3 Ways Top Sellers Break Through Resistance


As sellers, we must immediately break down prospect resistance by creating a great first impression. Yet most salespeople fail to do so — repelling buyers and making them think, “It’s a salesperson, how do I get them off the phone?”

The best reps know what they’re facing each time they call and have developed repeatable strategies for dispelling resistance. Here are three tactics they use.

1) Cut the clichés

Most sellers open their calls with clichés, immediately turning off their prospects.

These are the most buyer-repellent statements I hear in my coaching work:

  • How are you today?
  • Is this a good time to talk?
  • Could I have a few minutes of your time?
  • I was wondering if maybe you would be interested in …
  • This is (name) and I’m calling to tell you about … (followed by a 2-minute monologue)
  • I’ll only take a minute of your time.
  • I’d like to talk to you about … 
  • I think that I can …
  • Are you looking for ways to become more profitable?
  • I have a product that can save you money.
  • I’m in the business of making our customers more successful.
  • I create partnerships with our buyers to help them save money on …
  • I want to show you how we would help you …
  • I know we can save you time and money.

Cutting the salesy statements will instantly increase your success rate because you are not creating resistance. This is especially true for the ubiquitous, “How are you?” Every buyer on the planet has heard that exact phrase at the beginning of a sales call they didn’t want to take. After my clients stop using this question on calls, they typically see a 25% jump in success.

When you call, your buyers are usually busy doing other work — which means you’re 99.9% likely to be interrupting them. Instead of ignoring this fact, use it to your advantage.

Try: “Mary? This is Colleen Francis. I know you weren’t expecting my call; have I caught you at a bad time?”

When it comes to receiving a sales call, it’s always a bad time, so it’s a refreshing change when the person who’s making the call recognizes this upfront. When we use this statement at the beginning of a call, we almost always get with the same answer: A laugh or chuckle, followed by either: “It’s always a bad time, but what’s up?” or “Sure it’s a bad time, why are you calling?”

The magic in this answer is that now it is the buyer’s choice that you’re on the phone with them — not yours. When a buyer feels like they’re being held hostage in a conversation, they tune out and start planning their escape. When it’s their choice the two of you are talking, however, they’re far more likely to listen to what you have to say and participate.

2) Switch your focus

Sales calls are about the buyer — not about you. If the buyer hears the word “I” first, they think, “Who cares what you want? What about me?” 

Your buyer is focused on what’s in it for them, so give it to them right up front.

Try some of the following ideas:

  • If you’re calling because of a referral, use the reference’s name first, as in: “Colleen Francis suggested we talk.”
  • If it’s a follow-up call, remind them what they wanted you to do: “The last time we spoke, you asked me to call today with pricing information.”
  • If this is an outreach call and you don’t have a reference, build a third-party story focused on people like your buyer, such as: “CIOs like yourself have been pleased with the security our product offers from email viruses. They’ve told me that … Is that important to you?”
  • If you don’t know who you should be talking to, try a question, like: “Maybe you can help me?” People usually have a difficult time refusing help when they’re asked for it, so make sure you use that word.
  • If you reach the gatekeeper of a client you’ve had a hard time contacting, try: “Maybe you can help me? I’ve been trying to reach Ms. Francis for a week now with no luck. Do you know if there’s a best time to find her in her office?”

3) Drop the assumptions

Be careful about making broad claims — buyers who don’t know you will instinctively poke them for holes.

Many will react with: “You don’t even know me. How do you know you can do that? You have no idea what you’re talking about, so I’m going to argue with you and then get rid of you.”

Replace assumptive language with examples and questions, such as:

“Mary, business owners like you tell me that we’ve been able to save them money on their printing costs. Depending on your printing requirements, it might be possible that we can do the same for you. Can we discuss your printing requirements now?”

Ultimately, you can build a relationship and avoid creating resistance by focusing on two key things going into a call:

  1. The buyer’s needs and goals (versus your own)
  2. Starting a conversation (rather than trying to sell)

These two areas will help you relax and project an open, friendly demeanor. Instead of encountering resistance, you’ll get a warm response.

HubSpot Free Sales Training

Source: blog.hubspot.com/sales

5 Reasons Your Objection-Handling Skills Suck


Almost every prospect has objections — and most have several. It’s difficult enough to change someone’s mind when money isn’t on the table, so doing so when the outcome has a financial impact is really tough.

If you’re not a skilled objection-handler, your ability to close will pay the price (literally). You might suspect you’re not good at resolving objections … but why? Here are five potential reasons.

1) You think you can “win” an objection.

