Mastering Objections and Refusals in B2B Interviews

1. Managing Objections & Refusals The Key To A B2B Interviewer’s Success

2. Managing Objections & Refusals • As a B2B Interviewer you will undoubtedly encounter objections and resistance from both Gatekeepers and Respondents. • Your ability to handle these refusals is essential to your success as an Interviewer and the overall success of the project.

3. Objectives • By the end of this training module you will be able to successfully: • Identify the different types of questions, objections and refusals used by the Gatekeeper and the Respondent. • Choose and deliver the appropriate “Standard” responses to counter their questions and objections. • Understand the importance of your delivery style in countering questions and objections.

4. Important Terminology • Gatekeeper • Respondent • Objection / Refusal • Standard Response

5. Important Terminology • Gatekeeper • A Gatekeeper is a Secretary/Receptionist / Personal Assistant. • Part of the Gatekeeper’s responsibilities is to put only “important” calls through.

6. Important Terminology • Respondent • The Respondent is the executive or decision maker whose opinions we are seeking. • A qualified respondent has met the qualification criteria set forth by the client.

7. Important Terminology • Objection/Refusal • There are many ways to define an objection or refusal. • Let’s take a look at those now.

8. Objection / Refusal • As defined by Webster’s Dictionary: • Objection: An expression of opposition to a course of action. • Refusal: The opportunity or right to accept or reject something.

9. Gatekeeper Objection / Refusal • Your call is blocked by the Operator, Secretary or Personal Assistant who gives you reasons why she can’t or won’t transfer your call to the Respondent.

10. Gatekeeper Objection / Refusal • The executives/decision-makers themselves communicate reasons why they cannot or will not participate in the survey.

11. Soft & Hard Refusals • Not only can objections and refusals be defined, they can be further defined as either a soft refusal or a hard refusal.

12. Soft Refusals: “He’s really busy and doesn’t have the time right now.” “She just wouldn’t be interested.” “I don’t think I could be of any help to you in your survey.” Soft & Hard Refusals

13. Hard Refusals: “Remove our company name from your calling list.” “Don’t ever call here again.” “If you call again our legal department will have something to say about that.” Soft & Hard Refusals

14. More Objections & Refusals “It’s against company policy…” “I don’t have time!” “I don’t know anything about that.” “We don’t want to buy what you’re selling.” “Everything is handled offsite.” “We don’t do surveys”

15. What do you do? • With so many objections and refusals at their disposal, how can you prevail? -Standard Responses -Rapport & Assertiveness

16. Gatekeeper Objections & Refusals • Much of your time as a B2B Interviewer will be spent on the phone with the Gatekeeper. • Remember, it is the Gatekeeper’s responsibility to screen calls and decide if a call should be transferred. • Before the Gatekeeper can object or refuse, she may ask questions to gauge the purpose and importance of the call.

17. Most B2B Introductions are intentionally short and concise. “Hello. May I be connected to someone who influences purchase decisions for technology products at this location?” Hello. May I be connected to the MIS or IT department?” Gatekeeper Objections & Refusals • The Gatekeeper may require some additional information. • What questions might the Gatekeeper ask?

18. Gatekeeper Objections & Refusals • “Who is calling?” • “What company are you with?” • “What is Millward Brown?” • “What is IntelliQuest?” • “What is this regarding?”

19. To answer the Gatekeeper’s questions you must be ready to respond with the appropriate “Standard” response. A “Standard” response is the standard way of responding to questions and resistance encountered from the Gatekeeper and Respondent. “Standard” responses may be listed in the appropriate guide/help sheet or may appear on the CRT screen. Gatekeeper Objections & Refusals

20. Gatekeeper Objections & Refusals Let’s take a look at the questions a Gatekeeper might ask you and the appropriate “Standard” response to each one.

