Consider the main types and techniques of dealing with objections. Each of them is based on a certain psychological law or pattern of behavior. But they are all united by one goal: to get to the real evaluation criteria and help the client re-evaluate your proposal, convincing him of the best fit for his needs.

The basic rule for dealing with objections is to take any objection seriously, regardless of its wording or content. When you get an objection, take a break. Try to understand the true motives for such an answer, think over the possible options and begin to gradually state your point of view.

How to deal with objections the right way

1. Reformulation technique

It consists in using elements of expressions and questions of the interlocutor in the speech of the seller. As a result, the seller and the buyer begin to speak the same language, about the same things.

Often when used simple words during a conversation, the interlocutors invest in their words different meaning. That is why it is often difficult for people to agree. In order to overcome various obscurities and ambiguities, the technique of reformulation is used.

Customer. We have a sophisticated production technology. Retraining of sellers and change technological processes For us, it comes at a big cost.

Salesman. Yes, with your complex process and high costs of change, you need to be careful about changing technologies, which is why our specialists carefully study the activities of our clients before implementation in order to minimize the risks of implementation.

Also, this technique works great when reformulating questions in conjunction with another, very efficient technique counter questions.

Customer. What happens if your cars break down in a remote area? How to be with repair?

Salesman. So you want to know how we will carry out warranty repairs if our machines break down somewhere on the site?

In this dialogue, the seller somewhat sharpens the question in his direction, while almost completely using the expression of the client. For the client, this will be an additional indicator that he is understood and that the issue under discussion is exactly what he has in mind.


2. Assumption technique

You make a hypothetical assumption that the problem that interferes with the treaty has been resolved. Is the client ready to work then? If not, why not? And so it is with every objection raised. This technique allows you not to deal with false objections, but, ignoring them, move on to the next level of objections.

Customer. We don't have money to buy your machines.

Salesman. And if we resolve the issue of payment and you have money, will you buy our equipment?

Customer. Yes, I would love to, but where do I put the old machines?

From the above dialogue, it can be concluded that lack of money is not the main reason for the rejection of the transaction, and now you can move on to the next level of objections, which may not be the main one either.

3. The “anything else?” technique

This technique is even simpler and safer than the previous one, and helps to find out the true reason for the failure. It involves the salesperson's ability to pull out the customer's objections without even considering them, one after the other.

Salesman. We have credit schemes where we take your old equipment and take into account its value when paying for the transaction. If we have solved this problem, is there anything else that can interfere with our cooperation?

Customer. Yes, it will have to do the repair of the entire workshop? Too high costs.

Salesman. Is there anything else?

Customer. Well, of course, all the workers will have to be retrained!

Salesman. It's all? Or do you see any other difficulties?

The seller pulls out the customer's objections without even trying to process them. This will allow the seller to later, having identified the most important objection, start with it.

This approach gives the seller freedom of maneuver: he can already choose which of the objections is more convenient for him to start with. After most of the objections are brought to the surface, the initiative is in the hands of the seller.

4. Technique of naivete

The technique involves treating every objection as sincere. It is applied as follows: pretending that you believe the objection of the client, you begin to solve this problem with enthusiasm, offering the client ways to overcome it. In response, he gives you a new one, and so on until the real objection.

The technique is very time-consuming and dangerous from the point of view of reputation: if every objection is taken as sincere, one can seem unprofessional. But the time it takes the client to respond can be used to further persuasion.

Customer. We have absolutely no shelf space to put your products on.

Salesman. Yes, you have many suppliers, I hear about it often. We can calculate your shelf, help you draw up a layout planogram and expand the usable space.

Customer. You know, we have only one loader, he will not have time to unload the cars if we also work with you.

Salesman. Yes, I understand you, we can put a special worker in the car for you, who will help your loader.

With all the obvious far-fetchedness of the above problems, the seller solved them as relevant. Most likely, after a long trial with such "dummies", he will reach the real reasons, but this will take a certain amount of time.

5. Sincerity Technique

You "reveal" to the client, showing all your trump cards and all the upcoming difficulties. Thus, you provoke him to reciprocity, trying to get a true objection in order to start working with him. This technique is based on trust, demonstrating sincerity and concern for the interests and needs of the client.

Most sellers, trying to get an order at any cost, bring down a stream of arguments on the client, trying to get him to recognize the need for a purchase. But remember: when you are ardently convinced of something and at the same time insist that it is incredibly useful for you, how often do you immediately take out the money and give it to the speaker?

And how often, the more they convince you, the more you begin to doubt the expediency of the purchase? Therefore, with each sale, the client suspects the seller of self-interest and perceives all his arguments through the prism of distrust. The technique of sincerity makes it possible to partly remove the suspicion of self-interest from the seller.

Customer. I need to think, I'm not sure if this is the best offer.

Salesman. You know, you are right, you are frankly expressing your doubts, and I will also be frank with you. According to internal regulations, I am allowed to make only a 3% discount. But for certain types I can give all 5% of clients. I can't give you a bigger discount. But this is commercial information, now you know everything and can make a decision. I do not want to hide anything from you, so you can ask any questions.

“Opening up” in this way, the seller shows that he is frank, and this approach pushes the client to reciprocal reflex sincerity. When using this technique, the client can tell what is really the reason for his refusal. And this is exactly what the seller needs to remove the reasons for the customer's concern.

