How to Consistently Get Around Sales Objections
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You are very likely to face some sort of objection in every interaction you have with a prospect: I am not interested. I don't have time for this. Is this a sales call? Just send me your information. Call me back in 6 months. Do you know how to respond? Are you able to consistently get around those? If not, join us for our webinar on "How to Consistently Get Around Sales Objections" where we will outline a methodology that you can immediately implement and improve your results.
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How to Consistently Get Around Sales Objections
- 1. How to Consistently Get Around Sales Objections Michael Halper Founder and CEO SalesScripter
- 2. What are Objections • I am busy right now. • Who are you with? • What is this in regards to? • I am not interested. • Just send me some information. • We already use somebody. • We are not looking to make a change right now. • We do not have budget/money to spend.
- 3. Why this Step is Critical • Bad news: – Face on just about every cold call and in a lot of sales meetings • Good news: – There are only around 10 objections that we will consistently face – By simply preparing for those, we can see an immediate improvement in performance – Improve mental fortitude
- 4. Objections Handling Options 1. Comply 2. Overcome 3. Redirect
- 5. Comply • To give in to the objection • Example: Prospect: “I am not interested” Caller: “OK, have a nice day.” • Weakest response - only use as a last resort • At some point, we have to comply • Rule of thumb: Comply after two to three other attempts
- 6. Overcome • To deal with the objection head on • Goal is to defuse and resolve the objection • Downside to trying to overcome: – Very challenging to change someone’s mind – Can be time consuming – Can give life to the objection
- 7. Redirect • To redirect the objection into a related area • Example: Prospect: “I am not interested” Caller: “I understand. Do you mind if I ask what you are doing today in this area?” • Goal of the redirect is to keep the conversation going without focusing on the objection itself • Tactics: – Redirect qualifying questions – Redirect to value statement – Redirect to pain points
- 8. Early Sales Process Stages Initial Contact (First time to speak) Cold Call Inbound Call Email Event 2 to 5 minutes 80% on prospect 20% on you First Conversation (Appointment/Meeting) Phone Call Face-to-Face Discovery 20 to 30 minutes 50% on prospect 50% on you First Meeting (Presentation) Discovery Presentation Demonstration 1 to 2 hours 20% on prospect 80% on you • Redirect • Goal is to get to the meeting • Try to pre-qualify • Redirect or Overcome • Goal is to get to a presentation • Try to further qualify • Overcome • Goal is to close (Sale or agreement to move forward)
- 9. Redirect to Value Statement Objection: What is this in regards to? Is this a sales call? Response: (Redirect to value statement) Purpose for my call is that we work with Chemical Companies and help them to improve inventory turnover by 20 to 25%.
- 10. Redirect to Pre-Qualifying Questions Objection: I am not interested. We are not looking to make an changes. We do not have budget to spend. Call me back in ____ months. Response: I understand. (Redirect to one of the qualifying questions) But if I could ask you real quick: Are you currently using any automation tools to manage your inventory levels? - Or - I understand. (Optional defuse) And I want you to know that we are not trying to sell anything at this point. (Redirect to one of the qualifying questions) But if I could ask you real quick: Are you currently using any automation tools to manage your inventory levels?
- 11. Redirect to Pain Points Objection: I am not interested. We are not looking to make an changes. We do not have budget to spend. Call me back in ____ months. Response: I understand. (Redirect to one of the qualifying questions) When I talk with other manufacturing companies, the often express challenges with it taking too long to process orders and there are sometimes errors. Have you ever been concerned by those?:
- 12. Redirect the Info Request Objection: Just send me some information. (Early in a cold call – BLOW OFF) Response: Sure, I definitely will. So that I know exactly what to send you, let me ask you, (Redirect to one of the qualifying questions) Are you currently using any automation tools to manage your inventory levels?
- 13. Redirect the Info Request Objection: Just send me some information. (Late in a cold call – NONCOMMITTAL) Response: Sure, I definitely can. Actually, there is a lot of information that I can send over to you. If you have some questions about anything, it might be easier and quicker to have a brief conversation with over the phone on another day instead of me sending over a bunch of information.
