Handling Questions

and Concerns
Marketing Education, CSC Academy
ISB-SRITNE & CSC e-Governance Services
February 2019
Seller Versus Advisor
• Selling is most effective when you are seen as advisor
• Don’t peddle the product
• Become trusted advisor to the customer
• Sales happen automatically
• Then, how to become trusted advisor?
• Understand concerns of customer
• Answer questions of customer
• Address concerns of customer
Questions - Preparation
• Anticipating the questions
• Don’t wait for the customer to ask questions
• Anticipate the questions and prepare answers

• Make a list of frequently asked questions (FAQs)

• Based on past experience
• Common but important questions
• Simple questions may have complex answers
• Think of follow up questions and their answers
• Do your homework
Questions - Listening
• Listening to the question involves-
• Active listening
• Watching the body language of the customer
• Understanding the tone and emotion in the question
• Understanding the intent of the question
• Repeat to confirm the question-
• If the question is not clear, ask for clarifications
• One you have understood the question, re-phrase and ask the
question to confirm if your have understood correctly
Questions - Answering
• Prepare answers
• Have ready made answers for anticipated questions
• Do homework to get necessary information

• Providing the answer

• Be positive, even if question is complex
• Start by talking about others who had similar question
• Reassure that you have the answer or solution
• Share the answer
• Stick to the point. Don’t provide answers to questions that the
customer did not ask
Concerns & Complaints - Importance
• Concerns & complaints are precious feedback
• Product / Service information

• Opportunity to understand the customer

• Opportunity to create loyal customer

• Opportunity to improve product or service
• Opportunity or create positive publicity
Concerns & Complaints - Analyzing
• Prevention is better than cure
• Understanding nature, frequency, and severity of the problem
can help avoid it in future

• Mitigation of the concern is better than allow it to fester

• If analysis cannot avoid problem, having process to handle it will

help reduce customer negativity
Concerns & Complaints - Handling
• Listening to the
concern or complaint

• Apologizing for the

difficulty faced

• Finding and providing a

solution

• Checking whether
solution works

• Delight the customer

Questions & Concerns as
Objections
• Objection handling
• Comes as questions or concerns
• Hear the customer
• Affirm that your product has helped others in similar
situations.
• Provide customer testimonials or references where possible

• Objection is a sign of interest and involvement

• Understand what the customer finally wants
• Set honest expectations of product or service and deliver it
Bringing it Together
• In your own business
• List out the common questions you get
• Create responses for these questions
• Have a process for answering question (listening, repeating, affirming,
providing answer)
• List of the frequent concerns and complaints from past
• Analyze them to change product or service to avoid the problems in
future
• For remaining complaints have a process for resolution
• Create a process for addressing complaints and concerns (listening,
apologizing, providing solution, follow up, delighting)
References

www.deskdirector.com www.slideplayer.com
www.jagmal.com www.upwork.com
https://blog.commonwealth.com/
www.123rf.com
www.searchenginewatch.com
www.thejoyofencouragement.com
www.slideshare.net
www.goplayeditor.com
www.learnenglish.vn
www.recatschool.com
www.shawngraham.me