Sales Battlecard Deep Dive:Objection Handling

[Webinar]

Katie BergDirector of Marketing, Klue

Erin Neal Account Executive, Klue

Meet the Speakers

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AgendaObjection Handling Hierarchy

Why: Emotion & Objectives

What: Types of Objections & Approaches

How: Tactics to Build your Battlecards

1234

What is your biggest challenge when it comes to Objection Handling?

Emotion

Approaches

Tactics

Build trust

Erase doubts Shape the lens Keep them hooked

AddressReframeRedirect

Key phrasesSales battlecards

Objectives

Objection Handling Hierarchy

Emotion & Objectives

Why

Emotion

Making a connection builds trust

Why

Objectives Erase doubt

Shape the lens

Keep them hooked

Be on the offense

Claims & Approaches

Claims

Not True

What

True

Approaches

Address

Approaches

Claims

Not True

What

True

Reframe Redirect

Address

A direct yes or no answer with some explanation but little in the way of finesse.

Reframe

Changing the lens through which the prospect sees the situation.

Redirect

Not spending time on the actual objection, but steer the whole conversation in a different direction.

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

Which response do you struggle with the most?

Tactics

Source:

How

Tactics

Sales battlecardsKey phrases

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2 “It looks like they have some outdated intel.”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 …”

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

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]

Battlecard Example Layout

Battlecard Example Layout

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.

Thank you!Questions? marketing@klue.com

www.klue.com