Salesperson eloquence skills training

Chapter 38 Grasp the degree of direct denial of customer objection
"Eloquence Book"

Customer: "Why is the shape of this knife so strange? I think it's just for looks, not practical, right?"

Salesperson: "I understand what you think. But the shape of this knife is based on science. It fully considers the focus of people's knives for cutting vegetables and meat. The force is uniform, which will reduce the force you need to use and bring you convenience."

Customer: "Then why does it use this light plastic handle instead of metal? It seems to save costs."

Salesperson: "I understand what you mean. It does save money, but it's not just about saving money. You see, this plastic is tough, as strong as metal, but it's more comfortable to hold than metal handles, and now A lot of people like that style."

Analysis When the customer's objection comes from untrue information or misunderstanding, the salesperson can use the direct negation method, which can directly correct the customer's view on the problem, thereby eliminating the objection.However, when directly denying the customer's opinion, the salesperson must pay attention to the tone and wording, because directly denying the customer is a dangerous method, and if it is not handled properly, the customer will become angry and leave directly.

Theoretically speaking, direct negation of customers should be avoided as much as possible. In most cases, direct refutation of customers will easily make the atmosphere rigid and unfriendly, and will make customers hostile, which is not conducive to customers' adoption of the salesperson's opinions.However, if the customer's objection is based on a misunderstanding of the product, and you are sure of your ability to persuade the customer, you may wish to speak up.But when refuting customers, we must pay attention to using a friendly and gentle attitude. It is best to be able to cite classics to persuade customers with absolute advantages. This will make customers feel confident in you, thereby enhancing customers' confidence in the product.

(1) Direct refutation of the customer

Pay attention to customers: "I will not work with you because your company is often late in delivery, it is simply terrible."

Salesperson: "Manager Sun, I'm afraid you are not sure what you said? Among the customers I have contacted, no customer has said this. They all think that the company's reputation is very good, and it also has a good reputation among peers. .You say so, can you give an example?"

In this case, such a question must be refuted directly, because "delayed delivery and failure to keep its reputation" are the focus of the objection. However, if the client's statement is just a rumor without any real evidence, the client has nothing to say and has no choice but to find a way to end, and the problem of objection will be resolved.

When directly rebutting a customer objection, a salesperson should pay attention to the following points:

Directly rebutting the customer's objection with a tactful attitude will inevitably cause the customer's displeasure to a certain extent. In order to avoid offending the customer, the salesperson should be sincere, sincere in tone and smiling.Don’t berate or sarcasm the customer. The following salesman’s words are obviously inappropriate: “If your company insists on this price, please prepare winter clothes and food for our employees. We must not let our employees go hungry. Work for you with stomach full and trembling."

For questioning, if the customer's objection is raised in the form of questioning, it is better to use the direct rebuttal method, which is easy to give the other party a sense of affirmation and confidence, and because the other party is in the form of questioning, it will not give a negative tone in tone. How much psychological damage the other party has caused.

When directly refuting the customer, the most taboo thing is to hurt the customer's self-esteem. While the salesperson speaks euphemistically, he must also consider the customer's feelings, and try to point the rebuttal at the matter itself instead of the customer. Minimize the negative psychological feelings of customers as much as possible.

(2) Replace direct rebuttal with indirect rebuttal
Directly refuting the customer will easily make the atmosphere of conversation and communication between the two parties rigid and unfriendly. Although it can persuade the customer, it is easy to make the customer feel hostile, which is not conducive to the customer's acceptance of the salesperson's opinions and suggestions. If possible, the salesperson should try to adopt Indirect rebuttals are used instead of direct rebuttals.

Indirect refutation of the customer means that after listening to the customer's objection, the salesperson first affirms a certain aspect of the other party's objection, and then states his own objection. This method is also called the roundabout negation method.

For example, the customer said: "Your project is not as perfect as you said, and there are many loopholes in it." If the salesperson directly refuted: "Manager Sun, you are wrong. You didn't understand what I meant at all. "It will inevitably cause the other party's unhappiness and cause psychological pressure on the other party.If the salesperson says: "Manager Sun, you are right, the average customer will have the same view as you when looking at this issue. Even I myself will think so. But if you think about it carefully, and then study it in depth , you will find..." Saying this to the customer can easily change the customer's thinking and gradually make the customer agree with your statement.

There are two ways to use indirect rebuttals:
Affirm the form, deny the substance. Everyone is eager to be understood and recognized. To refute customers indirectly, you can first find out the mutually agreed content from the opinions of the other party, affirm it, and resonate.Then, use the opportunity to express your different views.What is affirmed here is only the secondary part, and what is negated is the essence of the problem, but it is easy to be accepted and recognized by the other party.

The method of transforming objection refers to using the objection of the customer as a reason to persuade the customer to buy. Although it is also a rebuttal, it is not easy for the customer to pay attention to the expression, but it is directly transferred to the problem.The customer said: "I'm sorry, I have limited financial resources, and I have no money to buy now." The salesperson: "Manager Sun, don't say that, I think it is because of limited financial resources that now is a better opportunity. Now the housing prices are rising so fast , you can hurry up sooner rather than later."

Eloquence
To directly refute the customer, it should be aimed at the matter itself, not the customer personally.

Direct rebuttals can reverse the customer's views to the greatest extent, but we must pay attention to the customer's feelings and not hurt the customer's self-esteem.

Using indirect rebuttal instead of direct rebuttal is a better way to ease the pressure of communication between the two parties.

It is a better way to refute to ask the customer himself with the customer's objection.

(End of this chapter)