Guide To Successful Literature Evangelism: Meeting Objections

Objections can work for you

1. Deal with the objection as though it were a mere excuse and evade it.
2. Capitalize on the objection
3. Find the objection that is hidden
4. Obey the buying signal

• 1. Deal with the objection as though it were a mere excuse and evade it.
• You will quickly learn from trying this technique whether you're facing a real objection or one that is merely an excuse. If the objection is real, you must meet it squarely. If it's an excuse, you will be able to bypass it and get on with your selling.
• The prospect may say, "I can't afford it." This may be real, or it may be merely an excuse. The prospect isn't completely sold.
• Never dignify an objection. Answer it briefly. Proceed to close the sale.

• 2. Capitalize on the objection
• If you as a Literature Evangelist have not developed that technique, begin immediately to master it. It is a tremendous factor in helping you close sales.
• Actually, you can strengthen your selling procedure by properly meeting this objection.
• For example: "My husband is not a Christian." You say, "Mrs. Jones, many husbands have discovered the beauty of the Bible story through these books, and have become Christians through their presence in the home. You do want him to become a Christian, don't you?"
• Once you get in the knack of capitalizing on objections, you can learn to apply the technique to almost any objection.

• 2. Find the objection that is hidden
• If the prospect has an objection in his mind that he has not brought up, it acts as a barrier to the sale exactly as though it had been expressed; and since such a mental reservation must e met, if it is to be overcome, the objection should be brought up to get it out in the open.
• Under such circumstances, seek out the hidden objection. For example,
• "Mrs. Prospect, do you have some question?" or
• "Is there some question in your mind that I haven't answered?", or
• "Have I made this clear?"

• 4. Obey the buying signal
• For example: "I want them, but I'll get them later." The prospects tone of voice, facial expressions, and actions, of course, are clues to the sincerity of this expression.
• The prospect might say: "Could I just get one of the books?" You say, "Of course, you can, Mrs. Jones." And proceed to write the order. As you do so, say "Mrs. Jones, many people are getting them just like you. We do even better than that. We send you the whole set and then you pay for one book a month."

• When a buying signal is flashed, you must stop selling and attempt to close the sale. If you don't, you may lose the sale. The buyer isn't asking for more reasons to buy. He merely wants reassurance.

• When a person gives and objection, don't stop him. Let him talk and get it off his chest. Put yourself in his pace. Say something that shows you understand how he feels. When the prospect says, "I'll have to talk it over with my husband," you say, "Mrs. Prospect, I'm a married man. I know how you feel." Then come back with a strong reason why she has the authority to buy. Don't be too hasty at answering and objection. Nobody wants to be overpowered and belittled by the strong argument that you may give.

Don't Fear Objections

Never argue with your prospect in the objections that he gives you. That doesn't mean that you should never answer objections forcefully. Protect the ego of your prospect.

We have mentioned before that we should not answer objections too quickly. When an answer is given too quickly, the prospect may receive the impression that he's being rushed into making a decision.

Repeat the Objection

The First Objection Is Seldom The Real One

As soon as any objection is raised, the alert Literature Evangelist's first deicision is whether it is a true one or an excuse. If it is real, he has to be prepared to give it consideration. If it is merely an excuse, he can afford to brush it off. The true objections must be handled seriously or no sale will be made.

Silence

Testimonials

Anticipate

Always remember the greatest public relations word in the entire language is "You". Use it wherever possible.

Self-interest is the first law of nature, and the greatest motivating factor in everyone's life.

Remember the head that shakes can also be made to nod.

We are submitting four common objections and the answers as used by some of the professional Literature Evangelists in the Pacific Union Conference.

Typical Objections And Answers

• 1. "We can't afford them. Perhaps later."
• Often this first objection should be ignored. Hit the high points of your presentation. Emphasize the need for making a decision now. Then say, "I understand, Mr. and Mrs. Jones, how you feel. There will never be a time when we don't have bills. Isn't that true? Actually, the convenient time for something like this never comes…. The formative years of a child's life are so short. Mr. and Mrs. Jones, is there any other reason why you shouldn't get them now?" Then explain in detail how they can be paid for.

• Another answer: "Mr. and Mrs. Smith, bills we will have with us always - children for a brief period only. They grow up so fast. Sacrifices that you make today may pay you big dividends tomorrow. How much do you folks spend a month for food?"'
• Do not wait for the answer. Many do not know for sure.
• Then say, "Perhaps $200 a month. You see, friends, food we must have for physical sustenance. This is spiritual food, and the scriptures tell us it is equally as important as our physical food. This will cost you a mere $10 a month for a few months, and you will have this for the rest of your life."

