The trainers in selling keep on repeating that objections from customer show that the customer is interested in salesman’s proposal. Similarly, the literature on selling quotes the slogan ‘Selling only brings when the customer says no’. Yet most of the salesmen resent when a customer raises an objection. They feel hurt. They take it as a personal attack, an affront. A customer is seen to be against the salesman, against his company and against his product or price. This attitude towards the customer’s objection is reflected in the salesman’s eyes, his expression, his body posture and his language.

The eyes glint, the expression hardens the smile Boshes, the body posture stiffens, the language becomes defensive and some times defiant, salesmen can expect to hear objections at any time during the buyer-seller relationship. Objections re raised when the sales-person attempts to secure an appointment or during approach, during retention, when the sales person attempts to get commitment and during the after sale follow up. Let us note these situations:

1. At the Time of Initial Appointment:

Prospects may object to setting the appointment times or the dates that salesperson’s quest to introduce the product. This happens especially when products, services or concepts of unfamiliar to the buyer. For instance, a commercial benefits salesperson for prudential, assurance might hear the buyer make the following statement when asked to meet and learn ere about cafeteria-style benefit package: “No, I do not need to see you. I have not heard of about what you are selling, so it must not be too good.” The same types of objections can to occur during his approach.

2. During the Presentation:

Objections very often come up to points made in presentation, For instance, a computer disaster recovery salesman for XL DATACOMP might hear that the objection: “We never have had any flood before! Why should I pay so much for a service? I may never use?” In fact, such objections usually show the prospect’s interest: thus, they can actually be desirable. Compared to a prospect who just says “No thanks” and never raises his or her concerns, selling is easy when buyers voice their concerns because the salesperson know where the buyer stands and that he is paying attention. Some times, buyers, let the salesperson to deliver the entire presentation without showing any reason. Judging the effectiveness of the presentation is difficult in such situations.

3. While Attempting to Obtain Commitment:

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Objections may be raised when the salesman attempts to obtain commitment. For example, Tata Steel, Sales person who has just asked the buyer permission to talk to the buyer’s chief engineer may hear. “No, I do not want you talking to our engineers. My job is to keep vendors from bugging our employees. “Skill in uncovering and responding to objection is very import, at this stage of the sales call. Also, knowing the objections that are likely to occur helps the sales person to prepare supporting documentation. Salesmen who hear a large number objections at this point in the sales call need further development of their skills. An excess number of objections may indicate a poor job at needs identification and the omission of signifies selling points in the presentation. It may also reveal ineffective probing during the presentation to see if the buyer understands or has any questions about what is being discussed.

4. After the Sales talk:

Even the buyers who have agreed to purchase the product or service can still raise objection. During the installation, for instance, the buyer may raise concerns about the time it is taking install the equipment the quality of the product or service, the customer service department lack of friendliness or the credit departments refusal to grant the terms the salespersons promise. To develop long-term relationships and partnerships with buyers. Sales people must carefully respond to these objections.