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doc83LearningObjectives
1.Abletoidentifydifferentkindsofobjections.
2.Learnhowtousehandlingobjectionsprocessindailyselling
WhatisObjection?
Itmaybetreatedasaconcern,reason,orargumenttowardsaplanoridea.
ObjectionispartoftheSellingProcess;itonlyreflectscustomer’sconcernorcurrentlimitation,whichneededtoberesolvedbeforemakingadecision.Objectioncanalsoexpressaspersonalneed–gotobelistenedto;tobegivenface.
Therearetwomainwaystodealwithobjections.Oneistoreducetheopportunitiesofoccur;theotheristohandleiteffectively.
ReducingObjectionOpportunities
1.Havegoodknowledgeofcustomerinformation(businessneedsandpersonalstyle)toanticipatepotentialobjections.
2.Inyourcallplanning,readandpracticerelatedinformation:
a.PromotionDescription;NewProductTradeLeafletandQ&A(thiswillhelpyoutoanswermostofthequestions)
b.PromotionDetails:raiseanddiscusspotentialquestionsinweeklymeeting
c.Forspecificpotentialobjections,getmanagerorsupervisorinputsandpracticehowtodealwiththeseobjectionsbeforeaction.
“Real”and“False”Objections
Retailercanraise“realobjections”andalso“falseobjections.”Thekeytousistolearnhowtoidentifyandhandletherealobjections,notspendingalotoftimeattemptingtoanswerfalseones.
Fromapracticalstandpoint,weshouldassume,atfirst,thateveryobjectionisanactualorrealconcernintheretailer’sposition.However,someconcernsaremoreimportantthanothers.
Realobjection=Expressedconcernisanactual/realconcernfromtheretailer’sposition.
Example:
Retailer:Theproblemwithyourplan,Mr.Chen,ismargin.It’snotenough.”
Salesman:“You’reconcernedaboutmargin.Doesanythingelsetroubleyou?”
Retailer:“No.Theplansoundsgood---exceptformargin.”
Istheobjectionreal?Ismargintheretailer’srealconcern?Toclosethesale,isitthemarginobjection
thatmustbehandledtotheretailer’ssatisfaction?
FalseObjections
Sincemanysalespeopleacceptthesefalseobjectionsandstoptheireffortstomakethesale,someretailersgetinthehabitofsayingthefirstthingthatcomesintotheirmind.Weshould,therefore,tohelptheretailerthinkthroughandfurtherexaminehis/herresponsesandobjectionssothatourideagetsafairevaluation.Ifourideaisgoodforhis/herbusiness,he/shewillacceptit.
FalseObjection=Expressedconcernisnotactual/realconcern.
Example:
Statementlike:“Thepackagedesignistoodull”.“Kidsdonotdrinkthatanymore”.“No-onewillpaythatpremiumprice”.
Toidentifythe“real”objectionand“false”objections,weneedtoexaminetheconcernsraisedbytheretailer.
ProcessofHandlingObjections
FourBasicSteps:
1.Identify(therealobjection)
2.Understand
3.Verify
4.Handle
PurposeofSteps1and2istohelpyoufindouttheRealObjectionthatmustbehandledtoclosethesale.
PurposeofStep3istoassureyourfinding-theretailer’sactual/realconcernandisolateitastheonlyremainingobjection,preferablyinsthatyoucanaddress(e.g.profit,notmargin).
PurposeofStep4istohelpclosethesalebyhandlingtherealobjectiontomeetretailerexpectation.
Identify(TheRealObjection)
STEP1:Clarifytheobjectionbyrestatingit;thenaskforanyotherconcerns.
Example:
Retailer:“Theproblemwithyourplan,Mr.Chen,ismargin.It’snotenough.”
Salesman:“You’reconcernedaboutmargin.Doesanythingelsetroubleyou?”
Retailer:“No.Theplansoundsgood---exceptformargin.”
Salesman:“So,you’reconcernedaboutmargin.Nootherthingstroubleyou?
Retailer:“No…nothingofimportance.”
So,theretailerhassaidthatmarginistherealconcern,andthatnothingelse.Step1completed.
But,isitsafetoassumemarginistherealconcern?Yes,itissafeforthemoment.Atthispoint,itisallyouhavetoworkwith.Amorethoroughexaminationwillleadtobetterunderstanding.And,thatunderstandinggenerallyrevealswhetherornotitistherealconcern.
Insomecases,buyersexpressmorethanoneobjection.So,let’slookintohowthosesituationsarehandled.
HereisanotheranswerforExample:
Retailer:“Oh!ShelvingSpaceisalsoaproblem”
Salesman:“OK…youhaveaconcernaboutshelvingspace.Isthereanythingelse?”
Retailer:“Well,anotherisweather.Itwouldbetoocoldforyourproduct.”
Salesman:“Isee…so,youalsoconcernabouttheweatherwillhavenegativeimpactonsalesperformance.Doesanythingelsetroubleyou?”
Retailer:“No.”
Salesman:“Mr.Guo,you’vementionedthreeconcerns…margin,shelvingspaceandweatherimpactonsalesperformance.Whichone’sthemostimportant?”
