sales battlecard deep dive: objection handling[webinar]
TRANSCRIPT
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Sales Battlecard Deep Dive:Objection Handling
[Webinar]
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Katie BergDirector of Marketing, Klue
Erin Neal Account Executive, Klue
Meet the Speakers
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Participate in polls throughout
Before We Begin
Submit questions anytime
We will send you the recording
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AgendaObjection Handling Hierarchy
Why: Emotion & Objectives
What: Types of Objections & Approaches
How: Tactics to Build your Battlecards
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What is your biggest challenge when it comes to Objection Handling?
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Emotion
Approaches
Tactics
Build trust
Erase doubts Shape the lens Keep them hooked
AddressReframeRedirect
Key phrasesSales battlecards
Objectives
Objection Handling Hierarchy
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Emotion & Objectives
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Why
Emotion
Making a connection builds trust
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Why
Objectives Erase doubt
Shape the lens
Keep them hooked
Be on the offense
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Claims & Approaches
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Claims
Not True
What
True
Approaches
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Address
Approaches
Claims
Not True
What
True
Reframe Redirect
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Address
A direct yes or no answer with some explanation but little in the way of finesse.
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Reframe
Changing the lens through which the prospect sees the situation.
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Redirect
Not spending time on the actual objection, but steer the whole conversation in a different direction.
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5 Types of Competitor Claims
1 Blatantly not true
2 Not true anymore
3 Not entirely true
4 True, but not relevant
5 Just plain true
Address
Reframe
Redirect
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Which response do you struggle with the most?
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Tactics
Source:
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How
Tactics
Sales battlecardsKey phrases
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Responses to Competitor Claims
1 “I’m not sure what else they told you, but here’s the reality ...”
2 “It looks like they have some outdated intel.”
3 “They have a some clever marketing.”
4 “That’s not what our customers say.”
5 “The way we see things is different, here’s why …”
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Content Formula:1. Outline landmine laid against us as
“what they will say”
2. Acknowledge objection, don’t outright dismiss
3. Reframe to new perspective for customer (“the way we see it…”)
4. Provide links to proof point details to reinforce position
5. Iterate with sales leaders
Objective: Increase rep confidence
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Sit in on a sales call
Identify supporting evidence
Build the card
Use sales leaders
Step 1
Step 2
Step 3
Step 3[alternative]
● Write down objection verbatim● Write down rep’s actual response
● Find external ‘facts’● Capture relevant internal ‘whys’
● Review with sales leaders● Inform the team
● Show sales leader gap between rep’s response & gathered evidence
● Write down sales leader’s response
Objection Handling [the easy way]
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Battlecard Example Layout
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Battlecard Example Layout
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Key Takeaways
● Always address an attack.
● Acknowledge the objection, never
dismiss it.
● Use the objection as an opportunity to
share our perspective on the issue.
● Finally, you want to provide proof
points to support that perspective.