Turning Sales Objections Into Marketing Content

Sales objections are normal and nothing to be afraid of. 

If your buyers didn’t question the value of whatever your company sells, they would’ve already signed the DocuSign and been a customer by now.

Objection handling gets scary (real fast) if you don’t have a solid plan in place or you leave it up to your Sales team to take care of on their own.

On DGU this week, we share how we identify (and overcome) sales objections and turn new objections into marketing content.

Three top takeaways: 

Takeaway 1: Objection handling isn’t just a Sales thing; it’s a Revenue team thing

Most B2B companies let their Sales team handle objections on their own. 

At Metadata, we ask our entire Revenue team to share new objections that come up on calls. 

Sometimes they share what they said and ask for feedback on how they responded. Other times, they ask for our advice on how to respond to an objection they aren’t as familiar with. 

Objection handling is a team sport. This type of open and ongoing conversation across the entire Revenue team leads to better conversations with buyers.

Whether it’s Marketing, Sales, or Customer Success – everyone needs to respond to and overcome objections in the same way. Consistency is everything.

Takeaway 2: Run towards sales objections, not away from them

Sales objections show you where friction exists in the buyer journey. 

You can learn a lot by looking at objections, where they pop up, and what’s causing this. When you know where the objection is coming from, you can take these insights and apply them to your marketing. 

Maybe your positioning needs work. Maybe your value proposition falls short. Maybe your pricing model is too difficult to understand.

We used to look at sales objections as a bad thing. We thought they’d shine the light on something we hadn’t figured out yet. Until we realized they give you an inside look at how your buyers think.

Running towards sales objections helps you remove unnecessary friction. It’s a win-win for you and your buyers.

Takeaway 3: Turn common sales objections into high-intent content

Instead of relying on your Sales team to overcome the objection (and run the risk of it being too late), use this as an opportunity to create high-intent content. 

This shows buyers you already know what they’re thinking and are one step ahead of them.

Last year, we kept running into the same objection:

“I already have 6sense. Can’t I just use 6sense to do this?”

So we created a comparison page to confront this objection head on with contextual social proof from mutual customers. People searching for “Metadata vs. 6sense” are in buy-mode.

We gave 6sense credit for having great intent data, explained how 6sense is built for sales teams, and reframed the narrative to show how Metadata fits into this equation.

Don’t just take our word for it

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