可口可樂(lè)－人力資源管理技巧培訓(xùn)-銷售技巧-處理異議

1、.：.；HANDLING OBJECTIONSLearning ObjectivesAble to identify different kinds of objections.Learn how to use handling objections process in daily sellingWhat is Objection?It may be treated as a concern, reason, or argument towards a plan or idea.Objection is part of the Selling Process; it only reflect

2、s customers concern or current limitation, which needed to be resolved before making a decision. Objection can also express as personal need go to be listened to; to be given face.There are two main ways to deal with objections. One is to reduce the opportunities of occur; the other is to handle it

3、effectively. Reducing Objection OpportunitiesHave good knowledge of customer information (business needs and personal style) to anticipate potential objections.In your call planning, read and practice related information:Promotion Description; New Product Trade Leaflet and Q&A (this will help you to

4、 answer most of the questions)Promotion Details: raise and discuss potential questions in weekly meetingFor specific potential objections, get manager or supervisor inputs and practice how to deal with these objections before action. “Real and “False ObjectionsRetailer can raise “real objections and

5、 also “false objections. The key to us is to learn how to identify and handle the real objections, not spending a lot of time attempting to answer false ones. From a practical standpoint, we should assume, at first, that every objection is an actual or real concern in the retailers position. However

6、, some concerns are more important than others.Real objection = Expressed concern is an actual/real concern from the retailers position.Example:Retailer: The problem with your plan, Mr. Chen, is margin. Its not enough.Salesman: “Youre concerned about margin. Does anything else trouble you?Retailer:

7、“No. The plan sounds good - except for margin.Is the objection real? Is margin the retailers real concern? To close the sale, is it the margin objection that must be handled to the retailers satisfaction?False ObjectionsSince many sales people accept these false objections and stop their efforts to

8、make the sale, some retailers get in the habit of saying the first thing that comes into their mind. We should, therefore, to help the retailer think through and further examine his/her responses and objections so that our idea gets a fair evaluation. If our idea is good for his/her business, he/she

9、 will accept it.False Objection = Expressed concern is not actual/real concern.Example: Statement like: “The package design is too dull. “Kids do not drink that anymore. “No-one will pay that premium price.To identify the “real objection and “false objections, we need to examine the concerns raised

10、by the retailer.Process of Handling ObjectionsFour Basic Steps:Identify (the real objection)UnderstandVerifyHandlePurpose of Steps 1 and 2 is to help you find out the Real Objection that must be handled to close the sale.Purpose of Step 3 is to assure your finding - the retailers actual/real concern

11、 and isolate it as the only remaining objection, preferably in words that you can address (e.g. profit, not margin).Purpose of Step 4 is to help close the sale by handling the real objection to meet retailer expectation.Identify (The Real Objection)STEP 1: Clarify the objection by restating it; then

12、 ask for any other concerns.Example:Retailer: “The problem with your plan, Mr. Chen, is margin. Its not enough.Salesman: “Youre concerned about margin. Does anything else trouble you?Retailer: “No. The plan sounds good - except for margin.Salesman: “So, youre concerned about margin. No other things

13、trouble you?Retailer: “No nothing of importance.So, the retailer has said that margin is the real concern, and that nothing else. Step 1 completed.But, is it safe to assume margin is the real concern? Yes, it is safe for the moment. At this point, it is all you have to work with. A more thorough exa

14、mination will lead to better understanding. And, that understanding generally reveals whether or not it is the real concern.In some cases, buyers express more than one objection. So, lets look into how those situations are handled.Here is another answer for Example:Retailer: “Oh! Shelving Space is a

15、lso a problemSalesman:“OK you have a concern about shelving space. Is there anything else?Retailer: “Well, another is weather. It would be too cold for your product.Salesman: “I see so, you also concern about the weather will have negative impact on sales performance. Does anything else trouble you?

