1. Opening Question #1 – 3/?/13
In your own shopping experiences, list some common reasons that customers OBJECT to buying a product.

2. Continuing the Sales Process (Ch 14.2 – 15)
Marketing I

3. 4. Overcoming Objections 5. Closing The Sale 6. Suggestion Selling 7
4. Overcoming Objections 5. Closing The Sale 6. Suggestion Selling 7. Relationship Building
We’ll start with step 4 ~ Overcoming Objections…

4. Understanding Objections
Overcoming
Objections
Objections – are concerns, hesitations, doubts, or other honest reasons a customer has for not making a purchase
Could be questions or statements:
“Do you carry other brands?”
“These shoe do not fit right.”
Are they positive or negative?
Positive – Gives salesperson an opportunity to present more information
Closing the
Sale
Suggestion
Selling
Relationship
Building

5. Excuses vs. Objections? Examples:
Overcoming
Objections
Excuses – are insincere reasons for not buying or not seeing a salesperson
Examples:
“I’m too busy to see you today.”
“We don’t need anymore…”
“I’m just shopping around.”
Closing the
Sale
Suggestion
Selling
Relationship
Building

6. Objections vs. Excuses? Hard to distinguish between them.
Overcoming
Objections
Hard to distinguish between them.
If you can’t tell…
…In retail:
Be polite and courteous
Encourage them to look around and ask any questions
…In B2B:
Leave a business card
Ask to be seen at a more convenient time
Closing the
Sale
Suggestion
Selling
Relationship
Building

7. Welcome and Plan for Objections
Overcoming
Objections
Objections can occur at any time and should be answered promptly.
Objections:
Help you redefine customer’s needs
Show when the customer wants more information
Welcome objections!
Research shows a positive relationship between customer objections and a successful sales outcome
Closing the
Sale
Suggestion
Selling
Relationship
Building

8. Objection Analysis Sheet
Overcoming
Objections
Plan for objections…
Objection Analysis Sheet – Details common objections and possible responses
Prepares salespeople for the most common objections that might occur
You can also incorporate anticipated objections into your product presentation
But avoid introducing doubt
Closing the
Sale
Suggestion
Selling
Relationship
Building

9. Common Objection Categories
Overcoming
Objections
“I really like this sweater but it doesn’t match anything I own.”
Need – No immediate need or conflict between wanting something but not truly needing it
“The color of this car is hideous!”
Product – Concern about such things as: construction, quality, size, appearance or style
“The last time I bought something here, you wouldn’t let me return it.”
Source – Occurs due to a negative past experience with the firm or brand
Closing the
Sale
Suggestion
Selling
Relationship
Building

10. Common Objection Categories (cont.)
Overcoming
Objections
“That’s more than I want to spend.”
Price – Common with high-quality, expensive merchandise
“Why should I buy a snow blower now when they’ll go on sale at the end of the season?”
Time – Reveals a hesitation to buy now. These objections are sometimes excuses.
Closing the
Sale
Suggestion
Selling
Relationship
Building

11. 4-Step Process for Handling Objections
Overcoming
Objections
Listen
Acknowledge
Restate
Answer
See the following 7 methods for handling objections
Closing the
Sale
Suggestion
Selling
Relationship
Building

12. 4-Step Process for Handling Objections
Overcoming
Objections
Listen to the Objection
Be attentive, maintain eye contact, let the customer talk
Acknowledge the Objection
Show you understand and care
Example: “I can see your point.”
Don’t disagree by saying “you’re wrong.”
Closing the
Sale
Suggestion
Selling
Relationship
Building

13. 4-Step Process for Handling Objections
Overcoming
Objections
Restate the Objection
“I can understand your concerns. You feel that… Am I correct?”
Paraphrase; don’t change the meaning
Answer the Objection
Find a point of agreement
Never try to sound superior
Closing the
Sale
Suggestion
Selling
Relationship
Building

14. Seven Specialized Methods of Handling Objections
Overcoming
Objections
Substitution
Boomerang
Question
Superior Point
Denial
Demonstration
Third-party
Closing the
Sale
Suggestion
Selling
Relationship
Building