6. Technique of fixing on the positive aspects of cooperation

If you have been working with a client for some time, then you need to find the moments that gave him pleasure when working with you. For example, prizes, discounts, congratulations, etc. And in case of refusal, you try to move his emotional consciousness to a pleasant memory of cooperation with your company.

Salesman. Remember how good it was for you when you received a ticket from us as a gift?

Customer.Yes, of course I remember, more often you would do that!

Salesman. We are currently developing new system development of our best clients and would like to get advice from you that would be of interest to you.

Customer. Yes, it is interesting to work with you, often something new appears.

When applying this technique, the main thing is to make the client relive those feelings and want to experience them again, maybe in the future. Regular use of this technique allows you to reinforce the feeling in your partners: it’s good with you, it’s not interesting without you.

Reverse use is move emotional state the interlocutor into the zone of negative emotions when he worked with your competitor and had trouble. This approach (it's good with me, it's bad without me) is the main principle of building customer loyalty.


7. Pseudo-analysis technique

On a piece of paper, make the entire alignment of the disadvantages and advantages of your proposal in two columns. And then, removing the disadvantages that the client does not like so much, you also remove the advantages, since everything is worth something.Moreover, you must first remove the advantages that are significant for the client and insignificant disadvantages.

Continue in this manner until the client agrees or refuses. This technique shows the customer the value of each item in your offer and prompts them to choose between price and value.

Customer. It is very expensive, in the market a car of this class can be bought much cheaper.

Salesman. Of course, whichever low price no matter what we give, there will always be someone who is willing to sell cheaper. Let's see what we can do with the price. Here you can see the equipment without airbags, without power steering, without a spare wheel. Now we get the price you were talking about.

Customer.But why do I need such a car. And if you leave the hydraulic booster, how much will the car cost?

In this case, we remove significant factors, while adding non-essential benefits. As in the above example, a person will save not such a large amount regarding the car, but will lose in comfort for the entire period of using the car.

When applying this technique, it is important to be sincere, no need to be cunning: this will be immediately noticed by the client and interpreted not in your favor. It is clear that there is no need to play not in your favor either. Using this technique, it is important in preparing for negotiations, which a good seller does all the time, to break down his offer into smaller components, if possible, in order to then collect them in the possible number of options.

This is necessary so that you have an overview of the possible combinations that you can offer the client even before the negotiations. Having such an overview, you will be able to form the right combination of offers at the right time.

8. Technique of counter questions and fixation

This technique lies in the fact that you answer all the questions of the client with questions: “What discount can you give?” - “And how much will suit you?”, while all questions and answers that have at least some significance, immediately fix in two columns. As a result, you will get a summary of the conversation with all the objections of the client and his own answers to them. And all you have to do is sum it up.

This technique is also called the "hedgehog technique". Its purpose - not answering the question, ask the counter. This allows you not to enter into a dispute with the client, but to continue to identify the reasons that prevent the transaction. And also to connect the intellect of the client to work with his own objections. A counter question can completely neutralize your opponent's question and, moreover, provoke him to give you additional information.

Customer. Why don't you ship to us? Everything on the market is already delivered.

Salesman. Tell me, please, what is more important for you: delivery or price?

Customer. Well, the price is more important, of course, but you could deliver.

Salesman. Do you have the ability to unload trains just in time?

Customer. No, we do not unload wagons.

Salesman. And if your equipment is damaged on the road, how much time will it take to change over? What will it cost your company?

In this example, the salesperson did not respond to any of the customer's objections, asking counter-questions, answering which the customer convinced himself, even if he did not even express his beliefs aloud. The seller only led the client to these thoughts.

This technique allows you to keep control over the course of negotiations in almost any situation, because you can not answer the most difficult question, which can actually ruin the deal, but by asking a counter question, get time to think and Additional information, which may help to give a more efficient answer.

Using this technique of counter questions, you should not get carried away, answering each question with a counter question, if you lose a sense of proportion, there is a risk of irritating the client and spoiling the relationship. Like any technique, this one requires moderation and timeliness of its use. published

P.S. And remember, just by changing your consumption, we are changing the world together! © econet

Business, as everyone knows, is built on compromises. Any situation in which the interests of several parties are affected requires not only attention, but also a willingness to adapt the proposal, guided by the needs of other participants. Only then can success be achieved. But even an experienced master of working with objections cannot completely avoid the resistance of the client. It doesn’t matter if it’s about convincing the consumer to support the offer or agree to the proposed terms, or just make a purchase. Still, there is a high chance of encountering objections. There are some principles for dealing with objections. It is worth talking about them in more detail.

Principles of the work in question

There are five of them:

1. Nothing personal. The representative of the company must set himself up so as not to feel psychological discomfort in the process of responding to the voiced objections. Important point- distinction between the objection of the client and his personal attitude to the representative of the company. An employee should always remember that client statements (even very harsh ones) in most cases are not personally oriented to him, but are addressed to the person whose role he plays in this moment, - the seller of the goods.

Thus, the main principle by which objection handling is carried out is “nothing personal”.

2. Evaluation of the objection. It can be both a manifestation of real concern about the details of the proposal (term, price, terms of sale), and as nit-picking, masking the absence of a clear need.

Real objections are important reasons that encourage the client to refuse to cooperate. They are useful in that they signal the presence of anxiety in the interlocutor, make it possible to better manage the course of negotiations. Such objections are the result of a misunderstanding or a signal that the company's ideas do not match the client's expectations. In any case, they are easy enough to overcome.