When your prospect starts a sentence with “But”, do you immediately go into “fight” mode? I don’t blame you: It’s easy to think of every objection as an obstacle you have to defeat before getting to the end.

However, this aggressive approach won’t do you any favors. Prospects don’t want to argue with you or feel like they’re being persuaded against their will. Most of the time, you’ll actually end up convincing them they’re right. Even if they do cede in the moment, their objection will bubble up again at the crucial closing stage.

Reframe your perspective on objections — think of them as an opportunity to correct any misinformation your prospect has or simply give them new details they’re not aware of.

If you work with them versus against them, you’ll actually have a shot of resolving their concerns.

2) You treat every objection equally.

Some objections are legitimate blockers. Others are brush-offs disguised as objections. It’s your job to differentiate them so you know how to respond.

That’s harder than it sounds, because an excuse given at the beginning of the sales process might be a real objection when it’s voiced a little later.

For example, if your prospect says on the connect call, “We don’t have the budget for this right now,” they may be blowing you off.

But if you’re discussing pricing and they say, “I love the product, but our budget is being halved and my director says we can’t buy anything over X amount,” you’re probably dealing with a real objection.

The latter deserves a real response. If you can’t find a solution, you should walk away. But if you’re hit with a brush-off, find a way to continue the conversation so you can prove to the buyer the value of your product.

3) You don’t prepare for objections.

Failing to plan is planning to fail. You should know in advance which potential objections you’ll hear before every sales call — and not only that, you should have responses ready to go.

Doing this in advance means you won’t be lost for words when the actual call rolls around.

How do you know which objections you’ll likely hear? Compare your prospect to similar ones based on budget, company size, product type, priorities and challenges, and/or location. Review your CRM notes to see which objections have come up with those prospects. To take it one step further, note which responses you used and whether you closed those deals.

4) You don’t proactively address objections.

It’s never a good idea to let your prospect stew over their objections for days, weeks, or even months. If you address their objection when it’s newly formed, you’ll have a much better shot of convincing them otherwise. The longer you wait, the stronger that concern becomes in their mind.

For that reason, ask for objections at every step of the sales process. Doing so is simple — just use any of these questions:

  • “Is there anything you see standing in the way of [company] buying [product]?”
  • “What do you see as potential obstacles to this [partnership, purchase]?”
  • “Which concerns do you have at this point?”
  • “You seem to have some reservations about [price, use case, functionality, etc.] Do you want to talk about it?”

Not only will you get valuable insight into your prospect’s decision making criteria, you’ll also earn their trust and respect by being direct.

5) You’re not honest.

One of the biggest mistakes salespeople make around objection-handling: Fudging the truth. It’s always tempting to gloss over a buyer’s concerns with an answer that’s slightly untrue — for example, if your prospect says, “I don’t think the solution can help us with X,” you might say, “Our engineers are actually working on a feature for that right now.”

Your prospect ends up buying, you get commission … What’s the problem?

Well, when the months go by and the promised feature doesn’t show up — or they discover the product doesn’t do what you said, or it’s less powerful than you implied, and so on — they’ll be pissed.

Pissed customers cancel. Not only that, they tell their colleagues not to buy your product. And that’s how you poison a well of revenue.

If any — or several — of these poor objection-handling habits sound familiar, commit yourself to improving immediately. As your skills improve, you’ll see the effects on your win rate.

HubSpot CRM

Source: 5 Reasons Your Objection-Handling Skills Suck

Who's Better at Selling: Men or Women? Data From 30,469 Sales Calls


Women “listen” less than men. Women interrupt their customers more than men.

In fact, by every measure so far, men follow “the rules of selling” better than women do … at least on paper.

Recently, our data science team at Gong sat down to analyze how men and women sell differently. And I must admit, I’m a bit stumped by the results so far.

Despite the “sins of selling” listed above, women are still managing to close deals at a higher rate.

After you check out the results, I’d love for you to help me figure out why this is happening in the comments below.

How we got the data: Analyzing 30,469 segmented sales calls with AI

Before I jump in, let me outline how we did this.

30,469 B2B sales calls were recorded, speaker-separated, transcribed, and analyzed using Gong’s self-learning conversation analytics engine.

All of the calls that were analyzed were pulled from companies that are highly similar to each other  — same industry, similar sales cycle lengths and deal sizes, etc.

Further, while we couldn’t guarantee all of the sales reps had similar backgrounds and experience (realizing that’s a key part to this story), the analysis was done on fully on-boarded reps rather than new sellers.

Here are the patterns we’ve found (so far).

