Call Structure and Dealing With Objections Media Selling, 4 th Edition

Call Structure Greeting Greeting New information New information Opening Opening Recap and purpose Recap and purpose Discussion Discussion –Dealing with objections –Conditions –Discussion tactics Summary and close Summary and close

Dealing With Objections Probe to understand. Probe to understand. Compliment, restate, and get agreement. Compliment, restate, and get agreement. Empathize, reassure, and support (feel, felt, found). Empathize, reassure, and support (feel, felt, found). Use trial closes Use trial closes Forestall objections Forestall objections Use Yes, but… and compare. Use Yes, but… and compare. Use case histories (case studies). Use case histories (case studies). Use coming to that… Use coming to that… Pass on objections. Pass on objections.

Dealing With the Price Objection Continually talk about quality Continually talk about quality Break price into smallest possible units Break price into smallest possible units Talk value, not price. Talk value, not price. Refer to investments, not costs Refer to investments, not costs

Discussion Tactics Vary your style. Vary your style. –Contrast –Movement –Novelty Use equivalencies. Use equivalencies. Narrow down objections and reconfirm. Narrow down objections and reconfirm. Change the basis for evaluation. Change the basis for evaluation. Reassure doubts. Reassure doubts. Evaluate reactions. Evaluate reactions.