Using third-party reinforcement will always be effective in overcoming a buyer’s resistance.

HOSPITALITY SALES MANAGEMENT

HA - 400

ROLE-PLAY COURSE PACK

ROLE-PLAY IVb � PRESENTATION

"Seven Types of� Salesperson Responses to Negotiating the Customer�s Concerns"

INTRODUCTION

After recognizing that the customer is expressing concerns (objections/resistance) theSalesperson should first determine which of the following methods of response or combination of the following responses would be the most appropriate.� When a combination approach is used, the INDIRECT DENIAL is usually the lead method which is followed by one or several of the following seven (7) methods.

SEVEN TECHNIQUES FOR "NEGOTIATING" BUYER RESISTANCE

1.�������� INDIRECT DENIAL � Sometimes the customer�s concern is completely almost completely valid.� Here the salesperson will acknowledge that the prospect is partially right. This is a �soft� and �conditional� denial.

����������� Prospect:� �I understand that you have hired a lot of new people at the hotel recently; to me this seem that there may be internal problems.�

����������� Salesperson:� �You�re right, we have hired many new people but this is due to our new expansion.�����

2.�������� DIRECT DENIAL - This involves directly refuting or denying what the prospect has stated.� It�s considered a high-risk method, but in some cases what the prospect has stated or believes may be very wrong or mispreceived.� In any case, if this misperception is left unaddressed, the prospect will probably not buy.

����������� Prospect:� �I understand that your company has filed for bankruptcy.�

����������� Salesperson:� �That�s not true.�

3.�������� SUPERIOR BENEFIT � A superior benefit is something that will usually outweigh a prospect�s specific concern.� It is most commonly used in combination with an indirect denial.

����������� Prospect:� �You don�t have enough audio-visual (A/V) equipment on the hotel property to fully accommodate our needs.�

����������� Salesperson:� �You�re right, we only stock the basic A/V on property (INDIRECT DENIAL), but one of our subsidiaries here in town is an A/V supplier and of course they carry a full assortment of equipment to which we have first rights (SUPERIOR BENEFIT).

4.�������� DEMONSTRATION � This is used when you have the opportunity and when you know both your and your competitor�s product/service very well.� The idea here is that, �seeing (and experiencing) is believing.�� Demonstration is very powerful and can effectively overcome concerns.� Often used in combination method approaches.

����������� Prospect:� �I really don�t know anything about the level of service that your property can provide.� I don�t know anything about you.�

����������� Salesperson:� �Why don�t you and your family come and stay, as my guest, over a weekend.� We would love to host a mini-vacation for you.� You could relax and simply check us out.�

5.�������� TRIAL-OFFER � This involves giving the prospect an opportunity to try the product without making a major purchase commitment. This has often been used in the case of large Association meetings where a smaller �Board of Director� meeting for the association is given a very inexpensive rate so that the association decision makers can try the property out.

����������� Prospect:� �We really can�t make a commitment for our annual association meeting at this time.�

����������� Salesperson:� �I know that you have a board meeting coming up soon, what if we could host it for a very small cost to you? You can look at this as our marketing cost to acquaint you with our property.�

6.�������� THIRD-PARTY TESTIMONY � In consultative selling this is powerful.� Third-parties are people who refer business to you or are neutral parties who agree to act as a referral source.�

����������� Prospect:� �I really don�t know anything about your company. Sounds good, but I�m not sure.�

����������� Salesperson:� �Were you aware that Bob Shoemaker, the VP of Marketing in your company�s Medical Division held a successful meeting here two months ago?� If you would like, I will give him a call and have him call you.� How does that sound?�

7.�������� QUESTIONS � Questions are not only an effective way to gather information and clarification, they also can be used to convert a concern into a question that may cause the prospect to rethink their position.

����������� Prospect:� �You don�t have evening room service?�

����������� Salesperson: �How many hosted functions will you be holding?�

Prospect: �One running late every night through the entire meeting.�

�

Salesperson: �When and why would your attendees use room service?�

How can buyer resistance be overcome?

What is the most common form of buyer resistance?

Which of the following is a technique to overcome an objection?

How can sales force resistance be reduced?