SMART Sales System - Module 10: Objections
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The document outlines an objection handling training module that teaches salespeople to respond effectively to common objections. It discusses core concepts like having 3 options to respond - comply, overcome, or deflect. It provides examples of objections salespeople may encounter like being too busy, not interested, or no budget. The training teaches salespeople to understand prospects' perspectives, not sound like typical salespeople, and ask questions to further understand needs before providing information about products or services. The goal is to keep conversations going by overcoming objections rather than immediately complying with them.
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SMART Sales System - Module 10: Objections
- 1. Objections
- 2. Module 1: Introduction to SMART Module 2: Consultative Selling Module 3: Sales Message Module 4: Sales Scripts Module 5: Sales Process Module 6: Cold Calling Module 7: Cold Emailing Module 8: Voicemail Module 9: Connecting Module 10: Objections Module 11: Gatekeepers Module 12: Qualifying Module 13: Closing Module 14: Networking Module 15: LinkedIn Module 16: Mental Strength
- 3. • I am busy right now. • I am not interested. • We do not have budget/money right now. • We already use somebody for that. • We are not looking to make any changes right now. • Just send me your information. • You are too expensive. • Call me back in X months.
- 4. Core Concepts 3 Objection Handling Options Creating Objection Responses Deflecting Objections Overcoming Objections Objection Handling Best Practices
- 6. INITIAL CONTACT CONVERSATION EXPLANATION DECISION Don’t Sell the Product, Sell the Meeting
- 7. Goal is to Keeping the Conversation Going
- 8. Understand the Prospect They want to get rid of you They think you are a salesperson They don’t want to be sold to They think they do not need what you are selling They are not in “buying mode”
- 9. Do Not Sound Like a Salesperson Trying to Sell Something
- 10. Core Concepts 3 Objection Handling Options Creating Objection Responses Deflecting Objections Overcoming Objections Objection Handling Best Practices
- 11. Objection Handling Options Option 1 – Comply Option 2 – Overcome Option 3 – Deflect
- 12. Option 1 – Comply
- 13. Option 2 – Overcome
- 14. Option 3 – Deflect the Objection
- 15. Objection Handling Options Option 1 – Comply Option 2 – Overcome Option 3 – Deflect
- 16. INITIAL CONTACT CONVERSATION EXPLANATION ICE Sales Process I C E
- 17. I C E
- 21. Core Concepts 3 Objection Handling Options Creating Objection Responses Deflecting Objections Overcoming Objections Objection Handling Best Practices
- 22. Product Selling Consultative Selling Company Product Features Benefits Goal: Decision Value Pain Points Questions Product Company Name Drop Goal: Next Sales Process Step
- 23. VALUE POINTS • Increase the revenue generated through their website • improve website conversion rates • Increase website traffic TARGET BUYER Small businesses PRODUCT Web design services FEATURES • Design and build websites • Graphic design • Copywriting PAIN POINTS • Need to generate more revenue through the website • Website visitors are not converting to customers • There is a need to increase website traffic PAIN QUESTIONS • How important is it to get more revenue out of your website traffic? • How important is it for you to improve your website conversion rates? • Do you need to increase website traffic and visitors? CURRENT STATE • Do you currently have a website? • Are you currently working with a web design agency? • What CMS platform is your website built on? • Do you have internal web design resources? • When does your current agreement expire? • How many different websites do you currently have? • When was the last time you refreshed your website? • How much traffic are you currently getting to your website? • When was the last time you considered redoing your website? DIFFERENTIATION • We only work with accountants • We use AI to develop the optimum website layout • We guarantee results COMPANY FACTS • Won design awards 5 years • In business for 30 years • Woman owned business NAME DROP NAME DROP • We worked with an accounting firm and they needed to generate more leads online. • To solve this we helped them to redesign their website. • This helped to them to convert more traffic into leads. • This ultimately helped them to increase the amount of revenue they were generating through their website.
