Zhao Wu's notes

The best way to solve customer objections is not how to deal with them, but how to prevent them. In the process of sales, we confirm with our customers anytime and anywhere, whether our customers are clearly stated and whether our understanding of customer problems is biased. The real customer objection just means that the customer is interested in you or your product. At this time, we should have a positive attitude towards the objection, accept it calmly, and then look for a solution. I have shared with you some methods to deal with customer objections in the previous article. As long as I practice more, I believe it can help you effectively resolve customer objections. Next, I will take out some common objections and solutions in sales and make some analysis with you, not only on the tactical level, but also on the sales strategies and ideas of sales experts.

First, crack the brand objection

The customer said "I have never heard of your brand", which is a major objection that puzzles many small brand salespeople in the third and fourth lines. In the face of such doubts from customers, some salespeople will immediately explain to customers when our brand was established, which media we advertised in CCTV, where we ranked in the industry, how much output value we had, and so on.

first of all, what does the customer mean when he says "I haven't heard of your brand"? It may have the following meanings:

(1) I have never heard of your brand, so your brand awareness is too low, and I am not interested. I only buy branded products. But please pay attention, dear friends, as long as customers have not eliminated you directly, it means that customers are still interested in your products or you, and the brand awareness is not high, which just requires us to work harder.

(2) I have never heard of your brand, so are you kidding me? Are your products that good? Because in the eyes of many customers, the brand is the representative and endorsement of quality. When he says he doesn't trust the brand, he actually doesn't trust the product.

(3) I have never heard of your brand, and you dare to sell it at such a high price. At this time, he has accepted your product, because you are not a big brand, so he thinks it is not worth such a high price. He is preparing for himself to bargain with you when buying.

The customer said that I have never heard of your brand, but there are so many meanings behind it. Before you know the real intention of the customer, tell the customer how dangerous our brand value is. The real sales expert will ask the customer such a question at this time: "You said that you have never heard of our brand, so do you want me to introduce it to you or take a look at the products first?" You use an alternative closed-ended question to test the real intention of the customer to raise this objection, because no matter how the customer answers, you need to tell the customer about the brand value during the sales process, otherwise it will be difficult to sell at a high price.

do you remember that we wrote an advertising copy of a brand of liquor earlier? It is said that there are two major liquor brands along the Chishui River, one of which is Qinghua Lang. This copy is similar to Elvis's car rental slogan-"We are second, so we work harder". Everything is two sides of the same coin. Of course, a big brand has the advantages of a big brand, and a small brand also has the value of a small brand. It is precisely because our brand awareness is not high that we work harder, the product quality is more secure and the product price is more competitive. In the face of customers' brand objections, we don't have to argue about our brand position, but should guide customers from the dimensions of products, services and prices.

2. Solving product objections

The customer's product objections mainly come from the following aspects:

First, because the customer is not interested in your product at all, the customer feels that the product you recommended can't solve his problem.

Second, because customers think that the price of your product is too high, some customers are unwilling to tell you what they really think, especially because they have no money to buy it, which makes them feel humiliated and can only use the product as a cover.

thirdly, because you used too many technical terms when you introduced the products, customers simply couldn't understand them. You should turn professional sales speech into a language that customers can understand. I shared some methods with you when I was talking about product introduction, and you need to practice more.

Fourth, because you talk too much, customers have stereotypes and rebellious principles about salespeople. The better you speak, the more I have to find one or two shortcomings to prove my shrewdness and that you are fooling around.

Fifth, the lack of customer knowledge. You should remember the rural aunt who weighed the shampoo with a scale, right? The customer has his own cognitive method when buying products. Do you keep the same frequency with him?

Sixth, customers think that your product is not cost-effective. Too many product functions will inevitably lead to an inflated price. Your product has ten selling points and customers only need one buying point. Customers are unwilling to pay the price of ten selling points for one buying point, so you talk too much when introducing products.

Seventh, customers have been misled by competitors, so it is difficult to guarantee that you are the first person to contact customers. Before meeting you, customers have been guided by sales staff of other brands. The sales staff of the opponent told the customer that it is most important to buy a range hood with "big suction", but you have been emphasizing "no smoking". What you have to do at this time is how to erase the concept in the customer's mind first, and then implant your concept.

customers have different reasons for product objections, and when we deal with this objection, we can't break them one by one until we know the reasons first.

