VCC Discussion: Customer "Resistance" and
"Objections" are "Questions" - P3, S5, T3
To complete this assignment successfully, you should:
- Study the assignment carefully
- Complete the assignment as directed
CUSTOMERS DON'T ALWAYS
"AGREE" WITH YOUR PROPOSALS IN A SALES PRESENTATION:
Where Would You Expect to Meet
Resistance?
Usually resistance comes in the presentation format
during the "matching" needs with product benefit statements: "You
indicated that you needed convenient parking for your attendees.We have an adjacent
garage which means that your attendees will be "safe." Is that what
you had in mind?" Note that the saleperson has assumed "safety"
is the benefit the customer seeks. The customer may answer, "No, that's
not what I had in mind" which is really "resistance" to the salesperson's
proposed matching of product to need. The salesperson then seeks clarification,
"Oh, what is the purpose of your needing convenient parking?" Here
more customer needs are learned.
After each need is matched with a product benefit and
the customer "agrees" and/or customer resistance (questions) are dealt
with, then the seller moves to the next need and does the same. After all needs
have been addressed, it becomes obvious that the customer is ready to be asked
to make a commitment (close the sale).
Should a Seller Fear Customer
Resistance?
A "Consultative
Seller" should be pleased when a customer asks for clarification of any
"points" presented. Why? Because it shows that the customer is interested
and it gives the consultative seller the opportunity to question further for
clarification. When a seller gains more clarification, they actually learn more
about the customer's needs.
Sometimes the customer objects or shows resistance simply
because they have been "conditioned" to do such. For example, most
people will object to "price" simply to see what the seller will say.
Many times this is not really an objection or resistance, but a "try"
to see if a lower price is available.
Be Philosophical and Expect
Resistance - It's a Normal Part of a Sales Presentation.
In all cases of "buyer resistance," the seller
must clearly understand if the buyer has a real "question" about understanding
or is simply "stalling" or giving a half-hearted try to gain a concession
(such as lower price). The key to all of this is knowing how to respond when
you recognize resistance. In Step 5, Topic 3, we have given you some instruction:
(a) Typical Types of Resistance and (b)
Some model "verbage" to handle resistance when you run into it.
Let's go to the VCC and
Discuss!
