Common Cold Call Objections and How To Overcome Them
Summary
TLDRTrent, a seasoned software sales professional, shares his insights on overcoming cold call objections in this informative video. With over 60,000 calls under his belt, he emphasizes the importance of targeting the right prospects and maintaining a positive attitude despite daily rejections. He outlines a three-part framework for handling objections, including assessing the prospect's mood, providing a clear reason for the call, and responding effectively to common objections like budget constraints or existing solutions. Trent's script and strategies aim to build genuine relationships, not just secure meetings, positioning salespeople for long-term success.
Takeaways
- 😎 Trent, a seasoned software sales professional since 2018, shares insights on overcoming objections in cold calls.
- 📞 Trent emphasizes the importance of maintaining a short memory and not letting a negative interaction affect subsequent calls.
- 👤 He stresses the human aspect of cold calling, reminding that there's a real person behind each call, and to approach with empathy.
- 💡 Trent outlines a three-part framework for handling cold call objections: identifying the right prospects, crafting a compelling cold call script, and overcoming objections.
- 🔍 He advises on the importance of calling the right prospects, considering factors like their ability to make purchases and their relevance to the product or service.
- 🏆 Trent uses the analogy of 'mining for gold' to describe the process of prospecting and emphasizes the need for a diversified pipeline.
- 🗣️ He provides a sample cold call script, starting with a personal greeting, followed by a clear reason for the call, and then a request for time.
- 🛡️ Trent offers strategies for dealing with initial objections, such as asking for 30 seconds to explain the reason for the call or suggesting a specific time for a callback.
- 💼 He discusses handling objections related to budget, existing solutions, or lack of interest by reaffirming the prospect's stance and then focusing on the potential value of a meeting.
- 💼 Trent suggests preparing responses to common objections and being ready to adapt them based on the conversation's flow to build a relationship and demonstrate value.
Q & A
What is the primary focus of Trent's YouTube channel?
-Trent's YouTube channel focuses on software sales techniques, particularly on overcoming objections during cold calls.
How long has Trent been working in software sales?
-Trent has been working in software sales since 2018.
What is the importance of having a short memory in cold calling as mentioned by Trent?
-Having a short memory in cold calling is important because it helps to not let a negative interaction with one prospect affect the approach with the next, maintaining a positive and professional demeanor throughout all calls.
What are the three parts of the framework for cold call objection handling that Trent discusses?
-The three parts of the framework for cold call objection handling are: identifying who you are calling, what you are saying on the call (cold call script), and how to overcome objections.
Why is it crucial to call the right prospects according to Trent?
-It is crucial to call the right prospects because calling qualified individuals increases the chances of setting meetings, generating pipeline, and closing revenue. It also ensures that the sales efforts are directed towards those who have the authority and budget to make purchasing decisions.
How does Trent suggest handling objections at the beginning of a cold call?
-Trent suggests asking for 30 seconds to explain the reason for the call if the prospect tries to rush off the call. If they insist on ending the call, he recommends scheduling a specific time to call back and sending a calendar invite to ensure the call happens.
What is Trent's approach to dealing with objections about budget or existing solutions?
-Trent's approach is to reaffirm the prospect's statement, validate their current situation, and then explain the reason for the call without pressuring them to change anything immediately. He emphasizes building a relationship and offering help for potential future needs.
How does Trent recommend preparing for common objections in cold calls?
-Trent recommends writing down the most common objections and preparing specific responses to each. This preparation helps in responding automatically and effectively during calls without overthinking.
What is the significance of the 'gold mining' analogy used by Trent?
-The 'gold mining' analogy signifies the process of sifting through various prospects to find those who are most likely to convert into successful sales. It emphasizes the importance of quality over quantity in the sales prospecting process.
Why does Trent suggest not rushing the call and asking for 30 seconds to explain the reason for the call?
-Asking for 30 seconds ensures that the salesperson has an opportunity to present their value proposition and the reason for the call, which can help in overcoming initial objections and potentially setting up a meeting or follow-up call.
Outlines
📞 Overcoming Cold Call Objections
Trent, from his YouTube channel, introduces his experience in software sales and sets the stage for a discussion on handling objections in cold calls. He emphasizes the importance of maintaining a short memory when facing rejection and not letting it affect future calls. Trent outlines a three-part framework for cold call objection handling: identifying the right prospects, crafting a compelling cold call script, and overcoming initial and talent objections. He stresses the need for empathy and understanding that prospects are real people whose days are being interrupted. The summary of his cold call script includes a personal greeting, an assessment of the prospect's mood, and a direct lead into the reason for the call.
