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Cold Calling B2B Marketing

The Most Common Objections SDRs Hear and How to Overcome Them

Let’s be honest: you won’t find a person in the world who looks forward to making cold calls. They can be uncomfortable and awkward and they often yield no results. What if you could give every cold call a better chance for turning into a sale?

Believe it or not, that’s as simple as coming up with the right answers. Knowing how to respond to your prospect’s objectives could make the difference between “no, thanks” and “tell me more.” Check out these common objections SDRs hear and how you can turn them around.

1. We Don't Have the Budget for It

Finances are often the first place a prospect goes when they want to shut down a sales call. In many cases, the prospect doesn't actually know if they can afford your product.

In these cases, reframe the question. Say something like, "Actually, our product is more likely to make you money instead of costing you money." Explain how the product adds value to their business.

This may be a perfectly valid objection, though. Perhaps the business truly does have a rigid budget for the current fiscal period. That doesn't mean you're out of luck.

Ask the prospect when they'll be discussing their budget for the next fiscal period. Schedule a meeting for shortly before that time so your product will be fresh in their minds during those budget discussions.

2. We Already Buy from Your Competitor

The biggest mistake you can make when you hear this object is assuming it means the customer is happy with your competitor. Instead, ask the prospect, "If you could change anything about [competitor], what would you change?"

That question has two purposes. First, it tells you what you need to do to win the prospect's business away from your competitor. Second, it gets the prospect thinking about your competitor's flaws.

From there, you can say, "This isn't the first time I've heard those complaints about [competitor], and we've had customers who switched to us for those reasons. I'd love to set up a meeting to show you how we're different."

3. We Don't Need Help with XYZ

Let's say your product is an appointment-scheduling software for medical offices. Your prospect might think their appointment-scheduling process runs like a well-oiled machine, but they don't know what they're missing.

Respond with, "I'm glad to hear that your scheduling process is working for you. You never know what you don't know, though. You might actually be missing out on some advantages you don't know about, like privacy protections, a more efficient process, and a lower no-show rate. Can we schedule a meeting so I can tell you more?"

4. I Don't Have Time for Another Meeting

Time is a scarce resource for all of us. There's no faster way to turn a prospect against you than to show a lack of respect for their time. That doesn't mean you need to give up on a meeting, though.

Try proposing an alternative. Ask the prospect, "Could I set up a meeting with another member of your team? That way I could give them the full picture and they can share their takeaways with you without taking time out of your schedule."

You could also ask the prospect when their schedule will be opening back up. They might have a busy season or a particular project that is taking up extra time. Schedule a meeting with them for a time when they have more availability.

5. Just Send Me Some Information

This is the classic "blow-off" line. If you comply and send an email, chances are that you'll never hear from the prospect again. They aren't likely to read the email in the first place.

Instead, use this as an information-gathering platform. Tell the prospect, "I have plenty of information I can send you. I don't want to flood your inbox, though. Can I ask you a few questions to find out what information will be most helpful for you?"

This shows consideration for the prospect. More importantly, it gives you an opportunity to dig deeper.

Ask them about their biggest current frustrations with whatever it is that your product can improve. Ask about their business size so you can choose the right case studies to send them. Have a list of discovery questions ready that will help you personalize your strategy for them.

Another effective response could be, "Actually, most people find it more helpful to see a demo. Could I send you a meeting invitation instead?"

6. I'm Not Interested

This is as blunt as it gets, and it's usually not a true "no." The prospect doesn't know enough about you yet to know whether they're interested.

Respond with, "What could I have said that would catch your attention?" The prospect is likely to say something you can actually offer (or something you can come close to) even though they don't realize it.

From there, you can explain how you have more to offer them than they might think. Follow it up with, "I think this demo may surprise you. Could we schedule a meeting so I can tell you more?"

7. We Handle This In-House

Let's go back to the example of selling appointment scheduling software for medical practices. If your prospect says they have their own system, you have a simple response.

Tell them, "Actually, our software doesn't need to replace your staff. It's more of a way to make their jobs easier so they can focus on tasks that will drive more revenue. I'd be happy to schedule a meeting with you so I can tell you more about it."

Success for SDRs: Having the Answers Before They Ask

For SDRs, a cold call can feel like a minefield. Everywhere you turn, the prospect is trying to get you to hang up so they can move onto another task. By having the right answers ready, you can send your sales figures through the roof without resorting to the "pushy salesperson" routine.

To make your life easier at the same time, check out how our sales tools can help.

Dora Fredenburg

Hailing from Croatia, Dora is best known in the office for her deadly side-eye her love of Instagram dogs, and her relentless pursuit to help her clients grow faster in a way that is both sustainable and good for their customers.

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