objections

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objections

Product Chapter Presentation 14Presenting the Product• Section 14.1 Product Presentation• Section 14.2 Objections


Product PresentationKey Termslayman’stermsObjectives Describe the goal of product presentation List four techniques that create a lively andeffective product presentationMarketing Essentials Chapter 14, Section 14.1


Organizing the Product PresentationWhen you sell, you analyzeyour customer’s needs andbuying motives. Then youuse that information to beginframing your productpresentation.Marketing Essentials Chapter 14, Section 14.1


Show and TellYour first decision in the productpresentation step of the sale iswhat product or products to showyour customer. Then you must thinkabout what to say and how you aregoing to say it. In this step, you havethe opportunity to use consultativeselling.Marketing Essentials Chapter 14, Section 14.1


Show and TellAfter you have learned the customer’s intendeduse of a product, you should be able to select afew samples that match those needs. Whenyou do not know the customer’s pricerange, begin by showing a medium-pricedobject.It is not a good idea to introduce priceearly on in the presentation unless it is amajor selling point because you need time toshow your customers how valuable yourproduct is to them.Marketing Essentials Chapter 14, Section 14.1


layman’stermsWords theaveragecustomer canunderstand.Show and TellTo avoid overwhelming your customer,show no more than threeproducts at a time. Tell yourcustomer the product features thatmatch his or her buying motives andneeds. Be sure to avoid unclearwords such as nice, pretty, andfine.Avoid slang and double meanings.When selling products to retailcustomers, you should use layman’sterms. Layman’s terms X are wordsthe average customer can understand.Marketing Essentials Chapter 14, Section 14.1


Make the Presentation Come AlivePlanning is necessary for an effectiveproduct presentation. There are fourfactors in creating an engaging productpresentation: Displaying and handling theproduct Demonstrating the product Using sales aids Involving the customerMarketing Essentials Chapter 14, Section 14.1


Make the Presentation Come AliveCreatively displaying the productis the first step in an eyecatchingpresentation. Handlethe product with respect anduse hand gestures to show thesignificance of certain features.Marketing Essentials Chapter 14, Section 14.1


Make the Presentation Come AliveDemonstrating the product inuse helps to build customerconfidence.When it is impractical todemonstrate the actualproduct or when you want toemphasize certain sellingpoints, you can use sales aidsin your presentation.Marketing Essentials Chapter 14, Section 14.1


Make the Presentation Come AliveSales aids include:• Samples• Reprints of articles• Audiovisual aids• Models• Photographs• Charts• Customer testimonialsMarketing • Warranty Essentials Chapter 14, Section information14.1


Make the Presentation Come AliveIt is best to get the customerphysically involved with theproduct as soon as possible in thesales presentation. When youinvolve a customer in the sale, youhelp the person make intelligentbuying decisions.If you are losing a customer’sattention, ask a simple question.The key is keeping the customerinvolved.Marketing Essentials Chapter 14, Section 14.1


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ObjectionsKey Termsobjectionsexcusesobjectionanalysissheetparaphrasesubstitutionmethodboomerangmethodsuperiorpointmethodthird-partymethodObjectives Distinguish objections from excuses Explain the five buying decisions on whichcommon objections are based Demonstrate the general four-step method forhandling customer objections List seven specific methods of handlingobjections and note when each should be usedMarketing Essentials Chapter 14, Section 14.2


Understanding ObjectionsobjectionsConcerns,hesitations,doubts, or otherhonest reasons acustomer has fornot making apurchase.Objections X are concerns,hesitations, doubts, or other honestreasons a customer has for notmaking a purchase. Objectionsshould be viewed as positivebecause they give you anopportunity to present moreinformation to the customer.Objections can be presented as eitherquestions/inquiries or statements.Marketing Essentials Chapter 14, Section 14.2


Understanding ObjectionsexcusesReasons for notbuying or notseeing thesalesperson.Excuses X are reasons for not buying or notseeing the salesperson. Customers oftenuse excuses when they are not in themood to buy or when concealing theirobjections. It is difficult to distinguishbetween objections and excuses. Whenyou are faced with this in a retail sellingsituation, be polite and courteouslyencourage the customer to look around andask you any questions they may have.In a business-to-business situation, leave abusiness card and ask if it is possible to seethe potential customer at a more convenienttime.Marketing Essentials Chapter 14, Section 14.2


