HOSPITALITY SALES MANAGEMENT

HA - 400


ROLE-PLAY COURSE PACK


 

ROLE-PLAY IVb – PRESENTATION

“Guide to Responding to Customer's Concerns - Buyer Resistance”


INTRODUCTION

           

The following are practical illustrations showing you how a salesperson could respond to customer concerns.  The successful salesperson will always PREPARE ahead of any sales presentation by anticipating areas where the customer may resist or have concerns. With this information, he or she will prepare some possible responses.

 

            Here is a suggested format (Series of Steps) guiding the negotiating of customer objections/resistance/concerns:

 


 

 

STEPS TO FOLLOW

STEP # 1: Recognize Objections as They Arise (During the

Presentation)

 

a.       Verbal and Non-Verbal signals

b.       What type of Objection is it (of the 5 common types)?

         

 

 

 

STEP # 2: Validate the Objection(Use “Reflective Listening”)

 

a.       Example, “I think I understand your concern.  You feel that the meeting room (product/service ) is not large enough to accommodate your people.  Is that correct?”

 


STEP # 3: Answer the Objection (Use one or a combination of 7 techniques to

respond)

 

a.       Decide which of the 7 techniques or combinations will answer it? (Example:  Source” type of objection.  “Combination Technique”:  Indirect Denial/Demonstration)

 

b.       Use “FEEL/FELT/FOUND” STATEMENT

 

Example:  Prospect:  “I’m going to check with the Marriott.”

 

Salesperson,  (VALIDATES & INDIRECTLY DENIES) “I understand your need to compare. You FEEL that obtaining the best price/value is important. IS THIS CORRECT? My customers have always FELT the same way .  When they decided to use the Hyatt, they FOUND us to be a superior value for the price.

 

(Uses a second “combination” technique- DEMONSTRATES:  “I know our competition very well and the Marriott is a fine property.  Let me show you some price/value comparisons (Show  matrix of all competitive properties-  from course pack as proof).”

 

STEP # 4:  Trial Close or Confirmation Question (Attempts to get customer to see your point or agree that you have answered their concerns)

 

a.       Example, “Can we formalize our agreement?” or

 

b.       “What do you think?”

 

 

NOTE:  After the customer’s concern (objection/resistance) has been resolved, then the salesperson is free to move on to the next NEED TO BE  MATCHED WITH A PRODUCT/SERVICE BENEFIT STATEMENT.