- 14. Redirect to Direct Questions Objection: We already use somebody for that. Response: Oh, good. How long have you been using them? How is it going? What product are you using of theirs? What do you like about working with them? Is there anything that you need that they are not able to provide? (Redirect to any of the qualifying questions if applicable)
- 15. Redirect to Close Objection: We are not looking at making a change right now. (Late in a call) Response: I understand. And I want you to know that we are not trying to sell anything at this point as we don’t even know if you are a good fit or not. Our goal is to simply open the dialogue between our two companies so that if you reach a point where you are ready or looking to make a change, you will know who we are and what we have to offer. Can I put a brief 15 to 20 minute call on your calendar next Tuesday or Thursday afternoon?
- 16. Redirect to Close Objection: We do not have any budget / money to spend on that right now. (Late in a call) Response: I understand. And I want you to know that we are not trying to sell anything at this point as we don’t even know if you are a good fit or not. Our goal is to simply open the dialogue between our two companies so that if you reach a point where there is budget available, you will know who we are and what we have to offer. Can I put a brief 15 to 20 minute call on your calendar next Tuesday or Thursday afternoon?
- 17. Overcome Tactics Focus on Differentiation Objection: We already use XYZ Corp. Response: Oh great, so you already see the importance of this area. We are actually different from XYZ Corp in a few ways. (Outline differences)
- 18. Overcome Tactics Get to the Root of the Objection Objection: You are too expensive. Response: I understand. What is it that drives your concern about price? Is there a budget that you are trying to stay with in? Or is it more of a cash outlay factor?
- 19. Overcome Tactics Isolate the Objection Objection: Your prices are too high. Response: Just to confirm, are you saying that everything else fine and that the price is the only thing that concerns you? (Isolate)
- 20. Overcome Tactics Focus on ROI Objection: Your prices are too high. Response: Yes, there is an investment (cost) with our service. But it does provide help to decrease labor costs by between 15 to 20%. That usually leads to a payback period of between 12 to 18 months. If this paid for itself in a certain amount of time, would you still see the price as being too high?
- 21. Overcome Tactics Provide Alternatives Objection: Your prices are too high. Response: We do offer financing options that will breakdown the cost into monthly payments. Would that change how you see the cost of this or make it something you can consider?
- 22. Overcome Tactics Feel, Felt, Found Objection: Your prices are too high. Response: I understand why you feel that our prices are high. (Feel) A lot of IT managers that I have brought over felt that same way. (Felt) But once they switched over, they found that when you add in the reliability of service, the total cost of ownership actually lead to a lower total cost. (Found)
- 23. Building an Objections Map • Tool to build to use as a guide for dealing with objections • List out anticipated objections • Formulate best responses • Can include redirects and overcome responses • Can be organized to have cold call responses and meeting responses
- 24. Reflect Back to Improve Forward • When a call ends, reflect on what objections the prospect had • Identify how you responded and if your responses were effective at keeping the call going • Was there a response that could have been better? • Update objections map – Add new objections – Improve existing responses
- 25. Key Takeaways • You are guaranteed to get objections on every cold call • You can immediately improve your results by simply listing out the main objections that you can anticipate and scripting responses that stand to keep the calls going • Not only can this improve results, but it can also help to decrease stress, improve confidence, and improve your mental state • Focus on redirecting ahead of overcoming to keep calls going • When a call ends, reflect back to improve your ability to handle future calls
- 26. What is SalesScripter? Cold Calling Objections Gatekeepers Sales Messaging Voicemail Qualifying Closing Sales Process Rapport Building Interest Cold Emailing Setting Appointments Building Credibility Call Cadence • Provides complete clarity for what a salesperson should do and say • Very practical and easy to understand / implement / adopt • Consultative selling approach • Many tactics are counterintuitive One Half - Sales Methodology
