Unit 4.

Sales plan and sales pitch

Objection handling
A sales objection is any concern a prospect raises in reference to a barrier obstructing
their ability to buy from you – an explicit indication that you have to address more
aspects of the buying process than you initially anticipated.
Prospect's object to a sale when they don't believe they have the resources, interest,
need, or ability to buy from you at a given time.
Objection handling is when a prospect presents a concern about the product/service to
salesperson, and seller responds in a way that alleviates those concerns and allows the
deal to move forward. Objections are generally around price, product fit, or
competitors.

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Objection handling
Types of sales objections
Lack of Budget "It's too expensive.“
By providing value and painting a picture of where your solution will take them, they
can be convinced that the reward is enough to justify the risk.
Lack of Trust "I've never heard of your company."
People do business with people they like, know, and trust.
Lack of Need "I don't see how this can help me."
It's an opportunity to give information to the prospect and get information in return.
Lack of Urgency "[X problem] isn't important for me right now.“
The goal here is to identify if timing actually is an issue or if the prospect is brushing
you off.
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Objection handling
Helpful strategies for overcoming objections
Practice active listening: While your prospect discloses their objections, listen to
understand, not respond. Avoid interrupting them while they are speaking and give
them space to voice their concerns and objections freely.
Repeat back what you hear: Not only will this help clarify their points for you, but it will
also help your prospect feel heard and valued, which is important for building trust.
Validate your prospect’s concerns: After you have confirmed you understand where
your prospect is coming from, continue building trust by empathizing with your
prospect, and validating their point of view.
Ask follow-up questions: Don’t ask questions that can be answered with a simple "yes"
or "no". Make sure you ask open-ended questions that allow your prospect to continue
expressing their thoughts on your product.
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Objection handling
Helpful strategies for overcoming objections
Leverage social proof: Sharing the story of another customer who had similar
reservations and went on to see success with your product can be a successful
approach.
Set a specific date and time to follow-up: If your prospect asks for more time to think
things over, give them the time and space to weigh their options
Anticipate sales objections: Having a set of neutral recommendations to offer prospects
when objections arise can keep sales moving. Keeping track of the objections you
receive most often is also helpful.

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Objection handling
Techniques for overcoming sales objections
The rules for handling objections are very varied and each seller uses them taking into
account the situation and circumstances given the specific case. Among the many
techniques that exist, the most common are the following:
✓ Technique of direct denial: in the case of the objection presented by the client in the
form of question, he flatly refuses. Example:
“- Will it not fade? - No, I assure you that it has been washed beforehand.“
✓ Technique of the use of third parties: when the client is accompanied by another
person, you need to address both as this third person may be an ally to close the
sale. In addition, there may be the testimony of a third party neutral. Example:
“- I don't need air conditioning, with the terrace doors open the cool air flows. - I
understand it perfectly. Last year his neighbor in the attic said the same thing, but
taking advantage who was renovating, decided to install it and is now very happy."

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 Unit 4. Sales plan and sales pitch

Objection handling
Techniques for overcoming sales objections
✓ Explanation technique: if the objection is based on the lack of knowledge of the product or
made by the customer, you may be asked to explain which is the reason- Example:
“- I don't like cooking with vitroceramic because the food doesn't taste good. - Why do you think
so? Would you be so kind as to explain it to me?”
✓ Peak technique or "yes, but..." technique: when the objection is true, the seller accepts it as
valid but justifies it by giving an argument that minimizes it the drawbacks. Example:
“- The price of the iPhone is very expensive. - Correct, but it has many applications that do not
have the rest and, moreover, they can be very useful to you.”
✓ Demonstration technique: it is one of the most effective techniques out there. Is used the
product in question to prove the customer's ideas wrong. Example:
“- This tableware is very delicate and will probably explode if I put it in the microwave.” The
seller opens a microwave and places a dish with water inside and puts it for a few minutes
maximum power. Then he shows it to the customer in perfect condition.
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Objection handling
Techniques for overcoming sales objections
✓ Boomerang technique: transform the objection into an advantage. Example:
“- This sleeping bag seems to be very light, it weighs very little. – Precisely, what you
should look for in a good sleeping bag. What matters is that it gives warmth, not that it
has weight. This bag is filled with goose feathers and it is 3 times lighter, but it is
warmer. Imagine how comfortable you'll be with it on your next excursion.”
✓ Price anticipation technique: as a result of the experience negotiator, the objection is
anticipated and raised in advance. Example:
“- As you well know, a good vaporetto is expensive, due to the benefits it offers; the
power and its effectiveness make it unique in the market.“
✓ Commitment technique: it is about using the ability to trust with the client to reduce
their reluctance through a personal guarantee (provided that can fulfill). Example:
“- I give you my word that if the car isn't ready within a month I will do it myself. I'll take
care of going to pick him up at the factory."

