This article is related to Building Trust for salespeople key summary.

At this time, I show you my personal note especially key points about relationship marketing, how to handle objections from prospective customer, convert the objections to trust, and objections are actually an opportunity.

Below are the key points of the notes

1. Relationship marketing core are : build partnering, address "customer better", buy in of customer attention, protect emotional well being, understand consumer psyche, build trust with customer.

2. Objections are simply a natural outcome of the sales process.

3. Objection is a reason given by the prospective customer why they are not ready to buy your product or service.

4. Each potential prospect has his own set of unique needs, and, though you may identify most of them during the pre-approach stage of the selling process when you do your research.

5. The essence of sales is handling objections and truly understanding how you can help your prospects meet their needs.

6. Salesperson must have the following skills : find the opportunity in these objections, listen to the prospect, and then respond.

So an objection is simply a question from a prospects that indicates that they want more information.

7. If a prospect is asking you questions, you can at least assume that he is interested in your product or service.

8. The reason the prospect is objecting isn’t necessarily because your presentation failed ( ex: fail to communicate the features, advantages, and benefits of your offering).

He is objecting because he is seeking reassurance; he is on the fence of indecision, and he wants you to provide him with the incentive that justifies an immediate purchase.

9. Objections generally defined as prospect questions or hesitancies about either the product or company.

10. Objections simply signal your prospect’s level of interest and alert you to what actions need to be taken to bring the sale to a close.

11. Leverage these objections into an opportunity to continue to build your relationship with your prospect so that you can continue to create a positive influence on the buyer’s decision.

12. The fact is objections help you build your relationship and find the true reason for resistance.

13. Steps of the selling process that you have covered so far: prospecting and qualifying, pre-approach, approach, and presentation.

Throughout each of these steps, your focus is on understanding your prospect’s needs and building a relationship based on trust.

14. Never lose sight of your prospect’s buying motivations.

15. Understand what your prospect considers a risk (e.g., time, money, changing suppliers).

16. Your success as a salesperson will largely be determined by your ability to anticipate and handle objections.

Write down all the possible objections and go back and incorporate them into your presentation.

17. Anticipating objections helps you be responsive, rather than reactive.


18. You should consider objections opportunities to learn more about your prospect’s needs. The more you understand about your prospect’s needs, the greater your ability to determine how your product or service can satisfy them or how your product or service can be improved to satisfy them.

19. Selling is about solving problems.

20. The solution that you offer will demonstrate to your prospect whether or not you truly understand his needs and whether or not you have his best interests at heart.

21. Objection comes down to one of four reasons: no or not enough money, no perceived need, no sense of urgency, and no trust.

 22. You are actually handling objections at every step of the selling process.

23. Using the questioning technique is a good way to engage your prospect in conversation and learn more about what can help her run her business.

24. The best way to handle objections is to appear as a knowledgeable, interested salesperson whose mission is to help the prospect achieve his objectives and goals.


This key point of summary is excerpt from:

https://2012books.lardbucket.org/books/powerful-selling/s14-01-objections-are-opportunities-t.html