectives
Able to identify different kinds of objections.
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
Have good knowledge of customer information (business needs and personal style) to anticipate potential objections.
In your call planning, read and practice related information:
Promotion Description; New Product Trade Leaflet and Q&A (this will help you to answer most of the questions)
Promotion Details: raise and discuss potential questions in weekly meeting
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