Who “listens” better: Men or women?

If you look at the data (and nothing else), you would conclude that men listen better than women.

In the analysis, men on average had a 42:58 talk-to-listen ratio, while women averaged 46:54, talking 9% more often than men.


Not a huge difference. But wait, there’s more …

Men interrupt their prospect an average of 4.2x per hour. Women? 6.3x per hour — about 50% more often.

Men also pause before responding longer than women on average: 1.5 seconds versus 1.3 seconds.

And finally, women tend to go on “monologues” longer (and more often) than men do. By “monologue,” I mean an uninterrupted streak of talking without the customer chiming in.

When men go off on a monologue, they average 116 seconds. Women average 130 seconds.


If you’ve spent much time in the sales profession, you’d start to conclude that men are the superior salespeople after looking at this data.

Which is why the next data point wracked my brain …

Women are closing more deals

Even though the above data paints women as lousy listeners, women progress deals to the next opportunity stage at a higher rate than men do.

They also close deals at a higher and faster rate than men.

In our data set, men had a 49% likelihood of moving opportunities to the next stage, while women boasted 54%.

And women’s win rates were 11% higher than men’s (on average).


Unpacking the implications

Now that I just data-dumped you, let’s think about what this could mean.

Science consists of both the quantitative (data), and qualitative aspects of a problem. One without the other doesn’t tell the full story.

In this case, the quantitative side of the story is looking at sales conversation analytics.
The qualitative side of the story is listening to sales call recordings or observing salespeople live to investigate what’s going on and flesh out the rest of the story.

So, how are women breaking some of the traditional rules of selling, yet still getting more deals done?

Despite the fact that the data paints men as better listeners than women, for all we know, men could be twiddling their thumbs, thinking about something else entirely while they’re supposed to be listening to their customer.

Silence is not the same thing as listening.

Rambling vs. persuading

Tonni Bennett, VP of Sales at Terminus, had an interesting observation to offer. She provided an example that highlights how quantitative data only tells half of the story. It’s important to also understand the quality of the call.

She once had two reps that both talked too much on calls: A male and a female.

When the male talked too much, he rambled on in a way that derailed the conversation and hurt his credibility. He would often answer simple “yes/no questions” with a long-winded response that sparked more questions from the prospect.

While the woman also talked too much, she was usually making persuasive, strong selling points or sharing a customer story instead of rambling and going off on tangents.

Tossing nerf balls around the office

Another female sales leader I know made the observation that she often sees men tossing around nerf footballs while on the phone with their customers.

How often do you see women doing something like that?

Your observations

While there could be hundreds of other qualitative explanations of this, I’d like to save them for the comments. Help me unpack this. What are your qualitative explanations of this data? Write your observations or thoughts below.

And if you thought this analysis was interesting, please share this so other sales pros may stumble upon this research.

Editor’s note: This post originally appeared on ThinkGrowth.org and is republished here with permission.

HubSpot CRM

Source: blog.hubspot.com/sales

3 Ways for Outside Sales Reps to Master Inside Sales Skills


Even in field sales, prospects don’t want to have a first meeting with a stranger in person. They prefer an introductory phone call. If things go well, they’re open to the idea of a face-to-face meeting.

This creates an interesting scenario for outside salespeople. While they aren’t going extinct – certain industries will always require outside sales — they do need to learn how to become highly competent inside salespeople for the first call.

Read on to see what my company, Sapper Consulting, has learned from scheduling thousands of sales meetings every month on behalf of hundreds of clients.

The Benefits of Virtual Connect Calls

Running virtual intro calls has several benefits. First, reps don’t need to constantly cross the country for meetings that are often rescheduled. Anyone who has ever worked in field sales knows this struggle all too well.

Let’s say you schedule a meeting in Milwaukee and leave the house at 4 a.m. with the perfect Spotify playlist downloaded for offline use, only to find when you find that your meeting has been rescheduled. Your entire day has been wasted.

This approach also helps you set more introductory meetings. If your company insists on sticking with face-to-face meetings, your whole outside sales team’s opportunity set will decrease. I know, I know: Your closing rate goes up when you meet people in person.

But you’ll miss lots of opportunities by ignoring prospects with no interest in meeting strangers in the flesh. Plus, if you push for a face-to-face meeting, you may look desperate.

How to Sharpen Your Inside Sales Skills

Phone sales and in-person sales require different skill sets. It’s like playing poker online versus in person. Online, you can’t physically see the other players, so you need to pay careful attention to bet sizing and incorporate more math into your strategy.

