N5 Sales Management 1.1.5 Other obligations
As people cannot buy everything they are offered, every person has a list of preferred purchases, according to Maslow’s hierarchy of needs. Necessities such as home, food and clothing would satisfy the basic needs. Only after these, attention would be given to the purchase of comfort and luxury articles, for example cars, televisions, holidays, etc.
The salesperson must therefore be aware that an alternative product or service may cause a block that could give rise to objections. The best way to overcome this type of objection is to discover the competing need and to highlight the advantages of your own product above those of the other product.
1.2 Psychological objections
These objections refer to the prospect’s thought processes; how he feels, his attitudes, values and personality. Everyone sees things differently. This is where the salesperson’s knowledge and experience of people helps him to change the prospect’s attitude.
1.2.1 Prejudice
Personal preferences and prejudices sometimes give rise to objections. Prospects believe in certain pre-conceived ideas, principles or superstitions, they just buy certain trademarks or only buy at specific shops.
These prejudices are a block that can influence the sales presentation negatively. It is the salesperson’s task to recognise these prejudices and to handle them tactfully. The following rules will help the salesperson overcome prejudices: • Treat a prejudice with respect. Show the prospect that you respect his view and are sympathetic.
• Do not try to overcome prejudice with an argument. • After it has been made clear that the prejudice has been acknowledged, ignore it if at all possible.
• Show the prospect tactfully and indirectly that his prejudice is inconsistent with something else he believes in.
Activity 2: Class discussion
What personal preferences do you have for certain products, even though they might be more expensive? Any specific brand names you prefer and why?
1.2.2 Ignorance (lack of knowledge)
Many objections arise from a lack of knowledge because the prospect is not aware of his need and how the product can satisfy that need (or maybe not even aware of the product’s existence). The salesperson must convey additional information, but he must do it very carefully because the prospect does not want to seem uninformed or ignorant.
The prospect must be made fully aware of his problem and need and how the product can solve and satisfy them. Sometimes the prospect has been misinformed, does not know enough about your product or may not even have heard of it. As long as prospects remain uninformed, their motivation to buy will be weak. Prevent objections by keeping prospects fully informed.
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