🔍 Targeting the Right Prospects and Crafting the Pitch
This paragraph delves into the importance of targeting the right prospects for B2B sales, suggesting that salespeople should be like miners sifting through rocks to find gold. Trent advises on the types of prospects to include in the sales pipeline for a diversified approach. He then describes his personal cold call script, starting with a greeting and a question about the prospect's well-being to gauge their mood. The script continues with a reason for the call, tailored to the company and the value proposition, and ends with an immediate request for the prospect's time, setting the stage for potential objections.
🛡️ Handling Objections with Strategy and Persistence
Trent discusses the two phases of objections in a cold call: the initial objections that occur within the first 15 seconds and the talent objections that arise when the sales pitch is made. He provides strategies for dealing with each, such as asking for 30 seconds to explain the call's purpose or suggesting a specific time for a callback if the prospect is in a rush. Trent also recommends preparing responses to common objections like lack of budget or existing solutions, and emphasizes the importance of building a relationship rather than making an immediate sale. He suggests that salespeople should aim to earn business over time and use the prospect's time wisely by demonstrating the potential value of the meeting.
🚀 Leveraging Success Stories to Justify the Meeting
In the final paragraph, Trent highlights the importance of having prepared responses to objections and using success stories to justify the value of a meeting. He provides an example of how his solution helped a quick service restaurant organization improve employee retention. Trent encourages salespeople to be agile and prepared to exploit any hint of a prospect's interest or pain points. He concludes by inviting viewers to subscribe to his channel for more insights and offers a detailed cold calling strategy for a small fee, promising a quick return on investment.
Mindmap
Keywords
💡Cold Calls
💡Rejection
💡Empathy
💡Prospecting
💡Pipeline
💡Value Proposition
💡Objections
💡Script
💡B2B
💡Budget Constraints
💡Relationship Building
Highlights
Trent shares his experience in overcoming objections in cold calls, emphasizing the importance of handling rejection positively.
He mentions the significance of having a short memory in sales to prevent one negative interaction from affecting future calls.
Trent discusses the importance of empathy in cold calling, recognizing that prospects are real people whose day you are interrupting.
The framework for cold call objection handling is introduced, consisting of three parts: who you're calling, what you're saying, and how to overcome objections.
Trent explains the importance of qualifying prospects and ensuring they are capable of making a purchase.
He compares prospecting to mining for gold, emphasizing the need for a diversified pipeline to maximize sales opportunities.
Trent provides a script for cold calling that includes a personalized greeting and a clear reason for the call.
He advises on how to handle objections at the beginning of a call, such as requests to call back later, by asking for 30 seconds to explain the reason for the call.
Trent suggests planning a follow-up call if the prospect is unable to continue the conversation, ensuring you don't lose the opportunity.
He outlines strategies for dealing with common objections like lack of budget, existing solutions, and disinterest.
Trent encourages salespeople to validate the prospect's concerns and then explain the potential benefits of the product or service.
He emphasizes the importance of building a relationship with the prospect rather than making an immediate sale.
Trent shares his approach to earning business over time, focusing on long-term partnerships rather than quick transactions.
He provides examples of how to justify the time investment for a meeting by highlighting the potential benefits and improvements the solution can bring.
Trent advises on being prepared with responses to common objections and to act based on instinct during calls.
He suggests that salespeople should exploit any hint of a problem or pain point to set up a meeting and position their solution as the answer.
Trent concludes by encouraging viewers to subscribe to his channel for more insights on cold calling strategies.
