可口可乐培训资料-人力资源管理技巧1306b(hand.doc

HANDLING OBJECTIONSLearning Objectives1. Able to identify different kinds of objections.2. Learn how to use handling objections process in daily sellingWhat is Objection?It may be treated as a concern, reason, or argument towards a plan or idea.Objection is part of the Selling Process; it only reflects customers concern or current limitation, which needed to be resolved before making a decision. Objection can also express as personal need go to be listened to; to be given face.There are two main ways to deal with objections. One is to reduce the opportunities of occur; the other is to handle it effectively. Reducing Objection Opportunities1. Have good knowledge of customer information (business needs and personal style) to anticipate potential objections.2. In your call planning, read and practice related information:a. Promotion Description; New Product Trade Leaflet and Q&A (this will help you to answer most of the questions)b. Promotion Details: raise and discuss potential questions in weekly meetingc. For specific potential objections, get manager or supervisor inputs and practice how to deal with these objections before action. “Real” and “False” ObjectionsRetailer can raise “real objections” and also “false objections.” The key to us is to learn how to identify and handle the real objections, not spending a lot of time attempting to answer false ones. From a practical standpoint, we should assume, at first, that every objection is an actual or real concern in the retailers position. However, some concerns are more important than others.Real objection = Expressed concern is an actual/real concern from the retailers position.Example:Retailer: The problem with your plan, Mr. Chen, is margin. Its not enough.”Salesman: “Youre concerned about margin. Does anything else trouble you?”Retailer: “No. The plan sounds good - except for margin.”Is the objection real? Is margin the retailers real concern? To close the sale, is it the margin objection that must be handled to the retailers satisfaction?False ObjectionsSince many sales people accept these false objections and stop their efforts to make the sale, some retailers get in the habit of saying the first thing that comes into their mind. We should, therefore, to help the retailer think through and further examine his/her responses and objections so that our idea gets a fair evaluation. If our idea is good for his/her business, he/she will accept it.False Objection = Expressed concern is not actual/real concern.Example: Statement like: “The package design is too dull”. “Kids do not drink that anymore”. “No-one will pay that premium price”.To identify the “real” objection and “false” objections, we need to examine the concerns raised by the retailer.Process of Handling ObjectionsFour Basic Steps:1. Identify (the real objection)2. Understand3. Verify4. HandlePurpose of Steps 1 and 2 is to help you find out the Real Objection that must be handled to close the sale.Purpose of Step 3 is to assure your finding - the retailers actual/real concern and isolate it as the only remaining objection, preferably in words that you can address (e.g. profit, not margin).Purpose of Step 4 is to help close the sale by handling the real objection to meet retailer expectation.Identify (The Real Objection)STEP 1: Clarify the objection by restating it; then ask for any other concerns.Example:Retailer: “The problem with your plan, Mr. Chen, is margin. Its not enough.”Salesman: “Youre concerned about margin. Does anything else trouble you?”Retailer: “No. The plan sounds good - except for margin.”Salesman: “So, youre concerned about margin. No other things trouble you?Retailer: “No nothing of importance.”So, the retailer has said that margin is the real concern, and that nothing else. Step 1 completed.But, is it safe to assume margin is the real concern? Yes, it is safe for the moment. At this point, it is all you have to work with. A more thorough examination will lead to better understanding. And, that understanding generally reveals whether or not it is the real concern.In some cases, buyers express more than one objection. So, lets look into how those situations are handled.Here is another answer for Example:Retailer: “Oh! Shelving Space is also a problem”Salesman:“OK you have a concern about shelving space. Is there anything else?”Retailer: “Well, another is weather. It would be too cold for your product.”Salesman: “I see so, you also concern about the weather will have negative impact on sales performance. Does anything else trouble you?”Retailer: “No.”Salesman: “Mr. Guo, youve mentioned three concerns margin, shelving space and weather impact on sales performance. Which ones the most important?”Retailer: “Well. Id have to say weather impact.”So for this situation, Step 1 has been carried out. And, we know for the moment that “weather impact on sales performance” is apparently the main concern. While this objection is still too vague to attempt to answer, the purpose of Step 1 has been accomplished.Understand The ObjectionSTEP 2: To clearly understand the objection and to find out exactly what it is that must be handled to close the sale.Examples: Retailer: “Well, Id have to say weather.”Salesman: “Tell me more about that.”This will give the retailer lots of “room” to tell you more about the impact due to weather. The retailer will then offer specific information, to avoid possible misunderstanding, or to give information that in some other way contributes to clarity.Retailer: “Well, Id have to say shelving space. I do not have enough room to display all the products.”Salesman: “So, the shelving space is your main concern?” This reflects your understanding. It is an opportunity for the retailer to correct wrong impressions you might have.When you clarify the objection, try to turn that into something you could handle in future, for example: Price/Margin objection - we should try to turn it into profit, as you can better answer that by using the Profit Story concept. For example: Salesman: “You have said the problem is price/margin. What you are really concerned about is profit, how much you can make by selling X, is that correct?”It is important that understanding of an objection dont indicate immediate disagreement by you. Remember your purpose is to gain more information, not to immediately minimize or reduce the objection. If the retailer perceives your response as contradicting his statement, his natural reaction is to be defensive, thus strengthening the objection.Therefore, before the real concern is handled, the process calls for first being sure that it has been accurately identified. And, that the retailer and you have a mutual understanding of it.Note: Concessions Do not begin offering concession until you have negotiated all issues, which you can reach agreement.Verify The ObjectionStep 3: To ensure both of you understand the objection and have focus on the real issue. An effective way to verify your understanding of the objection is to summarize the objection from the retailers point of view. And, conclude the summary with” is that right?” Good ways to start your summary statement include:- “So what you are trying to decide is why” Is that right?- “Then what you really want to know is correct?- “You seem to be asking” is it?This gets the retailers agreement that you have accurately stated his concern and allows you the opportunity to address it. You are in a sense helping the retailer to reopen his mind about his concern. You are also encouraging him to listen further. If the buyer disagrees with your summary of the objection, you obviously need to learn more about his concern before proceeding.Handle The ObjectionSTEP 4: To resolve the issue, meeting retailers expectation.Handling objections satisfactorily generally requires three things. They are:- Being knowledgeable about the business: should be knowledgeable in our business, i.e. Brand information, Customer information, Trade information.- Being skillful in converting objections into benefits: Convert concern into selling point, highlight the profit story and benefits to customer so as to overcome the concern.- Being concise: Presenting the case with just enough information and focus on account benefits. What are the most effective ways to resolve objection:- Find parallel with retailers own experience similar product/package/promotion has been successful.- Good experience of other stores ref