- 24. VALUE POINTS PAIN POINTS PAIN QUESTIONS CURRENT STATE NAME DROP PRODUCT Building Blocks
- 25. VALUE POINTS PAIN POINTS PAIN QUESTIONS CURRENT STATE NAME DROP PRODUCT Objection Responses
- 27. Core Concepts 3 Objection Handling Options Creating Objection Responses Deflecting Objections Overcoming Objections Objection Handling Best Practices
- 28. Disarming Language I don’t even know if you fit well with what we provide or not. [Not selling] And I want you to know, I am not reaching out to you to try to sign you up or sell you anything. [Sales process] We are just looking to open the dialogue between our two companies and have an initial conversation. [Sales takeaway] [Understand the Prospect] I understand.
- 29. Oh, OK. I can be very brief or I can call you back at another time. OR Oh, OK. When is the best time for me to call you back? I am not available. I am busy right now. VALUE POINTS PAIN POINTS PAIN QUESTIONS CURRENT STATE NAME DROP PRODUCT INTRO CLOSE
- 30. The reason for my call is that we help small businesses to: • Increase the revenue generated through their website • improve website conversion rates • Increase website traffic What is this in regards to? Is this a sales call? VALUE POINTS PAIN POINTS PAIN QUESTIONS CURRENT STATE NAME DROP PRODUCT INTRO CLOSE
- 31. I understand. If I could ask you real quick: • How important is it to get more revenue out of your website traffic? • How important is it for you to improve your website conversion rates? • Do you need to increase website traffic and visitors? I am not interested. We are not making any changes. We do not have budget right now. We already use someone right now. VALUE POINTS PAIN POINTS PAIN QUESTIONS CURRENT STATE NAME DROP PRODUCT INTRO CLOSE
- 32. I understand. If I could ask you real quick: • Do you currently have a website? • Are you currently working with a web design agency? • What CMS platform is your website built on? • Do you have internal web design resources? • When does your current agreement expire? • How many different websites do you currently have? • When was the last time you refreshed your website? • How much traffic are you currently getting to your website? • When was the last time you considered redoing your website? VALUE POINTS PAIN POINTS PAIN QUESTIONS CURRENT STATE NAME DROP PRODUCT INTRO CLOSE I am not interested. We are not making any changes. We do not have budget right now. We already use someone right now.
- 33. VALUE POINTS PAIN POINTS PAIN QUESTIONS CURRENT STATE NAME DROP PRODUCT INTRO CLOSE I understand. We work with a lot of small businesses and they are having challenges with: • Need to generate more revenue through the website • Website visitors are not converting to customers • There is a need to increase website traffic Are you concerned about any of those? I am not interested. We are not making any changes. We do not have budget right now. We already use someone right now.
- 34. I understand. And I want you to know that I am not reaching out to you to try to sign you up or sell you anything. More so, we are just looking to open the dialogue between our two companies and have an initial conversation. We would like to learn a little more about you and possibly share some information about us. That way, when you begin your budget planning or when your are needing to make a change, you can know who we are and how we can help. Are you open to putting a brief conversation on the calendar? It does not have to be this week or next, we are not going anywhere. VALUE POINTS PAIN POINTS PAIN QUESTIONS CURRENT STATE NAME DROP PRODUCT INTRO CLOSE I am not interested. We are not making any changes. We do not have budget right now. We already use someone right now.
- 35. Sure, I can do that. So that I know what best to send you, could ask you real quick: • How important is it to get more revenue out of your website traffic? • How important is it for you to improve your website conversion rates? • Do you need to increase website traffic and visitors? VALUE POINTS PAIN POINTS PAIN QUESTIONS CURRENT STATE NAME DROP PRODUCT INTRO CLOSE Can you send me your information?
- 36. Sure, I can do that. So that I know what best to send you, could ask you real quick: • Do you currently have a website? • Are you currently working with a web design agency? • What CMS platform is your website built on? • Do you have internal web design resources? • When does your current agreement expire? • How many different websites do you currently have? • When was the last time you refreshed your website? • How much traffic are you currently getting to your website? • When was the last time you considered redoing your website? VALUE POINTS PAIN POINTS PAIN QUESTIONS CURRENT STATE NAME DROP PRODUCT INTRO CLOSE Can you send me your information?
