Some questions and objections are so easy that you can safely respond to them
quickly and directly, and move on.
For our meaning here, that kind of "easy" question or objection is in an area
in which your product or service is strong, or that raise issues that you can
handle quickly without raising secondary concerns.
For example, if the objection relates to a misunderstanding on price that you
can set right by pointing to a catalog, do that and move on:
"The answer is yes, we do guarantee our installations for three years, the
longest in the industry, according to this survey in Industry Times which I'll
leave with you. Now, moving on to the issue of . . ."
But if the objection or question is more complex, then use the Four-Step process for responding to objections. Go to that Four-Step Process for handling objections and questions
Responding to an "easy" sales objection or question? Then handle it directly, get it out of the way quickly, and move on. See the section on handling easy questions and objections.
When you encounter more difficult objections and questions, it's best to work systematically through this Four-Step Process:
Continue reading Responding to more difficult objections and questions
You’ll find here free sales training articles and tutorials, checklists and sales tips, as well as links to our sales training books — all focused on Selling Face to Face.
The free sales training articles and tutorials here are adapted from the courses and workshops I developed on contract for the “sales universities” of world-class marketing companies such as Xerox in the United States and abroad, Kodak, Motorola, Sylvania, Bank of America, and others . . . as filtered through my own experience in marketing consulting services.
The aim is to provide practical sales training across the spectrum from beginners (starting up new businesses, or making career changes) to experienced sales people looking for fresh approaches, or hoping to gain the kind of professional selling skills they would have developed as attendees in big company sales training programs.
In the free sales training articles here, and in the related books, we cover topics including,
- Finding and getting through to sales prospects
- Telephone etiquette in getting past screens
- Sales cold calling: when, when not, and how
- Consultative selling— selling by asking smart questions
- Helping sales prospects become more aware of the value of filling needs
- Ways of closing sales
- Handling objections, questions, and hesitations.
- The how-to of Sales presentations and demonstrations
Phantom objections: Sometimes a sales objection seems to relate to one issue, but in fact that issue is cover for a deeper, "phantom" objection.
Continue reading Responding to sales objections — “phantom objections”