In person, you pick up on physical tells. You can also talk casually to learn information that might help you out later. When you go from playing online to in person, you still use the math skills you’ve sharpened from playing online so much. The same thing is true in sales. On the phone you can’t see your prospect, so you get good at recognizing voice inflection, managing silence, and so on.

If you’re used to working strictly with outside sales, how do you take the leap and master inside sales skills, too? Here are a few ways to get started.

1) Practice with role-plays

The best way to practice phone sales is to role-play on the phone. I see lots of sales teams practice phone meetings while sitting across the table from one another. This is a mistake. You can’t master your phone skills if you’re still bringing your in-person skills into play during practice sessions. Practice like you play, and record those practice sessions so you can ask for plenty of verbal and written feedback from your team and your manager. That feedback will help you consistently improve.

2) Master a consistent, effective sales call process

Your company should implement a consistent sales call process to which you and your co-workers are held accountable. The last thing you want to do is confuse a sales call process with a sales process. There’s a big difference, which is why you need a blueprint to follow when converting from a pure outside sales role to one with some inside sales requirements. Without it, it’s easy to feel lost.

3) Ask for a demo

There is nothing we salespeople hate more than being told to do something we haven’t seen done. It makes us wonder if it’s even possible. If your boss isn’t the kind of person who can get on the phone and perform an amazing intro call, seek out a salesperson who can.

Being dubious is understandable — you’ve probably had your compensation plan changed, your territory shifted, and your commission clawed back. So if you’re struggling with the idea of confidently learning to make an intro phone call, ask to watch someone who can. If your job asks you to master these skills, it should be something the higher-ups at your company can do, too.

Outside sales positions will never go away completely, but with the insane growth happening for inside sales roles, you need to have skills in both arenas. It can feel intimidating to learn a whole new skill set, but these tips will help.

Free Sales Training from HubSpot Academy

Source: 3 Ways for Outside Sales Reps to Master Inside Sales Skills

The Optimal Length of Sales Calls, According to the Data


True or false: A 30-minute connect call is less likely to lead to a deal than a 60-minute connect call.

Before we get to the answer, here’s some context.

The Gong.io team analyzed 30,000 calls between salespeople and their prospects. These calls varied in length, but the most popular times (unsurprisingly) were 30 minutes and an hour.

So, which call length was the most effective for getting a follow-up call — and eventually, closing the deal?

It turns out, there’s no statistical correlation between call length and probability of closing. We asked you a trick question.

But that doesn’t mean call length doesn’t have an impact. Here are three things to consider.

1) Shorter Calls Are Better

According to Gong’s analysis, prospects are 12% likelier to show up to the first call if it’s scheduled for a half hour rather than a full one. This makes sense. People are busy, so asking them to commit an entire hour to you is risky — especially considering you’ve never spoken to them before.

Likelihood-of-the-prospect-showing-up-the-1st-meeting-1-1024x633.pngSource: Gong.io

With that in mind, opt for shorter connect calls. You shouldn’t be presenting your product features on the first call, anyway — this time should be reserved for building the relationship and asking initial qualifying and discovery questions.

2) End When Planned

What if you’re having a great conversation? Should you let the call go over? Sales trainer and consultant Jeff Hoffman says you should always end when planned.

It makes your time seem less valuable if you can talk for 20 or 30 more minutes than you’d allocated, Hoffman explains. You want to appear highly in-demand — not only will your prospect trust you more, but they’re likelier to view you as a peer.

When you’re getting close to the scheduled end of the call, say something like, “[Prospect], this has been great. I have another call at [time] — do you want to pick up where we left off on [date and time] or [alternate date and time]?”

Hoffman says you can even propose a later time that day, if the buyer is really enthusiastic. Just make sure you’re wrapping up when you’re supposed to.

3) Use the Right Words

Make your call feel less time-consuming to prospects by describing it as “quick,” “short,” or “intro.” They’ll subconsciously perceive it as a smaller commitment.

For example, you might write, “Do you have time for a quick call to connect on Thursday at 2 p.m.?” or “Are you available for 15 minutes this afternoon to briefly discuss X and Y?”

The more painless your request sounds, the likelier prospects are to agree.

Although call length might not have a direct correlation to your close rate, it definitely has an influence. Pick the optimal amount of time, don’t let your meeting go over, and use the right adjectives when you ask.

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Source: The Optimal Length of Sales Calls, According to the Data

25 Qualifying Questions to Identify the Decision Maker


There’s nothing more frustrating than getting your prospect’s commitment to buy — before realizing they’re not the decision maker. It’s going to take much longer to get the deal done than you’d anticipated (that is, if you close at all).

