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Q4 Survival Guide: How to Turn Objections into Commission

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What’s the biggest blocker from closing Q4 deals?

How you handle objections.

World-class sales people are masterful when it comes to handling objections, but most sellers lose deals by falling short.

After analyzing 10M+ sales conversations, Gong shared to us how to overcome objections that turns uncertainty into revenue – and it’s all backed by data.

Published in: Sales
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Q4 Survival Guide: How to Turn Objections into Commission

  1. 1. Video Training Course Q4 Survival Guide
  2. 2. 2 One of the top sales skills that separates good reps, from great reps OBJECTION HANDLING
  3. 3. Closing a DEALis like embarking on a sea VOYAGE
  4. 4. NAVIGATING AN OCEAN STORM Objection handling is like
  5. 5. Smoke Screens Concerns Objections Conditions Complacency HardEasy The types of objections, and the degree of difficulty in overcoming each The Sales Objection Spectrum
  6. 6. Clarify with questions
  7. 7. This is what great salespeople do, according to data
  8. 8. This is what average salespeople do
  9. 9. 9 “The price is too high?” “Your boss said no?” “Timing is not right?” — Chris Voss, Never Split the Difference Mirror your buyer’s final few words with an upward tone
  10. 10. 10 WHY?
  11. 11. 11 “Can you help me understand what’s causing that concern?”
  12. 12. Surface level Symptom Getting closer… True root cause Get to the underlying cause of the objection
  13. 13. Validate their concern
  14. 14. 14 Give your buyer the gift of feeling understood.
  15. 15. 15 “That’s a valid concern. It seems like you’re _____________”
  16. 16. Isolate the objection
  17. 17. 17 “If we somehow figured out how to solve that completely… … what other obstacles would we have to overcome before moving forward?”
  18. 18. Gain permission to overcome
  19. 19. 19 “Can I make a suggestion?”
  20. 20. 20 The Rebellious Teenager Effect
  21. 21. 21 “Can I bounce a few thoughts off of you?”
  22. 22. 22 I’m so ready for you to overcome my objection!
  23. 23. Address the objection
  24. 24. Smoke Screens Concerns Objections Conditions Complacency HardEasy Each type of objection is best addressed with a different mode of responding The Sales Objection Spectrum
  25. 25. Smoke Screens Concerns Objections Conditions Complacency HardEasy Isolate, and uncover the true objection Smoke screens
  26. 26. 26 “If we somehow figured out how to solve that completely… … what other obstacles would we have to overcome before moving forward?” Smoke Screen Objections are Overcome via Isolation
  27. 27. Smoke Screens Concerns Objections Conditions Complacency HardEasy Give them what they need to move forward Concerns
  28. 28. Smoke Screens Concerns Objections Conditions Complacency HardEasy Reframe the objection. True Objections
  29. 29. 29 What is a “reframe”?!? Reframe Noun /re-frām/ An insight that changes how your customer thinks and feels about an objection, problem or opportunity. Reframe the objection
  30. 30. 30 OBJECTION “I don’t want to start a pilot until after next month. We’re too busy closing out the quarter. Right now is the worst time.” REFRAME “The conversations your team will be having before end of quarter will be higher-stakes, and more important to capture. Right now is the best time.” FRAME NEW FRAME BUYER SELLER
  31. 31. 31 Is the objection… - A problem that can be reframed as an opportunity? - A weakness that can be reframed as a strength? - Poor timing that can be reframed as perfect timing? Questions to help you identify reframe opportunities
  32. 32. 32 Start your questions with one of these phrases: - Can you help me understand... - Can you walk me through... - Can you tell me about... - Talk to me about... How to get long responses to your questions
  33. 33. Smoke Screens Concerns Objections Conditions Complacency HardEasy Dream up a creative solution Conditions
  34. 34. Smoke Screens Concerns Objections Conditions Complacency HardEasy Rewind the sales process. Press the reset button. Complacency
  35. 35. What you do early carries more influence than what you do late. Complacency isn’t an objection. It’s a selling problem.
  36. 36. 36 Sales Narrative Point A Point B Most sales pitches focus here Urgency happens here Urgency is about building pain, not showing benefit
  37. 37. 37 Point A This is the “secret sauce” of urgency-inducing sales messaging Focus your message on a threatened “Point A”
  38. 38. Confirm an unbiased resolution
  39. 39. 39 “What part of your concern do you feel is still left unaddressed?”
  40. 40. Attempt to surface others
  41. 41. 41 “What other reservations do you have?”
  42. 42. Summary Validate their concern Gain permission to overcome Confirm an unbiased resolution Isolate the objection 3 Address the objection 5 2 4 6 Attempt to surface others 7 Clarify with questions 1
  43. 43. gong.io/demo

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