GitLab Tanuki Tech, 29 Jun 2023

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From YouTube: TT252: Objection Handling

Description

Date: 6/29/2023

In this video, Christopher Wang shares keys about objection handling and how to combine then with influencing techniques.

A

uh So I know that this is being recorded, feel free to just interrupt me at any time. This session is about you, uh so the goal is the goal of this session is to help you to push past objections. As you already know, that's very important for us. I want to take like a like set like some foundations. First and I actually want to talk about how to influence people in general.

A

um So if you think about sales fundamentally, what we're doing is we're influencing people. So I want to take a step at like how influencing human beings Works in general. There's a lot of research. That's been done on this, then we'll go into a quick review of our messaging I'll, give you three main objection, handling techniques and then we'll talk about translating them to a digital world. So, like email LinkedIn, uh how does that sound? For you.

B

Great, let's do it all.

A

Right cool, uh so two main books, um I just want to talk about them. Real, quick one of them is called influence. This is based on a ton of research on why human beings make decisions and then the second one it was by a book by an FBI negotiator.

A

His name is Chris Voss, and so this is pretty much considered the best book of negotiations, and so combining these we're just going to be talking a little bit about what what what are in these books today, one of the things that um I see a lot of the time and I think that this is one of the biggest mistakes in sales. Development, in all honesty is that we end up thinking like like Chris when someone says this.

A

What do I say as if, like there's an answer um and what all the research says is that like when we get into a debate type of mindset in a debate, there's a winner and a loser right and then so, when the other person, when we set things up that way, because it's a debate, the way for the other person to win is by you being wrong right.

A

um So I actually think that one of the really important Keys is to not treat it like a debate instead to think of ourselves as like a helpful friend.

A

um So it's like a shift in mentality um not trying to prove someone wrong crash. Their cicd either set up talk about like why they need to do something but try to help people and to teach them new things. So there's one other really key ingredient over here.

A

Most people don't make decisions According to some great argument, but how you make them feel, and so when I was teaching like sales, um people are asking me about, like Silver, Bullet messaging, honestly, how you say it matters much more than like what you say a lot of the time. All right, so, if you have that, like mentality of let's be a helpful friend, that's going to help you a hundred percent of the time, because people can sense it and people will respond accordingly.

A

All right so just to recap: people don't really make decisions according to logic all the time, but how you make them feel um if you present yourself as trustworthy and on their sides, then don't be more likely to react.

C

A

And two ways to do that is to trigger their curiosity, and the desire to learn show me show me, show us the dog.

B

Oh no there's three of them: okay,.

A

Never mind don't show the dogs all right, yeah.

B

A

So so what I really mean by this is asking great questions listening really well and then sharing your knowledge and teaching people new things all right. One of the things that we're to think about is: what's the difference between consultants and sales people as salespeople a lot of times. We have to pay money like give gift cards so that people take meetings with us, Consultants charge 400 an hour to also give their opinion, both consultants and sales people they're fundamentally giving their opinion. It's just that one's more credible. Okay, all right!

A

What do you think about this so far?.

B

That's really interesting that you brought up the Consulting thing, because um Anthony fam and I just constructed some messaging for LinkedIn that um positions having a meeting with us with an iqm, essentially as more of a consultation like a free consultation, more than um selling the product. If that makes sense, so we like just had those conversations, that's why I was smiling because I was like. Oh, this is interesting timing, which is what I think yeah.

A

Okay, awesome, uh so I want to talk about how to impact people uh in the 70s there's a lot of research done on human psychology. So if you remember like a lot of Modern, Day sales and marketing Theory actually comes under the 70s and what they came up with.

A

Is that there's actually a bunch of really really really powerful principles that if you use them, you can impact people right so uh principle, number one is progress, reciprocity, um it's the principle of Payback and so I had a friend that he was selling used cars and what he did was he actually just offered people a bottle of water at the start of each meeting, and he realized that within a month that his sales was up 20, 30 percent right, something very, very simple: you just give people a bottle of water.

A

um You see this a lot of times with gifts to Executives and also paying for people for dinner, but that's the idea of reciprocity. um Consistency is holding people to their stated values. This. This is really really really powerful for people. Certain.

C

A

For example, like I'm I have like a religious background, so if you said Chris you're acting right now, not in aligned with um you know your faith, then that would be that's actually something. That's like very, very powerful for certain people, um three and four social proof and Authority social proof is basically what other people are saying and then so an example of this is: let's just pretend a conversation hey. Where should we go out tonight? Well, um you know: I I just talked with Sarah John and Joe that new restaurant.

A

They said that it's really really good Asian fusion right. So that's the idea of social.

