COURSE CODE : MM311

COURSE DESCRIPTION : Professional Salesmanship

TARGET POPULATION : 3rd Year BSBA-MM Students
COURSE FACILITATOR : MR. ELMORE Q. NOCOS

WEEK 14

CHAPTER 12. WELCOME YOUR PROSPECT’S OBJECTIONS

At the end of this chapter, you should be able to:

1. Understand the tree of business life, objections.

2. Explain what are objections
3. Identify when prospects object.
4. Know the basic points to consider in meeting objections
5. Discuss the six major categories of objections and techniques for meeting objections
6. Know what to do after meeting the objection

LESSON 1. THE TREE OF BUSINESS LIFE: OBJECTIONS

Guided by THE GOLDEN RULE:

Welcome objections, remember that objections may allow you

to answer the prospect’s concerns. Realize your product or
solution may not be for everyone.

a. If it is not for a particular customer, thank him and politely

leave.
b. If it would benefit the customer, politely, professionally, and
ethically, show how the product could be useful.

Handling objections truthfully shows you provide ethical service

in order to build true relationships.

Welcome objections!

a. Accept objections as a challenge

b. People do not want to be taken advantage of
c. Learn to overcome objections

LESSON 2. WHAT ARE OBJECTIONS?

Opposition or resistance to information or the salesperson’s request is an objection. Objection

handling is when a prospect presents a concern about the product/service a salesperson is
selling, and the salesperson responds in a way that alleviates those concerns and allows the deal
to move forward. Objections are generally around price, product fit, competitors and good old-
fashioned brush offs.

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.

LESSON 3. WHEN DO PROSPECTS OBJECT?

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a. Prospect may object any time during sales call
b. Always be ready to handle a prospect’s objections

LESSON 4. OBJECTIONS AND SALES PROCESS

a. Objections can occur at any time

b. When objections occur, quickly determine what to do

LESSON 5. BASIC POINTS TO CONSIDER IN MEETING OBJECTIONS

A. Plan for objections

B. Anticipate and forestall
C. Handle objections as they arise
D. Postponement may cause a negative mental picture or reaction
E. Be positive
F. Listen-hear them out
G. Understand objections
1. Request for information
2. A condition (negotiation can overcome a condition)
3. Major or minor objection
4. Practical or psychological objection
a. A real objection is tangible
b. The salesperson must uncover hidden objectives and eliminate them

EXHIBIT 12.1: WHAT DOES A PROSPECT MEAN BY AN OBJECTION?

Is the prospect’s response

a…

Request for more Condition True objection? Hopeless objection?

information?

Major? Minor?

Practical? Psychological? Practical? Psychological?

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EXHIBIT 12.2: EXAMPLES OF OBJECTIONS

Practical Psychological

 Price  Resistance to spending money

 Product is not needed  Resistance to domination
 Prospect has an overstock of your or  Predetermined beliefs
your competitor’s products  Negative image of salespeople
 Delivery schedules  Dislikes making a buying decision

OBJECTIONS CAN BE PLACED INTO CATEGORIES

A. Salespeople often encounter the same objections from customer to customer

B. After a sales call, ask yourself:
1. What were the objections?
2. How did I handle them?
3. How should I handle them next time?
C. Be prepared for the same objection to arise again!

WHAT ARE OBJECTIONS?

Opposition or resistance to:

a. Information
b. The salesperson’s request

LESSON 6. SIX MAJOR CATEGORIES OF OBJECTIONS

1. Hidden 2. Stalling 3. No-need 4. Money 5. Product 6. Source

objections objections objections objections objections
objections

HOW DO YOU HANDLE SALES OBJECTIONS?

A. The sales objection may:

1. Ask for information
2. Give strong resistance
B. Remember you want to help the person

SALESPEOPLE NEED TO BE A GOOD COMMUNICATORS, BUT HOW?

A. Handling objections can be challenging

1. Done incorrectly, you may appear rude
2. Done correctly, you appear professional

THERE ARE TIME-HONORED COMMUNICATION TECHNIQUES THAT CAN HELP YOU TO:

1. Be a good communicator
2. More effectively help others

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 LESSON 7. TECHNIQUES FOR MEETING OBJECTIONS
EXHIBIT 12.5: TECHNIQUES FOR MEETING OBJECTIONS

1. The dodge

10. Third party 2. Pass up

9. Compensation 3. Rephrase as questions

Objection
techniques
8. Indirect Denial 4. Postpone

7. Denial 5. Boomerang

6. Ask question

TECHNIQUES FOR MEETING OBJECTIONS

A. The dodge neither denies, answers, nor ignores
B. Don’t be afraid to pass up an objection
C. Rephrase an objection as a question
D. Postponing objections is sometimes necessary
E. Send it back with the boomerang method
F. Ask questions to smoke out objections

Facts are Incorrect Facts are Incomplete Facts are Correct Based on bad
Personal Experience

 Acknowledge  Acknowledge their  Acknowledge their  Thank the prospect

viewpoint viewpoint viewpoint for telling you

 Rephrase objection  Rephrase the  Rephrase the  Acknowledge their

objections objection viewpoint

 Obtain agreement  Obtain an  Obtain an  Rephrase the

agreement agreement objection

 Answer question  Answer the  Answer the  Obtain an

providing information question by question, agreement
supported by proof-a providing the overweight it with
third party complete facts benefits
 Ask for their present  Ask for a present  Ask for a present  Answer the
viewpoint viewpoint viewpoint question

 Return to the selling  Return to the selling  Return to the selling  Return to the selling
sequence sequence sequence sequence

Exhibit 12.6: Examples of Rephrasing Objections as a Question

LESSON 8. TECHNOLOGY CAN EFFECTIVELY HELP RESPOND TO OBJECTIONS

Data stored in handheld computers or laptops, or obtained using a telephone modem or

satellite transmission, can provide information to overcome buyer’s objection.