16、Retailer: “No.Salesman: “Mr. Guo, youve mentioned three concerns margin, shelving space and weather impact on sales performance. Which ones the most important?Retailer: “Well. Id have to say weather impact.So for this situation, Step 1 has been carried out. And, we know for the moment that “weather

17、impact on sales performance is apparently the main concern. While this objection is still too vague to attempt to answer, the purpose of Step 1 has been accomplished.Understand The ObjectionSTEP 2: To clearly understand the objection and to find out exactly what it is that must be handled to close t

18、he sale.Examples: Retailer: “Well, Id have to say weather.Salesman: “Tell me more about that.This will give the retailer lots of “room to tell you more about the impact due to weather. The retailer will then offer specific information, to avoid possible misunderstanding, or to give information that

19、in some other way contributes to clarity.Retailer: “Well, Id have to say shelving space. I do not have enough room to display all the products.Salesman: “So, the shelving space is your main concern? This reflects your understanding. It is an opportunity for the retailer to correct wrong impressions

20、you might have.When you clarify the objection, try to turn that into something you could handle in future, for example: Price/Margin objection - we should try to turn it into profit, as you can better answer that by using the Profit Story concept. For example: Salesman: “You have said the problem is

21、 price/margin. What you are really concerned about is profit, how much you can make by selling X, is that correct?It is important that understanding of an objection dont indicate immediate disagreement by you. Remember your purpose is to gain more information, not to immediately minimize or reduce t

22、he objection. If the retailer perceives your response as contradicting his statement, his natural reaction is to be defensive, thus strengthening the objection.Therefore, before the real concern is handled, the process calls for first being sure that it has been accurately identified. And, that the

23、retailer and you have a mutual understanding of it.Note: Concessions Do not begin offering concession until you have negotiated all issues, which you can reach agreement.Verify The ObjectionStep 3: To ensure both of you understand the objection and have focus on the real issue. An effective way to v

24、erify your understanding of the objection is to summarize the objection from the retailers point of view. And, conclude the summary with is that right? Good ways to start your summary statement include:“So what you are trying to decide is why Is that right?“Then what you really want to know is corre

25、ct?“You seem to be asking is it?This gets the retailers agreement that you have accurately stated his concern and allows you the opportunity to address it. You are in a sense helping the retailer to reopen his mind about his concern. You are also encouraging him to listen further. If the buyer disag

26、rees with your summary of the objection, you obviously need to learn more about his concern before proceeding.Handle The ObjectionSTEP 4: To resolve the issue, meeting retailers expectation.Handling objections satisfactorily generally requires three things. They are:Being knowledgeable about the bus

27、iness: should be knowledgeable in our business, i.e. Brand information, Customer information, Trade information.Being skillful in converting objections into benefits: Convert concern into selling point, highlight the profit story and benefits to customer so as to overcome the concern.Being concise:

28、Presenting the case with just enough information and focus on account benefits. What are the most effective ways to resolve objection:Find parallel with retailers own experience similar product/package/promotion has been successful.Good experience of other stores refer other stores, other towns, oth

29、er cities. Who does he respect as a leader? GT outlets may look at Independent supermarket; Independent supermarket may look at Key account.Propose test of small initial quantity to check consumer acceptance, e.g. Salesman: “My profit story presented was based on Qoo Peach selling 50% of Orange, let

30、s play safe and assume it is only 20% to start that means a first order of 3 cases. Is that a better option?Identify urgent reaction to a program despite some concerns price increase, other competition store opening.CONCLUSIONFour basic steps of handling objection provide a simple but practical way

31、to deal with Objection. At the same time, we should not afraid to face the objection. In fact, we should equip ourselves to be capable for effectively and successfully handling them. The more you practice using this process, the better you will become at making sales when objections are raised.處理異議(

