Why is it a good thing if sales reps face objections?


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Sales Management


May 13, 2021


3 Mins Read

Why is it a good thing if sales reps face objections?

How’s this for a movie plot: the hero starts off doing really well. Happy, healthy, and successful. Not a care in the world. Then he finds love. And he’s even happier. No plot twists, no relationship drama, no victory of good over evil. 

Doesn’t sound very exciting, does it? 

As much as we all want our lives to be smooth and unproblematic, isn’t it the challenges and the moments of triumph that make the ride worthwhile?

The trajectory of great sales calls seems to resemble the thrilling, memorable course of a life well-lived. If your sales reps are facing a lot of objections on sales calls, here’s why that may be a cause for celebration rather than concern. 

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1.  At least once in your life, you’ve hung up on a salesperson before they could even explain why they’re calling

We’ve also pretended to listen to sales reps and just said “no, thanks” without registering a single word. Getting a prospect’s attention is extremely difficult, particularly when you do not have face-to-face interactions. And can you imagine?

If you have a prospect who’s throwing objections, it means your rep has successfully grabbed their attention, and the prospect is actually listening. It also means they’re putting in the time and effort to get their thoughts across to you.

Just like a relationship without fights is too good to be true, a sales call without objections means nobody really cares what you think or say.

2. Zig Ziglar said, “You can get anything you want if you help enough other people get what they want.”

Objections often reveal prospects’ real needs and aspirations, and thus, give you the chance to demonstrate how your offering can add value to the prospect’s life.
The better you understand their needs, the more equipped you are to position your offerings as an appropriate solution.

If your reps can handle the prospect’s pointed questions and doubts, they will gain the trust and loyalty of their prospects.

Prospects will see your reps as valuable advisors who can then influence their buying decisions. Through successful objection handling, you can prove to prospects the value of your product as well as the expertise that your reps bring to the table.

3. There’s a famous scene from the movie ‘The Intern’ in which Jules (played by Anne Hathaway) is on a call, addressing a prospect’s concerns regarding their product.

When she hangs up, we get to know that she’s the owner of the company and not a salesperson.

Wondering why then she was talking to the prospect?

Jules says that these calls are great learning experiences that enable her to run the company better. We totally agree. Objections can unearth valuable insights into prospects’ experiences and concerns.

A prospect could be struggling to run their business due to revenue loss or a new law. Another prospect could be striving to keep their business afloat after a natural disaster or unexpected shifts in industry trends.

Irrespective of the reason,
58% of B2B customers want to discuss pricing right on the first call.

Your prospect could simply say, “This is great, but how do I convince the board to invest in this?” thus revealing that they need a way to pitch your product to the big bosses, even if they’re convinced.

Objections could hold the clues to such insights that allow you to demonstrate to your prospects that you care and have their best interests at heart.

Instead, you should train your team to demonstrate more empathy even when addressing objections, so they don’t appear argumentative unnecessarily.

 How to ensure your reps handle objections effectively

Before we get to that, answer this – why is it so tough for your reps to handle objections? It could be because 

  • they don’t know enough about your product/service.
  • they can’t remember the right features/benefits to mention in order to alleviate a prospect’s concerns.
  • they don’t pay attention to the needs/concerns mentioned by the prospect
  • they’re not doing a good enough job of understanding the prospect’s sentiment.
  • they don’t know how to provide use cases/case studies specific to the prospect’s industry/company size.

Salesken, a conversational intelligence platform, can not only detect semantic as well as sentiment signals, but it goes one step further.

Salesken analyzes an amalgamation of data from multiple sources – your company’s database, the Internet, manually fed signals, and speech patterns detected during calls. It then uses this data to display relevant talking points in real-time to help reps handle objections better. The best part? Its own ever-evolving AI gets smarter with time, basis what works best for your top-performing reps, so you can use these insights to create a team of star performers.

You can build a team of star performers in no time with minimal effort. Book a demo to see how. 

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