What does the data say?

The folks over at Gong.io (check them out here) have done some really great work analyzing sales calls in the B2B space. For those of you who aren't familiar with them, their software "joins" the meetings that salespeople have, records both sides of the conversations and then automatically transcribes the calls so they are searchable then unleashes their Analytics Engine on to the calls so you can get insights into what is happening with your sales teams.

They took it one step further and are releasing studies they have done about what actually happens on more than 500,000 calls. Their work on objections, https://www.gong.io/blog/objection-handling-techniques/, should be required reading for anyone that attempts to make sales either on the phone or in-person.

I should write blog posts on each of the 12 "techniques" they detail. For now, I'll mention the first two and let you read the rest.

The number one technique - Pause

Slow Down.png

 

Pausing when you sense an objection allows you to let the prospect finish their thought. People, especially on the phone, are uncomfortable with "dead air". Often they will spout their objection, hear the silence then continue on clarifying their position.  This requires effort on your part and re-dedicating yourself to listening.

The number two technique - Don't Speed Up

 

Press Pause.png

I like to think of this as slow down, but the sentiment is the same. The bad salespeople in their analysis jumped right in on objections and increased their rate of speech. We've all been in these conversations where the seller wants to pile on the reasons to buy and they overwhelm you with information. Please don't do it.

Are the techniques they cite revolutionary? Absolutely not.

However, they are great reminders that it can be the little things that make a difference in a sales call.

It's also good to see data that supports common sense and reaffirms our teachings here.

The sale is never won by the better talker. Now we have data that supports this notion.