Retailer:“Well.I’dhavetosayweatherimpact.”
Soforthissituation,Step1hasbeencarriedout.And,weknowforthemomentthat“weatherimpactonsalesperformance”isapparentlythemainconcern.Whilethisobjectionisstilltoovaguetoattempttoanswer,thepurposeofStep1hasbeenaccomplished.
UnderstandTheObjection
STEP2:Toclearlyunderstandtheobjectionandtofindoutexactlywhatitisthatmustbehandledtoclosethesale.
Examples:
Retailer:“Well,I’dhavetosayweather.”
Salesman:“Tellmemoreaboutthat.”
Thiswillgivetheretailerlotsof“room”totellyoumoreabouttheimpactduetoweather.Theretailerwillthenofferspecificinformation,toavoidpossiblemisunderstanding,ortogiveinformationthatinsomeotherwaycontributestoclarity.
Retailer:“Well,I’dhavetosayshelvingspace.Idonothaveenoughroomtodisplayalltheproducts.”
Salesman:“So,theshelvingspaceisyourmainconcern?”
Thisreflectsyourunderstanding.Itisanopportunityfortheretailertocorrectwrongimpressionsyoumighthave.
Whenyouclarifytheobjection,trytoturnthatintosomethingyoucouldhandleinfuture,forexample:Price/Marginobjection-weshouldtrytoturnitintoprofit,asyoucanbetteranswerthatbyusingtheProfitStoryconcept.Forexample:Salesman:“Youhavesaidtheproblemisprice/margin.Whatyouarereallyconcernedaboutisprofit,howmuchyoucanmakebysellingX,isthatcorrect?”
Itisimportantthatunderstandingofanobjectiondon’tindicateimmediatedisagreementbyyou.Rememberyourpurposeistogainmoreinformation,nottoimmediatelyminimizeorreducetheobjection.Iftheretailerperceivesyourresponseascontradictinghisstatement,hisnaturalreactionistobedefensive,thusstrengtheningtheobjection.
Therefore,beforetherealconcernishandled,theprocesscallsforfirstbeingsurethatithasbeenaccuratelyidentified.And,thattheretailerandyouhaveamutualunderstandingofit.
Note:
Concessions–Donotbeginofferingconcessionuntilyouhavenegotiatedallissues,whichyoucanreachagreement.
VerifyTheObjection
Step3:Toensurebothofyouunderstandtheobjectionandhavefocusontherealissue.
Aneffectivewaytoverifyyourunderstandingoftheobjectionistosummarizetheobjectionfromtheretailer’spointofview.And,concludethesummarywith…”isthatright?”Goodwaystostartyoursummarystatementinclude:
-“Sowhatyouaretryingtodecideiswhy…”Isthatright?
-“Thenwhatyoureallywanttoknowis…correct?
-“Youseemtobeasking…”isit?
Thisgetstheretailer’sagreementthatyouhaveaccuratelystatedhisconcernandallowsyoutheopportunitytoaddressit.Youareinasensehelpingtheretailertoreopenhismindabouthisconcern.Youarealsoencouraginghimtolistenfurther.Ifthebuyerdisagreeswithyoursummaryoftheobjection,youobviouslyneedtolearnmoreabouthisconcernbeforeproceeding.
HandleTheObjection
STEP4:Toresolvetheissue,meetingretailer’sexpectation.
Handlingobjectionssatisfactorilygenerallyrequiresthreethings.Theyare:
-Beingknowledgeableaboutthebusiness:shouldbeknowledgeableinourbusiness,i.e.Brandinformation,Customerinformation,Tradeinformation.
-Beingskillfulinconvertingobjectionsintobenefits:Convertconcernintosellingpoint,highlighttheprofitstoryandbenefitstocustomersoastoovercometheconcern.
-Beingconcise:Presentingthecasewithjustenoughinformationandfocusonaccountbenefits.
Whatarethemosteffectivewaystoresolveobjection:
-Findparallelwithretailer’sownexperience–similarproduct/package/promotionhasbeensuccessful.
-Goodexperienceofotherstores–referotherstores,othertowns,othercities.Whodoesherespectasaleader?GToutletsmaylookatIndependentsupermarket;IndependentsupermarketmaylookatKeyaccount.
-Proposetestofsmallinitialquantitytocheckconsumeracceptance,e.g.Salesman:“MyprofitstorypresentedwasbasedonQooPeachselling50ofOrange,let’splaysafeandassumeitisonly20tostart–thatmeansafirstorderof3cases.Isthatabetteroption?”
-Identifyurgentreactiontoaprogramdespitesomeconcerns–priceincrease,othercompetitionstoreopening.
CONCLUSION
FourbasicstepsofhandlingobjectionprovideasimplebutpracticalwaytodealwithObjection.Atthesametime,weshouldnotafraidtofacetheobjection.Infact,weshouldequipourselvestobecapableforeffectivelyandsuccessfullyhandlingthem.
Themoreyoupracticeusingthisprocess,thebetteryouwillbecomeatmakingsaleswhenobjectionsareraised.
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