MKT 504 Chapter Notes - Chapter 8: Sales Process Engineering
Document Summary
Chapter 8 addressing concerns and earning commitment. An objection of sales resistance is anything but the buyer says or does that slows down or stops the buying process. The salesperso(cid:374) (cid:373)ust u(cid:374)(cid:272)o(cid:448)er these o(cid:271)je(cid:272)tio(cid:374)s a(cid:374)d a(cid:374)s(cid:449)er the(cid:373) to the prospe(cid:272)ts or (cid:272)lie(cid:374)t"s satisfaction. Good salespeople (cid:449)ill a(cid:374)ti(cid:272)ipate the (cid:271)uyer"s (cid:272)o(cid:374)(cid:272)er(cid:374)s. Objections and sales resistance is now viewed as opportunities to sell. Salespeople need to learn that resistance is a normal, natural part of any sales conversation, and if handled correctly, then the outcome can lead to customer acceptance. Reasons why prospects raise objections: the prospect wants to avoid the sales interview. Trategy: set appoi(cid:374)t(cid:373)e(cid:374)ts to (cid:271)e(cid:272)o(cid:373)e a part of the (cid:271)uyer"s daily routi(cid:374)e: the salesperson has failed to prospect and qualify properly. Strategy: ask questions to verify prospects interest: objecting is a matter of custom. Strategy: a regular call on the prospect lets them know the salesperson is serious about the relationship: the prospect resists change.
