#169 Discussing Objection To Unlock a Win-Win Sale

Notes:

As a sales engineer, it’s not enough to have exceptional technical knowledge about the products. It also needs to have an in-depth understanding of the customers and how the product can help solve their pain points and challenges. One way to do that is to master handling objections. How do the SE and the sales rep go handle a sales conversation where the sales team and the prospects walk away happily in the sale? Is it possible to create a win-win situation for both parties involved despite the customers’ many objections?

That’s exactly what we’re talking about in today’s podcast with Amazon’s #1 International best-selling author and America’s #1 expert in revenue expansion and sales optimization, Doug Brown. He is the founder and CEO of Business Success Factors, a company offering business training, and Vibitno.com, the web-based company that accelerates sales, and has advised companies such as Intuit, CBS Television, Procter & Gamble, Enterprise Rent-A-Car, Nationwide, Embassy Suites, Inc., among many others.

Get to know what causes objections in the first place, how to prevent them, rules for resolving objections, and the role you play as a sales engineer in winning more sales.

Key Takeaways:

Where a lot of the misconception comes from sales
What most people in sales forget to address when selling to potential buyers
Why people think the way they think and the real reason people buy
How the COVID-19 pandemic shifted the way most companies are doing sales towards being more personal
The new generation of buyers who come in more prepared than ever before
Do we have to be considerate about every single person’s fears, challenges, and true intent?
What value sales engineers can add to the sales process
Doug’s definition of an objection in sales
Why most salespeople get defensive after hearing an objection
The unspoken rules of resolving objections
how can we be on the same team before just fighting with our prospects or customers?
What is the role of a sales engineer in objection handling?
How can people like someone and not trust them?

Quotes:

“I’ve always brought sales engineers into most of the deals that I’ve done at the buying time so that they can actually meet the buyer, and then they understand what’s going on.” – Doug Brown

“What we want to do is we want to equate whatever they’re saying to something that’s a personal value.” – Doug Brown

“One of the big mistakes, when people are selling larger accounts today, is they’re not selling peer to peer.” – Doug Brown

“A salesperson selling without using the team behind them, especially the sales engineers, is a fool.” – Doug Brown

“Getting defensive or going on the attack (when faced with an objection) would imply that you and your customers are on two different teams.” – Ramzi Marjaba