15. Seven Specialized Methods of Handling Objections
Overcoming
Objections
Substitution – recommending a different product that would satisfy the customer’s needs
Customer: “I don’t like the way this dress looks on me.”
Salesperson: “Here, why don’t you try this dress. It has a completely different look. I think it will fit your style better than the one you just had on.”
Boomerang - Sends the objection back to the customer as a selling point (using the same feature)
Customer: “Jacket is too light to keep me warm.”
Salesperson: “It’s light because it uses thinsulate…”
Closing the
Sale
Suggestion
Selling
Relationship
Building

16. Seven Specialized Methods of Handling Objections
Overcoming
Objections
Question – Can reveal hidden objections or show objection is not valid
Customer: “I don’t see the point of 2 sinks in a master bathroom.”
Salesperson: “Do you and your husband ever need to get ready to go out at the same time?”
Customer: “Yes.”
Salesperson: “Does one you have to wait at those times?”
Customer: “Yes, I see your point.”
Closing the
Sale
Suggestion
Selling
Relationship
Building

17. Seven Specialized Methods of Handling Objections
Overcoming
Objections
Superior Point – acknowledge the objection, but offset it with other features/benefits
Customer: “Your prices are higher than your competitors.”
Salesperson: “That’s true. Our prices are slightly higher, but our garments are made from high quality…”
Denial – When the objection is based on misinformation or appears as a question
Customer: “This garment will shrink. Won’t it?”
Salesperson: “No, it won’t shrink because it’s a cotton and polyester blend…”
Closing the
Sale
Suggestion
Selling
Relationship
Building

18. Seven Specialized Methods of Handling Objections
Overcoming
Objections
Demonstration – Based on the saying: Seeing is believing
Customer: “I can’t believe food won’t stick to this pan if you don’t use butter or oil.”
Salesperson: “I’m glad you brought that up. Let me demonstrate how…”
Third Party – Use prior customer or neutral person to validate point
Customer: “I can’t believe this will save me $1,000 per year.”
Salesperson: “Frank Smith, one of my customers, thought the same thing. He bought it and saved $1,200. Here’s a letter from him…”
Closing the
Sale
Suggestion
Selling
Relationship
Building

19. Opening/Closing Question
OQ #4 – February 9, 2011
Compare and contrast the boomerang method with the superior-point method.
Both methods take a negative comment and return with a positive one. In the boomerang method, the salesperson turns a negative comment into a positive one. In the superior-point method, the salesperson responds with a completely different positive comment.

20. Opening Question #4 February 14, 2011
Create an objection analysis sheet for one of the products you discussed in the Pre-Approach section of your Sales Training Manual. It must use ONE from each common objection category – and ONE specialized method!

21. Closing the sale Things to think about… When to close What do look for
Overcoming
Objections
Things to think about…
When to close
Timing
What do look for
Buying Signals
Trial Close
Why Beneficial
Closing the
Sale
Suggestion
Selling
Relationship
Building

22. Closing Concepts By definition: Timing the Close? So how do you know?
Overcoming
Objections
By definition:
A positive agreement from customer to buy
Timing the Close?
When customer is ready
Should you always finish presentation before a close?
No, be flexible
So how do you know?
Look for buying signals…
Closing the
Sale
Suggestion
Selling
Relationship
Building

23. Buying Signals Definition
Overcoming
Objections
Definition
Things customer says/does to indicate readiness to buy
Facial expressions
Body language actions
Comments
…What do you do when
you see buying signals?
Closing the
Sale
Suggestion
Selling
Relationship
Building

24. The Trial Close Definition Initial effort to close the sale
Overcoming
Objections
Definition
Initial effort to close the sale
Why beneficial?
If unsuccessful  Learn something (objections)
If successful  Close the sale
Closing the
Sale
Suggestion
Selling
Relationship
Building

25. 4 Rules for Closing the Sale
Overcoming
Objections
Recognize closing opportunities – after?
Presentation/Removing objections
Help customers make decision
Summarize features and benefits
Create ownership mentality
“You will enjoy using this camera on your vacation.”
Closing the
Sale
Suggestion
Selling
Relationship
Building
Don’t talk too much

