Learning to pushback during sales conversations is easily one of the biggest differentiators between average performers and top performers. It’s easy to go after low hanging fruit and reach quota with limited effort. But, if you want to get to the next level and have deeper conversations you’ll need to learn how to pushback and open up conversations with more ease.
What is a Pushback?
A pushback is the simple act of pushing back on an objection presented by the prospect as to why they don’t want to continue the conversation.
For example, here’s a list of frequent pushbacks.
- I’m busy
- Running late to a meeting
- I don’t have time this month
- We already use something similar
- Send me some information
- Call me back in 3 months
All of these are objections as to why the prospect doesn’t want to take a meeting. A pushback is a carefully calculated response that aims to neutralize that objection.
Why Pushback on Cold Calls?
So why pushback at all? Well, because most people’s initial reaction is to say “no”. It’s a built in behavior. They don’t know you, your company or why you’re calling….what’s their incentive to stay on the phone or schedule a meeting?
Combating this behavior and building value within the opening minute of a cold call is critical to increasing the number of conversations, and ultimately opportunities at scheduling a meeting, that you have. This is why learning to push back on the phone is a skill every top performer is focused on developing.
Learning to push back will get you over this initial resistance and open up the prospect to providing information/pain points that you can then leverage into scheduling a meeting around learning about the solution.
Efficiency on Activity
So why is this simple act a major difference maker between average and top performers? Well, it all comes down to efficiency on activity.
For any given sample of conversations, different reps will convert them into meetings at different rates. In essence it’s the SDR equivalent of “Close Rate”. How many opportunities to schedule a meeting are you actually converting into completed meetings?
The goal of every rep is to increase their close rate over time (as they gain experience and confidence).
For example, 10 conversations with prospects may yield 2 meetings for new SDRs. But, a more seasoned veteran may be able to convert those exact same 10 conversations into 5 meetings. Or, put another way, 20% vs 50% efficiency on any given opportunity to set a meeting.
While pushing back on cold calls is only one component of increasing that efficiency rate, it’s a critical one.
It’ll allow you to continue the conversation and convert opportunities that someone not pushing back will accept as a no.
Gameplan to Improve
So how do we get better at pushing back on cold calls?
While there’s no simple answer, below are a few steps you can take towards improving on your pushbacks and the frequency at which you do so.
- Learn common objections and practice pushbacks for each situation. Your organization should provide you with these. If not, write them out yourself as you hear more and more objections
- Pushback at least once on EVERY call. Train the behavior until it’s ingrained.
- Weave personalized information into your pushbacks. Build on the information a prospect gives you to tailor your pushback.
- Sound conversational and move away from a script.
Follow these steps and eventually pushing back on cold calls will seem second nature you won’t even notice it. In fact, it’ll be so ingrained that it’ll just be “having a conversation”