- 37. Sure, I can do that. 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. And I want you to know that I am not reaching out to you to try to sign you up or sell you anything. More so, we are just looking to open the dialogue between our two companies and have an initial conversation. We would like to learn a little more about you and possibly share some information about us. That way, when you begin your budget planning or when your are needing to make a change, you can know who we are and how we can help. Are you open to having a brief conversation on the calendar? It does not have to be this week or next, we are not going anywhere. VALUE POINTS PAIN POINTS PAIN QUESTIONS CURRENT STATE NAME DROP PRODUCT INTRO CLOSE Can you send me your information?
- 38. I can certainly do that. But I want you to know that I am not reaching out to you to try to sign you up or sell you anything. More so, we are just looking to open the dialogue between our two companies and have an initial conversation. We would like to learn a little more about you and possibly share some information about us. That way, when you ready to look closer at this, you can know who we are and how we can help. Are you open to having a brief conversation at some point? It does not have to be this week or next, we are not going anywhere. VALUE POINTS PAIN POINTS PAIN QUESTIONS CURRENT STATE NAME DROP PRODUCT INTRO CLOSE Can you call me back in X months?
- 39. I can certainly do that. When I talk with other businesses, they often have challenges with: • Need to generate more revenue through the website • Website visitors are not converting to customers • There is a need to increase website traffic Are you concerned about any of those areas? VALUE POINTS PAIN POINTS PAIN QUESTIONS CURRENT STATE NAME DROP PRODUCT INTRO CLOSE Can you call me back in X months?
- 40. Core Concepts 3 Objection Handling Options Creating Objection Responses Deflecting Objections Overcoming Objections Objection Handling Best Practices
- 41. I understand. We typically help small businesses to: • Increase the revenue generated through their website • improve website conversion rates • Increase website traffic Would those types of improvements justify investing in this area? We can’t afford your product. It is too difficult to change right now. We will have to come back to this later. VALUE POINTS PAIN POINTS PAIN QUESTIONS CURRENT STATE NAME DROP PRODUCT INTRO CLOSE
- 42. VALUE POINTS PAIN POINTS PAIN QUESTIONS CURRENT STATE NAME DROP PRODUCT INTRO CLOSE I understand. We work with a lot of small businesses and they are having challenges with: • Need to generate more revenue through the website • Website visitors are not converting to customers • There is a need to increase website traffic Are you concerned about any of those? Is there any risk to waiting to deal with those? We can’t afford your product. It is too difficult to change right now. We will have to come back to this later.
- 43. VALUE POINTS PAIN POINTS PAIN QUESTIONS CURRENT STATE NAME DROP PRODUCT INTRO CLOSE I understand. • We worked with an accounting firm and they needed to generate more leads online. • To solve this we helped them to redesign their website. • This helped to them to convert more traffic into leads. • This ultimately helped them to increase the amount of revenue they were generating through their website. If we could help you in the same way, would that justify investing in this area? We can’t afford your product. It is too difficult to change right now. We will have to come back to this later.
- 44. VALUE POINTS PAIN POINTS PAIN QUESTIONS CURRENT STATE NAME DROP PRODUCT INTRO CLOSE Some ways we differ from other options out there are: • We only work with accountants • We use AI to develop the optimum website layout • We guarantee results A little more about us: • Won design awards 5 years • In business for 30 years • Woman owned business Do you know how your other options compare in those areas? You are more expensive. I am leaning toward the other provider.
- 45. VALUE POINTS PAIN POINTS PAIN QUESTIONS CURRENT STATE NAME DROP PRODUCT INTRO CLOSE I understand. • We worked with an accounting firm and they needed to generate more leads online. • To solve this we helped them to redesign their website. • This helped to them to convert more traffic into leads. • This ultimately helped them to increase the amount of revenue they were generating through their website. If we could help you in the same way, would that change how you view us compared to your other options? You are more expensive. I am leaning toward the other provider.