Salespeople experience this all the time. However, you can avoid the situation completely by asking the right questions during the discovery process.

The wrong way to ask is, “Are you the decision maker?” Everyone wants to feel important and valued, even if they’re not the ones signing on the dotted line. This question will make your point of contact feel unimportant. Sabotage this relationship, and you’ll lose their influence.

Use this list of 25 questions to figure out who’s the ultimate decision maker without stepping on any toes.

Qualifying Questions About the Decision Maker

  1. Who else is involved in this process?
  2. Who will be using the product? (If they say, “I will,” follow up with, “Is your manager reviewing this purchase as well? What will they be assessing?”)
  3. Which evaluation criteria are the other stakeholders using?
  4. What was the last product in this category you bought? Who was involved in buying it?
  5. What’s the purchase approval process like?
  6. Have you bought a product like this before? (If they say no, ask, “Would you like my help figuring out who to bring in, based on my experience selling to companies like yours?”)
  7. In the past, my customers have asked [job title] and [job title] to participate in this decision. Does that make sense for [prospect’s company]?
  8. Will any other teams or departments be using [product]? Will they want a say in the selection process?
  9. How have decisions like this been made previously?
  10. At the end of the day, how can I help you get this purchase approved?
  11. Is there anyone else I should be meeting with to get the full picture of how you and your colleagues will be using [product] and what your needs are?
  12. [Name], do you handle [product category] decisions for [prospect’s company]?
  13. I’ve found the person with [X responsibility] almost always wants a say in this decision. Should we bring them into this conversation?
  14. I’m sure you’ve seen first-hand how complex the average buying decision is these days. Let’s work together so [company] can start experiencing [specific benefit] as soon as possible. Who do we need to meet with?
  15. How does your [team, department, business] make buying decisions?
  16. Is there a committee assigned to choosing a [vendor, supplier, solution]?
  17. What’s your role in the decision making process?
  18. Should I be aware of any priorities or concerns from other stakeholders?
  19. Who will sign on the dotted line? Would you like any insights I’ve picked up on positioning the solution to people in [X role]?
  20. How long have you been looking into this type of solution, and why did you start? (Their answer will reveal if they’re a junior decision maker responsible for the initial supplier research.)
  21. With my other customers, it’s typically the case that [X professional] likes to share her thoughts. Should we invite her on the call?
  22. Would [likely decision maker] be interested in speaking to [person of matching rank at your company]? (This question helps you get to the budget authority if your prospect is reluctant to give you access.)
  23. Are you the sole owner of this [project, initiative, purchase]?
  24. How can I help you sell this internally?
  25. Do you need any materials from me to present this to your boss?

HubSpot CRM

Source: 25 Qualifying Questions to Identify the Decision Maker

The Best Days and Times for Sales Meetings, According to New Data


You just crushed a demo, you’re making good progress toward quota, and you’re ready to get on your next call and crush it, too.

But 10 minutes after the prospect is supposed to join the meeting, they still haven’t shown up. You’ve been no-showed.

Having a prospect flake isn’t just annoying — it’s also a big waste of time. Every second you spend twiddling your thumbs is a second you could have used to email a hot lead, follow up with a buyer who’s gone dark, or give a demo to someone who’s more interested.

You can reduce the likelihood of a no-show by qualifying more rigorously and setting an explicit agenda. But that’s not all: You can also book sales meetings at the right times.

Gong.io, a sales intelligence platform, analyzed sales calls to see which days of the week and times of days have the highest and lowest no-show rates.

The Best Times of the Day

Many experts recommend calling early to get in touch with decision makers before the gatekeeper shows up or while your contact is still relatively available. This advice still holds true for unscheduled calls — i.e., calls your prospects aren’t expecting.

However, if you’re scheduling a call or meeting, the crucial window is 2 to 5 p.m. Roughly 15.9% to 14.7% of calls in this time period lead to no-shows.


Compare that to the morning, which has the highest no-show rate. The no-show rate is 19.09% at 8 a.m.

Clearly, your prospects are getting into the office, realizing they have a ton of stuff on their plate, and deciding to bail.

Gong.io’s data shows salespeople are scheduling too many calls in the morning and early afternoon rather than late afternoon.


The Best Days of the Week

You might expect the highest percentage of no-shows to be on Friday — and you’d be right. Prospects are increasingly likely to leave you high and dry as the week goes on.

