Agent support manual

Managing customer objections

The definition of 'objection'

Bushland Blooms policy on managing customer objections is that, when an objection is raised, agents must use the benefits of the products/services on offer to counter the objection and gain customer commitment.

The four main types of objections are:

1. Price

2. Product

3. Personal

4. Postponement

1. Price objection

A price objection is any objection relating to the price or charges of a product/service. These are the easiest objections to overcome.

When a customer objects to the price it means that they: bullet point.

• cannot afford it at the time , bullet point.

or

• do not think the product is good value for the price.

If the customer cannot afford the product or service at the time, you may suggest a payment option plan, or for them to pay it on their next bill.

If the customer does not perceive sufficient value, you can overcome the objection by making the customer aware of the benefits of that product or service.

Compare the following two customer statements that reflect how an agent has described the product or service.

	Wow! $1000 for a fully landscaped and reticulated garden - I thought it'd cost heaps more than that!
	$1000 for plants! That's way too much. I wouldn't spend that much on my car, let alone my garden!

If you describe the benefits of the product/service positively, you will raise the customer's perception of the product's value.

However, agents must remember that individuals have different perceptions of value and price.

2. Product or service objection

A product/service objection arises when the customer misunderstands something about the product/service that you are offering, or they perceive a disadvantage.

For example:

If it is a misunderstanding you can correct it politely and provide more information.

	Most of our trees have slim trunks, and don't grow beyond ten metres in height. These might be suitable for providing shade without taking up too much room on the ground.
	I'm not sure I want such tall trees for my garden. They might take up too much room.

If this happens, remind them of the benefits of the product.

You mentioned before that your backyard was too open to the sun in summer. The taller trees could certainly provide shade for your children, while allowing enough space below to place other items.

3. Personal objection

Personal objections are the least frequent and are directed at the company as a whole or an individual staff member. A customer might have a complaint about your behaviour, or the way you handled a sale. They may have a complaint against the organisation that they then take out on you. If you experience this situation, remember the following points: bullet point.

• Don't take the objection personally. , bullet point.

• Empathise with the customer. , bullet point.

• Never say the customer is wrong. , bullet point.

• Outline what you and your company can do for them now.

If the personal objection becomes difficult to manage, escalate the call to your team leader. You can find more information on escalating calls, under Refer, transfer and escalate in this Agent Support Manual.

4. Postponement objection

Postponement objections are where the customer wants to delay their decision. These are the most common objections that you will handle in a customer contact centre environment.

For example,

I will have to discuss this with my husband.

In some cases, this type of response can indicate that the customer wants to delay the decision because they do wish to discuss it with another person.

However, the postponement objection is often used to hide another type of objection, such as price or product. A skilled agent will: bullet point.

• try to ascertain the real objection , bullet point.

• address the real objection using benefits of the product/service , bullet point.

• address the real objection using different pricing options , bullet point.

• encourage the customer to call back if they will not commit to the purchase.

Depending on company policy, a follow-up call can be agreed upon with the customer.

The most important thing to remember is:

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