Discount Warehouse Objections

The fact that your prospect gives you a real, SPECIFIC objection, is a GOOD sign. This means they are willing to TALK about their concerns. You now have the opportunity to tell them about the BENEFITS of buying from you. Your prospects are not as knowledgeable as you are about your company and products. Think of objections as requests for INFORMATION, not as roadblocks.
Use a CUSHION statement before answering the objection. Examples of cushion statements:

"I understand," or "I can understand why you feel that way." Reason: This immediately lets the prospect know you don’t intend to argue.

OBJECTION:
"Your Canon copier toner is too expensive. I can get the same Canon branded toner for a lower price at Office Max."

RESPONSE:
"I’m glad you mentioned Office Max. Toner is a chemical, as you know, and chemicals are very sensitive to the environment.

"We are the AUTHORIZED Canon dealer and are obligated by the terms of our contract to store toner in approved warehouse conditions. Discount warehouses are not under the same obligation. If toner is stored in very warm temperatures, it can become defective and could actually DAMAGE your copier.

"I would hate to see you take that RISK with your copier. Most of our customers feel more comfortable using our genuine Canon toner because we are the AUTHORIZED Canon dealer. Shall I send you a case of Canon toner today?"

IMPORTANT: Always end your answer/benefit response with a trial close question or a direct close question so you can get an answer from the prospect.

ANOTHER RESPONSE:
"I understand how you feel. Since you did buy your Canon copier from us, there may be a way you can SAVE MONEY on your copier toner as well as your fax and printer supplies. If you qualify for an Annual Supplies Agreement, we can offer you a substantial DISCOUNT and your prices would be protected for a full year, even if the manufacturer raises the price.

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