Call Structure and Dealing Call Structure and Dealing With ObjectionsWith Objections

Media Selling, 4Media Selling, 4thth Edition Edition

Call StructureCall Structure

GreetingGreeting New informationNew information OpeningOpening Recap and purposeRecap and purpose DiscussionDiscussion

– Dealing with objectionsDealing with objections– ConditionsConditions– Discussion tacticsDiscussion tactics

Summary and closeSummary and close

Dealing With ObjectionsDealing With Objections

Probe to understand.Probe to understand. Compliment, restate, and get agreement.Compliment, restate, and get agreement. Empathize, reassure, and support (feel, felt, Empathize, reassure, and support (feel, felt,

found).found). Use trial closesUse trial closes Forestall objectionsForestall objections Use “Yes, but…” and compare.Use “Yes, but…” and compare. Use case histories (case studies).Use case histories (case studies). Use “coming to that…”Use “coming to that…” Pass on objections.Pass on objections.

Dealing With the Price Dealing With the Price ObjectionObjection

Continually talk about qualityContinually talk about quality Break price into smallest possible unitsBreak price into smallest possible units Talk value, not price.Talk value, not price. Refer to investments, not costsRefer to investments, not costs

Discussion TacticsDiscussion Tactics

Vary your style.Vary your style.– ContrastContrast– MovementMovement– NoveltyNovelty

Use equivalencies.Use equivalencies. Narrow down objections and reconfirm.Narrow down objections and reconfirm. Change the basis for evaluation.Change the basis for evaluation. Reassure doubts.Reassure doubts. Evaluate reactions.Evaluate reactions.