32、問(wèn)學(xué)員日常生活中能否經(jīng)常碰到異議, 並常試擧例)學(xué)習(xí)目的能找出真正的異議學(xué)習(xí)如何處理異議甚么是異議對(duì)計(jì)劃, 建議或產(chǎn)品本身有所顧慮, 疑惑或問(wèn)題而作出反對(duì), 這就是異議.異議是銷售過(guò)程的一部份, 這只是反影客戶在作出決定前, 須解決對(duì)計(jì)劃的疑惑; 或?qū)€(gè)人意願(yuàn)的一種表達(dá) 所以我們要小心聆聽(tīng); 並給于尊重.如何處理異議: (問(wèn)學(xué)員意見(jiàn)) 減低異議發(fā)生的機(jī)會(huì)當(dāng)異議出現(xiàn)時(shí), 要有效地處理 減低異議發(fā)生的機(jī)會(huì)持有良好的客戶資料(業(yè)務(wù)上的或客戶個(gè)人的), 這有助預(yù)測(cè)客戶能夠提出的問(wèn)題.在計(jì)劃訪問(wèn)前, 熟讀有關(guān)資料. 如消費(fèi)者活動(dòng)說(shuō)明; 新產(chǎn)品上市之問(wèn)與答(這會(huì)有效地協(xié)助他解答絕大部份的問(wèn)題); 促銷活動(dòng)

33、細(xì)則, 在推出前於例會(huì)中討論能夠面對(duì)的問(wèn)題, 並加以研討.針對(duì)個(gè)別問(wèn)題, 在出發(fā)前與經(jīng)理或主任練習(xí), 如何處理異議(問(wèn)學(xué)員有效的方法, 舉例: 他的情人叫他去吃飯, 但他剛剛跟另到別的女孩吃完, 並吃得很飽, 他的答案會(huì)如何-情人會(huì)置信嗎? 信! 因沒(méi)想到他會(huì)說(shuō)假話.)“真 假異議客戶會(huì)提出真異議, 但亦會(huì)提出假異議, 我們最主要是學(xué)習(xí)如何找出及處理真異議, 而不是花太多時(shí)間去回答和處理假異議. 從實(shí)際方面說(shuō), 我們應(yīng)假設(shè)每一個(gè)由客戶提出的疑慮都是真的. 但在不同的疑慮中, 必然有一些比其它較為重要的.(嘗試舉出10個(gè)異議)真異議 = 從客戶的立場(chǎng)所表達(dá)出來(lái)真正/重要的疑慮.例子:客戶: “老

34、陳, 在他提出來(lái)的建議裡, 産品的利潤(rùn)是缺乏夠的業(yè)務(wù)員: “他是擔(dān)心產(chǎn)品的利潤(rùn), 不知還有沒(méi)有其它?客戶: “其它都可以-除了利潤(rùn).這能否真的異議? 利潤(rùn)能否客戶真正的疑慮? 在締結(jié)整個(gè)訪問(wèn)時(shí), 利潤(rùn)的疑慮能否一定要處理?假異議(找女生及男生各一名, 叫男生約會(huì)女生, 但女生不喜歡, 她會(huì)怎樣處理)很多時(shí)候, 業(yè)務(wù)員都會(huì)接受這些假異議而放棄推銷. 久而久之, 客戶便養(yǎng)成一個(gè)習(xí)慣, 他們會(huì)將腦海中忽然出現(xiàn)的問(wèn)題, 當(dāng)成疑慮. 而我們的責(zé)任便是協(xié)助客戶找出真正的疑慮, 並令我們的建議得到合理的評(píng)價(jià) 如建議對(duì)客戶有利, 他們是會(huì)接受的!.假異議 = 表達(dá)出來(lái)的疑慮並非真正的問(wèn)題所在.例子:“這包裝設(shè)

35、計(jì)太老套! “小孩再也不喜歡喝啦!“沒(méi)有人願(yuàn)意付更多的錢(qián)來(lái)買(mǎi)!為了找出真正的異議, 我們需求考驗(yàn)這些由客戶提出的疑慮.處理異議的程序處理異議4 步曲:測(cè)定Identify (真異議the real objection)了解Understand 求証Verify 處理Handle 第一及二奌是協(xié)助他找出真正的異議, 及異議背後的理由.第三奌是確定他的看法 找出客戶真正及最重要的疑慮, 而這疑慮是需求處理的, 並且這疑慮是他有才干去處理的(例如利潤(rùn), 而不是毛利率). 第四奌是處理疑慮 從而勝利完成訪問(wèn)測(cè)定(真異議)第一步: 重覆聽(tīng)到的異議, 然後問(wèn)有沒(méi)有其它(如心儀對(duì)象答應(yīng)與他約會(huì), 但他不知她