3. Criterias of choice. In order to successfully promote a corporate idea, it is necessary to quickly clarify the criteria for the management of the interlocutor (what is most important for him and what he can give up). This is best done in the form of welcoming measures to minimize the number of objections.

4. Achieving openness. Here it is important to ensure that the client openly expressed his doubts. Some of them may turn out to be quite far-fetched. In this case the best way negotiation is the transition from the discussion of the difficulties mentioned by the interlocutor to another topic. For example, you can ask a clarifying or abstract question: “In addition to the responsible person and the implementation process, do you still have doubts?” It is in this way that it is possible to study all the doubts of the client, and then choose the key one to work with later. The easiest way to do this is through prioritization: “Of all the doubts that have been voiced, which one is the most important to you?”

5. Turning an objection into a question. It must be remembered that behind every objection lies the undiscovered need of the interlocutor for the idea submitted by the representative of the company. During the objection, the client usually requests additional information. The phrase “I am not satisfied with the delivery time” could well mean: “Is it possible to turn this around faster?”

The task of the representative is to competently respond to the voiced doubts of the client, that is, to determine real reasons such objections and then work directly with them.

Reasons for objections

This includes:

  1. Incorrect feeding technique. In the presentation a large number of controversial points. Incorrect definition of priorities and desires of the audience. For example, we are talking about business opportunities in front of a potential market segment, not business partners.
  2. Having your own doubts. The manifestation of uncertainty in the speaker himself regarding the quality of the company, its products. In this regard, it is always recommended to personally use the advertised products. In this case, the speaker will know the features, consumer qualities of the product.
  3. The presence of uncertainty in their capabilities among the clients themselves. It is recommended to recall the diversity of the product, that is, it will suit everyone. It will not be superfluous to tell the success stories of several people, so to speak, from the people.
  4. Unfounded fears, stereotypes. The positive characteristics of network marketing should be told in colors.
  5. DThis item is not really suitable for the customer. Not everyone can achieve significant results in network business. The same is true for ordinary goods and services.
  6. Desire to discuss in more detail all the details. Many people suffer from the lack of communication that is common in our time, as a result of which they constantly strive to argue. This can also be attributed to the reason for attracting the attention of others to increase a sense of self-importance.
  7. Intrigues from competitors. The activities of professional agents, black PR people. In this case, it is possible to win only due to the high quality of products and the correct information policy.

Objections can be covered by various motives. It must be remembered that this is not always to speak of a final failure. If the client argues, it means that he is interested in the offer, but it is only necessary to get rid of his doubts, or, conversely, you can give additional confidence. That is why competent work with objections is very important. This skill can help attract new business partners, carry out additional sales in, at first glance, hopeless cases.

Consistency in the work under consideration

The following steps are involved in dealing with objections:

1. Using the active listening technique, carefully listen to the client. Here, the wrong actions will be:

  • interrupting the interlocutor;
  • continuation of phrases after him;
  • inattention.

2. Adoption. It is necessary to show respect for the client's position, but still disagree with it. It is required to say: “of course, the issue of price is important”, “this is a really important issue”. It would be incorrect to agree: “yes, it is very expensive.”

3. Clarification of needs the interlocutor or his objections to increase the validity of the arguments of the company representative. It is impossible to start arguing in a situation where the essence of the objection is not clear.

4. Argumentation. Providing clear evidence for high level the quality of the goods, the benefits of its acquisition. Not allowed:

  • conducting a presentation without relying on client needs;
  • lack of emphasis on significant benefits from the purchase;
  • using standard arguments for each client;
  • use of unknown technology.

5. Monitoring the withdrawal of objections. Completion of the argument with a question in order to convince the client of the correct understanding of the information provided. You need to help the interlocutor to do right choice(in favor of the company). It is impossible to immediately shut up after voicing arguments in anticipation of an independent decision by the client.

These are the main stages that make up the work with objections. Now it is worth paying attention to how to behave with a client on the phone.

Dealing with objections over the phone

During the presentation of a product, company, etc., guests, as a rule, have questions and objections. It is with them that you should learn how to work competently. Let's start with where these objections come from, what they mean.

There is a special technique for dealing with objections over the phone. This is TTB (telephone combat technique). It has such a technique as "that's why." The representative of the company calls the client, greets, introduces himself. Then briefly describes the topic of the conversation and subsequently invites the interlocutor to a presentation or a personal meeting. As a rule, potential clients try to find out the details right away, since by nature all people are lazy, do not want to take action, which is why they want to know summary over the phone to cancel immediately.

Consider an example situation of a telephone conversation that uses TTB:

What kind of business?

Advanced technology marketing company.

What if it's short?

In this case, there are two options for the development of the situation. Newbie answer:

Nikolai, you are a literate person! As you understand, business people do not talk about such things on the phone! That's exactly why I want to meet you at the cafe. So, when would it be more convenient for you to meet tomorrow at five or seven in the evening?

The second option is the answer to an already experienced interlocutor:

Nikolai, you are a business person, you know very well that in our company it is not customary to discuss important issues over the phone. That is why I propose to meet in the evening in a cafe. When will be more convenient - at six or eight?

It is in this way that objections are dealt with by phone (the examples are conditional). Within the framework of the topic under consideration, there is also its own methodology, which we will discuss further.