But don’t let this data point convince you to never again schedule an end-of-week call. The difference is pretty incremental: Monday’s no-show rate is 17.46%, while Friday’s is 18.01%.

best-day-of-week-for-sales-meetings.pngSource: Gong.io

The two days you should never have a meeting? Saturday and Sunday. The no-show rate is four times higher over the weekend.

If you want your prospects to show up, you have to pick the proper times. Take this data into account next time you suggest when to meet.

HubSpot Free Sales Training

Source: The Best Days and Times for Sales Meetings, According to New Data

5 Highly Effective Ways to Respond to Pricing Questions


You’re meeting with the buyer for the first time when they hit you with the dreaded price question.

There are five potential responses.

First, you could dodge the topic. Many sales training programs advise sellers to never, ever, ever give a price until value has been established. This school of thought says to ignore price questions completely until you are ready to talk about “the investment required.” And, in most sales processes, price and negotiation come at the end. But according to HubSpot Research, that’s not when buyers want to talk about price.

Second, you could give a clever response such as, “At this point, we should be able to work something out for under one million dollars,” or “Would you ask your new doctor to give you a price quote on surgery before the initial exam begins?”

Third, you could explain the delay. This seems to be the most common response. Rather than giving a price, sellers say something like, “There are many options, and I need to understand your needs before I can give you an accurate quote.”

Fourth, you could offer a range based on average deal size or high and low price points. This response is meant to help the prospect without overpricing them.

Lastly, you could simply answer the question — right away, in a straightforward, no-more-mystery way. You could give an actual price quote even though value hasn’t been established and despite the fact that the steps in your sales process haven’t been completed. This is what buyers are asking you to do.

Why You Shouldn’t Postpone the Conversation

Buyers are becoming increasingly impatient and intolerant when it comes to price deflection tactics.

We worked with Santa Clara University to conduct a Qualtrics Panel Study with 530 verified B2B buyers. These buyers rated 30 selling behaviors as “highly favorable.” The number one most important?

“The seller fully answers my questions and provides information that is relevant, timely and useful.”

Buyers do not like seller stall tactics. They want an answer — an actual dollar figure — when they ask about price.

When price questions are not immediately answered, buyers get suspicious. They assume they will (eventually) be quoted an inflated price.

This suspicion makes them guarded. The more you withhold, the more they withhold. As you proceed with your needs analysis, you won’t get all the information you need to accurately quote price. They don’t want to equip you with information you can use to inflate the price.

In addition to being counterproductive, causing mistrust, and erecting a barrier between the buyer and seller, evading the price question is inefficient.

You won’t learn if you’re dealing with a comparison shopper or a prospect who truly can’t afford your solution. Furthermore, there are multiple decision makers in most B2B purchases. If you’re talking to one person in this initial meeting, you’re barely scratching the surface of needs and values. Your preliminary assessment will, at best, enable you to give a preliminary price quote. So why not save time and provide a preliminary price quote right at the start?

How to Talk About Price the Right Way

Since most sellers delay responding to the price question, you’ll immediately differentiate yourself by giving the direct response the buyer is requesting.

It also suggests you are tuned in to the buyer’s needs and unashamed of your prices. And the law of reciprocity will kick in: Because you were forthcoming with information, the buyer will be, too. You’ll get higher-quality information faster and can use what you learn to build even more value for this buyer.

To answer the price question right away while also building value, try one of these strategic responses. Use a direct, matter-of-fact, confident tone.

  1. Price + Question: “The preliminary price is $____ and that includes ______. What criteria, other than price, will you be using to make your final decision?”
  2. Price + Benefit: “The preliminary price is $____ for the ____ option. What this means to you is that you’ll have _________. How important is this benefit to you?”
  3. Price + Personalization: “The preliminary price is $____ for our _____ package. I’m thinking this is the right package for you because you _________. Let me ask you some additional questions to confirm that I’m on the right track.”
  4. Price + Urgency: “The preliminary price is $_______ and we can honor this special offer for 48 hours. I’m mentioning this because it sounds like price is important to you. What will the impact of this cost saving opportunity be on your decision-making process?”
  5. Price + Budget Check: “The preliminary price is $_____. Tell me how this sounds in terms of your budget and the prices you’ve heard from others.”

Notice that price comes first in each of these options. The buyer asked for price, and you immediately responded with price. Then, rather than debating the price, you’ve steered the conversation back to something related to value.

Notice as well the lack of hesitation, deflection, or apologetic language. Your confidence in the way you state your prices is every bit as important as the price itself.

Finally, notice the word “preliminary.” Unless your prices are absolutely fixed, use this word to signal that there may be some movement in price. Don’t make up a number or lowball the quote. Using “preliminary” is not license to play fast and loose with the true pricing.

