Randy Dehaan Chorus.ai Interview

Six Essential Skills for Responding to Sales Objections

By Randy DeHaan, Director of Sales, Chorus.ai

Every sales rep has experienced it: A call is going well until a prospect voices objections that throw you off, leaving you searching for a response as the silence grows. 

It could be a matter of pricing or a lack of faith that your product will meet their needs. Maybe they want something you don’t currently offer, or they’re in the process of taking their business to one of your competitors. They might worry about how to convince their internal team that your offering is valuable or think it’s the wrong time to move forward. 

C-suite executives also join sales calls more often now than before COVID-19, adding higher-level perspectives and higher-priority objections to the conversation. How you respond sets the tone for the rest of the call and any future relationship.

Instead of seeing sales objections as obstacles, approach them as a means to build a relationship with the prospect, show them you’re listening and develop insight into what your product can do for them. Don’t let objections deter your focus — use them to provide a more personalized experience for your prospect.

Respond quickly, but don’t panic 

Chorus analyzed nearly 100,000 responses to objections during sales calls and identified three factors that differentiate top sales reps: 

  • They answer prospects’ questions before asking their own.
  • They maintain the same speech rate before and after the objection.
  • They don’t allow a long pause, responding 50% faster than other sales reps. 

Conversation intelligence data showed that high-performing sales reps also demonstrated a sense of calm and confidence, exhibited preparation and knowledge and remained consistent through objections. 

With that in mind, consider these six skills to help move through objections and focus on the “R” in CRM. 

Start with appreciation 

Make it clear you’re grateful the prospect is willing to share concerns honestly and give you a chance to address them. Serious buyers pay attention, so objections can also be a sign of interest. Use that opportunity to share an example of another customer with similar objections you resolved. 

Provide a sense of understanding

Use the moment to lead with empathy. Even if you disagree with the objection, demonstrate that you can see the prospect’s perspective and why they might feel the way they do. If they’re not the first prospect to raise the concern, assure them that it’s an issue you’ve dealt with before, and tell them how you handled it.

Dig deeper into concerns

Take the time to clarify your prospect’s objection, asking questions after your initial response to get to the root of concerns. The answers provide insight into the next steps and could lead you to a new, more effective approach you otherwise might not have considered. 

Employ active listening 

Pay attention as your prospect raises objections, and show that you’ve understood their concerns by confirming what they said. With 69% of buyers citing listening to their needs as a priority in creating a positive sales experience, active listening can build trust and keep the conversation flowing. 

Point out value

Use the objection to start a conversation about the benefits of your product or service. Explain what a prospect can expect to gain in the short term and long term, offering support materials or even revising an offer to highlight its worth. 

Show them evidence

Do you have a powerful case study or client testimonial that speaks to the prospect’s concerns? There’s no better time to share those stories, instilling confidence and introducing a customer’s point of view. Offer to connect your prospect with a satisfied client who faced similar hurdles.

Develop the skills to handle objections

Improving your response to sales objections takes time, but it can fit into other sales coaching and training across your team. 

Mobile software company Housecall Pro saw growing demand for its product, but sales techniques varied among sales reps, making it challenging to identify and repeat successful tactics. 

The first step to more effective selling was using conversation intelligence to capture and analyze calls. The influx of data helped their sales team develop a unified approach with prospects, creating accountability and making it easier to identify coaching needs

Targeted coaching in areas like objection-handling and best practices adherence took less time, and sales reps gained insight into their strengths and growth opportunities. 

Turn sales objections into opportunities

Prospects will always bring up concerns, but they don’t have to derail your calls. Addressing objections with understanding, gratitude, curiosity and knowledge can drive a customer-centric sales experience, deepening trust and uncovering a prospect’s exact needs and desires. 

Reviewing calls can help you hear how you’ve handled objections in the past, practice new skills and learn from team members’ wins during difficult moments.  

If you’re ready to respond, and are calm in your approach and willing to listen, you can turn an objection into an opportunity to showcase successes, alleviate apprehension and introduce solutions.

Randy Dehaan Circle2

Randy DeHaan

Director of Sales, Chorus.ai

Randy DeHaan is the Director of Sales at Chorus.ai, a ZoomInfo company and leader in Conversation Intelligence, where he helps oversee Chorus’ sales operations, manage its end-to-end sales pipeline, developing customer relationships.