MKT 504 Chapter Notes - Chapter 8: Sales
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It is (cid:448)ery diffi(cid:272)ult to ear(cid:374) (cid:272)o(cid:373)(cid:373)it(cid:373)e(cid:374)t if dou(cid:271)t or (cid:272)o(cid:374)(cid:272)er(cid:374) re(cid:373)ai(cid:374) o(cid:374) the (cid:271)uyer"s part: therefore, salesperson must uncover and overcome any and all objections. Need objection: resistance to a product or service in which a buyer says that he or she does not need the product or service. (cid:862)i do (cid:374)ot (cid:374)eed your produ(cid:272)t(cid:863) Product or service objection: resistance to a product or service in which a buyer does not like the way or service looks or feels. (cid:862)i (cid:374)eed a (cid:272)opier that has (cid:272)olour a(cid:374)d staples i(cid:374) the (cid:271)i(cid:374)(cid:863) Company or source objection: resistance to a product or service that results when the buyer has (cid:374)e(cid:448)er heard of or is (cid:374)ot fa(cid:373)iliar (cid:449)ith the produ(cid:272)t"s (cid:272)o(cid:373)pa(cid:374)y. (cid:862)i ha(cid:448)e (cid:374)e(cid:448)er heard of your (cid:272)o(cid:373)pa(cid:374)y(cid:863) Price objection: resistance to a product or service based on the price of the product being too high for the buyer. (cid:862)(cid:449)e (cid:272)a(cid:374)(cid:374)ot afford it(cid:863)
