MRKT 455 Lecture Notes - Lecture 12: Smoke Screen, Life Insurance
Document Summary
What are objections: opposition or resistance to information or the salesperson"s request, show that the prospect is interested enough to object. When do prospects object: objections can occur at any time, the most common times are, during the approach, during the presentation, after a trial close, anticipate objections, be prepared. Objections and the sales process: when objections occur, quickly determine what to do. Five major categories of objections: stalling, no need, money, product, i"ll think it over, sounds good, but i"m not interested, i can"t afford it, utility or fulfillment, source, loyalty, reputation. I don"t have time right now: if you had the authority, you would be willing to make the decision to buy, wouldn"t. It costs too much: show how benefits increase value, price/value=cost. Product objection: new (unproven) products, use guarantees, testimonials, 3rd part research, demonstration, brand name, know the competition, compare.