Transcripts
hi this is Trent from Trent's YouTube
channel how are you oh I'm glad to hear
you're doing well I'm doing tremendous
thanks for asking that's how I typically
open cold calls I've been working in
software sales since 2018. and today
we're going to talk about how to
overcome any objection I've made over 60
000 cold calls and I still get
absolutely body bagged on the phone I
face rejection daily I get told no I get
hung up on often and if there's anything
you take away from this video it's
dealing with a rude Prospect customer it
never feels any better but don't let
that ruin your day or carry into other
calls it's important to have a short
memory and just because you had a poor
interaction with person a doesn't mean
that you should carry that attitude or
negative mentality into speaking with
person B the prospect isn't just a name
on a screen it's a real human behind the
call so keep that in mind empathize with
people that they're incredibly and that
you're interrupting their days calling
them out of the blue so naturally you're
going to face a lot of objections and as
I think about the framework for cold
call objection handling there's really
three parts of those part one is who are
you calling part two is what are you
saying on the phone cold call script
that I'll share with you here today and
then next how do we actually overcome
the objections and there's typically two
objections there's either an objection
at the very beginning of the call hey
I'm in a meeting uh you caught me the
blue who are you who are you and what do
you want why are you calling me or it's
the talent objection we don't have any
budget we're not interested we already
have a solution da da da and I'm going
to share exactly what I would say based
on my experience making tens of
thousands of cold calls first and
foremost with who you're calling if
you're getting destroyed on the phone
also ask yourself are you calling the
right Prospect are they even qualified
to buy are you calling VPC levels or are
you calling low-level managers what
quality of accounts are you calling into
if you're B2B like me business to
business are you calling companies with
revenues greater than 100 million are
you calling small companies are you
calling Consumers b2c trying to sell
insurance vacations whatever it may be
so depending on what you're selling this
is going to vary because if you're
speaking with a high power executive
it's going to be a little different than
speaking with just an average consumer
from the lens of B2B I think of
prospecting as mining for gold think
about that show Alaska gold rush they're
on this beautiful Terrain in Alaska
they're next to a river they have a
bunch of miners they have this big
sleuth machine and they're digging dirt
rocks they're putting it in the sleuth
machine the sleuth machine is shaking
out the Rocks spraying water on it and
eventually gold is going to come out of
the other side gold for us salespeople
is setting meetings generating pipeline
closing revenue and getting paid big
commission checks getting promoted and
living a happier life as a result of our
success because success is important we
need to be mindful of what rocks what
prospects we're actually putting in our
sequence and calling we want to have a
diversified pipeline so we want to be
calling the accounts I can spend the
most money with us the prospects that
actually are qualified to buy some
prospects products that may not be able
to spend as much money with us but maybe
more transactional some prospects that
are warmer that maybe interactive with
content or visit our website some
prospects that are cold you want to have
all these different types of rocks
ground whatever in this Loop machine to
get the gold it's the same thing with
prospecting and cold calling so once you
add all these prospects to your sequence
and you start calling you'll start
getting people on the phones when I cold
call I always start out with hey this is
Trent from insert my company name
how are you the reason I use the how are
you is because I want to assess how they
are if they say I'm doing well how are
you like the example we opened the video
with I know that they're in a good mood
and I can get into my pitch if they just
say I'm doing okay you know that you're
already behind the eight ball and you
need to get directly into it hey this is
Trump from insert my company name how
are you oh I'm doing great uh thank you
so much for asking the reason I'm
calling you specifically
is that I'm following up on a recent
email I had sent you does insert my
company name ring a bell the reason I'm
calling you is I notice that you oversee
the Subscribe button hit the Subscribe
button now if you haven't already the
reason I'm calling you is that I noticed
that you oversee the HR vision and
strategy and I partner with other
executive leaders like yourself to help
you to improve Employee Engagement
reduce attrition and other positive
outcomes like that can we find time to
get introduced before the end of the
year during my cold call script I'm
starting with how are you I'm
immediately going into the reason I'm
calling you is and that will be unique
to you your company your value
proposition and who you're speaking with
specifically psychologically when you
call somebody out of the blue they want
to know who are you what do you want why
are you calling them so always hit them
with the reason okay and then insert the
reason that makes most sense for you and
then as soon as you give them a little
bit enough make the ask for their time
immediately and that's when you start
that's when you're gonna start to face a
lot of objections so now in the part
three facing the actual objections
there's really two phases of the cold
call that you're going to experience
objections phase one is immediately in
the intro in the first 5 to 15 seconds
you're gonna ask them how they are and
if they don't respond back to you or
they may say you caught me in the middle
of a meeting and you're thinking okay so
why did you answer the phone during a
meeting you catch them right before
they're about to run into a meeting or
