aligning customer objections to the buying process map
Post on 21-Oct-2014
7.928 views
DESCRIPTION
It's inevitable, customer's will object. How you handle them and how effectively you tie them to the Buying Process Map is key to your success. Learn how here.TRANSCRIPT
1
Aligning Customer
Objections to the Buying Process
2
Fix your sales problem in 5 easy steps –
sounds great, doesn’t it??
Unfortunately, most quick fixes are band-
aids as opposed to real solutions
3
One of the biggest problems for sales reps is customer objections.
4
One of the biggest problems for sales reps is customer objections.
On the web, you’ll find tons of “easy 5-step solutions”
to this problem.
5
In this article, we address an
alternative way to look at objection handling – from
the point of view of the buyer.
6
‘A’ Players know that these tools don’t always
work independently.
In fact, these tools become more effective
when you combine them.
As a sales rep, you have a variety of tools in your bag.
7
When countering customer
objections, start with knowledge
Do you understand your customer’s wants, needs, and issues?
Have you done your
homework?
8
Download this free tool to immediately begin identifying your customer’s objections.
9
You must also know where your customer is on the Buyer Process Map.
Every buyer will (knowingly or not)
travel through these buying
stages.
10
As you guide them through the Buyer’s Journey, you’re bound
to hit some obstacles.
Oftentimes these obstacles come in the form of objections.
11
For example:
Objections from customers early in the journey may mean:
• They’re not yet in the market• They’re not ready to change• They haven’t recognized they
have a problem yet.
Their objections will change depending on their stage in the journey.
12
Objections later in the journey can mean there are unresolved areas of risk, such as:
• Budget concerns
• Competitive pressure
• Implementation issues
13
No matter where your customer is in the Journey, one fact remains the same…..
The better you understand the customer, the better you’ll be able to respond to these objections.
14
Responding to Customer Objections:
A well-prepared sales rep will understand customer objections as
part of the process.
You’ll never get through a deal without facing a few of them.
15
A well designed sales process will have a stage specifically for mitigating risk or addressing concerns.
In fact, objections actually mean your customer is advancing
through the Buyer’s Journey.
Being aware of this will make you more welcoming of the
objections.
16
The reason most reps continue struggling is a result of formula
objection handling.
The problem with formula objection handling is that it’s
just that – formulaic.
17
To avoid this problem, I recommend the construction of an Objection Handling Template
A proper Template will have consideration for the customer.
18
The graphic below shows a five phase sales process aligned to the stages in a buyer’s cycle.
As you develop a template, be thinking of the typical stages your buyers go through when purchasing your
product or service.
19
Another extremely useful sales rep resource is a repository of objections that you can reference.
It’s important that these objections aren’t “pat” or “canned”.
Create them in a way that they’re specifically customized to your buyer.
20
Your collection of objection responses should be broken down into a minimum of 3 categories:
1. Buyer Persona2. Stage of the Buyer’s Journey3. Type of objection – Price, Service,
Need, Product and Source (company or sales rep)
21
With these tools, you’ll be well prepared for your next customer objections.
22
With these tools, you’ll be well prepared for your next customer objections.
Preparedness yields confidence and composure when responding to customer
objections.
23
With these tools, you’ll be well prepared for your next customer objections.
Preparedness yields confidence and composure when responding to customer
objections.
Both can go a long way in guiding a customer through the Buyer’s Journey.
24
Learn More
If you don’t have a content management process or need help optimizing your current one, Contact us to hear the rest of the story...
Email - [email protected] - 1-888-556-7338Web: http://www.salesbenchmarkindex.com
Enjoy the SlideShare? Don’t miss the next one! Click to follow us on SlideShare
Sign up for our Sales Force Effectiveness blog by clicking here
For access to this original blog article, and many more; click here