Objections and rejections are very frequent in sales and marketing activities. Many salesmen, managers and marketers feel dejected when they face objections first the rejections next. But marketers and sales people need to understand that marketing and sales communications are not one way traffic and every persons contacted may not have the need for the product or brand that they are offering. No doubt, salesmen and marketers are trained to identify potential buyers through various methods, but still it does not guarantee that the person approached has a real need for the product or brand being offered.
Objections are natural behavioural responses from prospects. They object where they do not comprehend the offering. They object when the offering does not satisfy their need. It is very important for the salesman or marketer to understand the root cause behind the objection. If, the reason is improper understanding the offering, the marketer must try and explain his offering - benefit-feature combination adequately. This requires first that marketer has thorough knowledge and understanding of the product and service that he is offering. He must have conviction in his product or service to communicate confidently to the prospective buyer.
Rejection are normal and rejection should not lead to dejection. Marketers and salesmen must have resiliency that comes out of understanding and experience that rejections are part of sales/marketing activity.
The incidence of brand rejection in FMCG categories
2011 paper
http://anzmac.org/conference/2011/Papers%20by%20Presenting%20Author/Truong,%20Oanh%20Paper%20634.pdf
The phenomenon of Brand Rejection
http://www.buyerbehaviour.org/2009/12/phenomenon-of-brand-rejection.html
