In today’s episode of The Salesman Podcast, Jason Bay of BlissfulProspecting.com explains what empathy-based objection handling is and how salespeople can leverage it to close more deals.

Resources:

BlissfulProspecting.com

Jason on LinkedIn

Transcript 

Will Barron:

Coming up on today’s episode of The Salesman Podcast.

 

Jason Bay:

Cold calling and objection handling are usually the two biggest fears that I hear when we work with sales teams and individual reps. And with objection handling, if you think about where that fear comes from, it’s almost like what I hear a lot, and I’m sure you’ve done a lot of these interviews and work with a lot of folks, it’s like, “I don’t want to be salesy.”

 

Will Barron:

Hello, Sales Nation. My name is Will Barron and I’m the host of The Salesman Podcast, the world’s most downloaded B2B sales show. On today’s episode, we have the absolute legend, he’s been on the show a couple of times now, we have Jason Bay of blissfulprospecting.com. And on today’s episode, we’re getting into what Jason calls, empathy-based objection handling. Now, this sounds a little bit airy fairy and wishy-washy, it’s truly not. It’s truly transformative. If you’re doing any type of outbound calls, emails, it’s valuable there for you.

 

What is Empathy-based Objection Handling and How Can Salespeople Leverage it to Close More Deals? · [01:09] 

 

Will Barron:

And so with that, let’s jump right into it. Okay. So, we’re going to dive into, and I’m not going to beat around the bush here, I’m going to ask you to explain this and if there’s a framework to describe it, but we’re going to talk about empathy-based objection handling. Jason, what the heck is empathy-based objection handling and how can we leverage it to get more deals done?

 

“Cold calling and objection handling are usually the two biggest fears that I hear when we work with sales teams and individual reps. And with objection handling, if you think about where that fear comes from, it’s almost like, “I don’t want to be salesy.” – Jason Bay · [01:15] 

 

Jason Bay:

Yeah. So, I would think about, cold calling and objection handling are usually the two biggest fears that I hear when we work with sales teams and individual reps. And with objection handling, if you think about where that fear comes from, it’s almost like what I hear a lot, I’m sure you’ve done a lot of these interviews and worked with a lot of folks, it’s like, “I don’t want to be salesy.” Right? “I don’t want to push too hard.” And I think they look at objection handling with like, “I need to get what I want out of this interaction with a prospect, and doing that doesn’t feel very good to me.” And being on the receiving end of that as a prospect, when I feel like someone just keeps pushing and pushing and pushing without acknowledging, that doesn’t feel very good either.

 

Jason Bay:

So, the empathy-based part is, how can I give the prospect what they need out of the interaction first? And then, I can ask for what I want. A way that I could explain this with an analogy is what I call the objection-rebuttal infinity loop. And if you picture an infinity symbol, right? A sideways eight. This is based off the relationship dance, by the way. So, I learned about this in couples therapy. So,