Objections. They are a huge part of an SDR’s daily life.
Prospects may have real objections or they may just want to get off the phone and back to work. SDRs have the difficult task of getting through to people who may not want to speak to them and uncovering what they truly need.
In this post we will discuss what an objection is, they different types of objections, and how an SDR can handle them.
What is an Objection?
An objection is usually a phrase that someone will say to “politely say no”. Will usually come right after your elevator pitch. What you do and say will determine the type of SDR you are.
Types of Objections
There are 5 main categories of objections: Hidden, Stalling, No Need, Price/Value, and Product. Of course, there are more specific objections within each of these categories that you could prepare responses for. For the purposes of this blog, however, we are going to focus on the main categories, how to identify them, and how you should respond.
1. Hidden Objection
You will know you’re dealing with a hidden objection if the prospect is doing any of the following: asking unimportant questions, they’re not very engaged with you, or they are entirely silent.
Your first instinct may be to hurry up and get to the ask since they don’t seem like they want to be on the phone. It is essential that you refrain from doing this. Take this opportunity to reference why you’re calling – “the reason I’m calling you today is…” – and then ask more questions to help you further your conversation. Consider replaying to their hidden objections with:
- “We have helped This Specific Company achieve this result. I’d love to coordinate a call with you and my expert to better understand your coals and see if we can replicate those results for your company.”
Your goal in asking additional questions is to uncover their true objection in order to find a way to overcome it.
2. Stalling Objection
You will know you’re dealing with a stalling objection if the prospect continually delays making a decision. They may say things like:
- “I’m too busy for this right now”
- “Call me next quarter”
- “Send me an email”
- “I’ll have to talk to my team”
The tricky part of stalling objections for SDRs is uncovering if the prospect is being truthful or if they are simply trying to get you off the phone. The only way to determine this is by asking more questions. Remember to be calm and empathetic to the prospect even if they are coming off a bit pushy or rude. Consider replying to their stalling objections with:
- “I understand you are very busy, which is exactly why I’m calling! The company I work for can streamline your efforts and save you hours of time each week. Do you have 15 minutes to meet with my expert?”
- “Of course, I can send you an email. What kind of information is important to you so I can ensure my email provides you with the most possible value?”
3. No Need Objection
Prospects using the no need objection will be pretty blunt. Sometimes, these prospects regret picking up the phone and just want you to hang up. Other times, they truly do not have a need. They may say things like:
- “Sounds good, but I don’t need to change right now”
- “I’m not interested”
- “I’m happy with what I’m using”
It is your job as an SDR to determine if they want you to leave them alone or if they actually have no need. When doing this, remember, people are more likely to engage with you when you are affirming their choices. Consider replying to them with:
- “I’m so glad you see value in your current solution! Our solution may have the power to provide you with even more value. Is it worth 30 minutes to learn more about?”
- “My AE is always happy to meet with companies who may be looking to work with us in the future to clear up any questions they may have. I can set that up for just 15 minutes.”
4. Price/Value Objection
The tricky part of the price/value objection is that the prospect may actually be objecting to the product, which we will cover in the next section. They may say things like:
- “That costs too much”
- “I’m not looking to make any investments right now”
- “This won’t fit in our budget”
The best way you can handle this objection is to clearly separate price and value for the prospect. Try saying something along the lines of:
- “I completely understand! The truth is I’m not looking to get a sales commitment on this call. The purpose of my call is to see if our companies are a good fit for one another in the long run.”
5. Product Objection
As mentioned above, people objecting to price may actually be objecting to the product. A prospect using the product objection does not being that it is worth their time, energy, or money to change products. They may say things like:
- “We do that already”
- We’ve tried something like that before”
- “We do that internally”
These prospects need proof that what you have to offer is better than what they already do, what they have already tried, or what their internal team takes care of. Try to include the following in your response to them:
- The service model you offer
- Past customer success stories
- Proof of performance/case studies
As an SDR you are going to face objections every day. Without properly preparing for those objections, it will be easy to get worn down and possibly face burnout. Work with your team to prepare for the most common objections you are bound to face. When you speak with prospects, know that some objections sound like one category at first, but end up actually being a different category all together after asking a few questions. Ensure you are taking the time to both ask those questions and to listen to the answers. Try not to get caught up in what you’re going to share with them next and take the time to truly hear what they are telling you. And of course, be patient and positive.
Director of Marketing
Becca is using her varied marketing experience and breadth of skills to build and develop a world-class, in-house marketing team here at Alleyoop.