The Best Way to Respond to a Sales Objection

Want to learn how to dodge sales objections like Australia's most famous B-Girl??

Today, we respond to a reader’s question about how to handle sales objections, along with noteworthy exec shuffles, and our upcoming events that you should add to your calendar.

Let’s get to it.?

Ask the Expert: Objection Handling

Today’s question looks at one of the toughest parts of selling: overcoming objections.?

Dear ZoomInfo,?I find objection handling particularly difficult, especially when it comes to budget constraints. Any advice??

Dear Reader,

Ooooh, do we have advice!?

We recently published a thorough blog about objection handling by ZoomInfo sales experts Philip Nagel and Abdulla Casino. They shared their tips for making sure you get your deals across the finish line. I’ll borrow from their expertise for this response.?

When it comes to objections, prospects might be concerned about your product features, pricing, contract terms, and customer proof, or lack awareness of your brand. It’s your job to quell their concerns and ease them toward a deal. The key is to really listen to what they are telling you, to focus on establishing genuine rapport and demonstrating compelling value.

Alright, but how? Here are a few of my favorite strategies from Casino and Nagel:?

1. Recognize Put-offs vs. Objections: Knowing the difference between a valid concern or an immediate brush-off is an essential skill for every salesperson, as is a willingness to dig deeper. Persistence and curiosity go a long way.?
2. Schedule Meetings, Not More Calls: Prospects will often ask you to call back at another time. Instead of accepting the vague promise of a future call, send a five-minute calendar invite. Bonus: Offer to include a product specialist in the meeting if they agree to more time.?
3. Know When to Walk Away: Recognize the point of diminishing returns and the value of your time, especially when dealing with a reluctant or disinterested prospect. Essentially, if you’re being ghosted, move on.?
4. Preempt Objections Entirely: Obviously, it’s not possible to mitigate every possible sales objection. But it is possible to proactively preempt the objections you hear most often. This is most effectively done as part of your introductory pitch. Know the most common objections your company deals with, and address them upfront without having to be asked about them.?
5. Reframe Concerns: A prospect may have a legitimate objection and still be interested. Rather than approaching objection-handling as an argument to be won, view it as a chance to work together with your prospect to overcome obstacles and move deals forward. Good objection-handling is about making your prospect feel that their concerns have been heard and addressed. Try reframing their objections, confirm a resolution, and follow through with what has been agreed upon.
6. Use Social Proof: Few things are as persuasive as success stories from a prospect’s competitors. Leaning into this kind of social proof can be highly effective. But highlighting the gains made by competing businesses requires an intimate understanding of the market or vertical. Be diligent in your prospecting research. “The most powerful selling technique we have is not us saying it, but our customers saying it,” said Nagel.

Read the rest of our tips in this article , and you’ll nail your next sale with ease.?

And if you have a question you’d like us to answer, fill out this form . (Don’t worry, your question will be anonymous!)

On the Move

Here are a few executive shuffles that ZoomInfo’s platform tracked recently.

• Venti Technologies has hired Roz Ho as their Chief Software & Product Officer. Ho previously served as Chief Software Officer at Ford Motor Company.
• Advyzon is bringing on Samantha Schwimmer as their Chief Marketing Officer. Schwimmer previously held the role of Vice President at Northern Trust.
• Rocket Companies has named Glenn McGillivray their new Chief People & Places Officer. Previously, McGillivray was the Vice President, People & Places at Intuit.
• Chewy announced that Will Billings will serve as their Chief Accounting Officer. Previously, Billings held the role of Vice President, Finance & Chief Accounting Officer for GlobalFoundries.

Upcoming Events

The ZoomInfo calendar has several exciting upcoming events, both in-person and virtual.

Asking Buyers Hard Questions to Avoid Deal Killers

Thursday, September 5 | 12:00 PM ET (Virtual)?

Ending a sales call effectively is part of moving the sales process forward. ??

Join us for a webinar with 30MPC Founders, Nick Cegelski and Armand Farrokh, and ZoomInfo’s SVP of Sales, Steven Bryerton. They’ll explore how to maintain deal momentum and build trust with prospects by asking tough questions, and share a framework that helps sellers end every call with clear direction and purpose,?

Learn how to get to the bottom of prospect needs versus wants, gauge prospect enthusiasm on a 1–10 scale, sell to executives, and create value without resorting to pitches.

Register Here

Foundational ABM Building Blocks

Wednesday, September 11 | 12:00 PM ET (Virtual)

Account-based marketing (ABM) is a key strategy for driving sustainable growth. Many B2B companies use ABM teams or technologies to make sales. Getting your own program off the ground successfully doesn’t have to be a daunting task.

Join us for a webinar with ZoomInfo’s Rachael Foster, Director of Account-Based Experience and Dan Dolph, Manager of Account-Based Experience. They’ll share what to consider when crafting an ABM strategy, from defining your ideal customer profile to crafting compelling messaging to measuring success.

Register Here

Engaging Buyer Emotions to Win Deals

Thursday, September 12 | 12:00 PM ET (Virtual)?

You know the saying, “People buy based on emotion and justify their decisions with logic.” Do you want to know how to tap into those emotions to drive sales and win more deals?

Join Lee Salz, bestselling author of Sell Different!, for a hands-on, virtual workshop on engaging buyer emotions to boost sales. With Lee’s guidance and a digital workbook of practical exercises for attendees, you’ll learn:

• Why engaging buyer emotions is important in sales
• The four criteria buyers use when making a selection decision
• The role of Empathetic Expertise? during discovery and how to master it
• The two emotional endpoints salespeople need to master
• A step-by-step methodology that you can immediately put into practice

Register Here

ZoomInfo & Salesloft VIP Executive Dinner

Wednesday, September 18 | 6:00-9:00 PM (In person at Dreamforce)

Unwind from an exciting day at Dreamforce and discover the old-world Mediterranean charm of Kokkari Estiatorio. Enjoy an evening of incredible Greek food, cocktails, and conversation with 16 of your go-to-market peers in this intimate VIP dining experience, hosted by ZoomInfo and Salesloft executives.

RSVP now to join the guest list. Due to limited capacity for this venue, a member from the ZoomInfo team will confirm your registration.

RSVP

3rd Annual SaaS Ping Pong Championship

September 19 | 4:00-7:00 PM (In person at Dreamforce)

Do you love Ping Pong? Are you looking for a different type of competitive edge amongst your peers? If you answered yes to one or both of these questions, meet us at SPIN to close out Dreamforce with drinks, food, and a friendly battle for the SaaS Championship title (or happily watch as a spectator!).

Space is limited so be sure to reserve your spot! Entry is on a first come, first serve basis.

RSVP

Have something you’d like us to cover in an upcoming issue? Comment and let us know. We promise, we read all of them.

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