BUSINESS | 商业
Last month, we talked about the statement “Your price is too high”, and suggested a few techniques to respond to a potential customer who puts forward such statement. Today we will talk about another aspect of the sales negotiation. It’s called “Objections handling”. 上个月我们讨论了怎样应对潜在客户提出的“你的开价太高” 。 今天我们来讨论销售谈判的另一个方面，叫做“异议处理”。
Negotiation Techniques| 协商技巧
Handling Objections 异议处理 Why do objections arise? | 为什么会出现 异议？
Written by ( 作者 ): Abdelhak Benkerroum 阿道
Photos by( 图片来源 ): BigStock What’s an objection? | 什么是异议 ? When a sales person talks about the benefits of using his service, or demonstrates a feature of his product, the potential buyer may respond in a negative way, or give excuses not to move forward with the transaction. These are called objections. An objection is a statement or a question indicating the prospect’s unwillingness to buy. No matter how good you are at sales, you will get some objections from the prospect during the sales negotiation process, because without sales resistance, there wouldn’t be a need for salespeople. 当销售人员谈起使用这项服务的好处或者演 示产品操作时，潜在客户可能会给出负面反应 或者不购买的理由。这些都叫做异议。异议就 是暗示客户不愿意购买的陈述或问题。不管你 有多擅长销售，你也会在谈判过程中遭受异议， 因为如果大家都很愿意购买的话，还要销售员 干吗。
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| March 2016
The prospect might raise an objection even if he’s totally sold on the product just to try to squeeze you for a better deal. Objections can also be completely legitimate when they are related to a: 就算客户对一 个产品很满意他也有可能会提 出异议，因为他要还价。在牵涉到以下方面时， 反对是很正当的：
Specific concern | 特殊考虑 “Your price is higher than everyone else’s.” “ 你的开价比其他人都高。” Perception | 观念 “The Cloud isn’t secure.” “ 云不太安全。” Prioritization | 优先次序 “That’s not a priority for me this year.” “ 那 不 是我今年的首要考虑。”
How to receive objections? | 怎 样 接 受 异 议？
If the prospect puts forward an objection, try to listen carefully and extract additional information from him to better understand his concern. Regardless of the objection being valid or not, be grateful because having a healthy exchange with a prospect
is always a good thing. The worst buyer is the one who sits across the table, listens to you all the way, and once you’re done presenting your product/service, asks you to leave your brochure and expect a call if they are interested. Also, you should avoid getting into an argument with the buyer. You don’t win sales by winning arguments. Emotions should be left aside during the negotiation process because a prospect who criticizes your product is not necessarily criticizing you. 如果顾客提出异议，要仔细倾听并且提炼出额 外的信息来更好地理解他的顾虑。不论他们提 出的异议是否合理，都要心存感激。因为和客 户保持一个良好的信息往来是件好事。最坏的 情况是，当你滔滔不绝地介绍完产品之后，客 户让你留下信息说如果感兴趣会联系你。第二 个建议是，尽量避免和顾客争论。争赢了可能 单子就黄了。在谈判过程中要避免个人情感的 掺杂，因为客户对产品的不满并不是对你个人 的不满。
How to address objections? | 怎 样 处 理 异 议？
So, how are objections to be handled? There are different techniques but we will only list 3 of them here. If you are interested in knowing a few more, do not hesitate to get in touch and I can share them with you. 那么，应该怎样处理异议呢？以下有三种不同 的技巧。如果你想知道更多，请尽管与我联系。