Methods for dealing with objections

There are only ten of them:

1. List of clarifying questions. It is necessary to force the opponent to reason, to respond to emerging remarks and statements himself. This is valid for standard clauses:

  • Reluctance. Are you sure that you do not want to change your life for the better, open up new prospects for growth?
  • I don't have money for this. What exactly do you have no money for? That is, you feel sorry for worthless pieces of paper to improve your health and financial well-being? How much do you think such high-quality goods should cost? Expensive, but people still vote with their wallet for high quality.
  • I need to think about it. What do you need to think about? How long will it take you to do this? Let's figure this out together!
  • I don't have time for this. You don't have time for what? For yourself, for your loved ones? (It is necessary to demonstrate the value of time, the benefits of the presented program, product) For example, washing machine frees up a lot of time.
  • Don't borrow money to start? I would definitely like to start business with you as a partner. But I don't want to put you in a dependent position.

2. Translation into a humorous form. You should try to avoid the answer by means of a joke. You can also try to condemn the interlocutor for stupidity, gullibility. Well, who does it these days? Who trusts these charlatans?

3. Maintaining a pause. During this time, the interlocutor independently begins to look for a suitable answer to his own question. Perhaps he himself then realizes its meaninglessness.

4. Repetition of the objection. Only the objection itself needs to be repeated. This technique is based on the peculiarities of human psychology, when a person perceives his own words differently if they are spoken by another. The first can independently realize the insignificance of the expressed objections, doubts, questions.

5. Presence of personal opinion. In the case when the objection is based only on third-party experience, you should ask if you have your own opinion regarding the issue under consideration. And what do you yourself think about this? What are your own thoughts on this?

6. Praise of the interlocutor. What a worthy question! These are the people our company is looking for, this program is designed specifically for you. This is a professional question! I assure you that in our company you will find partners worthy of your level.

7. List of alternative questions. It is necessary to formulate a sentence with an imaginary choice. For example: would you like coffee or tea? Are we meeting at five or six tonight?

8. Imaginary refusal(high chair effect). Why do you need it? Some kind of financial independence, own house, money, car. They don’t play with toys here, it’s not interesting - it means it’s not interesting.

9. Delayed response. I can't answer right now, but later I'll check with management, then I'll be sure to let you know. I propose to exchange contacts. And it's better to come directly to the presentation, there will be one person who is more competent in this matter than me.

10. Leads. The presentation already provides standard objections, questions. It is only necessary to provide ready-made answers that are beneficial to you, do not wait for the moment when these questions are asked.

Using the above methods, work with objections proceeds (the most common examples are given).

Sales stages

There are only five of them:

  1. Establishing contact with the client.
  2. Determining the needs of the interlocutor.
  3. Product presentation.
  4. Dealing with objections in sales.
  5. Completion of the deal.

This article discusses the fourth stage, namely, working with objections in sales. This is all that was mentioned earlier. First, it is necessary to determine the type of objections (real and false). Based on this, the appropriate negotiating technique is applied.

Real objections- refusal of the buyer on the basis of true, in his opinion, facts. False- lack of desire to purchase goods without a clear justification.

If in the first case the purchaser, having received additional facts, begins to discuss them, then in the second case the buyer is not interested in them, he raises a different objection, and so every time. It can be said that emotions will prevail over logic.

Real objections

Dealing with buyer objections, if they fall under the category of real ones, is as follows:

  1. Clarification of what was heard. We need to get as much information as possible.
  2. Prioritize objections.
  3. Transition to "prelude".
  4. logical answer.
  5. Clarifying question.

False objections

Work with objections of this category consists of the following:

  1. "Prelude".
  2. Clarifying questions.
  3. logical answer.

Bukhtiyarov's book about working with objections

It is a practical guide to the work in question. The purpose of the book is to help people involved in the MLM business quickly climb the stairs. career ladder. It can help beginners get off to a more productive start, and it can make it easier for managers to train their business partners. In addition, it frees the reader from any doubts that prevent him from becoming a successful and prosperous person.

Every person who is engaged in the MLM business has to face a number of objections (both beginner and professional).

The book provides answers to the following questions:

  • How to form a "body armor" for yourself and your beginners?
  • How to make it so that, when objecting, people still want to hear the answer, do not dismiss it?

These and many other questions are answered by A. V. Bukhtiyarov. Dealing with Objections is one of his most famous books.

Conclusion

In this article, work with client objections was considered (by phone, during a presentation, personal meeting), its principles and methods were described in detail. We hope the information provided will be useful.

Objections (doubts) - the natural state of the buyer, "advancing" on the way to complete the transaction.

Doubts are often expressed in the form of criticisms, especially in our country, but in reality they hide the desire of the buyer to get more information about the product or service. Every client wants to "save face": to appear knowledgeable, competent, and making the right choice.

Welcome objections! An objection is a sign that you are being listened to, are making a purchasing decision and need more information.

Technique of active sales in the store

Mistakes to make when dealing with customer objections

Dispute

The axiom is that it is useless to argue with the client.

The dispute forces the client to take a tough position from which it is very difficult to “move” him. It is clear that if the seller meets any "wrong" opinion of the buyer "with hostility", he acts to the detriment of his own interests. Even if the seller politely and correctly tries to convince the client by offering the most compelling arguments, he interferes with a successful purchase.

Leaving the situation

This style of behavior is caused by the following considerations: “It is useless to argue with the client. Until he himself makes some decision, it is better not to interfere. In this case, the seller, having heard notes of doubt in the voice of the buyer, stops all activity. The long silence of the seller in this case is regarded by the client as the inability to add anything good about the product. Therefore, doubts intensify and the buyer tends to leave in order to protect himself from unpleasant sensations.