Third, solve the service objection

When we told our customers that "our products are guaranteed for three years", the customers replied: "Xx brand is more famous than your, and people guarantee it for five years." How should we face it?

why do customers have service objections? In my opinion, the service objection must be caused by the customer's distrust of the salesperson. The customer may have heard of your brand before he comes into contact with the sales staff, and combined with his experience of purchasing similar products, he will form a purchase expectation for your service. Face-to-face with the sales staff produces the customer's purchase perception. When the customer's purchase expectation is greater than the customer's perception, the customer is dissatisfied. On the contrary, when the customer's purchase expectation is less than the customer's perception, the customer is satisfied. If the customer questions your service, it must be that the customer does not trust the salesperson enough. It is an unknown matter whether the warranty period is three years or five years. In many cases, customers may have new products for upgrade iteration in less than three years.

□ Actual combat case

When I fly, I like to read some books on the plane. Once I got on the plane, I found that the reading light overhead was broken, so I called the stewardess to come over. "Beauty, why doesn't my reading light work?" She made a fuss and then said to me, "Sir, the plane may be a little old. This reading light is broken. It's okay, as long as the plane is not broken." She had just finished, but I didn't say anything. A passenger next to me got angry and said, "What do you mean, as long as the plane is not broken? What bad luck!"

I asked the flight attendant to help me see what the reading light was. After confirming that the reading light was broken, she had two ways to deal with it. One was to arrange for me to change places with the passengers in the back row, and the other was to comfort me: "Sir, this reading light is probably broken. In fact, it takes only two hours to get from Shanghai to Guangzhou. You have also worked for a day, so it is just right for us to close our eyes and have a rest." When you think about the problem from the customer's point of view, I can accept either way, but who do you think can accept the saying "as long as the plane is not broken"? In the face of customer objections, the lack of thinking in handling methods will inevitably lead to greater customer objections.

Fourth, crack the price objection

Price objection is a dead hole problem for many salespeople. Every time they go to the price negotiation stage, salespeople will be afraid. If the quotation is too expensive, they will be afraid to scare away customers. If the price is low, they will not make any money. What should I do? In fact, every customer says it's expensive for different reasons. When a customer says it's expensive, we must first analyze what the real reason is.

(1) He really can't afford it;

(2) I can afford it, but I'm worried that I'll pay too much. If I don't say anything, I'll easily make others think I'm a fool.

(3) He is always used to shouting expensive, no matter what he buys. Expensive is his mantra;

(4) Don't like the product or don't approve of the sales staff, and leave with an excuse of calling you expensive;

(5) customers can't make their own decisions and take expensive as an excuse to leave;

(6) The customer doesn't understand the market conditions, and the price exceeds his budget;

(7) competitors are doing market research, and they are ready to leave under the pretext of expensive;

(8) The customer has accepted the competitor's quotation and thinks that we are more expensive than our competitor;

(9) customers are not interested at all and don't want to buy;

(11) The customer still has questions about the product;

(11) The customer just wants to feel like a winner in the negotiation;

(12) customers know that lowering prices can always win some benefits for themselves. It is precisely because customers say that it is expensive for different reasons that his excuse has a very different impact on the sales results. Some price objections are simply insignificant and will not affect the final transaction; There are some excuses that no matter how hard you try, you can't save the day; And some excuses as long as you give the customer a step down, he will go straight down. Therefore, when facing the customer's price objection, we should first know what his real intention is, and then we should solve it.

□ Practical Case

Hu Minxia is a lighting guide in Shanghai, from Haiyan, Zhejiang. She was only 19 years old when this case happened. Hu Minxia was selected as a shopping guide and another elder sister with more than ten years' sales experience was selected as a customer in a sales scenario PK activity organized by me. The title drawn by the eldest sister is: Play a wife, and want to buy an eye protection lamp for her son, asking for health to protect her eyes, and the price is cheap. Of course, Hu Minxia doesn't know what customers want to buy and what kind of purchase needs they have.

