How can you coach your team to handle objections effectively?

Coach them to *not* handle the surface "objection" ask a clarifying question. For example, "your price is too high" could have several meanings. If our seller jumps in to either a) justify or defend or b) off a unsolicited discount they at best kill their credibility with the buyer and at worst kill our profitability. Create a playbook of common objections (all objections fall into one of four buckets - experience, differentiators, investment and after sale) and role play clarifying questions with your sellers weekly so they respond in the flow of a conversation with a buyer instead of looking like they are grasping for an answer.

In my experience the hardest part of overcoming an objection is one that is not crystal clear. Often times, you need to listen for subtle hints and explore the hints. IE, prospect states “I really love the company I’m working with now and they’ve been great to work with. I don’t have a need for another vendor.” I’ve seen reps fold up here and move on and then I’ve seen sales professionals do the following; “Mrs. Prospect, I can completely understand your position. When things are going well, we never perceive a need to change. Can you tell me more about what is great about your current vendor?” This opens the dialogue to begin overcoming the objections.

Imagine your team's POV as a protective best friend persona. How would you get past “the protective best friend?” The know-it-all. The defender. You acknowledge their points to bring down those defenses. Go further by stating usecases supporting their actions. This makes them feel understood and safe. Then, you can add a little flattery. You could casually commend them for their bargaining prowess or negotiation skills. Finally, use that validation to point out why you believe it'll be EASIER for them to IMPROVE in specific areas that will make them SHINE. These keywords validate their efforts and they'll be more receptive and execute more efficiently.

Objections are not roadblocks; they're opportunities to showcase our expertise. The SBI model – Situation, Behavior, Impact – is our guiding light. Picture this: 'In the last call with the prospect, you faced a price objection. You listed features but missed probing their budget or value perception. Result? The prospect felt we were pushing a solution without understanding their needs. Opportunity lost.' This isn't criticism; it's a roadmap for improvement. Next steps: LAER – Listen, Acknowledge, Explore, Respond. Listen actively, acknowledge concerns, explore budget and value perception, and respond by aligning benefits with goals and pain points. It's not just objection handling; it's objection mastery, & together, we'll elevate our game.

Objection handling is not a one-time show; it's a skill we refine through relentless practice. Role-play is our testing ground – gauging readiness, building confidence, and uncovering areas that need more coaching or support. It's not just about handling objections; it's about transforming each objection into an opportunity for growth and mastery.

One phrase: Socratic dialogue. Guide them towards the objection by asking revealing questions that imply your end point. It doesn't have to be a quiz marathon, 5 questions or less would do. For role play example, a content writer goes off point & you want to address that. You would ask. 1. Who are you writing to specifically? 2. Why are you writing to them? 3. What about your content would get them stroking their chin? 4. How must you sound/write to achieve that? 5. What 'TF' did you do instead? (Just kidding ??) By the time you hit the nail on the head, they'd've seen their error from a mile away, since they practically objected themselves through the whole question/answer exercise. Go practice this!

From my perspective, leading teams require this skill set. It’s always very uncomfortable for most people to role play and that’s OK! It’s about taking the journey of becoming comfortable with being uncomfortable. In most sales situations, whether prospecting, closing, or servicing, we have to always be listening and controlling the narrative for a win-win solution. This takes practice and exposure. Something that can either be done in the field, floundering and failing, or in a controlled environment where mistakes can be reviewed, discussed, and corrected. After several weeks or even months, it goes get easier and your team will rise to the challenge of becoming better with role playing and watching their sales rocket.

With empathy and high emotional quotient. First observe, then listen, then breathe, only then object based on data and facts, rather than emotions. Leave emotions at home, be scientific in the way you manage your business. People are not number of course, but each one of us can learn how manage objections effectively with a bit of science and good structure in mind, and in practice.

The description says it all ??. When the results are bad, you already know how to use roleplay to object and address that, (if not, go check out the subsection where I dropped some socratic dialogues) When results are good, just imagine your team members are the MC that just handed you your lottery cheque. Honestly, beam up with excitement, shake their hand firmly and longer — if it's an IRL team. Offer to buy them coffee or lunch, ( I use this every once in a while especially when the team member exceeds my expectations and shows that they put in a little more effort) This overboard appreciation leaves a lasting impact, like dopamine, and you'll have them working to get more. ??

Be kind, respectful and considerate of your team members. They're adding to the success and growth of your business, even if they're getting paid to do that. They're still building something for you. And for that, they deserve some appreciation and consideration.