Justification

The fate of sellers who are not very confident in themselves or in the merits of their product. Indecisiveness and justifying intonations in the seller's voice sharply reduce the importance of the product in the eyes of the consumer. In addition, the client may decide that the seller is simply hiding some shortcomings from him.

Common seller mistakes:

  • Panic fear of objections
  • Excessive emotionality
  • Not listening to the client
  • Lack of post-situation analysis

Basic rules for dealing with customer doubts

Rule 1

The doubts of the client must be carefully listened to, even if at first glance they seem ridiculous and stupid. Sometimes it is enough for the client to voice his own experiences and fears in order to understand their groundlessness. The seller, who listens carefully to the buyer's objections, makes it clear: “I really care about your opinion, even if it differs from mine. I'm confident."

Rule 2

When responding to customer objections, do not be nervous and annoyed.

Rule 3

If your arguments don't impress the client, chances are you're answering the wrong "hidden" question. In this case, it should be clarified what exactly the fears of the buyer are. In 95% of cases, ordinary objections hide the client's personal beliefs, the logic of which is clear only to him.

“Rushing” immediately to dissuade the buyer, we lose the opportunity to understand the essence of his doubts.

To more accurately determine the true cause of the objections of the buyer, it is necessary to ask clarifying questions.

It is better to use open-ended questions:

v Please tell me what makes you doubt?

v Why do you think so?

v What information do you need to study?

It is optimal to have at least 10 such questions that meet the only requirement - getting an answer to the question: "What is the true reason for the buyer's doubts?"

Rule 4

The most convincing answer to the buyer's doubts is his own answer. Sometimes this requires the use of specially prepared questions, and sometimes active listening techniques.

Rule 5

When dealing with buyer's doubts, it is necessary to use the “agree and deny” technique. The reception consists of two parts. First, we agree with possible the truth that lies in the words of the client.

“Some buyers feel at first that our products are overpriced…”

“At first it seemed to me that the products of competitors are no different from ours ...”

Such phrases help the client to understand that he is being listened to carefully and partly shares his concerns, which increases the level of customer confidence in the words of the seller. It is at this point that we use the second part of the technique, which introduces additional information for the client and refutes his doubts.

“Some buyers feel at first that our products are overpriced. Then, after a more detailed acquaintance with all the advantages, they change their mind to the exact opposite. Let's see why this happens...

It is important that the first part and the second are not connected with each other according to the principle: “Yes ... but ...”.

Better use phrases:

  • In the same time
  • On the other side

Rule 6

Before moving on to another argument that refutes the client's doubts, it is necessary to obtain his agreement with the previous argument. If we have not received consent from the client, this means that he has remained on his point of view and we cannot move forward to complete the transaction.

It is necessary to carefully monitor the non-verbal characteristics of the client's behavior.

However, it is better to verify agreement with the help of questions:

  • Do you agree with these arguments?
  • Does it alleviate your concerns?
  • Have I answered all your questions or are some details left unanswered?

Rule 7

It is necessary to sum up the conversation. In this small summary, the client's doubts and those positive arguments with which the client agreed should be present. During the summary it is better to speak in the words of the client. This will allow the client to feel that he is making a responsible decision himself, without pressure from the seller.

Rule 8

Unfortunately, there are cases when, as a result of properly performed work, the client still remains of his opinion and does not want to purchase the product. Don't get upset! If the client "ripens", he will come to us again, because. when the need for a product increases, the client unconsciously strives to buy the product exactly where it was comfortable for him to communicate.

Common seller mistakes:

  • Inability to deal with objections
  • Unwillingness to deal with objections
  • Misunderstanding the true causes of objections
  • Lack of analysis
  • Lack of collective discussion of the most typical and complex objections
  • Transition to personality

Algorithm for dealing with an objection

For example, the question of price arises:

- Why so expensive?

Agree!

Not with an objection, but with the fact that the objection is important.

“I understand that you think so now…

– Yes, I understand, we have to discuss the issue of quality…

- Yes, it is important, we offer the latest novelty ...

- Specify and specify.

  • with alternatives.

- Do you compare our prices with someone else's or did you expect a certain amount? If the client does not understand what such money is for, then it is necessary to explain to him the advantages of your product.

It is at this stage that we can come closer to understanding "intention".

For example, it is necessary to concretize the concept of "quality". This, like happiness, everyone understands in their own way.

  • paraphrasing the words of the client.

Need to support with customer" feedback”, because it is easier to keep attention while being in a state of dialogue.

1) "...isn't it?"

2) "Did I understand you correctly that ...?"

Argument.

Argumentation should be only from the perspective of the interests of the client.

When a client communicates with you, you need to find out what is important for him in choosing a tanning cream.

Example 1:

- "Why is it necessary to use several degrees of protection against rays?"

- "We suggest you start with a greater degree of protection in order to guarantee you an even and high-quality tan, for your convenience we offer you this and this cream, and you will be sure of the effectiveness and beauty of the tan."

Example 2:

- “Why is the company French, and the production is Poland?”

– “This indicates that the company is actively expanding and its products are in demand”

That is, we explain to the client why it is good for him.

Summarize or summarize.

At this stage, it is important to know about the "Edge Effect". This means: what you want the person to remember must be placed at the beginning and at the end of the conversation.