26. Specialized Methods for Closing the Sale
Overcoming
Objections
Four specialized methods:
Which Close
Standing-Room-Only Close
Direct Close
Service Close
Closing the
Sale
Suggestion
Selling
Relationship
Building

27. “Which Close” Method for Closing the Sale
Overcoming
Objections
Which Close – Encourages customer to decide between 2 items
Follow these (3) steps:
Remove unwanted items to limit selection to 2 items
Review benefits of each item
Ask “Which one do you prefer?”
Closing the
Sale
Suggestion
Selling
Relationship
Building

28. “Standing-Room Only Close” Method for Closing the Sale
Overcoming
Objections
‘SRO’ Close – When product is in short supply or price going up soon
Use only when it honestly calls for it
Closing the
Sale
Car salesperson: “This is the last of this model in stock. The new model will cost more.”
Suggestion
Selling
Relationship
Building

29. “Direct Close” Method for Closing the Sale
Overcoming
Objections
Direct Close – Ask for sale
Use if buying signal is very strong
Examples:
“I assume that we’re ready to talk about the details of your order?”
“Would you like to pay with cash, check or credit card?”
Closing the
Sale
Suggestion
Selling
Relationship
Building

30. “Service Close” Method for Closing the Sale
Overcoming
Objections
Service Close – Explains services that overcome obstacles or problems
Examples
Retail – Accepting credit, layaway, return policy, free alterations, delivery, warranties & guarantees
B2B – Longer payment terms, samples
Closing the
Sale
Suggestion
Selling
Relationship
Building

31. Failure to Close the Sale
Overcoming
Objections
Don’t panic if initial effort is unsuccessful
Have more opportunities, if you treat customer with RESPECT!
Retail selling  Invite customer back to store
B2B selling  Ask if you may contact them in future (Buyer’s guilt)
Closing the
Sale
Suggestion
Selling
Relationship
Building

32. Failure to Close the Sale (Continued)
Overcoming
Objections
Get Feedback
Learn from experience
Set stage for future sale
Maintain a positive attitude
Don’t show disappointment
Leave door open
Is a salesperson born or made?
Learned traits – honesty, confidence, problem solving skills
Also – training, apprenticeship, experience
Closing the
Sale
Suggestion
Selling
Relationship
Building

33. Opening Question #4
List the 4 rules for closing the sale. Give a brief explanation for each.

34. 6. Suggestion Selling

35. Step 6: Suggestion Selling
Overcoming
Objections
Suggestion Selling – is selling additional goods or services to the customer.
Any other items that could:
Save time/money
Make the original purchase more enjoyable.
EXAMPLE: A customer buys a camera, and the salesperson offers a memory card.
Closing the
Sale
Suggestion
Selling
Relationship
Building

36. Benefits of Suggestion Selling
Overcoming
Objections
Who does it benefit:
Salesperson, customer and company
Salespeople: customers will want to do business again, plus added commission (at times)
Customer: he/she is more pleased with the original purchase
Company: the time and cost involved in suggestion selling is less than the cost of making the original sale…
Closing the
Sale
Suggestion
Selling
Relationship
Building

37. Let’s Look at an Example
Overcoming
Objections
Purchase With
Suggestion Selling
Pants
$75
Shirt 35
Total
$110
Cost of Goods Sold
- 55
Gross Profit
$55
Other Expenses
- 15
Net Profit
$40
Purchase Without
- 37
$38
- 12
$26
Purchase Without
Suggestion Selling
Pants
$75
Total
Cost of Goods Sold
- 37
Gross Profit
$38
Other Expenses
- 12
Net Profit
$26
Closing the
Sale
WHY???
Less time and effort are needed with suggestion selling compared with the initial sale.
Certain business expenses (utilities & rent) remain the same, despite the extra sales activity.
Suggestion
Selling
Relationship
Building

38. Let’s Look at an Example
Overcoming
Objections
Closing the
Sale
WHY???
Less time and effort are needed with suggestion selling compared with the initial sale.
Certain business expenses (utilities & rent) remain the same, despite the extra sales activity.
Suggestion
Selling
Relationship
Building

39. Opening Question #5 February 16, 2011
Create an objection analysis sheet for one of the products you discussed in the Pre-Approach section of your Sales Training Manual. It must use ONE from each common objection category – and ONE specialized method!
JUST WRITE: Objection Analysis Sheet