Plan for Objectionsobjectionanalysis sheetA document thatlists commonobjections andpossibleresponses tothem.You can prepare yourself for mostobjections that might occur in asales situation by completing anobjection analysis sheet X, adocument that lists commonobjections and possible responses tothem.You can address potential objectionsby emphasizing special features of theproduct that counter those doubts.Marketing Essentials Chapter 14, Section 14.2


Common ObjectionsMost objections are based on five keybuying decisions. These decisions relateto:• Need: The customer wants the itembut doesn’t need it.• Product: Concerns about quality, size,color, style, etc.• Source: Negative past experienceswith a firm or brand.• Price: The product is too expensive.• Time: A hesitation to buy immediately.Marketing Essentials Chapter 14, Section 14.2


Common ObjectionsThis ad anticipates and dispelscustomers’ common objections tothe type of product being advertised,a specialized bed.Marketing Essentials Chapter 14, Section 14.2


Four-Step Process for HandlingObjectionsIt takes four basic steps tohandle objections:•Listen•Acknowledge•Restate•AnswerMarketing Essentials Chapter 14, Section 14.2


paraphraseTo restatesomething in adifferent way.Four-Step Process for HandlingObjectionsParaphrase the objections. Toparaphrase X is to restate somethingin a different way.Answer each objection tactfully.Never answer with an air ofsuperiority or suggest that theperson’s concern is unimportant.Think of yourself as a consultant,using the objections to furtherredefine the customer’s needs.Marketing Essentials Chapter 14, Section 14.2


Specialized Methods of HandlingObjectionsThere are seven specialized methods forhandling objections:• Substitution• Boomerang• Question• Superior-point• Denial• Demonstration• Third-partyMarketing Essentials Chapter 14, Section 14.2


substitutionmethodA selling methodthat involvesrecommending adifferent productthat would stillsatisfy thecustomer’s needs.Specialized Methods of HandlingObjectionsThe substitution method X involvesrecommending a different product that wouldsatisfy the customer’s needs.Marketing Essentials Chapter 14, Section 14.2


oomerangmethodA selling methodthat converts acustomer’sobjection into aselling point.Specialized Methods of HandlingObjectionsThe boomerang method X brings the objectionback to the customer as a selling point. Whenusing this method, be careful not to sound as ifyou are trying to outwit the customer. Use afriendly, helpful tone to explain how the objectionis really a selling point.Marketing Essentials Chapter 14, Section 14.2


Specialized Methods of HandlingObjectionsThe question method is atechnique in which you questionthe customer to learn moreabout objections. Never askquestions in an abrupt manner;this may seem rude and createa defensive atmosphere.Marketing Essentials Chapter 14, Section 14.2


superior-pointmethodA sellingtechnique thatpermits thesalesperson toacknowledgeobjections asvalid, yet stilloffset them withother featuresand benefits.Specialized Methods of HandlingObjectionsThe superior-point method X is a technique thatpermits the salesperson to acknowledge objectionsas valid, yet still offset them with other featuresand benefits. The customer must evaluate thedifferent features and might see additional reasonsfor buying.Marketing Essentials Chapter 14, Section 14.2


Specialized Methods of HandlingObjectionsThe denial method is whenthe customer’s objection isbased on misinformation.You must back up the denialwith proof and accuratefacts.Marketing Essentials Chapter 14, Section 14.2


Specialized Methods of HandlingObjectionsThe demonstration methodinvolves showing the features ofthe product. This method can bequite convincing. Conduct onlydemonstrations you have tested,and make sure they work beforeusing them on a customer in asales situation.Marketing Essentials Chapter 14, Section 14.2


third-partymethodA selling methodthat involvesusing a previouscustomer orother neutralperson who cangive atestimonial aboutthe product.Specialized Methods of HandlingObjectionsThe third-party method X involves using aprevious customer or another neutral person whocan give a testimonial about the product.Over time, you will create effective combinationsof these methods of handling objections that workbest for you.Marketing Essentials Chapter 14, Section 14.2


SECTION 14.2 REVIEW


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