13.2 Describe common types of buyer concerns
Salespeople learn that patterns of buyer resistance exist and, therefore, they can anticipate that certain concerns may arise during the sales call. With this information, it is possible to be better prepared for each meeting with a customer. The great majority of buyer concerns fall into five categories: need, product, source, time, and price.
If you have carefully completed your precall planning, then the prospect will likely have a need for your product. You still can expect, however, that the initial response may be, “I do not need your product.” This might be a conditioned response that arises nearly every time the prospect ...