- 27. What is SalesScripter? Cold Calling Scripts Objection Responses Key Questions Marketing Tools Voicemail Scripts Meeting Scripts Cold Email Templates • Software platform that provides all the tools needed to execute the methodology • Campaign-based (buyer persona) structure • Makes it extremely easy to implement and reinforce the methodology One Half – Prospecting Platform Software Application
- 28. Complete Sales Training Solution Cold Calling Objections Gatekeepers Sales Messaging Voicemail Qualifying Closing Sales Process Rapport Building Interest Cold Emailing Setting Appointments Building Credibility Call Cadence Methodology Salesperson Manager Cold Calling Scripts Objection Responses Key Questions Marketing Tools Voicemail Scripts Meeting Scripts Cold Email Templates Software PlatformResources and Services Books Training Videos One-on-One Coaching Sales Consulting Live Training Completely Aligned
- 29. Resources • Five ebooks – Found at https://salesscripter.com/ebooks/ – Do’s and Don’ts of Cold Calling – How to Get around Cold Call Objections – How to Build a Value Proposition that Generates Leads – How to Build Sales Campaigns that Sell – How to Build Email Drip Campaigns that Convert Sales • The Cold Calling Equation – PROBLEM SOLVED – Found at http://www.amazon.com/The-Cold- Calling-Equation-Problem/dp/1468173545 Our Books
- 30. Training • Week 1 – Understanding the Ideal Sales Process – How to Make Cold Calls – Appointment Setting Tactics – Voicemail Messaging Methodology • Week 2 – Sales Messaging Workshop – How to Get Prospect’s on the Phone – How to Get Around Objections – How to Incorporate Buyer Personas into Your Selling – Overview of a 2-Step Qualifying Process New Hire Onboarding Training Program / Sales Prospecting 101 • Week 3 – How to Build Your Value Proposition – How to Focus on Prospect Pain – How to Get Around Gatekeepers – How to Perform the Perfect Takeaway • Week 4 – How to Build Rapport, Interest, and Credibility – How to Improve Mental Strength When Selling – How to Be a Better Closer * Available through e-learning videos, live virtual, or live in-person * Can be tailored to your business
- 31. SalesScripter What do you sell? ___________ How does it help? ___________ What problems do you fix? ___________ What questions should you ask? ___________
- 32. SalesScripter
- 33. SalesScripter
- 34. If You Want More Help • https://www.youtube.com/user/LaunchPadSol • Or search Sales Scripter • Over 130 videos • Sales Prospecting 101 Training Program • Webinars • Sales Tips • SalesScripter demo videos • Subscribe Step 1 – Go to our YouTube Channel
- 35. Resources • Five ebooks – Found at https://salesscripter.com/ebooks/ – Do’s and Don’ts of Cold Calling – How to Get around Cold Call Objections – How to Build a Value Proposition that Generates Leads – How to Build Sales Campaigns that Sell – How to Build Email Drip Campaigns that Convert Sales • The Cold Calling Equation – PROBLEM SOLVED – Found at http://www.amazon.com/The-Cold- Calling-Equation-Problem/dp/1468173545 Step 2 – Get Some of Our Books
- 36. If You Want More Help • Free 30 day trial – Found at https://salesscripter.com/members/signup • Scripter Walk-Through – 2 hour coaching session – We answer all of the questions with you – Included with an annual subscription Step 3 – Sign up for SalesScripter Trial
- 37. If You Want More Help • One-on-one Sales Coaching • Sales Consulting – Script development – Strategy development – Sales process development • Sales Training – Custom sales training programs – Content aligned with your information in SalesScripter – Delivered virtually or in-person Step 4 – Contact us for Coaching, Consulting, or Training
- 38. Questions? Michael Halper Founder and CEO SalesScripter mhalper@salesscripter.com www.salesscripter.com
Hinweis der Redaktion
- Before we go any further, let’s clearly discuss what objections are. Objections are a prospect’s best weapon when they answer your cold call. They are statements or questions that the prospect will throw at you and they are like mini stops signs that the prospect will hold up. They use to try to take a control of the call and take it in a direction of their choosing. And if they begin to feel like you are selling something when they are not looking to buy, they will want try to end the call and will use objections to get there as soon as possible. Now let’s take a look at common objections and ones that you are just about guaranteed to run up against. I am busy right now. Who are you with? What is this in regards to? I am not interested. Just send me some information. We already use somebody. We are not looking to make a change right now. We do not have any budge to spend. Those are eight objections that consistently come up. You could maybe tweak those for your situation, and add a couple that are specific to your products, you would have a complete list of objections to be prepared for. As part of this training, we will explain these one at a time and show you how to get around them.
