Chapter 6:  Negotiating Sales Resistance and Objections for Win-Win

 

A.  What are buyer objections and resistance?

 

 

                1.  Reasons for Objections

 

 

 

 

                2.  Signs of Interest

 

 

 

                3.  Nonverbal Resistance

 

 

B.  Kinds of Objections

 

                Invalid Objections:

 

                Valid Objections:

 

               

                Price Objectives:

 

                Product Objectives:

 

                Distribution Objectives:

 

                Promotion Objectives:

 

                Miscellaneous Objectives:

 

C.  I.D. and Dealing with the Prospect’s Key Objection

 

                Keystone objection:

                Informal conversation:

 

                1.  Keystone in the Arch of Resistance

 

                2.  Process for Uncovering and Overcoming Objectives

                                Step 1

 

                                Step 2

 

                                Step 3

               

                                Step 4

 

                                Step 5

 

D. Negotiating with Prospects and Customers

 

1.  Negotiation Strategies

 

 

 

 

 

2.  Negotiation Outcomes

                Win-Win

 

                Win-Lose

 

                Lose-Win

 

                Lose-Lose

 

 

E.  Planning for Objectives

                1.  Keep a running file

 

                2.  Are the objections valid?

 

                3.  Sell the prospect on the benefits

 

 

                Table 6.3 (185)  Rules for Negotiating Objections

 

 

 

F.  Techniques for Negotiating Buyer Objections

                1.  Put-off strategies

 

                2.  Switch Focus strategies

 

               

                3.  Off-set strategies

 

 

                4.  Denial strategies

 

 

                5.  Provide proof strategies

 

 

 

G.  Price Resistance

 

                Perceived value:

 

                What does price resistance mean?

 

                Value analysis:

                                Unit Cost

 

 

                                Product cost versus value

 

 

                                Return on investment

 

 

 

Case 6.1  Negotiating Price with a Taskmaster

 

Case 6.2  Learning to Handle Prospect Objections