• Another Answer: "Mr. and Mrs. Jones, your children will be eaer for these character building stores now. What you do for them now will determine their station in life in later years…. You do not know if you will be here to see them grow up or not."

• Another Answer: "Mrs. Jones - raising a family is expensive. As long as you have children you will have bills. As long as there are dependent on you it will be costly. When they re on their own and through with education your bills will cease, so will the children cease to be at home…. Granted this will require a period of time to pay for these lovely books, but NOW is when your family needs the Christian education… not when you can afford to pay cash."

• 2. "I'll have to ask my husband."

• Determine early in your canvas whether or not the lady has the authority to buy. This cannot always be easily determined. Often it is necessary for you to go part way through the canvas to find out whether there is a real interest. You may say, "Your husband leaves things like this up to you, doesn’t he?" If it's negative, make an appointment right then and there to call back at a given time.
• Another answer: "I'm sure, Mrs. Smith, your husband depends on you to give your children the best in life, doesn't he? He depends on you for the selection of their food, clothing, and all the little essentials. Likewise, it is generally up to the mother to give them guidance in their spiritual training. These volumes become prize possessions in the lives of the children as well as the adults."

• Another answer: "Mrs. Jones, there is nothing that we would rather do than talk to husband and wife together. But in our work that is quite impossible. Usually when we have the opportunity to talk to the husband, he will say, "Well, honey, that's up to you."
• Another answer: After you hae created her interest in Vol. #1 or #7 to the extent she likes the Bible Story, say, "Mrs. Smith, I'm sure your husband would like to see this. I would be happy to come this evening and let him see them. Mrs. Smith, let me ask you a personal question…. Could you make a decision on this regardless of the cost without first seeing your husband?"'

• Another answer: "Your husband must be a fine man. From the looks of your house your husband has good taste in furnishing the house or did you make the arrangements for this?" (Gesture toward furniture.)
• "Mrs. Jones, your husband leaves the buying of the food preparation up to you, doesn't he?"
• "Then certainly the spiritual food that your children partake of is your responsibility too, isn't it?"
• Another answer: "Mrs. Jones, is your husband a church-going man?" If the answer is "yes," say, "Fine, then he'll back you up 100% on a matter like this." When the answer is "no," say, "Mrs. Jones, then you realize that the responsibility of training your children spiritually is up to you."

• 3. Husband and wife say, "We never make quick decisions."
• Answer: "I can appreciate that, but let me ask you, 'Have you ever seen these volumes before?'" If the answer is "yes," "What did you think of them?" Usually the answer is favorable.
• "Perhaps you have further questions about this?" Then you say, "Mr. and Mrs. Smith, before making a decision like this, there are three questions that you shuld ask yourselves:
• "First - Is this something that will help us appreciate and understand our Bible more?
• "Second - Will this help our children and us as a family to have greater maturity in our spiritual life?
• "Third - Will this help us to become a better family in the community, in the church, and prepare us for heaven? Proceed to close.

• Another answer: First have a back-log of stories. Second, recap the benefits. Third, say, "Mr. and Mrs. Jones, I am not permitted to cut the price - but to save me a trip back - I know you want this Christian library - I am going to give your little girl Susan a beautiful $7.95 Bible if you will take this on my first call." (Or you can use any incentive you like.)
• Another answer: "I appreciate your stand on this Mr. and Mrs. Jones - we have discussed price, quality, etc. Now tell me what is there to decide upon? Would you make a decision immediately if your family needed food, clothing, etc. Material like this is more important than any earthly goods."

• 4. The next question - "I'll have to talk to my pastor or priest."

• Answer: "Mrs. Smith, I can understand why you would feel that way. Of course, there is a possibility that he has not had the opportunity to examine this service carefully. However, I am delighted to show you some recommendations that we have from clergymen and churches of all denominations. Really, Mrs. Smith, we have found that in things like this every family has to make their own decisions."
• Another answer: "O then, Mrs. Smith, you would like to have your church's approval?" If the answer is "yes" - "Why, Mrs. Smith, I'll be delighted to show you some recommendations from people of many walks of life and many denominations." (Pull out your material and show what others have said.)

• In all objection it is often very helpful to make a strong spiritual appeal helping the individual to realize hi own responsibility to the family regarding things of this nature. This objection will never arise if you have covered it properly in your presentation.
• Such as, "This is a service that is true to the Bible narrative, for peoples of all faiths. It cuts cross denominational lines. We've sold them to protestants and Catholics alike. This is the way it should be, right?"

• Another answer: "Seeing your minister is very important, but you know he is a busy man. If every member were to ask just one question of this nature, how often would that dear man be able to do other important duties? He expects you to make some decisions for yourself."