- Before we get into the tactics, I want to just talk about why this is such an important area. Spending some time in this area is critical to consistently being successful. And the more exciting way to put that, by spending some time in this area, you will see an immediate improvement in results and performance. Let me explain why. First, there is some bad news and that is that you are likely to face some sort of objections on just about every call that you make. Either right when the prospect answers or after talking for a little while. If you are not prepared for those, you will likely struggle and have very inconsistent results. The good new against that is that there are really only around 10 objections that you will consistently run up against. With that being such a low number, you can easily list those out and prepare responses ahead of time and then being armed with those ready when you pick up the phone, you will see a drastic improvement in performance. One of the key things to be aware of here, is that cold calling can be very challenging mentally. You are calling a somewhat hostile environment by calling people that are not expecting your call and do not want to talk to you. With that you face objections and sometimes rejection. This can wear on a person mentally. But the great thing here is that by simply improving your ability to handle objections, you not only improve the calls that you make, but you feel better mentally by being more in control and more ready and that can help to improve your confidence and mental stamina and fortitude, and that can sometimes be the difference in being successful long-term.
- Now that we know what objections to expect, what are our options when the come up? Well, we have basically three primary options. We can comply with the objection, we can try to overcome the objection, or we can redirect the objection. Let’s go through each option in a little more detail.
- To comply is basically to go along with and give in to the objection that the prospect is giving. For example, if a prospect were to say, “I am not interested”, to respond by complying would be to say “OK, have a nice day.” Obviously, this weakest response and option that you have. If you complied with every objection that you encountered, you would have minimal to no results. With that, only use the option of complying as a last resort. And even though complying is the weakest response, at some point, you do need to comply. This is when there is either nothing you can do to get around it or change the prospect’s mind, or sometimes it may cause too much damage to persist forward without complying. So how do you know when to comply? One rule of thumb is to try to deal with an objection another way two or three times. And if the objection is still there, go ahead and comply.
- Looking at the option to try to overcome the objection, this is to face the objection head on and try to defuse it or change the prospect’s mind. For example, if the prospect says “I am not interested”, to try to overcome this is to try to make the prospect interested, with something like “OK, but we also have the auto tuning feature and we are the global leader doing this for 30 years.” Basically trying to give more information in that example that changes the prospect’s mind to being interested. The main thing about the option to overcome an objection is that there is a time and place for this approach. And a cold call is often not the best place to use this approach. There are some very clear reasons why and those are that to overcome an objection is to essentially change someone’s mind and that is a very difficult thing to do. Not only is that tough, but it is also time consuming, and a cold call really does not provide time and forum available to take that on. Lastly, when you taken on an objection, you bring attention to it, and this can give it more life and energy. When you get to the meeting or appointment that is scheduled by the cold call, that is where you want to face and try to overcome objections, and some tactics to use are Isolate, then get to the root and Feel Felt Found. Even though cold calling might not be the best time to use those tactics, we will still talk about them here in a little more detail.
- The third objection handling option that we have and that is to redirect the objection to new, but related area. For example, if the prospect says “I am not interested.” Redirecting the objection could be to say “I understand. Do you mind if I ask what you are doing today in this area?” In that response, we are not directly focusing on and responding to the prospect’s point that they are not interested. And we are also not completely changing the subject and ignoring the objection. What we are doing is redirecting or deflecting by asking a question that keeps the conversation going into a new, yet still related area. In this example, the prospect may answer with what they are doing and then we can follow that with additional questions and we may end up getting far away from their original comment of not being interested. And the great thing about this, not only does this stand to keep the conversation going, but it also creates a scenario where you might obtain valuable information. Think about how valuable that is when executed properly, you go from a point where the call is about to end to one where the prospect is sharing information that you can use to begin to build your business case. When thinking about how to respond to objections, there is one thing that we never want to lose sight of and that is that our primary goal for the cold call is to progress to some sort of formal discussion like a meeting, appointment, demo, or event likely on another day. And with that being the case, we don’t want to spend time defusing objections. Instead, we want to focus on keeping calls going, and by redirecting to get around objections, we can improve our ability to keep calls going and get more meetings scheduled. The tactics to use to redirect are basically redirecting by asking certain questions. These can vary depending on your situation, but if you follow along with our other training modules and use our call script methodology, then you likely have qualifying questions, a value statement, common pain points, and building interest points, and these are all good areas to redirect toward.