they'll immediately say wait who are you
that's just an entry level objection and
the key principle here is do not let the
prospect Rush the call if it feels
rushed it's you who are rushing the call
so if they try and say I'm in a meeting
call me back later
say can I have 30 seconds for me to tell
you the reason why I'm calling you
that's how I respond every time if they
ever give me an objection at the
beginning look can I have 30 seconds for
me to tell you the reason why I'm
calling you and if they push back on
that say
look I'll plan on following up with you
later
um how does this afternoon at 3 pm work
for me to give you a quick call back and
if they say okay okay say I'll send you
a calendar invite for them so that you
can expect my call so if they try and
rush you off try and get them to stay on
so you can go in your pitch it's better
to speak with someone now than an
arbitrary time in the future that they
may or may not agree to
if they absolutely rush you off say look
I'm not going away anytime soon I'm
going to give you a call back let's find
some time for you to actually expect my
call and sometimes that will work I set
a meeting this week with a large
restaurant brand I had been calling her
for months so she knew that I wasn't
going to give up and she's like yeah you
can follow with me and schedule a call I
say perfect okay let me confirm your
email I'll send you a calendar invite
for later this week and the purpose of
the call is to discuss your top
priorities allow me to share a
customized overview how my solution can
help and then if we see alignment great
we can continue the conversation and if
not we absolutely can part ways so
that's how you deal with that first
subjection the next cohort of objections
is when you make the ask for the time or
you give your value prop they're then
gonna hit you with I don't have budget
we already have a solution I'm not
interested those are the big three what
I would suggest you do is an exercise
after this video is get out a piece of
paper like I do right here and write
down what are the most common objections
you face beginning with those three and
then write down exactly what you would
say in response so that when you hear
them on the phone you're automatic
you're not thinking you're just you're
acting based on Instinct and that's how
the best athletes are they play on
Instinct they don't overthink the
general framework for responding to
these objections is always reaffirm back
to them
hey I'm not asking for any budget today
you've confirmed that you heard them and
you acknowledge that they said they
don't have any budget oh we have a
solution hey I imagine you had a
solution in place today for an
organization of your quality okay we
validated them oh you're not interested
okay well we're not looking to um to
change anything today so so now they're
thinking okay well look less pressure
you you validate them and then you
immediately say look the reason for my
call is I believe that we can help your
organization for this specific reason
I'm not looking to change anything I
just want to get interviews with you in
the spirit of partnership so that we can
determine if we can help you recognize
incremental value today but also
potential for long-term partnership as
well and you want to remove the stakes
remove the the burden of oh I don't want
to meet with this guy because I don't
see the upside you need them to see okay
I'm not looking to sell you today I'm
not even looking to sell you in the next
call I'm looking to build a relationship
with you when I started my software
sales career as a sales developer it was
all about transactional set meetings at
all costs does not matter and you're
just you're just trying to set meetings
and that's important you are selling
time in B2B you always want to set the
meeting always want to sell time
but also tell them look I get it that's
okay you don't have any budget we're
looking to earn your business in the
next 12 to 24 months we just want an
opportunity to get in the door to meet
with you and the reason why that meeting
matters for you and you should justify
20 minutes out of your time is because
we help this other quick service
restaurant organization they had
significant attrition by day 60
employees we are able to set up an
onboarding feedback program and we were
able to help them better understand the
points of friction and improve their
business and take risk out of it if
we're able to help you do the same would
that be worth your time you want to have
these these responses just ready to go
so that based on the way the
conversation goes you want to be agile
because you can't over prepare you can't
listen to this video and write down
everything I say and just repeat it back
you got to write down what you would say
so that you can then insert okay I need
to play this card in this situation and
you ultimately want them to say you know
what this person's not going away
they've made a few good points
um although I I already have a solution
I'm interested in hearing them out so
that I can understand best practices and
just maybe make enhancements to my
program or understand what's what else
is out there on the market or maybe I
truly have I would sometimes I'll say
look well is there anything you would
change about your process today and as
you think about negative consequences
and pain it always revolves around
people process technology time and also
cost as well those are the five levers
that they may be having problems with
and if you can even get a hint of it a
sniff of it
you want to set up the meeting you want
to exploit that and you're in a position
why your solution is going to be the
answer to all those problems if you
recognize value in today's video
subscribe to the channel now and click
on the first link in the description
below for a look at my actual cold
calling script in a couple different
scenarios in my entire cold calling
strategy and framework that I think
you'll find immense value out of for
only thirty dollars you'll make it back
in literally one day of cold calling
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