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Objection handling
Common sales objections
"It's too expensive.“
"I'd love to unpack [product's] features and how it can help with the issue of [prospect problem]
you shared with me.“
"There's no money.“
"I understand. Allow me to explain our other offerings that may be a better fit for your current
growth levels and budget.“
"We don't have any budget left this year."
"We had a customer with a similar issue, but by purchasing [product] they were actually able to
increase their ROI and assign some of their new revenue to other parts of the budget.“
"I don't want to get stuck in a contract."
"I understand. Let's talk about some different contract terms and payment schedules that I can
offer you. Perhaps these would be a better fit."
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Objection handling
Common sales objections
"We're already working with [Vendor X].“
"Why did you choose [vendor]? What's working well? What's not? Allow me to explain how
[product] is different.“
"I'm locked into a contract with a competitor."
"How is your relationship with [competitor]? Perhaps I can offer a discount to make up for the
cost of switching over to work with us.“
"I can get a cheaper version of your product somewhere else."
What are the points of differentiation between [product] and your other option? What provides
you with the most value and support?
"I'm happy with [Competitor X]."
"That's great. What components of the product or relationship are you most satisfied with? I'd
love to learn more and see how we may compare."
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Objection handling
Common sales objections
"I'm not authorized to sign off on this purchase.“
"Who is the right person to speak to regarding this purchase? Can you redirect me to them,
please?“
"I can't sell this internally."
"What objections do you think you'll face? Can I help you prepare the business case for when
you speak with your decision-makers? I may have some enablement materials I can share to
help.“
"There's too much going on right now."
"I understand. What are some of your competing priorities? I'd love to schedule a follow-up call
for when your calendar clears up.“
"I've never heard of your company."
"We're a company that sells ad space on behalf of publishers like yourself. I'd love to speak with
you about your revenue model and see if we can help."

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Objection handling
Common sales objections
"We're doing great in X area.“
"What are your goals? How much progress has been made?“
"We don't have that business pain."
"Interesting. What solutions are you currently using to address that area of your business?
"X problem isn't important right now."
"Tell me more about that. What are your current priorities?“
"I don't see what your product could do for me."
"Interesting. Can you share what specific challenges you're facing right now? Perhaps [product]
presents a solution we have yet to discuss.“
"I don't understand your product."
"What aspects of the product are confusing to you? I'd love to connect you to a customer
success technician or product engineer to help you better understand how we can help you."

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Objection handling
Common sales objections
"I've heard complaints about you from [company].“
"Thanks for sharing that feedback with me. I'll pass it along to [relevant department]. While
we're on the phone, would you be interested in hearing a few tips for improving your average
invoicing turnaround time?“
"We don't have capacity to implement the product."
"I hear you, and I want [product] to add value, not take it away. What are your current day-to-
day responsibilities in your job? I'd love to explain how the product, once onboarded, can
alleviate some of those.“
"Your product is too complicated."
"What features are confusing to you? Remember, our customer service team will be available
'round-the-clock to help with implementation.“
"You don't understand my business."
"Sorry — I assumed X was true, but it looks like that doesn't apply to your business. Can you tell
me a little more about X?"
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 Unit 4. Sales plan and sales pitch

Objection handling
Common sales objections
"Your product doesn't have X feature, and we need it.“
"Have you checked out [partner or conjoining product]? It's a good fit with ours and can be used
alongside it to solve for Y.“
"We're happy the way things are."
"That's great! Can you tell me how you're currently solving for X?“
"X is just a fad."
"I understand why you may think that! Let's schedule a time for me to walk through how our
product helped some other businesses like yours find success with X — and why it's here to stay.“

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