As you respond to the price question, keep this in mind: No one asks about price unless they are interested in purchasing. Consider price questions to be buying signals rather than potential objections. Your prospect is interested and has gotten to the stage in their own buying process where they need pricing information. Let that knowledge guide your responses and accelerate the close.

HubSpot CRM

Source: 5 Highly Effective Ways to Respond to Pricing Questions

The Secret Strategy for Getting to the Decision Maker in Half the Time


So you’ve done your homework, and you’ve identified the ideal contact within the account to reach out to.

But three weeks and a dozen phone calls later, you’re still no closer to actually talking to the decision maker.

What’s happening?

It’s more than likely the gatekeeper is screening your call.

To have as successful sales career, you must learn how to get through a tough gatekeeper screening. Here are some tips for achieving that.

Identify the type of screen you’re facing

There are two types of screens: The investigation screen and the blind screen.

The investigation screen is exactly what it sounds like. The gatekeeper asks you a ton of questions, like so:

Rep: “Is Andy Beavon available?”

Gatekeeper: “Who’s calling?”

Rep: “This is Lisa Brown from ABC.”

Gatekeeper: “And what’s your call in connection with, Lisa?”

Rep: “I’d like to talk to him about our mailing lists.”

Gatekeeper: “And have you spoke to Andy before?”

Rep: “No, I haven’t.”

Gatekeeper: “I’m sorry Lisa, Andy is in a meeting at the moment. Can I take a
message for you?”

The gatekeeper is usually pleasant and willing to talk, which leads many salespeople to fall into the trap of chit-chatting with them. However, don’t try to butter them up in the hopes of increasing your chances of getting through. Like today’s modern buyer, today’s modern gatekeeper is sophisticated and sales-savvy.

Then there’s the blind screen — the gatekeeper hardly asks you anything at all apart from your name. If your name is not instantly recognizable, you’re done.

Rep: “Is Andy Beavon available, please?”

Gatekeeper: “No, he’s not in at the moment. Who’s calling?”

Rep: “This is Lisa Brown from ABC.”

Gatekeeper: “I’m sorry, Lisa, Andy is out at the moment. Can I take a message?”

This type of gatekeeper usually has a more subdued and business-like personality.

They’ll often come across as impatient — they have no time and want you to just go away.

How to get past each screen

It’s important to quickly recognize the type of screen you’re facing, because they each call for the exact opposite technique. To negotiate each type of screen, you want to defy the expectations of what the gatekeeper wants, expects, and is trained to handle.

Here’s what I mean: For the investigation screen, remember, that this gatekeeper seems to have a lot of time, a pleasant personality and is the chatty type.

To negotiate this screen, you want to reflect the attitude of the blind screen gatekeeper: Serious, business-like, and time-conscious. When you’re asked a question, respond with a quick, almost curt answer — as if you expect to be put through.

However, don’t be rude or obnoxious. The words you use should be courteous and respectful.

When you project importance, you force the gatekeeper to make a quick decision. They can either ask you more questions, and risk annoying a VIP, or simply put you through and leave it to the decision maker.

The latter option is always less of a risk.

The same principle applies to the blind screen. This gatekeeper has no time and does not want to chat. So, take on the persona of someone who is very pleasant and and likes to talk. Once again, the gatekeeper is forced to make a quick decision: They can spend their time talking to you, put you on hold, or hang up. These options are far riskier than connecting you to the decision maker.

To double your chances of reaching the decision maker, first recognize which type of screen you’re up against. Then take the exact opposite approach of what they’re accustomed to.

What do you say to get through gatekeepers? Share your plans in the comments below.

Want to improve your sales even further? Check out this free report of 450 sales questions that you can ask your prospects and clients — you’ll have every base covered.

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Source: The Secret Strategy for Getting to the Decision Maker in Half the Time

50 Budget and Money Questions Salespeople Can Use With Any Prospect


Figuring out whether the buyer can afford your solution is nearly as important as figuring out whether they can use it. After all, need doesn’t matter without the ability or desire to buy.

But talking about money with your prospect can be tricky. Not only can these conversations feel awkward, but you may not know exactly what to say or how to say it.

That’s where this list can help. To identify whether a buyer can — and will — pay for your product, use these 50 questions.

50 Sales Questions About Budget

Questions to Ask Every Prospect

The following questions are relevant whether you’re talking to an entry-level employee doing initial research for his boss or the C-level executive signing off on the deal. Use some (like #1) to discover details of the buying process and others (like #3 and #5) to inspire urgency.