21. Gatekeeper Question “Who is calling?” “Standard” Response “This is (insert your full name).” Always give your full name. Always use your first name; you may use the “Allen” alias as your last name. “This is Stephanie Allen.” Gatekeeper Objections & Refusals

22. Gatekeeper Question “What company are you with?” “Standard” Response “I am a research assistant with Millward Brown IntelliQuest.” Gatekeeper Objections & Refusals

23. Gatekeeper Question “What is Millward Brown?” “What is IntelliQuest?” “Standard” Response “ Millward Brown IntelliQuest is an international marketing research firm based in Austin, Texas. We conduct opinion research for the high- technology industry.” Gatekeeper Objections & Refusals

24. Gatekeeper Question “What is this regarding?" “Standard” Response “We are conducting a nationwide research study. May I speak with…?” Avoid giving too much information. Be as brief as possible and to the point. Gatekeeper Objections & Refusals

25. Gatekeeper Objections & Refusals • Now that the Gatekeeper understands the purpose of our call, she may respond with objections and refusals. • What objections or refusals might you hear from the Gatekeeper?

26. Gatekeeper Objections & Refusals • “My boss is not interested in these types of calls.” • “She’s a very busy woman, too busy for surveys.” • “They’ve told me that they don’t do surveys.” • “This type of call isn’t worth the trouble of transferring.” • “My boss isn’t interested in buying anything you’re selling.” • “It’s against company policy to do surveys over the phone.” (Cont’d. on next slide)

27. Gatekeeper Objections & Refusals • “We cannot disclose company information.” • “Everything is handled at another office.” • “No one here is responsible for that.” • “If you mail the survey to us, I’ll see that he gets it.” • “We’re an extremely small company, so I don’t think we would be a good choice for your research.” • “You have already called here about this study.”

28. Gatekeeper Objection “He’s not interested in these types of calls.” “She’s a very busy woman, too busy for surveys.” “They’ve told me they don’t do surveys.” “This type of call isn’t worth the trouble of transferring.” “Standard” Response “If you would please give me the opportunity to explain the nature of this research project, I am sure he would like to participate.” “I understand your hesitancy. Our firm is completing research needed to make a full assessments of the ___ your company uses. To convey the importance of our initiative, may I speak with ___?” Gatekeeper Objections & Refusals

29. Gatekeeper Objection “My boss isn’t interested in buying anything you’re selling.” “Standard” Response “We are interested only in opinions, and at no time will we attempt to sell anything.” “The companies you receive services from rely on the information we collect. This is only an opinion survey. It is not a sales call.” Gatekeeper Objections & Refusals

30. Gatekeeper Objection “It’s against company policy to do surveys over the phone.” “We cannot disclose company information.” “Standard” Response “We are not interested in specific information about your company. We are just looking for general information on your company’s views on the various computer issues many companies are dealing with. Any information provided will be held in strict confidence.” Gatekeeper Objections & Refusals

31. Gatekeeper Objection “Everything is handled at another office.” “That is handled at our corporate office.” “No one here is responsible for that.” “Standard” Response “No problem. May I speak with the person at your location who is the direct contact with other sites or contacts them to request services or inform them of problems.” Gatekeeper Objections& Refusals

32. Gatekeeper Objection “If you mail the survey to us, I’ll make sure he gets it.” “Standard” Response “Unfortunately, the nature of this study does not allow me to send it. It is an awareness study which requires candid instant responses.” Gatekeeper Objections & Refusals

33. Gatekeeper Objection “We’re an extremely small company, so I don’t think we are a good choice for your research.” “Standard” Response “You sound ideal, as we are speaking to organizations of all sizes for this study. Your opinions are extremely important to us.” Gatekeeper Objections & Refusals

34. Gatekeeper Objection “You have already called here about this study.” “Standard” Response “I realize you may have been contacted by our company previously, buy we are a large research organization and it’s quite possible you were contacted for one of our other studies.” Gatekeeper Objections & Refusals

35. Managing Objections & Refusals • Now you have answered the Gatekeeper’s questions, and through the effective use of your “Standard” responses you have convinced him/her of the importance and legitimacy of your call.