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LET’S TALK ABOUT THE TRIAL CLOSE
What does the trial close do?
a. Does it ask for the order?
b. Does it ask for an opinion?
Yes, the trial close asks for an:
a. Opinion or feedback about what was just said or shown
The trial close is a powerful communication technique that can produce:
a. Two-way communication
b. Participation from the other person
A CHALLENGE!
Use the trial close in normal conversation to:
a. Improve your communication
b. Stimulate others to participate in the conversation
Simply ask an occasional opinion-type question:
a. “Is that a good place to eat?”
b. “What did you think about the movie?”
c. “How does that sound to you?”

LET’S REVIEW! WHEN IS IT TIME TO USE A TRIAL CLOSE?

1. After making a strong selling point in the presentation
2. After the presentation but before the close
3. After answering an objection
4. Immediately before you move to close the sale
LET’S REVIEW! WHAT DOES THE TRIAL CLOSE ALLOW YOU TO DETERMINE
1. Whether the prospect likes your product’s FAB- the strong selling point
2. Whether you have successfully answered the objection
3. Whether any objections remain
4. Whether the prospect is ready for you to close the sale
WHY DO YOU USE A TRIAL CLOSE AFTER ANSWERING AN OBJECTION?
1. To see if you have answered the objection!
WHAT IS AN EXAMPLE OF A TRIAL CLOSE USED TO RESPOND TO AN OBJECTION?
1. “Does that answer your question?”
2. “With that question out of the way, we can go ahead-don’t you think?”
ONCE YOU HAVE SATISFACTORILY RESPONDED TO THE OBJECTION, WHAT SHOULD
YOU DO NEXT?
1. Make a smooth transition back into your presentation
 “As we were discussing…”
2. Move to close the sale if you have completed your presentation
3. Move to close again if objection was after a close
IF YOU CANNOT OVERCOME THE OBJECTION, WHAT ARE THREE ALTERNATIVES TO
CONSIDER? (#1)
 Return to presentation concentrating on new or previously discussed FABs of your
project.
IF YOU CANNOT OVERCOME THE OBJECTION, WHAT ARE THREE ALTERNATIVES TO
CONSIDER? (#2)
 Admit It
 Compensate for it by showing how your product’s benefits outweigh the
disadvantage
IF YOU CANNOT OVERCOME THE OBJECTION, WHAT ARE THREE ALTERNATIVES TO
CONSIDER? (#3)
1. If 100% sure the customer will not buy
a. Go ahead and close

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 b. Always ask for the order
c. Allow the buyer to say “no”-don’t say it yourself
d. Your competitors may not be able to overcome the objection either
 A competitor may make the sale because he/she asked for it
2. Be professional, not pushy
3. Leave the door open for a return visit.

Exhibit 12.7: The Procedure to follow when a Prospect raises an objection

Move into your
presentation
Prospect raises Response to Use a trial
an objection the objection close
Close the sale

IF AFTER YOUR PRESENTATION YOU RECEIVED A POSITIVE RESPONSE TO YOUR

TRIAL CLOSE, WHAT WOULD YOU DO?

APPROACH

PRESENTATION

TRIAL CLOSE

DETERMINE OBJECTIONS

MEET OBJECTIONS

TRIAL CLOSE

CLOSE

IF AFTER YOUR PRESENTATION YOU RECEIVED A NEGATIVE RESPONSE TO YOUR

TRIAL CLOSE, WHAT WOULD YOU DO?

APPROACH

PRESENTATION

TRIAL CLOSE

DETERMINE OBJECTIONS

MEET OBJECTIONS

TRIAL CLOSE

CLOSE

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IF AFTER YOU MEET THE OBJECTION YOU RECEIVED A POSITIVE RESPONSE TO YOUR
TRIAL CLOSE, WHAT WOULD YOU DO?

APPROACH

PRESENTATION

TRIAL CLOSE

DETERMINE OBJECTIONS

MEET OBJECTIONS

TRIAL CLOSE

CLOSE

LESSON 9. AFTER MEETING THE OBJECTION—WHAT TO DO?

IF AFTER YOU MEET THE OBJECTION YOU RECEIVED A NEGATIVE RESPONSE TO

YOUR TRIAL CLOSE, WHAT WOULD YOU DO?

APPROACH

PRESENTATION

TRIAL CLOSE

DETERMINE OBJECTIONS

MEET OBJECTIONS

TRIAL CLOSE

CLOSE

APPROACH

PRESENTATION

TRIAL CLOSE

DETERMINE OBJECTIONS

MEET OBJECTIONS

TRIAL CLOSE

CLOSE

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LESSON 10. IN ALL THINGS BE GUIDED BY THE GOLDEN RULE
1. The reason to use the many communication techniques in this chapter is to serve
others from your heart, not from your pocketbook.
2. Be prepared to logically and clearly respond to your prospect’s objections.
3. Basic points to consider in meeting objections
a. Plan for them
b. Anticipate and forestall them
c. Handle them as they arise
d. Listen to what is said
e. Respond warmly and positively
f. Make sure you understand
g. Respond using an effective communication technique
4. Objections are classified as hidden, stalling, no-need, money, product, and source
5. Objections help you determine if you are on the right track to uncover prospect’s
needs and if they believe your product will fulfill those needs.
6. Objections show inadequacies in a salesperson’s presentation or product
knowledge

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 Name Date

Year/set Score

KNOWLEDGE ASSESSMENT #14

NO ACTIVITY

End of 14th week

----------------------------------------Nothing Follows---------------------------------------------

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