Marketing Essentials Chapter 14

Words the average customer can understand.

• Objections

• Layman's terms

• Jargon

• Excuses

Concerns, hesitation, doubts, complaints, or other reasons a customer has for not making a purchase

• Jargon

• Layman's Terms

• Objections

• Excuses

Reasons given when a customer has no intention of buying

• Excuses

• Objections

• Layman's Terms

• Jargon

a document that lists common objections and possible responses to them

• Excuses

• Invoice

• Objections

• Objection Analysis Sheet

Involves recommending a different product that would still satisfy the customer's needs

• Boomerang Method

• Superior-Point Method

• Substitution Method

• Third Party Method

Brings the objection back to the customer as a selling point

• Boomerang Method

• Third Party Method

• Superior-Point Method

• Substitution Method

Technique that permits the sales person to acknowledge objections as valid, yet still offset or compensate them with other features and benefits

• Third Party Method

• Substitution Method

• Boomerang Method

• Superior-Point Method

Involves using a previous customer or another neutral person who can give a testimonial about the product

• Third Party Method

• Boomerang Method

• Substitution Method

• Superior-Point Method