When customers object
Featured in the Selling through Customer Service training manual
By Tony Gillen
Category: Sales Skills
Credit price: 3 download credits (Single user)
Any customer (or potential customer) can raise objections to moving forward through the sale. A customer raising an objection and the sales person dealing with it should be seen as a natural part of any sale. This training activity deals with the eight main reasons customers raise objections and what these objections tell you about the customers’ thoughts and attitudes as well as the salesperson’s selling skill. Salespeople should see objections as opportunities to clarify a customer’s thoughts in some way, in order to advance the sale. Salespeople who are skilled at advancing the sale usually advance their careers!
Begin the training activity by explaining its purpose and process. Divide participants into syndicate groups to list objections customers have raised (or which participants have raised when they have been customers). This exposes both true objections as well as excuses, and implies how common such things are. All salespeople meet objections, not just them! When all objections have been shared, you will help participants to categorise them into the eight main reasons customers raise them. Categorising those helps participants to recognise patterns in customer behaviour and suggests that there are specific causes for objections to be raised. If this is the case then there will be ‘scientific’ ways of responding. You explore the objection types and categories with the participants and then consider them from the customer’s point of view. ‘What does this behaviour tell you about your selling?’ Helping participants to recognise these behaviours in customers and in themselves reduces the emotional barriers many inexperienced and less successful salespeople have about objections.
Who is it for: This training activity is intended for use by trainers with participants to explore the eight main reasons customers raise objections, what they tell you about a customer’s thoughts, and how this reflects on the participants’ selling ability.
| Resource Type: | Activity |
| Min Group Size: | 6 |
| Max Group Size: | 12 |
| Typical Duration: | 02:10:00 |
| No of Pages: | 14 |
Resources: View standard resources for Fenman training activities
Purpose: This training activity is intended for use by trainers with either inexperienced salespeople who must learn how to handle objections successfully or with experienced salespeople who will benefit from a thorough review of the topic. This training activity is closely linked to ‘The seven best ways to deal with objections’.
Download the training activity, When customers object as featured in the Fenman training manual; Selling through Customer Service