可口可乐辅导技巧、管理技巧、销售技巧培训(doc 83) 下载

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doc83LearningObjectives

1.Abletoidentifydifferentkindsofobjections.

2.Learnhowtousehandlingobjectionsprocessindailyselling

WhatisObjection?

Itmaybetreatedasaconcern,reason,orargumenttowardsaplanoridea.

ObjectionispartoftheSellingProcess;itonlyreflectscustomer’sconcernorcurrentlimitation,whichneededtoberesolvedbeforemakingadecision.Objectioncanalsoexpressaspersonalneed–gotobelistenedto;tobegivenface.

Therearetwomainwaystodealwithobjections.Oneistoreducetheopportunitiesofoccur;theotheristohandleiteffectively.

ReducingObjectionOpportunities

1.Havegoodknowledgeofcustomerinformation(businessneedsandpersonalstyle)toanticipatepotentialobjections.
2.Inyourcallplanning,readandpracticerelatedinformation:
a.PromotionDescription;NewProductTradeLeafletandQ&A(thiswillhelpyoutoanswermostofthequestions)
b.PromotionDetails:raiseanddiscusspotentialquestionsinweeklymeeting
c.Forspecificpotentialobjections,getmanagerorsupervisorinputsandpracticehowtodealwiththeseobjectionsbeforeaction.

“Real”and“False”Objections

Retailercanraise“realobjections”andalso“falseobjections.”Thekeytousistolearnhowtoidentifyandhandletherealobjections,notspendingalotoftimeattemptingtoanswerfalseones.

Fromapracticalstandpoint,weshouldassume,atfirst,thateveryobjectionisanactualorrealconcernintheretailer’sposition.However,someconcernsaremoreimportantthanothers.

Realobjection=Expressedconcernisanactual/realconcernfromtheretailer’sposition.

Example:
Retailer:Theproblemwithyourplan,Mr.Chen,ismargin.It’snotenough.”
Salesman:“You’reconcernedaboutmargin.Doesanythingelsetroubleyou?”
Retailer:“No.Theplansoundsgood---exceptformargin.”

Istheobjectionreal?Ismargintheretailer’srealconcern?Toclosethesale,isitthemarginobjection
thatmustbehandledtotheretailer’ssatisfaction?


FalseObjections

Sincemanysalespeopleacceptthesefalseobjectionsandstoptheireffortstomakethesale,someretailersgetinthehabitofsayingthefirstthingthatcomesintotheirmind.Weshould,therefore,tohelptheretailerthinkthroughandfurtherexaminehis/herresponsesandobjectionssothatourideagetsafairevaluation.Ifourideaisgoodforhis/herbusiness,he/shewillacceptit.

FalseObjection=Expressedconcernisnotactual/realconcern.

Example:
Statementlike:“Thepackagedesignistoodull”.“Kidsdonotdrinkthatanymore”.“No-onewillpaythatpremiumprice”.

Toidentifythe“real”objectionand“false”objections,weneedtoexaminetheconcernsraisedbytheretailer.


ProcessofHandlingObjections

FourBasicSteps:

1.Identify(therealobjection)
2.Understand
3.Verify
4.Handle

PurposeofSteps1and2istohelpyoufindouttheRealObjectionthatmustbehandledtoclosethesale.

PurposeofStep3istoassureyourfinding-theretailer’sactual/realconcernandisolateitastheonlyremainingobjection,preferablyinsthatyoucanaddress(e.g.profit,notmargin).

PurposeofStep4istohelpclosethesalebyhandlingtherealobjectiontomeetretailerexpectation.

Identify(TheRealObjection)

STEP1:Clarifytheobjectionbyrestatingit;thenaskforanyotherconcerns.



Example:

Retailer:“Theproblemwithyourplan,Mr.Chen,ismargin.It’snotenough.”
Salesman:“You’reconcernedaboutmargin.Doesanythingelsetroubleyou?”
Retailer:“No.Theplansoundsgood---exceptformargin.”
Salesman:“So,you’reconcernedaboutmargin.Nootherthingstroubleyou?
Retailer:“No…nothingofimportance.”

So,theretailerhassaidthatmarginistherealconcern,andthatnothingelse.Step1completed.

But,isitsafetoassumemarginistherealconcern?Yes,itissafeforthemoment.Atthispoint,itisallyouhavetoworkwith.Amorethoroughexaminationwillleadtobetterunderstanding.And,thatunderstandinggenerallyrevealswhetherornotitistherealconcern.

Insomecases,buyersexpressmorethanoneobjection.So,let’slookintohowthosesituationsarehandled.

HereisanotheranswerforExample:

Retailer:“Oh!ShelvingSpaceisalsoaproblem”
Salesman:“OK…youhaveaconcernaboutshelvingspace.Isthereanythingelse?”
Retailer:“Well,anotherisweather.Itwouldbetoocoldforyourproduct.”
Salesman:“Isee…so,youalsoconcernabouttheweatherwillhavenegativeimpactonsalesperformance.Doesanythingelsetroubleyou?”
Retailer:“No.”
Salesman:“Mr.Guo,you’vementionedthreeconcerns…margin,shelvingspaceandweatherimpactonsalesperformance.Whichone’sthemostimportant?”
Retailer:“Well.I’dhavetosayweatherimpact.”