Dealing with the Objection: “Too Expensive”

Objection handling technique:

"Too expensive"


I can't affordimagine it. 1) Identification of the difference between the expected and offered price and operate with it - offer more cheap analogue or discount BUT: if 1.5 times more, it is difficult to convince. It's a big amount for me, but I can spend it. 2) Identifying the difference between the expected and offered price and operate with it. 3) Breaking down the price for the period of use (how long to use) The difference between investment and consumption 4) Comparison brought to the point of absurdity (how much do you spend per month on gasoline, transport or telephone? )
  1. Expensive compared to… (we did research)

It shouldn't cost that much.

(A person wants to be convinced that it's worth so much)

1) price-quality is being clarified

2) price-prestige at the stage

3) price-service clarifications

4) price and its

constituents

1) product quality, fame, environmental friendliness,

3) price-service

(90% of salons work with us - 8 years on the market)

4) The price includes - expensive quality ingredients, natural oils and herbs

5) How much do you think our reputation and guarantee cost?

Completion of the deal

If you have built a business conversation correctly, paying special attention to collecting information about the client, if you have arranged a presentation of the product in accordance with his interests and characteristics, if you have dispelled all doubts, you do not need to make great efforts to complete the transaction.

However, this is not always the case, in real life options are possible.

2.6.1. Client ready

How to determine that the client is "ripe"?

There are so-called buy signals when:

  • A customer is discussing a purchase with a friend.
  • Possibility of discounts.
  • I agree with the price.
  • Discusses application issues that usually follow after purchase.

When closing a deal, it is better to operate with alternative questions: “Will you pay in cash or bank card?”, “Would you like to pack?”.

2.6.2. The client doubts

This refers to the situation when the client doubts, but it can be "pressed".

Having gone through all the stages, the client says: “I will think about it,” which means:

  • He had doubts.
  • He wants to compare (with something) or consult with someone.
  • Just a rejection.

Here it is important to observe the behavior of the client. If the client has doubts, then mistakes could be made at the stage of identifying the need (gathering information), when you found out the motives or at the presentation stage, when you did not clarify everything or overloaded the client with details that did not interest him.

If questions remain at the completion stage, then there is a chance to convince the client. It is better to operate with alternative questions:

“Tell me, do you still have questions or do you want to consult with someone?”

“Tell me what you liked and what you didn’t like and what other questions you have?”

The client can be influenced by the following laws:

  • Law of mutual agreement

“We agreed that…”, “as we agreed…” i.e. draw a positive conclusion.

  • Law as a condition

“Technologically, this is not possible.” People with internal reference are affected like a bull by a red rag. This law should be avoided, it is better to say: “It is more profitable for you, because. ….".

  • Law of Common Practice

Works well for people with an external reference. “So it is accepted, fashionable. Most order this…”

  • Expert Influence

Perhaps in a situation where you refer to your experience: “I am a professional and I can advise this…”, “When I did this for a (prestigious client), he was very pleased.” Expert influence can also be based on statistics: “in Russia, where it is customary to use paints on their own, most often they order it ..”

  • Charismatic influence

It is effective when contact has already been established: “For myself, I would choose this ....”, “You know, I advise you ...”

  • Reward Impact

“By doing this, you will win in that…”

2.6.3. The client compares with competitors.

When a customer wants to compare your company's product and services with competitors, you need to remember the following rules:

  1. Comparison needs to be correct. competitors are not bad, they are different.
  2. It must be remembered that it is better to compare with those brands that do not have some property inherent in our products.
  3. Praise your competitor in small things, and they will believe you in big things.
  4. Key phrases: pay attention to ..., we have a difference in that ..., ordinary shampoo is sold even in the grocery ...,
  5. ALL OUR ADVANTAGES YOU MUST REPRESENT HOW CUSTOMER BENEFITS.

Client leaves

This refers to the situation when the client gives the final refusal and leaves.

It is necessary to offer options for further contact. We again use alternative questions like: “Will you come to us next time or is it better for me to call you back in case of a promotion?”. Offer to take a business card and a catalog.

Deal completion techniques

Summarizing

There are no products without flaws. In addition, any product has one common drawback - you have to pay for it. In the final stage of the sale, to facilitate the decision-making, the client needs to part with the money, once again help weigh the pros and cons.

Therefore, it is necessary to once again colorfully and briefly describe the advantages that the client saw in the product, dwell on the shortcomings that were identified during the conversation and clearly show that the pros outweigh the cons.

For this, the following conditions must be met:

  • You can proceed to the completion of the transaction if the client freely and uninhibitedly expresses his point of view, looks at the product with interest and listens carefully to the seller.
  • All advantages and disadvantages were previously discussed with the client. When listing arguments, you must use the words and judgments of the client.
  • You should not “miss” in your speech the shortcomings of the product that the client noted. You should use the arguments that the client “dissuaded” himself at the stage of working with objections.
  • When listing the advantages and disadvantages, it is important to use clarity.
  • After each argument, wait for confirmation from the client.

Reducing decision making to a formality

At this stage, you should not use "frightening" words:

  • Money
  • Expensive
  • Professional
  • Buy

To proceed to the completion of the transaction, it is better to use the phrases:

  • We have solved the main issue, now only the details remain. Let me take your order.
  • Now it remains only to apply everything correctly. Look, please, here I put the instructions and the catalog

Alternative question

to complete the transaction directly.

