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.