1. Chapter 14 Presenting the Product
Product Presentation
Section Product Presentation
Section Objections

2. Objections Objectives Distinguish objections from excuses
Explain the five buying decisions on which common objections are based
Demonstrate the general four-step method for handling customer objections
List seven specific methods of handling objections and note when each should be used
Marketing Essentials Chapter 14, Section 14.2

3. Understanding Objections
Objections X are concerns, hesitations, doubts, or other honest reasons a customer has for not making a purchase
Objections should be viewed as positive – your opportunity to present more information to the customer
Objections can be responded to as either questions/inquiries or statements:
Do you carry any other brands
These shoes don’t fit properly
Do you have something less expensive
Marketing Essentials Chapter 14, Section 14.2

4. Understanding Objections
Excuses X are reasons for not buying or not seeing the salesperson.
Customers often use excuses when they are not in the mood to buy or when concealing their objections
How to Handle in Retail Selling:
be polite and courteously encourage the customer to look around and ask you any questions they may have
Handling In a business-to-business situation
leave a business card
ask if it is possible to see the potential customer at a more convenient time

5. Common Objections
Most objections are based on five key buying decisions. These decisions relate to:
Need: The customer wants the item but doesn’t need it.
Product: Concerns about quality, size, color, style, etc.
Source: Negative past experiences with a firm or brand.
Price: The product is too expensive.
Time: A hesitation to buy immediately.

6. Plan for Objections
You can prepare yourself for most objections by completing an objection analysis sheet before selling items.
objection analysis sheet X, a document that lists common objections and possible responses to them
You can address potential objections by emphasizing special features of the product that counter those doubts
can include these items up front

7. Common Objections
This ad anticipates and dispels customers’ common objections to the type of product being advertised, a specialized bed.
Marketing Essentials Chapter 14, Section 14.2

8. Objection Analysis Sheet
(Price): “Those pants are more than I wanted to spend”
1. “Our prices are a little higher than our competitors but that is because we use the highest quality materials and we guarantee our products for life”
2. (time) – I really like that chair, but I won’t need it until May.
2. We can write up that contract now, order it for you, it takes 4 weeks, but we can hold it here until you are ready for it.
3. (product) – I really wanted a white Camary and you don’t have any on the lot.
3. We have six different colors to pick from on the lot and you would get your car today. If you want a white one, we can order it but it will take about a week.
4. (source) – The last Olympus camera I had, the photos were very grainy.
4. I understand this was the case on old cameras. The new technology, plus the higher megapixels today take crystal clear photos. Plus it has a 90 day money back guarantee
5. (need) – That is a really great blender, but I really don’t need a new.
(this one blends carrots and hard veggies for smoothies)
5. This blender is better than the one you have. Can it blend carrots, hard veggies, and almonds like this one?

9. Four-Step Process for Handling Objections
It takes four basic steps to handle objections:
Listen
Acknowledge
Restate
Answer

10. Four-Step Process for Handling Objections
Listening: When listening, remember to:
Be attentive
Maintain eye contact
Let the customer talk
Marketing Essentials Chapter 14, Section 14.2

11. Four-Step Process for Handling Objections
Acknowledging objections
demonstrates that you understand and care about the customer’s concerns. Some common statements used are:
“I can see your point.”
“Other customers have asked the same question.”
Disagreeing with your customer can put them on the defensive and you risk losing the sale.
Marketing Essentials Chapter 14, Section 14.2

12. Four-Step Process for Handling Objections
3. Restate:
you can restate or paraphrase the objections
paraphrase X is to restate something in a different way.
“I can understand your concerns. You feel.... Am I correct?”
“In other words, you feel that....”
Marketing Essentials Chapter 14, Section 14.2

13. Four-Step Process for Handling Objections
4. Answer each objection tactfully.
Never answer with an air of superiority or suggest that the person’s concern is unimportant.
Marketing Essentials Chapter 14, Section 14.2

14. Specialized Methods of Handling Objections
There are seven specialized methods for handling objections:
Substitution
Boomerang
Question
Superior-point
Denial
Demonstration
Third-party
Marketing Essentials Chapter 14, Section 14.2

15. Specialized Methods of Handling Objections
The substitution method X involves recommending a different product that would satisfy the customer’s needs.
The boomerang method X brings the objection back or converts the objection to a selling point. When using this method, be careful not to sound as if you are trying to outwit the customer. Use a friendly, helpful tone to explain how the objection is really a selling point.
Ex: These Gloves are too thin to be warm.
Response: I know they are thin, but they are lite weight because of the insulation material called Thinsulate. The manufacturer guarantees it will keep you warm or you get your money back.
Marketing Essentials Chapter 14, Section 14.2

16. Specialized Methods of Handling Objections
The question method is a technique in which you question the customer to learn more about objections.
Ex: I don’t see the point of having two sinks in the bathroom.
Response: Do you have more people in your home that share one bathroom? Having two will eliminate the wait time.
Never ask questions in an abrupt manner; this may seem rude and create a defensive atmosphere.
Marketing Essentials Chapter 14, Section 14.2

17. Specialized Methods of Handling Objections
The superior-point method X is a technique that permits the salesperson to acknowledge objections as valid, yet still offset them with other features and benefits.
Ex: Your prices are higher than the competition for a similar product.
Response: That’s true, however, we use better quality wool in our garments and we guarantee our products.
The customer must evaluate the different features and might see additional reasons for buying.
Marketing Essentials Chapter 14, Section 14.2

18. Specialized Methods of Handling Objections
The denial method is when the customer’s objection is based on misinformation. You must back up the denial with proof and accurate facts.
Ex: I think this shirt will shrink?
Response: I understand that would seem right, however that is incorrect as it is made of 50% cotton and 50% polyester to prevent shrinkage.
Marketing Essentials Chapter 14, Section 14.2

19. Specialized Methods of Handling Objections
The demonstration method involves showing the features of the product. This method can be quite convincing. Conduct only demonstrations you have tested, and make sure they work before using them on a customer in a sales situation.
Ex: I can’t believe this fitness equipment folds up and fits under a bed.
Response: I am glad you asked that, lets test it. I’ll show you how easy it is then let you try it.
Marketing Essentials Chapter 14, Section 14.2

20. Specialized Methods of Handling Objections
The third-party method X selling method that involves using a previous customer or another neutral person who can give a testimonial about the product.
Ex: I can’t see how this machine can save me money this year.
Response: Frank Smith, one of my customers with this product, says his costs have gone down by $ Here’s a testimonial I received from him.
Marketing Essentials Chapter 14, Section 14.2

21. Five Buying Decisions Objections are made with:
Four Step Process
Five Buying Decisions Objections are made with:
Marketing Essentials Chapter 14, Section 14.2