- Here is one of the gatekeepers favorite objections – What is this in regards to? This is a gatekeepers number one tactic to get you to say something that flags you as a salesperson trying to sell something so they can quickly shoot you down. For example, the direct or comply response would be “I am calling to introduce myself and schedule an appointment where we can discuss your business and see if you need to buy our services.” At which point you will then get another objection thrown right at you with the call ending shortly after. But if you redirect again to the value statement by saying Purpose for my call is that we work with Chemical Companies and help them to improve inventory turnover by 20 to 25%. When a gatekeeper hears this, it actually can throw them off because it is an answer that they are not prepared for or one that does not clearly say “troublesome salesperson calling”. And as result, this can help you to keep the call going.
- Let’s go back to the I am not interested objection and talk about it in more detail. I am not interested is actually not a legitimate objection for the cold call as you are not trying to sell anything. Our goal is to open the dialogue, so to say I do not want to talk to you would be more fitting, but to say they are not interested in buying your product actually does not make sense. A great place to redirect this objection is to any qualifying questions that you typically ask prospect. Questions about the prospect’s current technical and business environment are often good questions to ask whether facing an objection or not, but when a prospect says they are not interested, you can reply with a response like I understand. Are you currently using any automation tools to manage your inventory levels? - Or - I understand. And I want you to know that we are not trying to sell anything at this point. Are you currently using any automation tools to manage your inventory levels? Of course, this does not work every time, but remember that we our goal is to keep the call going and using this approach over a large number of calls will typically yield good results in getting around the objection.
- Let’s go back to the I am not interested objection and talk about it in more detail. I am not interested is actually not a legitimate objection for the cold call as you are not trying to sell anything. Our goal is to open the dialogue, so to say I do not want to talk to you would be more fitting, but to say they are not interested in buying your product actually does not make sense. A great place to redirect this objection is to any qualifying questions that you typically ask prospect. Questions about the prospect’s current technical and business environment are often good questions to ask whether facing an objection or not, but when a prospect says they are not interested, you can reply with a response like I understand. Are you currently using any automation tools to manage your inventory levels? - Or - I understand. And I want you to know that we are not trying to sell anything at this point. Are you currently using any automation tools to manage your inventory levels? Of course, this does not work every time, but remember that we our goal is to keep the call going and using this approach over a large number of calls will typically yield good results in getting around the objection.
- Here is a good one – just send me some info. Prospects love this one as it allows them to get off of the phone without sounding mean or hurting your feelings. You end up getting excited because you think they are interested and you spend time writing an email and they end up often just deleting your finely word smithed email. It is important to point out that this objection can come up at two different times on a cold call so let’s first discuss the first. When it comes up early or delivered by the gatekeeper, it is more of a blow off objection. Meaning, there is little interest and they are just trying to get rid of you. Here is the play for the first type, you can reply with, Sure, I definitely will. So that I know exactly what to send you, let me ask you, and then redirect to one of your qualifying questions Are you currently using any automation tools to manage your inventory levels?
- But this same objection can come up at the end of the cold call when you are going for the meeting and the prospect asks you to send info. This is more of a noncommittal response vs. a blow off. At this point, you may have gone through your pitch and triggered some interest, but the prospect simply does not want to commit to moving forward. Not a horrible place to be, but we do not want to comply and if this is at the end of the call, we might not have any points to redirect to or much time left to keep the call going. One way to try to redirect is by responding with something like Sure, I definitely will. Are there some particular details that you have questions about? If you have a level of interest, it may be easier to have a quick conversation with over the phone on another day instead of me sending over a bunch of information.
- Let’s look at the objection of We already use somebody for that, or some variation where they use your competitor or something in your area. To try to overcome this would be to respond by talking about your key areas of strengths and your features to try to build interest. At this point with a prospect in that mind set and with the time limits that come with a cold call, this is a very low probability play. What you can do instead is easily redirect to ask any number of questions about what they are doing with a response like: Oh, good. How long have you been using them? How is it going? What product are you using of theirs? What do you like about working with them? Is there anything that you need that they are not able to provide? Of course, you will not want to just ask those questions one after another, but that is a flow that you could work along with discussion in between and only need to ask a few questions to get away from the objection. The great thing about this play is, not only does it have a high probability of keeping the call going, but it also allows you to gather some great information. You could identify pain with your questions that helps you to create a lead, or you might find out that the prospect is good and has a very low probability of purchasing anything and you can bring the call to an end from there.
