Tại sao triển vọng đối tượng rofessionals đề nghị rằng việc bán không bắt đầu cho đến khi khách hàng tiềm năng đưa ra phản đối. Phản đối có thể được thực và hợp lý, hoặc hoàn toàn tâm lý. | Handling Objections 53 Why Prospects Object Professionals suggest that the sale does not begin until the prospect raises an objection. Objections may be real and logical or purely psychological. Psychological Reasons for Objections Much sales resistance is largely psychological Dislike of making a decision Reluctance to give up something familiar Difficulty of changing habits or procedures Unpleasant associations with a particular company or sales representative Resistance to domination symbolized by accepting the seller s recommendations Perceived threat to the self-image Fear of the unknown Psychological resistance must be handled through anticipation and preparation ahead of time. Logical Objections Consider the possibility that the objection arises from one of these three logical sources A portion of the presentation was misunderstood. Usually the prospect lacks knowledge about the product itself the 125 101 Marketing Strategies seller or the company. The seller must accept responsibility for this type of objection and learn to do a better job of relating benefits to the prospect s needs. The prospect is not convinced. Professional selling is believing something yourself and convincing others. If the prospect is not convinced the seller has produced too little evidence to establish credibility in the prospect s mind. As a result the prospect hesitates to buy. Objections are often an attempt to gain more evidence to support the seller s buying recommendations. Evidence is justification for the emotional decision the prospect is struggling to make. The prospect has an underlying hidden reason to object. Sometimes the objection voiced is not the real one. Perhaps the prospect does not wish to share some information with the seller. Answering this type of surface objection without probing for the underlying reason results in additional surface objections and consequent postponing of a buying decision. Selling Something the Prospect Doesn t Want For example you may
