Overcoming Objections Quiz

Guest post by: John Brennan
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Adapting to Technology and the Internet - By John Brennan

QUIZ

1. “I’m going to get your competitor’s product. The engine is better.”
• Change the subject to a feature of your product that is superior to your competitor’s
• Offer a discount if he buys the car today
• Take him on a test drive to demonstrate your product’s engine
• Show him the features and benefits of your product’s engine

2. “The price you want for this car is just too high”
• Offer a discount if he buys the car today
• Show him a lower-priced car
• Tell him it is not high compared to competitors
• Ask him why he thinks that.

3. “Nice car, but I just can’t afford it”.
• Offer a discount if he buys the car today
• Show him a lower-priced car
• “Besides price, is there anything else standing in the way of you getting the car?”
• Ask him how much he can afford.

4. A customer objects that the car is not reliable, citing a recall
• Tell her that it is not a problem anymore and talk about ride and handling
• Tell her the recall does not affect the car she is buying
• Offer a discount if she buys the car today
• Show understanding of her concern and show her current reliability data

5. “I like this car but it’s got too many whistles and bells. The manufacturers load these things up with high profit accessories so they make more money”
• Explain that the manufacturer only offers accessories that market research shows that customers want.
• Show her a lower price car.
• Ask what accessories she likes
• Offer a discount if she buys the car today

ANSWERS
1. “I’m going to buy your competitor’s product. The engine is better.”
Best Answer: Take him on a test drive to demonstrate your product’s engine
Rationale: Refocuses your customer on your product. A test drive where she can touch, see, feel and hear the engine crushes cold data about the competition’s engine.
2. “The price you want for this car is just too high”
Best Answer: Ask her why she thinks that.
Rationale: You have to understand the objection before answering it. Too high for her budget? Not enough value? Too high compared to your competition?
3. “Nice car, but I just can’t afford it”.
Best Answer: “Besides price, is there anything else standing in the way of you getting the car?”
Rationale: The price objection is sometimes a smokescreen for the real objection. Make sure it’s the real objection before answering it.
4. A customer objects that the car is not reliable, citing a recall
Best Answer: Show understanding of her concern and show her current reliability data
Rationale: Avoids getting into an argument about the recall. Showing empathy first earns you the right to present the balanced picture
5. “I like this car but it’s got too many whistles and bells. The manufacturers load these things up with high profit accessories so they make more money”
Best Answer: Ask what accessories she likes
Rationale: Empowers this skeptical customer so that she can “fight back” and buy the car equipped the way she wants.

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Adapting to Technology and the Internet - By John Brennan

About the Author: John Brennan

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John Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses.
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