40. 5 Rules for Suggestion Selling
Overcoming
Objections
Do suggestion selling after the customer has made a commitment to buy, but before payment is made or the order written.
Make your recommendation from the customer’s point of view and give at least one reason for suggestion.
Closing the
Sale
Suggestion
Selling
Relationship
Building

41. 5 Rules for Suggestion Selling
Overcoming
Objections
3. Make the suggestion definite.
Don’t say “Will that be all?”
Say “This oil is specifically designed…”
4. Show the item you are suggesting.
5. Make the suggestion positive
“This scarf will complement your coat.”
Closing the
Sale
Suggestion
Selling
Relationship
Building

42. Suggestion Selling Example
Overcoming
Objections
CROSS-SELLING
Closing the
Sale
SPECIAL SALES
OPPORTUNITIES
UP-SELLING
Suggestion
Selling
Relationship
Building

43. 3 Suggestion Selling Methods
Overcoming
Objections
Offering Related Merchandise – (Cross-selling) is probably the easiest and most effective suggestion selling method.
EXAMPLE: Offering a tie to match the shirt.
Recommending Larger Quantities – (Up-selling) suggesting a larger quantity (retail) usually works with inexpensive items or when money, time, and/or convenience will be saved.
EXAMPLE: Buy 1 hat for $20, or 2 hats for $30
In B2B selling, the salesperson may suggest a larger quantity so the customer can take advantage of lower prices or special considerations. (EXAMPLE: Free shipping)
Closing the
Sale
Suggestion
Selling
Relationship
Building

44. 3 Suggestion Selling Methods
Overcoming
Objections
3. Call Attention to Special Sales Opportunities – salespeople are obligated to communicate special sales opportunities.
They often involve new merchandise, special sales, and holiday items.
EXAMPLES:
“We are having a One-Day Sale on all items in the store!”
“Since Valentine’s Day is approaching, you may want to look at our special display of gift ideas.”
In B2B selling, the salesperson often show new items to their customers after they have completed the sale of merchandise requested.
Closing the
Sale
Suggestion
Selling
Relationship
Building

45. Opening Question #5
What are the 3 methods of suggestion selling? Give an example of each.
TEST on ___________
Ch 14.2 – 15 

46. 7. RELATIONSHIP BUILDING

48. Step 7: Relationship Building
Overcoming
Objections
Relationship Marketing – Strategies businesses use to stay close to their customers
Want repeat business by establishing a relationship
Completing the sale is the first step establishing a relationship
After-sale activities are key…
Closing the
Sale
Suggestion
Selling
Relationship
Building

49. After-Sales Activities
Overcoming
Objections
Processing the Order
Bagging/wrapping the order
In B2B, Completing the paperwork
Departure
Reassure the person of the wise buying decisions that have been made
Take time to educate customer (give them any reminders)
Always thank the customers, and invite them back!
Closing the
Sale
Suggestion
Selling
Relationship
Building

50. After-Sales Activities
Overcoming
Objections
Order Fulfillment
Customer pays for the merchandise
In E-Commerce, fulfillment is more complicated (which card, packing it, shipping it)
Follow-up
Follow through on all promises (e.g. certain shipping date)
Checking customer satisfaction with the purchase (e.g. phone call, thank you note)
Closing the
Sale
Suggestion
Selling
Relationship
Building

51. After-Sales Activities
Overcoming
Objections
Customer Service
How you handle problems, complaints, and maintenance
Keeping a Customer File
Take notes on conversation, what they bought, their preferences, etc.
In B2B, note personal information
Evaluate your Sales Effort
Companies have formal process
Evaluate yourself! - Consider everything you did during the sales process
Closing the
Sale
Suggestion
Selling
Relationship
Building

52. Customer Relationship Management (CRM)
Overcoming
Objections
Involves finding customers and keeping them satisfied
Lead generation, sales support, customer service and other after-sales support
Involves:
Technology
Maintaining contact (consultative selling)
Maintain relationship (personalized s)
Develop customer loyalty/reward program
Closing the
Sale
Suggestion
Selling
Relationship
Building