B

A

It's also by research really really powerful. Authority is basically what a trusted figure says so, like Elon Musk says that we can get to Mars by 2030. all right. Well, maybe that's realistic right. um So that's an example of an authority. The last two are really really powerful too liking uh and I.

A

Actually do this sometimes but I just say, like hey, I, really appreciate how, in that blog, that you shared on LinkedIn, that you referenced the importance of Team values like going to look up someone's LinkedIn, finding something they said and then saying: hey I, really think that I really like admire your courage to go share XXX, that in this blog or this twit tweet right, so it's a principle of liking and then, lastly, the principle of scarcity.

A

For some people, this is actually the most powerful technique, uh but it's the idea of there being like a Time limited offer where a lot of people get this wrong is when we have a calendly link and your entire calendar is available. Then people basically think that, like they could think like hey this person's like a loser and it's completely available. If, instead, you said, like hey, I, I'm, I'm, really really busy right now, but I'd love to still connect with you.

A

I have two spots this week right so now, you're making yourself more scarce, which actually like positions you as a more higher value resource. Okay, um there's I have a story about this.

A

There was a jeweler in Arizona that they sold these like bead uh necklaces and they sold them for, like eight dollars, a necklace right, and then they weren't really super happy with the amount of sales what they did instead was they actually changed a price from eight dollars to forty dollars, didn't change their product at all and then marketed it as like, um very very, very like sentimental ornate, like uh you know, like cultured, and then it's the exact same product, but because it was seen as more valued.

A

Actually, the number of necklaces that were bought actually increased, not decreased. So it's an example of. Sometimes you think that, like decreasing, increasing the price would decrease the number of sold, but what they actually found was when they increased the price. The number sold actually increased as well. Even though the product was the same, so that's the principle of scarcity, okay, so let's review real quick. um Can you give me an example of reciprocity.

B

uh Like you know offering a gift, or, for instance, you know offering a coffee if they show up to a meeting, something like that, but before I continue am I breaking out or is it just on my end? uh Am I not breaking out.

A

uh I I can hear you fine.

B

Okay cool um it may be on my end, I did hear everything you said thankfully, but I just wanted to make sure so reciprocation, um you know offering them some sort of gift or offering them some sort of um valuable item for their time.

A

Okay, it doesn't have to be so. Reciprocity doesn't have to be an item. It can also be like I can go to my boss and say Hey I want to save you time. Let me take this next couple of meetings for you, so you can go focus on your stuff right. It could also be like an act like a bdr. We could give them a free ebook.

A

We can go connect him with other people. uh We can give him videos assets. uh The main thing is like giving people.

B

A

Yeah resources all right. Can you give me an example of social proof and Authority.

B

Things like resources.

A

B

Can you I think I'm, sorry I think I might have to move because um I think I might have to move, because the connection is cutting out and I don't want to miss any of this um yeah.

A

I'm gonna turn my video. Let.

B

Me, let's you want to see if that is helpful. Yes, okay, um okay, so Authority figure. What are um authority figures such as you use Elon Musk, if I can use like Bill Gates or you know, um people that uh prospects that we're gonna look that we are going after would find um to be um to be someone they can trust and to be in find that their uh values may align with this person. Okay,.

A

So give me an example of social. Give me an example of authority within the context of sales development here at gitlab.

B

um For example, if we on a cold caller or an email say the company, such as Goldman Sachs, um essentially, yes, companies like Goldman Sachs, um are using us, and just using other um companies that essentially align with the industry is what I generally do yeah.

A

So that's perfect, that's an example of authority and social proof. Right. Social proof. I also think, is really good when you bring out someone's competitor. So if I'm prospecting, the Bank of America I can go in and say well, you know: gitlab has partnered with Goldman Sachs and uh these other, like San Francisco, Valley Bank and we've been able to drive values x, x and x right. So that's another example of social proof is especially powerful when you point out someone's competitors uh and you can find all of gitlab customer.

A

You can go find.

A

A lot of like these customer stories here right. So, if you're trying to go, find someone you're prospecting to a bank, then you can go find some of these companies and then use them as social proof.

A

All right, okay, um examples of liking, hey I, really like what you shared in your blog about this. This. The reason why I reached out was because you mentioned about how optimizing different parts of your organization is key to a business success. Are you experiencing any challenges about this I'd love to share with you get lab's approach for optimizing engineering, efficiency? Okay, so you go and you reference something that they wrote. You say you like it and then you tie it to a value offering that gitlab has uh principle of scarcity.

A

um You can also say this when inviting people to feel like marketing events. Hey I have four seats left for inviting you to devops days, um I'd love for you to come. Would you be interested in coming? Okay,.

B

I love that yeah.

A

Okay, awesome so some more things to talk about labeling, listening and mirroring, um so they actually did a research study and they had all these different waiters come in and then they took like basically did like an A B C D, E F test and figured out which ones would have the highest amount of tips all right and the person who went in and they said like hey. What do you want?

