Exam 20: Personal Selling and Sales Management

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Objections are excuses for not making a purchase commitment or decision.They may be valid and based on the characteristics of the product,or they may be invalid,which reflects prospect skepticism or indifference to the product.The six techniques for handling objections are:
(1)acknowledge and convert the objection by using the objection as a reason for buying; (2)postpone an immediate response by informing the prospect that the objection will be dealt with later in the presentation; (3)agree and neutralize the objection by comparing relative benefits; (4)accept the objection as valid,probe the prospect for the reason behind it,and attempt to stimulate further discussion on the objection; (5)deny a prospect's objection when it is based on misinformation or is untrue; and (6)ignore the objection when it appears that it is a mere stalling mechanism or is clearly not important to the prospect.When using the above techniques salespeople must be courteous,ethical,and professional in their manner.

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Order takers process routine orders or reorders for products that were already sold to the customer by the company and they are responsible for preserving an ongoing relationship with existing customers and maintaining sales.The two types of order takers are:
(1)outside order takers,who visit customers and replenish inventory and (2)inside order takers,who answer simple questions,take orders,and complete transactions with customers.In general,order takers do little selling and often represent simple products that have few options.Order getters must identify prospective customers,provide customers with information,persuade customers to buy,close sales,and follow up on customers' use of a product or service.Like order takers,order getters can be inside or outside.Order getting involves a high degree of creativity and customer empathy and typically is required for selling complex products.