BE SURE TO TAKE CONTACT INFORMATION! (if you feel that the client is our Adherent)

Typical mistakes sellers make when closing a deal:

  • Misdiagnosing client status
  • Failure to complete the deal
  • Thinking of the reasons that do not allow to close the deal
  • Poor knowledge of competitors
  • Fear of competitors
  • Fear of disclosing information about competitors
  • Incorrect reviews about competitors
  • Fear of asking closing questions
  • Fear of asking for contact information
  • Failure to request contact information
  • Lack of homework, for contact information
  • Reluctance to ask for contact information
  • Misunderstanding the importance of obtaining contact information
  • Incorrect reasoning to customers for the need to leave such information

Phrases that help to reasonably answer the incorrect wishes of customers.

  • I can't disobey the director's orders.
  • The administration (director) tells us so.
  • At ABC, together with partners, they conducted research on how best to do this and came to the conclusion that it is better to do this.

Phrases to help convince customers

We love our products.

  • Do you drive a car that you like the look of but the brakes don't work?
  • A Russian car may look the same as an imported one, but costs quite differently.

“Like-dislike” technique (find out what you don’t like and offer an alternative)

Example #1:

Customer: This cream doesn't seem to work for me. I should think.

Manager: Understand. Such a decision requires careful consideration, and I am ready to help you make the right decision. You have seen certain advantages in our creams, but you have some doubts. Tell me, please, what did you like the most and what causes doubts?

Customer: It is very good that it contains medicinal herbs, but can it be used as a moisturizer and refresher?

Manager: Let me offer you this cream ... It just has and medicinal properties and moisturizes.

Example #2

Customer: This professional hair dryer is very expensive. I should think.

Manager: Yes, I agree with you. The price is really higher than usual. What do you think is the main advantage of this hair dryer over the usual one?

Customer: I think it has a powerful motor and lasts longer, but it's kind of heavy.

Manager: Let me offer you this model ... It is quite light, but it will last a very long time and you will not regret that you bought it from us.

"Let me help you" trick

(join and form customer choice)

Example #1

Customer: I looked through so many shades of paint. I should think.

Manager: I completely understand you. You told me that now you need to change the image and buy paint for a certain budget. My goal is to help you get it. Can you tell me what exactly is stopping you?

Customer: On the one hand, I want a red shade, but on the other hand, it seems to me that it doesn’t really suit my face.

Manager: Let me help you. Considering your short haircut and the color of your eyes, I recommend that you choose from this brown palette. How do you like this shade? I think it will just reflect all your natural beauty.

Example #2

Customer: I don't understand why this shampoo costs so much money. What is so valuable about it? I should think.

Manager: Of course, this shampoo belongs to the SPA-series and is quite expensive. But this series is based on sea ​​water with algae and minerals. Let me find the right shampoo for you. Do you have dry and brittle hair?

Customer: Yes, I wish they weren't.

Manager: Let me help you. I offer you this ... a unique shampoo with a nourishing effect of hair follicles. Continuous use of it for 2-3 months will improve the structure of your hair. I think you will be very satisfied.

Reception “It usually means…”

(say the client's objection out loud and find a solution)

Example #1

Customer: I have heard about this miracle drug before. I should think. Thank you.

Manager: Clear. Whenever I hear such an answer, it usually means that there is some kind of doubt that stops. Do you think its action is not real?

Customer: Well, I don’t know, my friend bought it and it’s all for nothing.

Manager: If you allow, I will tell you how to use it correctly. Perhaps your girlfriend is using it not according to the instructions. Our company just always sells those products that have already been tested and have proven themselves from the best side.

Example #2

Customer: Your price is higher than ABC's. I can buy it there for less.

Manager: Clear. If it wasn't about price, would you buy from us?

Customer: Quite possibly.

Manager: Good. You are right, the price of ABC shampoo is slightly lower than ours. At the same time, we offer Additional services that you do not receive right now, such as a bonus card, giveaways, gift wrapping, presentations on the use of funds with a sale with a card, and so on.

So while you may be paying more at first glance, you actually save money by buying from us. Why don't we make a purchase and get a bonus card for you right now?

CLIENT OBJECTIONS AND RESPONSES TO THEM

Your customers like to object… You can understand them. The market is saturated, there are a lot of offers ... Money, as always, is not enough ...

This stage of the sales process is deliberately depicted in the "vertical" diagram.

This emphasizes that, in fact, objections can come from the client at any stage of the negotiation. And at any time, an experienced salesperson is ready to respond to objections. For many inexperienced salespeople, customer objections represent a major roadblock to closing the deal. For a seasoned salesperson, objections and responses are the most interesting part of the sales process. The objections of the client indicate his interest!

Typical objections

Many years of experience as a trainer suggests that most objections are related to price or a specific product. About them - a little lower. Here we consider several objections that are specific to sales of a wide variety of goods and services. You are also given the choice of answers. Every experienced salesperson understands that there is no “magic” trick to overcome any objection. However, perseverance combined with the enthusiasm of the seller is a sure recipe for success!

Objection: "I don't have time for these conversations!"

Answer(s) :- I understand… You are a busy person… If I call back later, would you mind?

"I'll take some of your time...

Objection: "Where's the guarantee...?"

Answer: - Our company has been on the market for 5 years…

Our clients are reputable companies. For example…

– Our Warranty Repair Center is located at…

Objection: "We already have a supplier"

Answer: - Of course, this is not surprising ... Such a reputable company should have regular suppliers ... But maybe he has slightly different delivery conditions ...

Let's try to compare...

Objection: “This refrigerator (cupboard, sofa…) is too big for our family…”

Answer: - Where are you going to put it?

