El Maestro De Las Emociones

Sales Effectiveness: Overcoming Objections
ONE
STEP

TWO

STEP

THREE

STEP

FOUR

STEP

FIVE

STEP

LISTEN

QUESTION

CUSHION

RESPOND

EVALUATE

In any sellingsituation, it is likely that you will need to overcome a buyer’s obstacles before a buying decision is made. Often, the way we “handle” objections turns the buyer off. Resolving objections effectively is aprocess that involves careful, sensitive listening and positive, factual responses to a buyer’s concerns. Buyer objections are not always rational. Objections are often totally emotional. You mustrespond to customers’ emotional needs and to the obstacles preventing them from buying, if you want to build long-term relationships.

“When life hands you lemons, don’t just make lemonade. Open up alemonade stand.”
—Dale Carnegie

Copyright© 2009 Dale Carnegie & Associates, Inc. All rights reserved

www.dalecarnegie.com

STEP ONE LISTEN

STEP TWO QUESTION

STEP THREE CUSHION

It canbe a real challenge to listen to objections. Most salespeople face the same handful of objections, and we tend to hear them all the time. We generally think we know what the buyer is going to say, andwe often know how we will respond. Because of your familiarity with common obstacles, you may tend to listen halfway through and jump in to respond. Instead, try to use this time to slow down thesales process, listen for understanding, and see objections from the buyer’s point of view.

When the client gives an objection, you can perceive it in four ways: • • • • What they say What you hearWhat you interpret it to mean What they really mean

A cushion is a statement that acknowledges that you listened to the prospect, heard the objection, and recognized its importance. When a buyerstates an objection, your first action should be to cushion the objection. A cushion does not agree, disagree, or answer the objection. Examples of Cushions: Objection: Your price is considerably higher...