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GivingInformation-SellingSignalsandHandlingObjections.pptxSelling Signals & Responding
Selling Signals (Buying Clues)
An opportunity for you to sell
There are 7 types
For 6, you CAP them or ‘present’ a response
Objections, the 6th, is a special case
You still CAP but we’ll address a little more
Acceptance is the 7th, and you don’t cap, you should ask for the order
Closing will be handled separately
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CAP
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Clarify
Proceed
Answer
Clarify to assure you understand
Indicate to the customer you understand
Check if the customer agrees and is ready to move on
Deal with the selling signal as appropriate
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1. Need Statements
2. Information Requests
3. Praise
4. Misunder-standing
5. Doubt
6. True Objections
7. Acceptance
1. Need Statements
A need becomes apparent when a customer shows interest in a feature, benefit, or service you can provide.
Can be implicit or explicit.
“I’m concerned with controlling costs, can this help?”
“We produce a lot, so I demand the best.”
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-Is it simple to operate?
-We make a lot of copies and I want it to last.
-I like what we have now.
-My problem is I can’t keep machines running.
-My department is worried about eliminating waste.
-We are looking for an organization who can handle advances in technology.
Exercise
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2. Information Request
A question the customer asks to gain information to make a decision.
Examples:
“Image editing sounds really interesting, I’d like to know more about that.”
“How does that actually work?”
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Exercise
Which of the following are information requests?
What is the copying volume?
Do you have specs for that?
My boss wants the best, that’s why I’m so concerned with quality.
I like the idea of automatic duplexing, but I don’t think I need it.
3. Praise
A favorable comment (about a product/feature/you)
Examples:
“This is an awesome comprehensive warranty.”
“Wow, I’ve never had a copier do all of that before!”
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Accepting Compliments
Acknowledge it with ‘thank you’
Don’t argue or qualify the compliment
Even if you really disagree, it insults the speaker if you say so
Share the praise with others who deserve it, if appropriate
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Exercise
Which of the following represent praise?
My TDC copiers have never needed repairs!
The operation has to be simple.
It seems like it’s really able to handle big jobs.
I’m impressed with your concern for our operation.
Positive or Negative Selling Signals?
Need statements, information requests and praise seem positive
The following three selling signals are sometimes seen as negative and can be more intimidating
You should recognize that the customer is still engaged and seeking information
Therefore this is a positive opportunity
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4. Misunderstanding
Based on incorrect information/misinterpretation.
Examples:
“But I need a copier with a full warranty.”
“I thought the competition said they have that feature, too.”
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Exercise
Which of the following are misunderstanding statements?
I don’t believe your machine will do that.
I thought WWD was cutting-edge.
I’m very happy with TDC, I just don’t want to change.
Everyone has 24/7 service now.
5. Doubt
Customer expresses doubt or disbelief in a product claim.
Examples:
“Are you kidding me?”
“I know you say it’s easy, but I’m not buying it.”
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Exercise
Which of the following indicate doubt?
How long does it take the machine to warm up?
How do others like it?
No way can your tech be here that fast.
You make it look like it will pay for itself, but how’s that possible.
ANSWER
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| If the Customer: | Then you: |
| Expresses a Need Statement | Describe how the product meets the need |
| Requests Information | Provide the information |
| Praises you or the solution | Relate it back to what you are currently exploring |
| Misunderstands | Correct the misunderstanding (tactfully) |
| Doubts | Introduce Evidence (proof source) |
CAP
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Clarify
Proceed
Answer
Clarify to assure you understand
Indicate to the customer you understand
Check if the customer agrees and is ready to move on
Deal with the selling signal as appropriate
6. True Objections
Occur when a customer does not like or want certain characteristics of the product
Customer has a need or requirement you can’t meet
Preferences for a competing product/company
“I don’t want to work with a distributor who carries Taejon.”
“I absolutely won’t consider a distributor who isn’t carrying fair trade certified products.”
“I’m really happy with Worldwide & want to stay with them.”
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Stay Calm
Objection Anticipation
If you expect a certain objection, it is sometimes better to bring it up yourself ahead of time, and provide reasons why it is not important
EXAMPLE:
Worldwide is known for great service. Do you need great service if you have great products and update frequently?
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Encountering Objections
Be calm and positive!
Listen well & CLARIFY (explore why)
Empathize & ANSWER (offset)
Make sure you’ve dealt with objection before PROCEEDing
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Answering Objections
Answering: Offset or Counterbalance
Turn the situation around by directing your responses to features of your product that will offset the objection. Refocus the customer’s attention by offering counter-balancing features & benefits.
Do not be argumentative!
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CAP Examples
http://cobims.utoledo.edu/Mediasite/Showcase/essps/Presentation/0b3514bfc1d342ccbd3beedb86122d861d
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Clarify
Explore / reasoning
Answer
Proceed
Do you really understand?
Offset with counterbalancing
Ensure they understand tradeoffs
Have you handled the objection?
Confirm it’s been resolved
Let’s try it!
What you’ve said so far is interesting, but I don’t see enough reason to make a change in copiers at this time. I’m happy enough with what I have.
I see that you have some interesting services but I really feel strongly about the need for a company with a reputation for service and long life.
I’ve looked at the proposals and your price is about 20% higher than the competition.
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Basic issues:
Feeling of ‘lose’ / personal feelings / may underlie objections or be vague.
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BIs & Concerns
Begin with a phrase acknowledging concern without reinforcing BI or concern, e.g., “I see that you are concerned.”
Ask a BI question / use a transitional phrase to set up next step e.g., “What is still concerning you?”
Evaluate all options
Discuss points of agreement
Review unique strengths
Avoid appearance of arguing
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Proceeding with the Call
Use attitude questions to determine how the customer feels about your explanation & to elicit further discussion
Use a BI question to determine if there are other BIs or concerns remaining
Recap important points covered prior to BI or concern & continue with presentation
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Goals in CAPing Objections
See that the customer gives your product full consideration
Have the customer rethink his/her decision against your product
Preserve your long-term relationship with the customer
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7. Acceptance
These are statements that a customer makes that indicate willingness to move the call forward.
We deal with how to respond to acceptance in the closing section of this course.
“Would it be possible to see a complete proposal of what you have to offer?”
“We’d be interested in figuring out how the solution worked in implementation.”
“Is two weeks too short of a time to get delivery?”
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Sales call guides
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CAP – Role Playing
Find a partner.
One side gives whatever SS I call out.
Side two uses CAP.
Side one critiques.
Rotate to a new partner.
I’ll call out a different type of selling signal.
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