The following is a wonderful conversation between them: Hu Minxia: Hello, elder sister, welcome. Which lamp do you choose? Customer: I want to buy an eye protection lamp. At this time, Hu Minxia recommended an eye protection lamp: Sister, what do you think of this one? The customer took a look and said, it's too expensive. Hu Minxia: Yes, elder sister, the price of this lamp is really a bit expensive. However, you can't just look at the price when buying eye protection lamps. The most important thing is to look at the quality and whether it really protects your eyes. Do you know that there are at least three criteria to judge whether the eye protection lamp is really eye protection: first, see if the lamp flashes frequently; The second is to see if this lamp is a tricolor fluorescent light source and whether the light is soft; Third, reasonable brightness does not dazzle.

customer: well, it seems reasonable. Hu Minxia: Elder sister, are you buying it for yourself or for children? Customer: It's for children. It's for children. How about this one? Hu Minxia immediately recommended a black children's eye protection lamp called devil fish.

customer: I don't like it. Hu Minxia: Why don't you like it? Do you not like the color of this lamp or the shape of this lamp? Customer: I don't like this color. Hu Minxia: Elder sister, I recommend this blue one to you. Blue is the popular color this year, and both boys and girls like it. Customer: But I think the price you recommended to me is a little expensive. Hu Minxia: Are you satisfied with everything except the price? If you are all satisfied, I will give you a suitable price.

customer: I am satisfied with everything. Hu Minxia: Elder sister, this lamp has never been discounted since it went on the market, and you know how many people can't buy their most satisfactory products with money, and you hit it today. If you are sure to buy it today, I can apply to the manager and give you a gift.

finally, the customer accepted Hu minxia's quotation and bought this devil fish product.

Now let's see how Hu Minxia solved the customer's price objection and successfully achieved the sales:

Just after the customer entered the door, Hu Minxia recommended an eye protection lamp to the customer, but the customer took a look and immediately said, "It's too expensive." (1) Does the customer's shouting expensive mean that the customer wants to buy this product? No, because the customer has never known this product in detail. At this time, if the shopping guide directly asks the customer, "What price do you think is appropriate?" "How much are you going to buy?" Or immediately recommend a low-priced product to the customer, which is too impatient, and it is easy for the customer to lead by the nose. Remember: haste makes waste. When the customer first suggested that the price was expensive, Hu Minxia did not discuss the price with her according to the customer's ideas, but agreed with the customer's statement, "Yes, big sister, the price of this lamp is indeed a bit expensive." Then Hu Minxia did one thing, that is, to help customers establish standards for purchasing eye protection lamps. She gave three standards. Her skill is very good, because most customers have little experience in buying eye protection lamps. For buying such products, most people only look at the style but also the price. If you don't tell the other party the selection criteria of eye protection lamps, you won't be able to shape the value of eye protection lamps. At the same time, Hu Minxia proved to customers that she is an expert in selling lamps through three criteria.

when the customer asked for the second time, "but I think the price you recommended to me is a little expensive" (4), Hu Minxia still didn't directly argue with the customer about whether it is expensive or not, but said, "Are you satisfied with everything except the price? If you are satisfied, I will give you a suitable price." The implication is, do you just feel that the price is not suitable now? You have no objection in other aspects. As long as you get a suitable price, you will definitely buy it. Hu Minxia took the customer's second price objection as a signal to clinch a deal. This is the strength of a sales expert. She is confirming with the customer whether she can buy it after negotiating the price. I don't want to talk about the price with you. You say that the style is not good or the quality is not good. I never do anything useless. Let's talk about the price at the end. As long as you talk about the price with me, it means that you are ready to place an order except the price. There is another meaning in this sentence, that is, let customers tell the answers that are satisfactory to both sides. That is to say, when Hu Minxia asks this question, the answer that the customer can give is already in her heart. If the customer is satisfied, then the customer loses the initiative in price negotiation. Many customers bargain on the pretext of "poor product quality" and "I still don't like it very much", and few customers will take the initiative to admit that they can't afford it. When the customer said that I was satisfied, in fact, Hu Minxia had blocked the back road of the customer's counter-offer. "If you have money, you can't buy your favorite products."

Let's take a look at how Hu Minxia handled other objections of customers: When Hu Minxia learned that customers wanted to buy an eye protection lamp for their children, she recommended a black eye protection lamp. But the customer took one look and said, "I don't like it." Many sales in this situation are familiar. You confidently recommend a product to a customer, but he uses "I don't like it"