36. Managing Objections & Refusals • At times you will move smoothly from the Gatekeeper to the Respondent and successfully negotiate the qualifying questions. • At other times you will begin the entire process over again, answering the Respondent’s questions and managing his/her objections and refusals.

37. Respondent Objections & Refusals • Once the Gatekeeper has transferred your call, the Respondent may have some questions as well. • What questions might the Respondent have regarding your call?

38. Respondent Objections & Refusals • The Respondent may have some of the same questions as the Gatekeeper. • “Who is calling?” • “What company are you with?” • “What is Millward Brown?” • “What is IntelliQuest?” • “What is this regarding?”

39. Respondent Objections & Refusals Who is calling?” “What company are you with?” “Good Day, sir/ma’am. My name is {insert full name}” “I am a research assistant with Millward Brown IntelliQuest.” “Millward Brown IntelliQuest is an international marketing research firm based in Austin, Texas. We conduct research for high-technology industry.” • “What is Millward • Brown IntelliQuest?” • “What is this regarding?" “We are conducting a nationwide research study on ____________.”

40. Respondent Objections & Refusals • Additional Respondent Questions: • “How did you get my phone number?” • “How did you get my name?” • “What will you do with this information?” • “Why should I participate?” • “What are these questions pertaining to?” • “On whose behalf is this research?”

41. Respondent Question “How did you get my phone number?” “Standard” Response “Your number was randomly selected from a list of similar organizations in your area.” Respondent Objections & Refusals

42. Respondent Question “How did you get my name?” “Standard” Response “I was referred to you by another member of your organization.” Respondent Objections & Refusals

43. Respondent Question “What will you do with this information?” “Standard” Response “The responses to this study will be analyzed and used to help in designing new products or services to better meet the needs of professionals.” “Your individual responses are kept confidential.” Respondent Objections & Refusals

44. Respondent Question “Why should I participate?” “Standard” Response “Today, marketing research is one of the most important ways in which companies improve their products and services to better meet your needs.” Respondent Objections & Refusals

45. Respondent Question “What are these questions pertaining to?” “Standard” Response “Why don’t I read you the first two questions and this will give you a good idea.” Respondent Objections & Refusals “Our client is conducting an awareness study related to various types of ____ products and we need the unique opinions of professionals like you.” “That still doesn’t answer my question.”

46. Respondent Question “Who is this research on behalf of?” “Standard” Response “In order to keep the results unbiased, I am not informed as to the specific clients on this particular study.” Respondent Objections & Refusals “If you cannot tell me who it is for, why should I participate?” “In the same way that I can guarantee your confidentiality about the information you give, I am bound to keep the name of our client confidential so as not to bias your responses in any way.”

47. Respondent Objections & Refusals • Sometimes simply answering a Respondent’s questions is sufficient toconvince him/her to take part in your survey. • However….. • You should be prepared to counter the Respondent’s objections and refusals with the appropriate “Standard” responses.

48. Respondent Objections & Refusals What types of objections and refusals would the Respondent use?

49. Respondent Objections & Refusals • “I don’t have time.” • “I’m very busy.” • “This isn’t a good time.” • “It’s against company policy to do surveys over the phone.” • “We cannot disclose company information.” • “I’m just not interested.” • “I’m just too busy.” • “I don’t want to buy anything you are selling.” • “I don’t know anything about that.” • “My opinions aren’t important.” • “If you mail it to me I will be happy to do it.” • “You already called me on this.” • “I already participated in a study with your company.”

50. Respondent Objection “I don’t have time.” “This isn’t a good time.” “Standard” Response “Sir/ma’am, I only need a few minute of your time and I will be as brief as possible. Also, if you need to stop me at any time please do so and I will either call you back or wait on hold, if it isn’t too long a wait.” Respondent Objections & Refusals