36、喜歡甚么活動(dòng), 他會(huì)怎樣問(wèn)?)例子:客戶: “老陳, 在他提出來(lái)的建議裡, 産品的利潤(rùn)是缺乏夠的業(yè)務(wù)員: “他是擔(dān)心產(chǎn)品的利潤(rùn), 不知還有沒(méi)有其它?客戶: “其它都可以-除了利潤(rùn).業(yè)務(wù)員: “他是擔(dān)心產(chǎn)品的利潤(rùn), 並沒(méi)有其它了?客戶: “是.沒(méi)有其它.客戶已確定利潤(rùn)是真的疑慮, 沒(méi)有其它. 第一先步完成!但在一些情況, 客戶會(huì)提出多個(gè)的疑慮, 我們又怎樣處理.例子:客戶: “噢! 我的貨架沒(méi)有位置放他的新產(chǎn)品!業(yè)務(wù)員: “唔.他擔(dān)心貨架的空位缺乏! 不知還有沒(méi)有其它?客戶: “另外是天氣, 現(xiàn)在對(duì)飲料來(lái)說(shuō), 天氣是太冷啦!業(yè)務(wù)員: “他同時(shí)擔(dān)心天氣太冷對(duì)飲料的表現(xiàn)有影響不知還有沒(méi)有其它客戶:

37、“沒(méi)有其它.業(yè)務(wù)員: “高老闆, 他剛才提到3個(gè)疑慮.利潤(rùn), 貨架的空位及天氣, 不知那一個(gè)是最重要呢?客戶: “唔! 我想是天氣吧!在第一步的測(cè)定下, 我們知道在這剎那, 天氣是最重要的疑慮.了解異議(他看見(jiàn)一對(duì)夫婦在吵架, 他會(huì)想到甚么 為甚么會(huì)吵架, 在吵些甚么? 背後的緣由)第二步: 清楚了解客戶提出的異議及其背後的疑慮 以便勝利完成整個(gè)訪問(wèn).例子: 客戶: “唔! 我想是天氣吧!業(yè)務(wù)員: “可以告訴我多一奌嗎!這樣的處理, 可給客戶更多的空間來(lái)解釋對(duì)天氣的疑慮, 同時(shí)可避開(kāi)不用要的誤解客戶: “我的貨架沒(méi)有位置放他的新產(chǎn)品.業(yè)務(wù)員: “他最擔(dān)心的是貨架的空位缺乏? 這可反影他知道客戶

38、的疑慮是甚么及給予客戶修正的機(jī)會(huì) 如他的了解不對(duì)當(dāng)他進(jìn)一步了解異議時(shí), 應(yīng)轉(zhuǎn)變?yōu)樗商幚淼那闆r, 例如對(duì)價(jià)格及毛利率的疑慮, 我們應(yīng)將轉(zhuǎn)化為對(duì)利潤(rùn)的疑慮, 因我們可以運(yùn)用利潤(rùn)故事去處理. 句子如: 業(yè)務(wù)員:他提到對(duì)價(jià)格(或毛利率)的問(wèn)題, 其實(shí)他擔(dān)心的是售賣(mài)該產(chǎn)品帶來(lái)的利潤(rùn), 能否這樣?有一奌非常重要: 知道客戶的疑慮並不代表他的反對(duì). 緊記在這一步是搜集更多資料, 了解疑慮, 而非解決. 因假設(shè)果客戶感到他在反對(duì)他的意見(jiàn), 他將, 自然地, 更加不協(xié)作並強(qiáng)化異議所以, 在處理異議前, 必先準(zhǔn)確地找出雙方認(rèn)同的疑慮.註:妥協(xié)/讓步 在尋覓真正疑慮的過(guò)程中, 千萬(wàn)不要對(duì)未確立的疑慮作出妥協(xié)或讓步