- The objection of We are not looking at making a change right now is realistic to come up since you cold calling the prospect out of the blue and it is very likely that even if they do need to purchase what you have, they might not need to make a purchase when you are calling. But the thing to remember and always keep in mind is that the goal of the cold call is to open the dialogue rather than close a sale, so the objection that they don’t need anything right now is not a legitimate reason to stop. You can still respond with a redirect, but you could add a little message to educate the prospect what angle you are coming from by saying something like I understand. And I want you to know that we are not trying to sell anything at this point as we don’t even know if you are a good fit or not. Our goal is to simply open the dialogue between our two companies so that if you reach a point where you are ready or looking to make a change, you will know who we are and what we have to offer. From there you can redirect to one of your qualifying questions. The play is to keep the conversation going and get to a formal meeting where you can then have an opportunity to build a case for making a change now. And if you don’t then, you can hopefully be there later when they do decide to make a change.
- The objection of not having any budget or money available to spend right now is similar to not looking to make a change. And the response is same as the not making a change now as you can present yourself as just trying to open the dialogue. You could use the exact same response that we just went through or you could tweak your language to say that, Our goal is to simply open the dialogue between our two companies so that if you reach a point where there is budget available, you will know who we are and what we have to offer.
- To demonstrate the Isolate, then get to the root tactic, if a prospect were to object that your prices are too high, if you wanted to defuse this, whether on the cold call or at a meeting after, you could begin by trying to isolate the objection. This is basically to clearly identify what the prospect is objecting to and identify what they are good with. In this example, this is good opportunity to identify if the price is the only concern but asking, “Just to confirm, are you saying that everything else fine and that the price is the only thing that concerns you?” Once you are able to isolate the key area that the prospect is concerned about or objecting to, you can then work to get to the root of their concern. In this example, we try to get to the root by asking questions like, “What is it that drives your concern about price? Is there a budget that you are trying to stay with in? Or is it more of a cash outlay factor?” Every situation would be different, but in this example, the answers to these questions may reveal that it is not really the price that is a concern, it is that the prospect needs to spread the cost out, or has a budget that they need to stay within. When we identify this we are able to propose a solution that fits their needs from a structure standpoint enabling us to overcome the objection without complying. Getting to the root makes it easier for you to find solutions to the objection and this can help you to overcome.
- To demonstrate the Isolate, then get to the root tactic, if a prospect were to object that your prices are too high, if you wanted to defuse this, whether on the cold call or at a meeting after, you could begin by trying to isolate the objection. This is basically to clearly identify what the prospect is objecting to and identify what they are good with. In this example, this is good opportunity to identify if the price is the only concern but asking, “Just to confirm, are you saying that everything else fine and that the price is the only thing that concerns you?” Once you are able to isolate the key area that the prospect is concerned about or objecting to, you can then work to get to the root of their concern. In this example, we try to get to the root by asking questions like, “What is it that drives your concern about price? Is there a budget that you are trying to stay with in? Or is it more of a cash outlay factor?” Every situation would be different, but in this example, the answers to these questions may reveal that it is not really the price that is a concern, it is that the prospect needs to spread the cost out, or has a budget that they need to stay within. When we identify this we are able to propose a solution that fits their needs from a structure standpoint enabling us to overcome the objection without complying. Getting to the root makes it easier for you to find solutions to the objection and this can help you to overcome.
