Cold calling objections, first call objections, follow-up meeting objections,... as the main contents of the document "Objections and potential solutions - Executive suite selling". Invite you to consult the text book for more documents serving the academic needs and research.
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- Objections and Potential Solutions - Executive Suite Selling
COLD CALLING OBJECTIONS:
1. Gatekeepers:
* suggest sending a fax to help the gatekeepers understanding of what we want
to talk about. Address the fax to the gatekeeper.
* practice, practice, practice
* treat the gatekeeper as a equal
* find out their names and interests
* drop them a note to say thanks
* call the gatekeepers back if you have been dealing with them to get an
appointment
2. There’s no connection between our businesses
* emphasize their “thought leader” status
* understand VITO’s business
* explain the trends of our business from Food to Mass/Drug/Club
* our target consumers are the same
* explain our successes at Blockbuster, Hardware, Home Center
* explain our new brands/new category strategy
* leverage success stories of our competition/other companies at VITO’s
company
3. VITO is detail-oriented and dives right in
* explain that we’re not trying to sell anything but just exploring a “fit”
* explain that we’re trying to understand VITO’s strategy to provide the best fit
for his company
* explain that we are considering a reaaportionment of our marketing dollars and
would like to discuss the industry with him
* give other examples of successes
4. VITO wants to push you down
* Reaffirm the strategic information that you are looking for to verify who we
really would like to speak with.
5. We have already done business there and have decided that there is no match
* research the previous work done with VITO and his organization
* Explain our new business strategy
* Explain Organization 2005
* Identify P&G’s new capabilities in the areas of systems, logistics and CMO
6. Send me something
* try faxing the letter to VITO
* Use VITO’s competition as a leverage point to encourage VITO to join the
other “thought leaders”
* Leverage a partnership with a non-competing vendor to get us in the door
FIRST CALL OBJECTIONS
- 1. I’m not Walmart/Convenience Store, etc.
* Our pricing is transparent - we use the same price lists for everyone
* Explain our business trends toward Mass/Drug/Club and our success stories
* Explain the apparent price elasticity of some of our products
* Discuss SKU variety
* Explain that we are trying to reach the same target consumer
2. What’s in it for me?
* Understand the companies reward and recognition system
* Understand VITO’s financials
* Ask the Question “What are the 1-2 biggest things that P&G could do for you?”
* Explain our co-marketing/intellectual capital resources
* Tie back to VITO’s goals and our sales fundamentals
* Explain the opportunity to enhance their image with the consumer
3. There are low margins on consummables
* Gross margin/net profit dollars discussion
* Discuss the lack of cannibalization of VITO’s core business - net extra profit
* Discuss inventory turns - fast nickel/slow dime concept
* Discuss brand reach/marketing dollar opportunity
* Use a “why consummables” presentation
* Discuss VITO’s private label strategy
* Offer the prospect of testing a consummables strategy
4. Exclusivity
* Understand why exclusivity is a strategy
* Test market/lead market concept
* Discuss our ability to customize programs and executions
5. Not my core business
* Discuss the growth of Walmart/Mass over the last 10 years - Folger’s example
* Discuss category management concept and category designations -
core/convenience
* Discuss consumer buying habits
* Reapply the food/bev. Selling platform
* Discuss target consumers
* Explore a “non-core” category selling strategy
* Discuss potential for consumer research on “non-core” categories.
* Discuss reach and increasing average transaction/customer count
FOLLOW-UP MEETING OBJECTIONS:
1. VITO is not engaged - we are stuck at the lower levels of the organization:
* Maintain equal business stature - use Convergys, keep an industry focus
- * help VITO remain transparent to his organization - meet him out for lunch to
keep him apprised of progress
* Send notes to VITO on progress made with the purchasing organization
* Advise the buyer that we are reconnecting as previously planned
* Use a new buyer as a reason to reconnect with VITO
* Discuss new news like O-2005 or a new boss to get in to see VITO
* Share positive news on VITO’s buyer with VITO
2. You’ve gone above the heads of the lower levels of VITO’s organization
* Share positive news on VITO’s buyer with VITO
* Carbon copy your buyer on communication with VITO
* Get the right attendees at the second meeting
3. Done this before/ Show stoppers
* Probe specifics/exceptions
* validate the show stoppers
* Discuss the financials associated with the issue
* Discuss alternatives to the problem
* Ask what the trade-off is
4. Alignment of other functions/enrollment
* Run a test of the idea
* Enroll the other functions prior to the second meeting
* Use our multi-functional resources as leverage
5. Requirements that surface
* Bring in experts to handle the issue
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