2Overcoming Objections Welcome objections – no objection, no sale.If they weren’t interested, they wouldn’t bother to object.Figurative and literal objectionsFigurative are not real – they are negotiating tactics and can be ignored.Literal objections are real and must be addressed.
3Overcoming Objections Probe to understand.Compliment, restate, and get agreement.“I’m glad you brought that up.”“You believe our prices are too high.”“Is that right?”
4Empathize, reassure, and support (“feel, felt, found”). “I understand how you feel.”“Other customers have felt the same way at first.”“But they found that they were able to improve their ROI that more than paid for the information.”
5Tactics Use trial closes. Forestall objections before they come up. Use “Yes, but…” and compare.Use case histories (case studies).Use “coming to that…”Pass on objections
6Dealing With the Price Objection Hope it comes up; otherwise you’ve underpriced your product.Always talk quality – create value.Break price into smallest possible units.“Pennies a day”Talk value and ROI, not price.
7Refer to investments, not costs. Use “you get what you pay for.” Information is an investment in future profits.Use “you get what you pay for.”
8Conditions Conditions Keep the relationship – they’ll be back. Can’t be overcome; they are legitimate reasons for not buying.Keep the relationship – they’ll be back.
9Summary Welcome objections. Probe to understand. Use trial closes. Use case studies.“You get what you pay for.”They’ll be back.
10Homework Read Chapter 11, Media Selling, 4th edition: Review this presentation: