4 Coaching Techniques that Help Sales Teams Overcome Objections
Struggling sales teams can transform their approach with targeted advice from industry experts. Leading voices like Founders and CEOs offer invaluable insights in strategies to surmount objections. Discover how to 'Marinate in the Objection' for deeper understanding, and explore a concluding method to 'Practice Active Listening and Reflective Questioning' from a pool of four expert tips. These tried-and-true techniques promise actionable results for consistent sales success.
- Marinate in the Objection
- Conduct Community Mock Interviews
- Use the Feel-Felt-Found Method
- Practice Active Listening and Reflective Questioning
Marinate in the Objection
The most important thing when it comes to objections is to marinate in the objections, not handle them. Nobody wants to be "handled"—just ask my wife.
By marinating in the objection, it means asking questions about their perspective of that objection.
For example, someone will often ask, "Can your service do ___ like your competition?"
We have been wrongfully taught that we should have an answer that creates a feature-to-feature battle. And it's even worse when we have to start with, "Well, we have a workaround."
Instead, marinate in the objection. Recognize it may not be as dire as we might think it is.
So instead of entering the battle-royale arena, simply respond with, "Before I answer your question, I am curious, how important is that feature to you making this decision?"
So often, people are just asking out of curiosity; it may not be that important. If it turns out that it is that important, then that is information we need to know. We may not like the answer, but at least we have it.
Conduct Community Mock Interviews
One effective coaching technique that consistently helps sales teams overcome objections is conducting community mock interviews. These mock sales calls simulate real-world scenarios, with the sales director acting as a customer and challenging the team with various objections. This approach not only prepares the reps to handle objections with confidence but also helps identify the most frequent ones.
By creating a high-pressure environment, the team learns to think on their feet and develop natural responses to common objections. The intensity of the exercise mirrors real-world sales situations, allowing reps to be better equipped when faced with similar challenges. Additionally, the process is enjoyable, fostering team unity and creating a shared sense of accomplishment through mutual learning. Laughter and camaraderie enhance the experience, making it both educational and engaging for the team.
To implement this technique effectively, it should be conducted once a week. Maintaining this consistency is essential to reinforce the foundational skills that reps will rely on when addressing objections. Regular practice ensures that the team continually sharpens their ability to handle objections confidently and naturally. This weekly routine ensures that everyone stays aligned with the basic techniques that form the bedrock of successful objection handling, while also preparing them to adapt to new and evolving challenges.
Use the Feel-Felt-Found Method
One coaching technique that has consistently helped my sales team overcome objections is the "Feel-Felt-Found" method. This approach allows us to empathize with the customer's concerns while sharing a relatable experience that demonstrates how others have successfully navigated similar objections. For instance, if a customer expresses hesitation about the price of our floral arrangements, I encourage my team to say something like, "I understand how you feel about the cost. Many of our customers felt the same way initially; however, they found that investing in our arrangements not only brightened their events but also left a lasting impression on their guests."
I've implemented this technique during our regular sales-training sessions, where we role-play various customer scenarios. By practicing these conversations, team members become more comfortable using the Feel-Felt-Found method in real-life situations. I also encourage them to share their own experiences and successes using this technique, which fosters a supportive environment where everyone learns from each other. As a result, we've seen an increase in our conversion rates as team members feel more equipped to handle objections with confidence and empathy.
Practice Active Listening and Reflective Questioning
One coaching technique I use is active listening, paired with reflective questioning. This approach focuses on genuinely understanding the customer's concerns, rather than rushing to counter them. Salespeople are trained to listen without interrupting, and then reflect back what they heard through clarifying questions. For example, if a prospect says, "It is too expensive," the salesperson might respond with, "I understand budget is a concern. Could you share more about how you are currently allocating resources for similar services?" This not only validates the prospect's concern, but also opens a deeper conversation about value.
I have implemented this by incorporating role-playing scenarios in training sessions, where team members practice addressing common objections using this technique. We also conduct weekly debriefs to discuss real objections they faced, reinforcing the importance of understanding the underlying issues before presenting solutions. This method has significantly improved both conversion rates and client trust.
