Telemarketing Software Featured Article

Help Your Inside Sales Team Overcome Prospects' Objections

June 23, 2017
By Tracey E. Schelmetic - Telemarketing Software Contributor

For certain businesses, telemarketing, or inside sales, is still a highly lucrative sales channel. Particularly in the business-to-business world, a timely outbound call at the right time can move a significant number of prospects further along the sales funnel.

Telemarketing software solutions such as those offered by VanillaSoft can help automate a lot of the process, including auto-, predictive- and preview-dialing (and determining the best time dial), the retrieval of customers’ background information, appointment setting, scripting and lead management. While these features go a long way toward making outbound telemarketing easier, humans are still required to close the deal. If you’re not getting the results you’d hoped for in your outbound campaign and you have a good telemarketing software solution in place, consider retraining your inside sales staff to focus on overcoming objections. It’s a soft skill that, once learned, can help make members of your sales team better sellers, according to a recent blog post by Josiane Feigon, President of TeleSmart Communications, writing for VanillaSoft.

“We are selling in a volatile economy, which means you can expect more of everything,” wrote Feigon. “More competitors, more excuses, more objections. These sales objections are delivered in various ways from phone to email to texting, but over the years, these objections have stayed the same.”

Customer objections tend to fall into five categories: need, relationship, authority, product/service and price. They break down as follows, according to Feigon:

Need. This is the customer who will tell you that his need has changed or decreased since the last time you spoke with him. It may be because of something internal to the company, or because of market conditions. Objections you may hear include:

‘‘We don’t see a need for this type of solution” or ‘‘We’re not ready to do anything right now.’’

To overcome this objection, consider asking: “What is your familiarity with our products/services? What do you think about them? Can I tell you about how some of our customers similar to your company are using them?”

Relationship. People do business with people they like, according to Feigon. Your customer may be resisting simply because something went wrong with your relationship. Objections you might hear include, ‘‘We’ve made a large investment in our current solution” or ‘‘The vendor we use provides the connectivity we need.’’

To overcome this objection, ask the prospect what other needs the organization has that are not being met.

Authority. This objection crops up when your prospect isn’t the final decision maker for purchasing authority. Common objections include, ‘‘Our corporate headquarters buys solutions for our networks” or ‘‘I can’t get the higher level to approve of this project.’’

At this point, it’s appropriate to ask for a reference and introduction to a decision maker.

Product/service. Customers today are knowledgeable and picky. They have less patience than before with complex solutions, yet they expect more functionality than ever before. Objections under this category are likely to be, ‘‘Your service offerings are too complicated.’’

At this point, it’s ideal to share some marketing content that helps simplify your product or service into easily understandable terms. This may include a YouTube (News - Alert) video or a case study.

Price. This is a common objection, and it may be harder to get past than the others. For starters, it’s important to qualify your prospects before you reach out. If you have qualified the prospect and still hear ‘‘Your company is way too expensive, and we’re very small” or “‘It’s too expensive and includes more features than we need,” you can ask, “What are you comparing us to? I want to be sure you are comparing apples to apples” or “What have you looked at regarding ‘price’ versus ‘cost’?”

With good training and direction from sales managers, inside sales teams can avoid getting discouraged by objections and instead open new dialogues with prospects. Encourage the team to view objections as an opportunity to dig deeper and discover the best option for their prospects.