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Supporting Student Notes:

Technical Issue Responses: Comfort

• Through Comfort statements, we reduce the prospects perceived risk in implementing our solution and increase the
perceived value of our solution. A formal SWOT analysis will highlight strengths and weaknesses. Can we win it?
We need comfort also!

• Much of what we do to resolve technical issues is addresses through Objection Handling and Competitive
Positioning and it is expected that delegates will be well versed in this, so this is now only briefly described.

Structured Verbal Response : Objection Handling Template

There are 3 phases to Objection Handling : Acknowledge, state an Alternative and state the Benefit of that alternative
(AAB).

• Objection: Simon (conservative BDM): “I hear you have reliability problems.”

• Acknowledge: “I understand your concern since this could be a serious problem.”

• Alternative: (Neutralise or defeat). “This may have been true when the product was new, but 2 years of QA has
improved it a lot.”

• Benefit: (Adapt to the conservative). “Many customers initially had the same concern. Here are three references who
have been crash-free for nine months in sites very similar to yours.”