Overcoming Objections

1. Overcoming Objections

2. Overcoming Objections • Welcome objections – no objection, no sale. • If they weren’t interested, they wouldn’t bother to object. • Figurative and literal objections • Figurative are not real – they are negotiating tactics and can be ignored. • Literal objections are real and must be addressed.

3. Overcoming 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?”

4. Empathize, 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.”

5. Tactics • 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

6. Dealing 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.

7. Refer to investments, not costs. • Information is an investment in future profits. • Use “you get what you pay for.”

8. Conditions • Conditions • Can’t be overcome; they are legitimate reasons for not buying. • Keep the relationship – they’ll be back.

9. Summary • Welcome objections. • Probe to understand. • Use trial closes. • Use case studies. • “You get what you pay for.” • They’ll be back.

10. Homework • Read Chapter 11, Media Selling, 4th edition: • http://www.charleswarner.us/indexppr.html • Review this presentation: • http://www.charleswarner.us/indexpresentions.html