39、, 因這會(huì)増加他處理真正疑慮時(shí)的困難, 並且可得跌進(jìn)客戶的圈套裡去!求証第三步: 確保雙方都了解疑慮所在, 並針對(duì)地處理. 其中一個(gè)有效的求證方法是總結(jié)對(duì)方的觀奌, 並加上確定性的句子, 例如.這樣就可以啦! 對(duì)不對(duì).:“他的決定是由于.對(duì)不對(duì)?“他真正想知道的是.對(duì)不對(duì)?“他想了解的是.是不是這樣?這樣他可得到客戶對(duì)疑慮的確認(rèn), 並容許他加以處理. 而他正在協(xié)助客戶仔細(xì)分析他的疑慮, 並鼓勵(lì)客戶繼續(xù)聆聽(tīng). 另一個(gè)重奌是假設(shè)客戶反對(duì)他的總結(jié), 明顯地他必須進(jìn)一步加深了解客戶的疑慮.處理第四步: 解決問(wèn)題, 令客戶滿意地接受我們的建議.處理異議所需求的:見(jiàn)識(shí)廣博: 在業(yè)務(wù)上每方面都有充份的知識(shí),

40、 如品牌資訉, 客戶表現(xiàn), 市場(chǎng)趨勢(shì)等等技巧熟練: 將異議轉(zhuǎn)變?yōu)橥其N重奌, 並使利益淹蓋異議簡(jiǎn)明表達(dá): 用適量的資料去推銷, 不要長(zhǎng)篇大論處理異議有效的方法找出客戶曾經(jīng)歷類似的經(jīng)驗(yàn) 如過(guò)往新產(chǎn)品/包裝/促銷勝利的經(jīng)驗(yàn).其它客戶勝利例子 借用其它客戶, 城市, 國(guó)家地域的例子. 客戶以甚么作為榜樣? 普通小店能夠參力考獨(dú)立超市; 而獨(dú)立超市則能夠參考重要客戶.當(dāng)客戶不願(yuàn)意負(fù)上較大風(fēng)險(xiǎn)時(shí), 可提出較小型的測(cè)試, 確保消費(fèi)者接受. 例如業(yè)務(wù)員: “我剛才分柝的利潤(rùn)故事, 是基於酷兒蜜桃汁銷量可達(dá)到橙的50%, 讓我們用一個(gè)比較平安的數(shù)字, 20%橙銷量, 那就是說(shuō)3箱. 這能否一個(gè)更好的建議呢?突出

41、事情的迫切性, 即使面有疑慮 如產(chǎn)品漲價(jià), 客戶有新的競(jìng)爭(zhēng)對(duì)手出現(xiàn).總結(jié)處理異議四步曲對(duì)我們?nèi)粘２僮魈峁┝艘粋€(gè)簡(jiǎn)單而有效的方法, 去解決客戶的疑慮. 同時(shí), 我們不應(yīng)害怕面對(duì)異議. 相反, 我們應(yīng)裝備自已, 從而有效的, 勝利地處理異議. 我們愈熟練處理異議的技巧, 當(dāng)面對(duì)異議時(shí), 我們的勝利機(jī)會(huì)便愈大. 處理異議學(xué)習(xí)目的能找出真正的異議學(xué)習(xí)如何處理異議甚么是異議對(duì)計(jì)劃, 建議或產(chǎn)品本身有所顧慮, 疑惑或問(wèn)題而作出反對(duì), 這就是異議.異議是銷售過(guò)程的一部份, 這只是反影客戶在作出決定前, 須解決對(duì)計(jì)劃的疑惑; 或?qū)€(gè)人意願(yuàn)的一種表達(dá) 所以我們要小心聆聽(tīng); 並給于尊重.如何處理異議: 減低異議發(fā)

