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Negotiation, “Common Objections”

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Objections are normal. We need to remember the customer has legitimate fears about making this large purchase. We need to recognize the reasons behind the objections so we can be better equipped to handle them.Give your team some effective strategies for overcoming objections.

Materials: Flip Chart, Open Mind, Photocopied handout of “Common Price Objections”
Time Needed: 35 – 40 minutes
SME #12

Review – (4 Minutes)

• Ask the group about any successes they’ve had in the past week using the 9 Steps to the NOW COMMITMENT. Discuss with group.

Introduction - (1 Minute)

• Introduce the topic by asking everyone “Would you like an effective strategy to better handle common objections?”

Six Reasons for Objections - (15 Minutes)

• Ask the group: “What are the reasons customers give us objections?” Write down on the flip chart the suggestions the group comes up with. Make sure they get the following ones:

• FEAR I want to think about it.
I don’t have the time right now.
• LACK OF INFORMATION/MISINFORMATION
You must rebuild value and give more relevant information.
• HABIT I’ve always had an automatic.
I’ve never owned a red car.
• PRICE What’s your best price?
No that’s too much money.
• TIME Can you tell me about that car but I’m in a
hurry.
• COMPETITION The other brand has a better warranty.
This other car I was looking at has more horsepower.

Learning Point: Objections are normal. We need to remember the customer has legitimate fears about making this large purchase. We need to recognize the reasons behind the objections so we can be better equipped to handle them.

How to Handle Objections using the 3 F’s - (2 Minutes)

• Ask the group to write down on a piece of paper the following “3 F’s” for dealing with objections. Have listed on the flipchart:

• Feel, “I understand how you feel”
• Felt, “Many of my customers have felt…”
• Found, “What my customers have found is…”

Dealing with Objections Break Out – (20 Minutes)

• Ask the group: “What are the most common customer objections we encounter on a regular basis?” List at least 5 of their suggested objections on the flip chart.
• Go around the room randomly choosing a salesperson and have them individually respond to one of the objections using the 3F’s strategy. (Discuss options & ideas)

Learning point: Stress that the 3F strategy disarms the customer by letting them know you hear their objection, you understand and have empathy, other customers have felt the same, they are not alone, AND it allows a smooth and non-confrontational way to start your explanation to overcome the objection.

Compare the 3F’s strategy to the common salesperson response to an objection of:“yes but…” or “you’re wrong...”

Conclusion & Coaching Focus - (3 Minutes)

• Ask everyone to concentrate on doing a better job of handling customer objections.
• Ask everyone to try using the 3F’s strategy with customers.
• Ask the staff to note any changes in their performance to be discussed during the next meeting. • Encourage anyone that may have questions during the week to feel free to come to you to discuss them.
• Encourage the staff to continue to role-play handling objections among themselves.
• Leave them with the following quote,

“The will to win is worth nothing unless
you have the will to prepare”

Automotivaters is highly recognized and one of the most respected automotive training and consulting companies in Canada. Since 1987, the company has acquired an international client base throughout Canada, the United States, the Philippines, Indonesia, French Polynesia, Malaysia, Thailand, and New Zealand.

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