Don't "Handle" Objections, Steer Them

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Don't "Handle" Objections, Steer Them by Zack Kass, Shyp. Follow him on twitter at @iamthezack Sales Hacker Series San Francisco, October 23, 2014

Sales

The Objection Framework!
Rational or Emotional!
Genuine or Rhetorical!
Critical or Irrelevant!

Defining a Great Objection!
RELEVANT!
Dangerous! Great!
IRRELEVANT!
Worthless! Wasteful!
EMOTIONAL! RATIONAL!

Timing of Objections!
RELEVANT!
Goes nowhere
Gets there
eventually!
quickly! !
IRRELEVANTGoes
Goes nowhere
slowly!
somewhere
slowly!
EMOTIONAL! RATIONAL!

Number of Objections!
RELEVANT!
250 - 1,000! 10 - 30!
IRRELEVANT!
∞! ∞!
EMOTIONAL! RATIONAL!

Steering Objections!
RELEVANT!
Empathize! Direct!
IRRELEVANT!
Guide! Educate!
EMOTIONAL! RATIONAL!

Steering to Great Objections!
IRRELEVANT!RELEVANT!
EMOTIONAL! RATIONAL!

Objection Steering Guide!
• Don’t condescend irrelevant objections!
• Empathize with emotional objections!
• Field great questions with honest, specific answers!
• Ask equally tough questions about their business!

Objection-Based !
Sales methodology!
Build a list of the top 20 "great" objections a prospect can make!
Rank-ordered the objections on two dimensions:!
!
!
!
!
1. Relevance 2. Favorability!
Check a box when each question is asked!

A Simple Focus!
“Spend your with people time with people in one of two
ways, asking great questions or driving great questions.”!

It’s inevitable, at some point in your week you’ll run into one of them. Those people who seem to turn a wonderful day into a dark one. You know these people; they seem to be chronically critical, belligerent, indignant, angry, or just plain rude. But it doesn’t have to be that way for you. Learning tactics for dealing with negative or difficult people will help you survive in the workplace. Part of the CSL In Session online learning series - September 19, 2012 with Jean Marie Heilig.

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Don't "Handle" Objections, Steer Them

1. Don’t “handle” objections! Steer them!

3. The Objection Framework! Rational or Emotional! Genuine or Rhetorical! Critical or Irrelevant!

4. Defining a Great Objection! RELEVANT! Dangerous! Great! IRRELEVANT! Worthless! Wasteful! EMOTIONAL! RATIONAL!

5. Timing of Objections! RELEVANT! Goes nowhere Gets there eventually! quickly! ! IRRELEVANTGoes Goes nowhere slowly! somewhere slowly! EMOTIONAL! RATIONAL!

6. Number of Objections! RELEVANT! 250 - 1,000! 10 - 30! IRRELEVANT! ∞! ∞! EMOTIONAL! RATIONAL!

7. Steering Objections! RELEVANT! Empathize! Direct! IRRELEVANT! Guide! Educate! EMOTIONAL! RATIONAL!

8. Steering to Great Objections! IRRELEVANT!RELEVANT! EMOTIONAL! RATIONAL!

9. Objection Steering Guide! • Don’t condescend irrelevant objections! • Empathize with emotional objections! • Field great questions with honest, specific answers! • Ask equally tough questions about their business!

10. Objection-Based ! Sales methodology! Build a list of the top 20 "great" objections a prospect can make! Rank-ordered the objections on two dimensions:! ! ! ! ! 1. Relevance 2. Favorability! Check a box when each question is asked!

11. A Simple Focus! “Spend your with people time with people in one of two ways, asking great questions or driving great questions.”!

Don't "Handle" Objections, Steer Them

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