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.

1. Video Training Course
Q4 Survival Guide

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One of the top sales skills that separates
good reps, from great reps
OBJECTION
HANDLING

3. Closing a
DEALis like embarking on a sea
VOYAGE

4. NAVIGATING AN
OCEAN STORM
Objection handling is like

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. Clarify with questions

7. This is what great salespeople do,
according to data

8. This is what average salespeople do

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“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

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WHY?

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“Can you help me
understand what’s
causing that concern?”

12. Surface level
Symptom
Getting closer…
True root cause
Get to the underlying cause
of the objection

13. Validate their concern

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Give your buyer the
gift of feeling
understood.

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“That’s a valid concern.
It seems like you’re
_____________”

16. Isolate the objection

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“If we somehow figured out how to
solve that completely…
… what other obstacles would we have
to overcome before moving forward?”

18. Gain permission to overcome

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“Can I make a suggestion?”

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The Rebellious
Teenager
Effect

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“Can I bounce a few
thoughts off of you?”

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I’m so ready for
you to overcome
my objection!

23. Address the objection

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. Smoke Screens Concerns Objections Conditions Complacency
HardEasy
Isolate, and uncover the true objection
Smoke screens

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“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. Smoke Screens Concerns Objections Conditions Complacency
HardEasy
Give them what they need to move forward
Concerns

28. Smoke Screens Concerns Objections Conditions Complacency
HardEasy
Reframe the objection.
True Objections

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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

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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

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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

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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. Smoke Screens Concerns Objections Conditions Complacency
HardEasy
Dream up a creative solution
Conditions

34. Smoke Screens Concerns Objections Conditions Complacency
HardEasy
Rewind the sales process. Press the reset button.
Complacency

35. What you do early carries more
influence than what you do late.
Complacency isn’t an objection.
It’s a selling problem.

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Sales Narrative
Point A Point B
Most sales pitches
focus here
Urgency
happens here
Urgency is about building pain,
not showing benefit

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Point A
This is the “secret sauce”
of urgency-inducing sales
messaging
Focus your message
on a threatened “Point A”

38. Confirm an unbiased resolution

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“What part of your
concern do you feel is
still left unaddressed?”

40. Attempt to surface others

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“What other
reservations
do you have?”

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. gong.io/demo