🛠️ objection handling frameworks

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• Cold call objection

• Objection mastery

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TRANSFORM objection handling with questions

Zac Thompson introduces a unique approach to handling objections in cold calling called the TRANSFORM Method.

T - Thank & Test

Acknowledge the objection calmly and ask permission to explore it further.

⇢ For example: "I understand. Mind if I ask something?"

↳ This sets the stage for a productive conversation.

R - Real Situation

Clarify the specific concern behind the objection.

⇢ Ask: "When you say [objection], what exactly do you mean?"

↳ This helps you understand the root of the objection.

A - Alternative View

Challenge the objection by presenting a different perspective.

⇢ For example: "What advantages might a smaller company actually have in this situation?"

↳ This helps the prospect see value they may have overlooked.

N - Needs Exploration

Encourage the prospect to define their ideal solution.

⇢ Ask: "If you could design the perfect solution, what would it look like?"

↳ This allows you to align your solution with their needs.

S - Significance Check

Probe for deeper understanding of why the objection matters.

⇢ Ask: "This might sound silly, but what’s good about that concern?"

↳ This encourages them to reevaluate their objections.

F - Face Reality

Address the real issues behind the objection.

⇢ Ask: "It feels like, even if everything was a good fit, it’s impossible to move forward. Why is that?"

↳ This makes the objection feel more tangible and real.

O - Obvious Next Step

Suggest a next step to keep the conversation moving forward.

⇢ For example: "Would it be ridiculous to set up a quick call to explore this further?"

↳ This helps keep the momentum going.

R - Risk Reducer

Reduce the perceived risk for the prospect by being clear about what they need to see to make the meeting valuable.

⇢ Ask: "What do you need to see in that meeting to make it a good use of your time?"

↳ This clarifies expectations and sets a positive tone for the next step.

M - Make It Happen

Get commitment to a specific time for the next action.

⇢ Ask: "What date works best for you?"

↳ This secures a concrete next step and reduces hesitation.

Handle objections like a pro

Connor Murray outlines a simple two-step framework for handling cold call objections that focuses on confidence and proactive communication.

Avoid objections early

⇢ Speak with confidence and clarity.

Example: Use a strong, calm tone without hesitation.

⇢ Use a downward tonality to sound more certain.

Example: “I’m reaching out because we work with companies like yours and I believe we can help.”

↳ A confident tone reduces the chance of objections.

Answer key questions upfront

⇢ Prospects are likely wondering: Who are you? Why are you calling? What do you want?

Example: “Hi, this is [Your Name] with [Company]. I help [Target Audience] solve [Problem]. I wanted to see if we can schedule a brief call to explore how we might help.”

↳ Address these early to avoid confusion and objections like “Who is this again?”

Differentiate between tier 1 and tier 2 objections

⇢ Tier 2 objections are rejections like “I’m not interested.” These often happen when the prospect is disengaged.

⇢ Tier 1 objections are more legitimate, such as "We already use a competitor" or "We don’t have time." These require more effort to address.

Handle tier 1 objections with a two-step process

⇢ Step 1: Acknowledge the concern (e.g., “I understand, that’s why I’m reaching out.”).

Example: “I get it, you're already using [Competitor]. That’s actually why I wanted to reach out today.”

⇢ Step 2: Reaffirm the value of a meeting. For example, "We work with clients using that competitor, and it’s just an introduction to explore how we can help."

Example: “It’s just a quick meeting to see if we’re a fit for any of your upcoming needs, even if it’s not a priority right now.”

Qualifying questions come after the meeting is booked

⇢ Don’t ask qualifying questions on the cold call. Focus on scheduling the meeting first.

Example: “I'd like to schedule a quick 15-minute call to discuss how we can help.”

↳ Qualifying should happen during the discovery call.

Sell the time, not the product

⇢ The goal is to schedule the meeting. Focus on selling the time, not the product.

Example: “It’ll only take about 15 minutes. How does Thursday at 2 PM work for you?”

↳ Keep the cold call short and to the point.

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The HEART framework for handling objections

Marcus Chan explains why most sales reps struggle with objection handling and shares a proven framework that works for complex deals.

The key to handling objections

Most sales reps try to solve emotional objections with logic, which leads to failure. Buyers often raise concerns because of emotions, not just facts.

The HEART framework

• H - Make them feel heard
  ⇢ Acknowledge their concern: "I completely understand that concern."
  

• E - Ask them to elaborate
  ⇢ Encourage them to share more: "Tell me more about what's on your mind."
  

• A - Aside from that objection, are there others?
  ⇢ Identify additional concerns: "Besides that, is anything else worrying you?"
  

• R - Reclarify value
  ⇢ Bring the focus back to benefits: "What do you like most about what we’ve discussed?"
  

• T - Transition to a close
  ⇢ Move towards closing: “Let’s talk about X…”

Results when you master the HEART framework

⇢ Shorter sales cycles
⇢ Higher close rates
⇢ Bigger deals
⇢ Buyers feel understood, not sold to

The key is not to overcome objections but to help buyers work through their concerns.

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