- 46. Overcome Responses Step 1 – Get to the root Step 2 – Capture the full picture Step 3 – Present your case Step 4 – Identify if showstopper
- 47. You’re too expensive 1.Root: Only $50K left in budget and your product is $100K 2.Full Picture: Spending $80K on existing product and $60K on labor that can be eliminated 3.Present Your Case: Total cost of ownership is $40K less 4.Show Stopper?: Is reducing labor an option?
- 48. Core Concepts 3 Objection Handling Options Creating Objection Responses Deflecting Objections Overcoming Objections Objection Handling Best Practices
- 49. 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
- 50. • 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? • What questions could have been asked to keep the call going and gather more information? • Update objections map – Add new objections – Improve existing responses Reflect Back to Improve Forward
- 52. Key Takeaways • Don’t sound like a salesperson • Sell the meeting, not the product • Deflect the objection • Improve your level of preparation
- 53. Module 1: Introduction to SMART Module 2: Consultative Selling Module 3: Sales Message Module 4: Sales Scripts Module 5: Sales Process Module 6: Cold Calling Module 7: Cold Emailing Module 8: Voicemail Module 9: Connecting Module 10: Objections Module 11: Gatekeepers Module 12: Qualifying Module 13: Closing Module 14: Networking Module 15: LinkedIn Module 16: Mental Strength
- 55. Follow Us @salesscripter / @sales_halper @salesscripter / @michael_halper @salesscripter www.linkedin.com/in/mhalper/ @sales_halper
- 57. Sales Tools (Scripts) Call Scripts Email Messages Voicemail Scripts Objection Responses Meeting Scripts Sales Presentation Sales Message (Sales Pitch) Product Target Buyer Type Value Points Pain Points Pain Questions Name Drop Examples Sales Tactics and Processes (Tips) Cold Calling Cold Emailing Voicemail Strategy Objection Handling Dealing with Gatekeepers Meeting with Prospects Qualifying Sales Process Networking Closing Level 1 Level 2 Level 3
- 59. Sales Tools (Scripts) Call Scripts Email Messages Voicemail Scripts Objection Responses Meeting Scripts Sales Presentation Sales Message (Sales Pitch) Product Target Buyer Type Value Points Pain Points Pain Questions Name Drop Examples Sales Tactics and Processes (Tips) Cold Calling Cold Emailing Voicemail Strategy Objection Handling Dealing with Gatekeepers Meeting with Prospects Qualifying Sales Process Networking Closing Level 1 Level 2 Level 3
- 61. Sales Tools (Scripts) Call Scripts Email Messages Voicemail Scripts Objection Responses Meeting Scripts Sales Presentation Sales Message (Sales Pitch) Product Target Buyer Type Value Points Pain Points Pain Questions Name Drop Examples Sales Tactics and Processes (Tips) Cold Calling Cold Emailing Voicemail Strategy Objection Handling Dealing with Gatekeepers Meeting with Prospects Qualifying Sales Process Networking Closing Level 1 Level 2 Level 3
- 63. Sales Tools (Scripts) Call Scripts Email Messages Voicemail Scripts Objection Responses Meeting Scripts Sales Presentation Sales Message (Sales Pitch) Product Target Buyer Type Value Points Pain Points Pain Questions Name Drop Examples Sales Tactics and Processes (Tips) Cold Calling Cold Emailing Voicemail Strategy Objection Handling Dealing with Gatekeepers Meeting with Prospects Qualifying Sales Process Networking Closing Level 1 Level 2 Level 3
- 65. Sales Tools (Scripts) Call Scripts Email Messages Voicemail Scripts Objection Responses Meeting Scripts Sales Presentation Sales Message (Sales Pitch) Product Target Buyer Type Value Points Pain Points Pain Questions Name Drop Examples Sales Tactics and Processes (Tips) Cold Calling Cold Emailing Voicemail Strategy Objection Handling Dealing with Gatekeepers Meeting with Prospects Qualifying Sales Process Networking Closing Level 1 Level 2 Level 3
- 66. Get your copy here https://www.amazon.com/dp/0578615762
Editor's Notes
- 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.
- 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.
- 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.