Turn objections into sales with these 4 tactics

April 30th, 2021

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Nobody likes being told “no.” But sales reps may hear “no” a thousand times a day for a number of reasons:

“It’s too expensive”
“I’m not sure now is the best time”
“I’m too busy right now”

But that isn’t (and shouldn’t be) the end of the call. Teaching your reps to breeze through objections is the fastest way to boost conversion rates.

But here’s the real kicker – we all know objection handling is well and good, but can you get your reps to use them? If that’s your main concern, zoom straight to tactic #4 to see how sales leaders are using Real-Time Guidance to get every single rep using your best practices.

Tactic #1: Reinforce active listening

Before a rep can convince a buyer of your solution, they need to understand what pain points the buyer is experiencing. If a rep isn’t actively listening to the buyer, they’re going to misunderstand why the buyer is saying no.

Here are two ideas to incorporate active listening into your calls:

  1. Clear your mind: When a rep is on a call, they should put themselves in the present. Going on autopilot is a one-way trip towards mistakes. Encourage reps to take a deep breath before a call and push out any distractions. We can all benefit from more mindfulness; if it also helps boost sales, that’s a win-win.

  2. Take active interest: While a rep should always be working to close a deal, focusing on providing value to the buyer is more important. If a buyer is upset about potential costs, should a rep immediately shift the conversation to a different service? Not if they care about showing the buyer they’re listening to what’s bothering them. When the buyer complains about costs, a rep can reframe the complaint into a question: “So the cost of the service is an issue right now?”

Tactic #2: ask clarifying questions

By now, your reps are actively listening to their buyers like genuine therapists and have identified their specific concerns. But maybe your buyer is still saying no, and we don’t want to stop here.

Next, reps should try to clarify everything they can about the objection: Can they better explain a feature of the service? Does the service not fit a budget? When reps ask these discovery questions, it’s also important to keep two considerations in mind:

  1. Avoid yes or no questions. Instead, reps should look towards open-ended questions that ask the buyer to explain their concerns.

  2. Ask one question at a time. A buyer might become overwhelmed by too many questions at once, and a rep could miss important details – or worse, lose the sale entirely.

Tactic #3: Find the mutual goal

Once a rep has a better understanding of the buyer’s viewpoint and pain points, the next step is to lend their understanding to the buyer. Under no circumstances should a rep tell a buyer they are wrong. If a rep has asked their clarifying questions, now is the time to flip the script:

Rep: “I hear that it’s too expensive, but because you said ____ earlier, it sounds like what you’re saying is that this is the wrong timing. Is that right?“

The key to finding the root of the disagreement between a rep and a buyer is not telling a buyer why they’re wrong – it’s to reach a mutual goal together. When reps demonstrate they understand what the buyer needs and how they can help them, the objection turns into a conversation.

Tactic #4: Use Real-Time Guidance

Now we get to the hard part: Getting reps to actually remember what to say. You’ve taught them how to handle objections like pros, but chances are it isn’t paying off on each and every call. This is where reinforcing your knowledge with technology can really help effect change in your reps.

Real-Time Guidance is an AI-powered technology that listens to both sides of a conversation and visually prompts agents with the best things to say, live on every call.

Sales teams are using Real-Time Guidance to get all reps using best practices – like your best tactics to handle objections. Sales leaders also get real-time data to see which rebuttals are closing deals and can roll out top-performing rebuttals to all reps at the push of a button.

Real-Time Grows Revenue Across Industries

Using Real-Time, one of the largest health insurance companies in the U.S. has skyrocketed their close rate by  132%. National General Insurance saw a similar change in sales performance (16% boost), as did one of the largest flooring companies in the U.S. (26% increase in save rate).

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