Soforthissituation,Step1hasbeencarriedout.And,weknowforthemomentthat“weatherimpactonsalesperformance”isapparentlythemainconcern.Whilethisobjectionisstilltoovaguetoattempttoanswer,thepurposeofStep1hasbeenaccomplished.

UnderstandTheObjection

STEP2:Toclearlyunderstandtheobjectionandtofindoutexactlywhatitisthatmustbehandledtoclosethesale.

Examples:
Retailer:“Well,I’dhavetosayweather.”
Salesman:“Tellmemoreaboutthat.”

Thiswillgivetheretailerlotsof“room”totellyoumoreabouttheimpactduetoweather.Theretailerwillthenofferspecificinformation,toavoidpossiblemisunderstanding,ortogiveinformationthatinsomeotherwaycontributestoclarity.

Retailer:“Well,I’dhavetosayshelvingspace.Idonothaveenoughroomtodisplayalltheproducts.”

Salesman:“So,theshelvingspaceisyourmainconcern?”

Thisreflectsyourunderstanding.Itisanopportunityfortheretailertocorrectwrongimpressionsyoumighthave.

Whenyouclarifytheobjection,trytoturnthatintosomethingyoucouldhandleinfuture,forexample:Price/Marginobjection-weshouldtrytoturnitintoprofit,asyoucanbetteranswerthatbyusingtheProfitStoryconcept.Forexample:Salesman:“Youhavesaidtheproblemisprice/margin.Whatyouarereallyconcernedaboutisprofit,howmuchyoucanmakebysellingX,isthatcorrect?”

Itisimportantthatunderstandingofanobjectiondon’tindicateimmediatedisagreementbyyou.Rememberyourpurposeistogainmoreinformation,nottoimmediatelyminimizeorreducetheobjection.Iftheretailerperceivesyourresponseascontradictinghisstatement,hisnaturalreactionistobedefensive,thusstrengtheningtheobjection.

Therefore,beforetherealconcernishandled,theprocesscallsforfirstbeingsurethatithasbeenaccuratelyidentified.And,thattheretailerandyouhaveamutualunderstandingofit.

Note:
Concessions–Donotbeginofferingconcessionuntilyouhavenegotiatedallissues,whichyoucanreachagreement.

VerifyTheObjection

Step3:Toensurebothofyouunderstandtheobjectionandhavefocusontherealissue.

Aneffectivewaytoverifyyourunderstandingoftheobjectionistosummarizetheobjectionfromtheretailer’spointofview.And,concludethesummarywith…”isthatright?”Goodwaystostartyoursummarystatementinclude:

-“Sowhatyouaretryingtodecideiswhy…”Isthatright?
-“Thenwhatyoureallywanttoknowis…correct?
-“Youseemtobeasking…”isit?

Thisgetstheretailer’sagreementthatyouhaveaccuratelystatedhisconcernandallowsyoutheopportunitytoaddressit.Youareinasensehelpingtheretailertoreopenhismindabouthisconcern.Youarealsoencouraginghimtolistenfurther.Ifthebuyerdisagreeswithyoursummaryoftheobjection,youobviouslyneedtolearnmoreabouthisconcernbeforeproceeding.

HandleTheObjection

STEP4:Toresolvetheissue,meetingretailer’sexpectation.

Handlingobjectionssatisfactorilygenerallyrequiresthreethings.Theyare:
-Beingknowledgeableaboutthebusiness:shouldbeknowledgeableinourbusiness,i.e.Brandinformation,Customerinformation,Tradeinformation.
-Beingskillfulinconvertingobjectionsintobenefits:Convertconcernintosellingpoint,highlighttheprofitstoryandbenefitstocustomersoastoovercometheconcern.
-Beingconcise:Presentingthecasewithjustenoughinformationandfocusonaccountbenefits.

Whatarethemosteffectivewaystoresolveobjection:
-Findparallelwithretailer’sownexperience–similarproduct/package/promotionhasbeensuccessful.
-Goodexperienceofotherstores–referotherstores,othertowns,othercities.Whodoesherespectasaleader?GToutletsmaylookatIndependentsupermarket;IndependentsupermarketmaylookatKeyaccount.
-Proposetestofsmallinitialquantitytocheckconsumeracceptance,e.g.Salesman:“MyprofitstorypresentedwasbasedonQooPeachselling50ofOrange,let’splaysafeandassumeitisonly20tostart–thatmeansafirstorderof3cases.Isthatabetteroption?”
-Identifyurgentreactiontoaprogramdespitesomeconcerns–priceincrease,othercompetitionstoreopening.


CONCLUSION

FourbasicstepsofhandlingobjectionprovideasimplebutpracticalwaytodealwithObjection.Atthesametime,weshouldnotafraidtofacetheobjection.Infact,weshouldequipourselvestobecapableforeffectivelyandsuccessfullyhandlingthem.

Themoreyoupracticeusingthisprocess,thebetteryouwillbecomeatmakingsaleswhenobjectionsareraised.
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