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可口可乐－人力资源管理技巧培训-销售技巧-处理异议(doc.doc

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HANDLINGOBJECTIONSLearningObjectivesAbletoidentifydifferentkindsofobjections.LearnhowtousehandlingobjectionsprocessindailysellingWhatisObjection?Itmaybetreatedasaconcernreasonorargumenttowardsaplanoridea.ObjectionispartoftheSellingProcess;itonlyreflectscustomer’sconcernorcurrentlimitationwhichneededtoberesolvedbeforemakingadecision.Objectioncanalsoexpressaspersonalneed–gotobelistenedto;tobegivenface.Therearetwomainwaystodealwithobjections.Oneistoreducetheopportunitiesofoccur;theotheristohandleiteffectively.ReducingObjectionOpportunitiesHavegoodknowledgeofcustomerinformation(businessneedsandpersonalstyle)toanticipatepotentialobjections.Inyourcallplanningreadandpracticerelatedinformation:PromotionDescription;NewProductTradeLeafletandQ&A(thiswillhelpyoutoanswermostofthequestions)PromotionDetails:raiseanddiscusspotentialquestionsinweeklymeetingForspecificpotentialobjectionsgetmanagerorsupervisorinputsandpracticehowtodealwiththeseobjectionsbeforeaction.“Real”and“False”ObjectionsRetailercanraise“realobjections”andalso“falseobjections.”Thekeytousistolearnhowtoidentifyandhandletherealobjectionsnotspendingalotoftimeattemptingtoanswerfalseones.Fromapracticalstandpointweshouldassumeatfirstthateveryobjectionisanactualorrealconcernintheretailer’sposition.Howeversomeconcernsaremoreimportantthanothers.Realobjection=Expressedconcernisanactual/realconcernfromtheretailer’sposition.Example:Retailer:TheproblemwithyourplanMr.Chenismargin.It’snotenough.”Salesman:“You’reconcernedaboutmargin.Doesanythingelsetroubleyou?”Retailer:“No.Theplansoundsgood---exceptformargin.”Istheobjectionreal?Ismargintheretailer’srealconcern?Toclosethesaleisitthemarginobjectionthatmustbehandledtotheretailer’ssatisfac