Negotiation Tactics

BUSINESS | 商业

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

Written by ( 作者 ): Abdelhak Benkerroum 阿道 Photos by( 图片来源 ): BigStock

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”.

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。 Why do objections arise? | 为什么会出现

异议？

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。

Techniques | 技巧

Direct Denial | 直接否认

Used when the customer states a false and damaging statement about you, your company, or the product you’re selling.

当客户对你、你的公司或是产 品提出错误和破坏性见解时。 Buyer | 买家 I heard from a colleague that you had to recall all of your production for the last week because of a faulty ignition switch.

我听同事说你们上个礼拜因为点火开关 故障不得不召回所有产品啊。 Seller | 卖家 I’m not sure where you could have heard such a statement. We have not had a recall on any of our products for over 5 years. If you like, I can provide you with the data.

我不知道你是从哪里听来的。我们过去5年都 没有召回过产品，我可以给你看一下往年的数据。

Compensating for Deficiencies | 弥补缺陷

Moves the customer from focusing on a feature of your product which performs poorly to one in which it excels.

将顾客的注意力从产品的短板 转移到长板。 Buyer | 买家 The response time on your product is too slow. Your competition’s response time is x times faster.

你们家产品速度很慢啊，那谁家的反应 速度是你们家x倍快呢。 Seller | 卖家 I agree with you. My product is x times slower. However, note that it also costs 15% less, and has 10% fewer returns.

这倒是真的，我们家产品确实要慢一点， 但我们打8.5折诶，还有10%的返利

Bounce-back | 触底反弹

Turns a prospect’s concern into a reason for action. It’s often effective with objections about needing more time or a lower price.

将对产品的顾虑变为动力，这 通常适用于对时间或是价格提 出的异议。 Buyer | 买家 I’ve listened to your presentation but need more time to consider your proposal.

我听过你的演说，但我还需要点时间来 考虑一下。 Seller | 卖家 I understand this is a big decision for your company. However, delaying this commitment only costs your company more money. As I demonstrated earlier, my products will save your operations nearly 30%...

我理解这对贵公司来说是一个大的决定。 但是，越拖越要产生更多费用，像我之前 说的，我们的产品将为贵公司节省将近

30%……

No matter what technique you chose, do not fake an answer. If the prospect raises an objection for which you don’t have a solution, take note and let him know that you will review the facts internally and get back to him within 24 hours.

不管你最后选的是哪种技巧，不要歪曲事 实。如果顾客提出异议，而你暂时没有解 决方法，记下他的想法，并且告诉他你会 在24小时内给他答复。

Bio

The former CEO of Eastheimer International’s Hong Kong branch, Abdelhak Benkerroum has years of experience in international business revolving around the organization and driving of international sales and business development. After living and working in the US, France, Turkey, Morocco, and Dubai he settled in China and started learning Chinese. He holds two Masters degrees, one in International Business and one in Management.

Eastheimer国际香港分公司的前任首席执行 官Abdelhak Benkerroum有着多年围绕组 织和推动国际销售及业务发展展开的国际商 务经验。在美国、法国、土耳其、摩洛哥和迪拜 生活和工作多年以后，他在中国定居下来，并 开始学习中文。他拥有国际商务和管理学双硕 士学位。