42、生的機(jī)會(huì)當(dāng)異議出現(xiàn)時(shí), 要有效地處理 減低異議發(fā)生的機(jī)會(huì)持有良好的客戶資料(業(yè)務(wù)上的或客戶個(gè)人的), 這有助預(yù)測(cè)客戶能夠提出的問(wèn)題.在計(jì)劃訪問(wèn)前, 熟讀有關(guān)資料. 如消費(fèi)者活動(dòng)說(shuō)明; 新產(chǎn)品上市之問(wèn)與答(這會(huì)有效地協(xié)助他解答絕大部份的問(wèn)題); 促銷活動(dòng)細(xì)則, 在推出前於例會(huì)中討論能夠面對(duì)的問(wèn)題, 並加以研討.針對(duì)個(gè)別問(wèn)題, 在出發(fā)前與經(jīng)理或主任練習(xí), 如何處理異議“真 假異議客戶會(huì)提出真異議, 但亦會(huì)提出假異議, 我們最主要是學(xué)習(xí)如何找出及處理真異議, 而不是花太多時(shí)間去回答和處理假異議. 從實(shí)際方面說(shuō), 我們應(yīng)假設(shè)每一個(gè)由客戶提出的疑慮都是真的. 但在不同的疑慮中, 必然有一些比其它較為重要

43、的.真異議 = 從客戶的立場(chǎng)所表達(dá)出來(lái)真正/重要的疑慮.例子:客戶: “老陳, 在他提出來(lái)的建議裡, 産品的利潤(rùn)是缺乏夠的業(yè)務(wù)員: “他是擔(dān)心產(chǎn)品的利潤(rùn), 不知還有沒(méi)有其它?客戶: “其它都可以-除了利潤(rùn).這能否真的異議? 利潤(rùn)能否客戶真正的疑慮? 在締結(jié)整個(gè)訪問(wèn)時(shí), 利潤(rùn)的疑慮能否一定要處理?假異議很多時(shí)候, 業(yè)務(wù)員都會(huì)接受這些假異議而放棄推銷. 久而久之, 客戶便養(yǎng)成一個(gè)習(xí)慣, 他們會(huì)將腦海中忽然出現(xiàn)的問(wèn)題, 當(dāng)成疑慮. 而我們的責(zé)任便是協(xié)助客戶找出真正的疑慮, 並令我們的建議得到合理的評(píng)價(jià) 如建議對(duì)客戶有利, 他們是會(huì)接受的!.假異議 = 表達(dá)出來(lái)的疑慮並非真正的問(wèn)題所在.例子:“這包裝

44、設(shè)計(jì)太老套! “小孩再也不喜歡喝啦!“沒(méi)有人願(yuàn)意付更多的錢(qián)來(lái)買(mǎi)!為了找出真正的異議, 我們需求考驗(yàn)這些由客戶提出的疑慮.處理異議的程序處理異議4 步曲:測(cè)定Identify (真異議the real objection)了解Understand 求証Verify 處理Handle 第一及二奌是協(xié)助他找出真正的異議, 及異議背後的理由.第三奌是確定他的看法 找出客戶真正及最重要的疑慮, 而這疑慮是需求處理的, 並且這疑慮是他有才干去處理的(例如利潤(rùn), 而不是毛利率). 第四奌是處理疑慮 從而勝利完成訪問(wèn)測(cè)定(真異議)第一步: 重覆聽(tīng)到的異議, 然後問(wèn)有沒(méi)有其它例子:客戶: “老陳, 在他提出來(lái)的建議裡, 産品的利潤(rùn)是缺乏夠的業(yè)務(wù)員: “他是擔(dān)心產(chǎn)品的利潤(rùn), 不知還有沒(méi)有其它?客戶: “其它都可以-除了利潤(rùn).業(yè)務(wù)員: “他是擔(dān)心產(chǎn)品的利潤(rùn), 並沒(méi)有其它了?客戶: “是.沒(méi)有其它.客戶已確定利潤(rùn)是真