Objection: "Need to think…"

Answer: - Of course... We are talking about a serious deal... However, please note that if tomorrow we deliver goods to you, then tomorrow you will be able to receive the corresponding profit...

Objection: “Your product does not sell well (in the store)”

Answer: - Let's take a look at the display of goods on the trading floor together

As the seller gains experience, the list of typical objections and answers expands. It is clear that the above answers are not the only possible ones. Experienced sellers will always be able to “strengthen” this list with their own versions of answers.

How to respond to objections

The experience of many "generations" of sellers suggests the following "creative" scheme:

1. Hear objection

2. Express gratitude or empathy

3. Ask questions open type. Ask the client to elaborate on their objection

4. Summarize the information received

5. Answer the objection

6. Make sure your answer is accepted and understood

- Give the client a chance to speak. Don't interrupt...

Don't tell the client they're wrong. Even if you are sure that his opinion is wrong, keep silent or say, for example: “Original point of view”, “There are people who would agree with you”.

– If the client raises several objections in a row, take notes (to answer), separating the objections you agree with from those you disagree with. Start answering with the words: "I agree with you ..."

- Don't rush to talk about the price.

- Avoid discussions.

– Know in advance about the possible options for customer objections. Be prepared to answer them the best way, taking into account the motives for the purchase and the needs of the client.

Don't linger on the "difficult" objection. It hits right on target. Therefore, your careless answer: "I agree" can make the whole subsequent conversation meaningless. Say, for example: "This is an important remark ... I will answer it for you ... a little later." What follows are a few strong arguments and your prepared response.

excuses

Very often, the objections of the buyer are not even objections at all, but simply excuses. They are just contrived reasons for not buying. It’s rare that you hear from a buyer: “Yes, there is no reason - I just don’t want to buy it.” Most often, objections are given that are classic excuses.

To "pull" out of the buyer real reason refusal, the seller must monitor the reaction of the interlocutor during the presentation of the goods, at the stage of argumentation. If the buyer is not interested in the price or features of the product, it is wise to stop and try some other way.

Price objections

The issue of price is very typical in the process of negotiating a sale in Ukraine. Typical price objections and suggested responses are as follows.

Objection: "It is expensive…"

Answer: - Quality products don't come cheap...

- Sometimes they say: "The miser pays twice" ...

- Pay attention to unique properties our products

- And what price do you think is fair?

Objection: “It costs less at Lotos”

Answer: - Are you sure it's the same product? What are the characteristics of their model?

Objection: “I can buy much cheaper at the market”

Answer: - Buying at the bazaar comes with a certain amount of risk...

– You still need to get to the market, and you and I can make a decision “here and now”

How else can you respond to price objections?

– Compare the price with the client's price. The resulting difference can be "reduced to nothing" if you divide it by the period of use of the goods and evaluate the "expenses for one day."

– If they ask you to lower the price, make a “counter offer”. It must be prepared in advance. For example: "If you buy two sets, a 5% discount is possible", "If we sign a contract for a year, the discount can be very significant."

– Benefits are more important than price. You talk again about those key advantages that accompany a purchase or about the losses that a client can incur if he does not buy. (“Yes…Worth considering…But note that there are only two sets left in stock…Maybe it’s safer to make a decision today?”)

Product objections

Consider a specific example is the wholesale of medicines. A conversation between a manager of a wholesale company and the head (manager) of a pharmacy.

Objection: “We already have enough antihistamines”

Answer: - It's good when the client has the opportunity to choose

- We offer products of a domestic manufacturer. She is always in demand...

Objection: “There are only pensioners in our microdistrict. What do they buy - you know "

Answer: - It's good that there are many pensioners. After all, pensions have recently been raised.

They will not spare money for a good medicine.

Objection: “This one… is a bad buy”

Answer: - I noticed that it is displayed in an inconspicuous place.

If you'll excuse me, I'll ask the "first-timer" to rearrange it closer to the checkout.

Objection: “You have a small assortment of drugs. It is more convenient for us to work with a large supplier”

Answer: - A large assortment is important. However, pay attention - we have drugs that others do not have.

Another example. Sale of the car "Volga".

Objection: "Well ... what quality Russian cars have - everyone knows!"

Answer: - Many people think so ... However, in last years Russian manufacturers have very noticeably improved the quality of their products.

Objection: “The upholstery is too light. Any stain will be immediately noticeable!

Answer (option 1):- Yes, the upholstery is light ... But what a feeling of spaciousness and space!

Answer (option 2):- Let's see another salon.

One more example. Sale of advertising placement services in the magazine.

Objection: “Your circulation is large, but your readers are women. And our product is designed for men!”

Answer: - There are statistical materials that show that 80% of men's deodorants are bought by women - for their husbands and loved ones ...

Objection: “On the original layout - the colors are the same, but in the circulation - they will be completely different! We already have experience!”

Answer: - You can understand… Sometimes this happens… We recently purchased new equipment that provides exceptionally accurate color reproduction in printing.

Objection: “People read the news, not ads!”

Answer: - That's right... But subconsciously the reader notices ads on the page too... And in the store he will make the appropriate decision!

Another example. Sale of office furniture.

Objection: "It's expensive. And where is the guarantee of reliability?

Answer: - We give a 10-year guarantee for cabinet furniture and 5 years for upholstered furniture.

Objection: "Why can't you deliver the furniture tomorrow?"

Answer: - We work on individual orders. Everything will be made in the right color and size ... Therefore, it will take 7 days for production and 3 days for delivery.

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