1) Has [company] bought [this exact product, a similar product] before? How was it funded? What was the approximate price?

2) Based on the info you’ve given me, this problem is costing [you, your team, your department] approximately [X amount] per [week, month, year]. How does your allocated budget compare to that amount?

3) Based on the info you’ve given me, [you, your team, your department] stands to gain approximately [X amount] per [week, month, year] by investing in this opportunity. How does your allocated budget compare to that amount?

4) How much money would it take to build this in-house?

5) How much have you already spent trying to solve this problem?

6) Our solution typically falls between [X and Y range]. If you believe [product] can help you [achieve A results, solve B problem, meet your objective by C time], would that be feasible?

7) Before you invest [significant amount] in this initiative, you can spend just [price of introductory package or product] to see if it works for you and will drive [desirable result]. Is that a number you’re comfortable with?

Questions to Use With Your Champion

Customer champions are rare. Use your ally to your advantage by asking tougher, more direct questions about cost.

1) Is the budget owner an “executive sponsor”?

2) Is the budget authority sensitive to price?

3) Are you willing to work with me to find budget for this initiative if push comes to shove?

4) We can play around with price depending on the other terms you request. Approximately how much do you think [decision maker] wants to pay?

5) Can you tell me about the other stakeholders? Who is motivated by price? Is anyone pushing for the lowest-cost solution? What motivates them and what are their objectives?

6) Does the budget authority subscribe to the “buy cheap, buy risk” philosophy?

7) What other vendors are you considering?

8) How much budget did you use last [month, quarter, year]?

9) Do you often have unused budget?

10) What happens if you don’t use your entire budget? Do those funds roll over or expire?

11) When does your current budget cycle end?

12) When does your organization typically make major purchases?

13) What is Procurement’s review process like?

14) When a product seems like a game-changer but you don’t have the available funds right away, what does your team do?

15) Would [a payment plan, lower price for a longer contract, reduced service fees, discount for a referral customer] make a difference to the [decision maker, stakeholders]?

16) Can you draw from your future budget if necessary?

17) How do you typically get approval for purchases out of your budget?

18) Would [typical results] sway [final decision maker] to invest in [product] for [X price]?

Questions to Use With a Junior Stakeholder

Lower-level employees are often asked to look into potential options before passing the final decision off to their manager or a buying committee. You want to tread carefully when you ask budget-related questions — it’s easy to sound patronizing. Once you’ve insulted them, you’ll probably lose their support.

To avoid this trap, call out their expertise or ask for their opinion.

1) Has the decision making team set aside budget for this project?

2) When you were given the responsibility of researching [vendors, solutions to X challenge], did you get a ballpark figure?

3) Whose budget is this coming out of?

4) Did you get any idea of how much [your manager, the signing authority] thought [company] should pay for this product?

5) Does this project already have approved funding, or do you need to request it?

6) What do you know about the budget for [product or service category]?

7) Can you describe the people involved in making the decision?

8) How heavily will price factor into your recommendation?

9) Does [decision maker] typically reject tools based on price?

10) Does [company] have a Procurement department? What are their financial considerations?

Questions to Use With the Budget Authority

This person has the most knowledge and influence over the purchasing decision. With these questions, you can identify potential roadblocks and move them closer to a “yes.”

1) Is price one of your main evaluation criteria?

2) Have you decided on a budget range for this purchase?

3) What’s the approximate ROI you’re hoping to get?

4) How does your department’s budget figure into the organization’s budget?

5) Are you working within a budget?

6) How much budget do you have set aside [this month, quarter, year] for [general product category]?

7) How much are you currently spending per [month, quarter, year] to address [problem, opportunity]?

8) How major a priority is [relevant business area] for your [team, department, business] this [month, quarter, year]? Does that align with your budget?

9) What is [result] worth to you?

10) [Customer stakeholder] said you were working within a budget of [$X and $Y] — is that correct?

11) Would this be easier for you to push through if we [unbundled the package, billed you separately for X and Y, started on a lower rate]?

12) Is price the only thing stopping you from moving forward?

13) How much would you be willing to pay for [X component of product] by itself?

14) If we removed [X feature or add-on], the price would go down by approximately [Y percent]. Is that an option you’re interested in?

15) Would you be interested in hearing some of the creative ways my customers have found the budget for this purchase?

Once you’ve qualified your prospect for budget, identified any major roadblocks, and delved into their top priorities, you’ll be well on your way to making the sale. Get ready to spend that commission.

HubSpot CRM

Source: blog.hubspot.com/sales