可口可乐人力资源管理技巧培训——销售技巧（处理异议）

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1、HANDLINGOBJECTIONSLearningObjectives1.Abletoidentifydifferentkindsofobjections.2.LearnhowtousehandlingobjectionsprocessindailysellingWhatisObjection?Itmaybetreatedasaconcern,reason,orargumenttowardsaplanoridea.ObjectionispartoftheSellingProcess;itonlyreflectscustomer’sconcernorcurrentlimitation,w

2、hichneededtoberesolvedbeforemakingadecision.Objectioncanalsoexpressaspersonalneed–gotobelistenedto;tobegivenface.Therearetwomainwaystodealwithobjections.Oneistoreducetheopportunitiesofoccur;theotheristohandleiteffectively.ReducingObjectionOpportunities1.Havegoodknowledgeofcustomerinformation(busi

3、nessneedsandpersonalstyle)toanticipatepotentialobjections.2.Inyourcallplanning,readandpracticerelatedinformation:a.PromotionDescription;NewProductTradeLeafletandQ&A(thiswillhelpyoutoanswermostofthequestions)b.PromotionDetails:raiseanddiscusspotentialquestionsinweeklymeetingc.Forspecificpotentialo

4、bjections,getmanagerorsupervisorinputsandpracticehowtodealwiththeseobjectionsbeforeaction.“Real”and“False”ObjectionsRetailercanraise“realobjections”andalso“falseobjections.”Thekeytousistolearnhowtoidentifyandhandletherealobjections,notspendingalotoftimeattemptingtoanswerfalseones.Fromapracticalst

5、andpoint,weshouldassume,atfirst,thateveryobjectionisanactualorrealconcernintheretailer’sposition.However,someconcernsaremoreimportantthanothers.Realobjection=Expressedconcernisanactual/realconcernfromtheretailer’sposition.Example:Retailer:Theproblemwithyourplan,Mr.Chen,ismargin.It’snotenough.”Sal

6、esman:“You’reconcernedaboutmargin.Doesanythingelsetroubleyou?”Retailer:“No.Theplansoundsgood---exceptformargin.”Istheobjectionreal?Ismargintheretailer’srealconcern?Toclosethesale,isitthemarginobjectionthatmustbehandledtotheretailer’ssatisfaction?FalseObjectionsSincemanysalespeopleacceptthesefalse

7、objectionsandstoptheireffortstomakethesale,someretailersgetinthehabitofsayingthefirstthingthatcomesintotheirmind.Weshould,therefore,tohelptheretailerthinkthroughandfurtherexaminehis/herresponsesandobjectionssothatourid