- To demonstrate the Isolate, then get to the root tactic, if a prospect were to object that your prices are too high, if you wanted to defuse this, whether on the cold call or at a meeting after, you could begin by trying to isolate the objection. This is basically to clearly identify what the prospect is objecting to and identify what they are good with. In this example, this is good opportunity to identify if the price is the only concern but asking, “Just to confirm, are you saying that everything else fine and that the price is the only thing that concerns you?” Once you are able to isolate the key area that the prospect is concerned about or objecting to, you can then work to get to the root of their concern. In this example, we try to get to the root by asking questions like, “What is it that drives your concern about price? Is there a budget that you are trying to stay with in? Or is it more of a cash outlay factor?” Every situation would be different, but in this example, the answers to these questions may reveal that it is not really the price that is a concern, it is that the prospect needs to spread the cost out, or has a budget that they need to stay within. When we identify this we are able to propose a solution that fits their needs from a structure standpoint enabling us to overcome the objection without complying. Getting to the root makes it easier for you to find solutions to the objection and this can help you to overcome.
- To demonstrate the Isolate, then get to the root tactic, if a prospect were to object that your prices are too high, if you wanted to defuse this, whether on the cold call or at a meeting after, you could begin by trying to isolate the objection. This is basically to clearly identify what the prospect is objecting to and identify what they are good with. In this example, this is good opportunity to identify if the price is the only concern but asking, “Just to confirm, are you saying that everything else fine and that the price is the only thing that concerns you?” Once you are able to isolate the key area that the prospect is concerned about or objecting to, you can then work to get to the root of their concern. In this example, we try to get to the root by asking questions like, “What is it that drives your concern about price? Is there a budget that you are trying to stay with in? Or is it more of a cash outlay factor?” Every situation would be different, but in this example, the answers to these questions may reveal that it is not really the price that is a concern, it is that the prospect needs to spread the cost out, or has a budget that they need to stay within. When we identify this we are able to propose a solution that fits their needs from a structure standpoint enabling us to overcome the objection without complying. Getting to the root makes it easier for you to find solutions to the objection and this can help you to overcome.
- Another tactic that can be used to try to overcome an objection is called the Feel Felt Found tactic. If a prospect were to respond that “Your prices are too high.” You could respond with I understand why you feel that our prices are high. That is the “feel” step. A lot of IT managers that I have brought over felt that same way. The “felt” step. But once they switched over, they found that when you add in the reliability of service, the total cost of ownership actually lead to a lower total cost. And that is the found step. You basically share three statements that align with that feel, felt, found progression to paint a picture for another prospect that was shared the prospect’s point of view and show how their objection was overcome once they purchased from you.
- Another tactic that can be used to try to overcome an objection is called the Feel Felt Found tactic. If a prospect were to respond that “Your prices are too high.” You could respond with I understand why you feel that our prices are high. That is the “feel” step. A lot of IT managers that I have brought over felt that same way. The “felt” step. But once they switched over, they found that when you add in the reliability of service, the total cost of ownership actually lead to a lower total cost. And that is the found step. You basically share three statements that align with that feel, felt, found progression to paint a picture for another prospect that was shared the prospect’s point of view and show how their objection was overcome once they purchased from you.
- Now that we have outlined some of the objections that we are likely to face and we have talked about some ways to respond, we can now build a tool called an objections map. This is basically a document that lists out your anticipated objections and then shows you the response for each that has the best chances of keeping the call going. The tool basically can then be used as a guide or a map that tells you what to do when on the phone. This tool can drastically improve your results and it is pretty easy to build, just list out your anticipated objections, then formulate the best responses. And we have spent a lot of time talking about redirecting, but your objections map could also include responses to overcome objections in case there are times to use that approach.
- This last step that we will discuss is what will be needed to achieve mastery in this area and this is to reflect back on cold calls after they end. Right after a call ends, spend a few seconds to identify what objections the prospect had. Think about how you responded and if your responses were effective at keeping the call going. This is basically a learning and fine tuning step and we are trying to identify if the response that we gave was not effective, would there be one that would have been better. From there, we can work to update the objections map. It could be the case that the objections we faced were not on there and we need to get them on there. Or may we need to tweak our responses to ones that might work a little better. Remember, these objections are going to come up again and again. And by reflecting back, we can improve moving forward.
- That is the objections training module. Here a few points to summarize before we close this. You are guaranteed to get objections on every cold call You can immediately improve your results by simply listing out the main objections that you can anticipate and scripting responses that stand to keep the calls going Not only can this improve results, but it can also help to decrease stress, improve confidence, and improve your mental state Focus on redirecting ahead of overcoming to keep calls going When a call ends, reflect back to improve your ability to handle future calls