A

I want a cheeseburger and fries and a Coke, and what they found out is that the person who got by far the highest tips was the person who actually repeated what they said to what the person said. So, okay, if I'm hearing you correctly, then you'd like to have a burger and fries and a coke did I get that right. Yeah, you got it perfect, all right, um so uh I'm, actually getting this mixed up, that's mirroring so mirroring is super super powerful I. Try to do it.

A

A lot mirroring is very, very powerful from a psychological perspective because it makes people feel safe and hurt and as an example, here's your objection. We're happy with our current setup. Hey I totally understand you're happy with your current setup right. So what the mirror is is it's repeating the last three words spoken: uh try to mirror a lot and once again the research there was a study and the waiters who actually repeated the orders. They got something like 40, more tips than people who did it.

A

Okay, all right other things, really making sure that people feel heard that makes people feel safe and then lastly, sometimes labeling is really important. So what I mean by labeling is hey, like, let's just say, I I'm having a meeting and the person trying to blow me off, hey, uh you know, like uh I I, feel like I'm sensing. Some negativity am I, you know am I annoying you some way.

A

You know yeah, of course, you're cold. Calling me yeah totally totally understand hey if I was in your shoes, I'd be annoyed too, but the reason why I'm reaching out is because I'm working with some of your competitors, saving them time money and energy and I was wondering if this is something that you'd be interested in too right.

A

uh So sometimes, when someone's in a negative emotional state, if you address their negative emotions up front, you make them feel like validated and then that's what allows them to uh then open up and then for the conversation to continue. Okay, so uh just a sort of summary, mirroring hey we're really happy with what we have right now.

A

Okay, totally understand that you're happy with what you have right now, all right, so example of mirroring listening. We should always be listening right and then labeling, hey um setting some negativity uh did I am I annoying you in some way.

B

A

So then they say like yeah, you're being a blank. Blank and you're like I have to go to a meeting. Yeah totally understand, I'm, really sorry about that, but the reason why I'm reaching out is because I'm trying to save you more time. So how about this? If you give me the next 32 seconds, I'll give you my best dog and pony show about how I can save you a lot of energy over the next six month. Time Horizon right, something like that!

A

That wasn't a great example, but that is the idea of labeling. All right can I help clarify anything or it. It's make sense. So far,.

B

It makes a lot of sense um essentially mirroring is something that I have been doing a lot on the phone. Just you know, if I'm being honest, I kind of summarize, when they tell me if they're using certain uh platforms. Just so I can buy myself some time to think, however labeling and listening, and especially labeling when somebody is in a negative mood or something like that is definitely something I want to start implementing.

B

Just because you know I, don't really call it out when I hear it, but I could see it being very useful, as you said like just getting their trust. Okay,.

A

Great okay, so let's talk about some examples for reciprocity objection. Now: it's not a good time totally understand it. Now, it's not a good time. I'd love to still add value to you. Would you like a free book on devsecops? Here's an example of one just thought: I'd share it with you right.

A

So now, there's two powerful things happening, one you mirrored to I'd like to still add value to you.

A

When you like here's, a free ebook on devsecops right, then some people would feel bad that they're blowing you off because you gave them something for free and then that's that's why it's powerful right, um social proof and Authority hey the reason why I'm reaching out is because we're working with related famous competitor, Goldman, Sachs, European space agency and we're wondering if we could add value to you too. uh You know the VP of Goldman Sachs. What he said was implementing gitlab helped us to meet our Cloud transformation goals.

A

I saw on the internet that that was a big emphasis for you guys this year. So I was wondering if we that's the reason why I reached out and I was wondering if we could, if we could help right.

B

I have a quick question yeah um in terms of uh not now's, not a good time when I I would say something just let me know if the following is a good or um maybe not the ideal way to go about it, but essentially what I'll do is I'll, say: I totally understand, now's, not a good time. uh One would be a better time to call you back and then sometimes they'll say. Oh, you know they'll give me a time and then we'll go from there.

B

A

B

That something that sounds um like I should continue, or what are your thoughts on that.

A

uh I think that globally, there is probably not necessarily um one approach that works: Chris, Voss.

C

A

Fbi negotiator, he says, is now a bad time is, is what he opens with. um So he actually like specifically wants them to say this is a bad time and then he goes into objection here.

B

Okay: okay, fair I, like you know, both approaches, I like adding value too so.

A

Okay, okay, so some examples of liking and scarcity now is not a good time. Hey totally understand that now is not a good time.

A

The reason why I'm reaching out is because I liked what you had to share on this blog and would still like to give you a free ebook on devsecops right so now I'm comboing techniques. uh The objection was now is not a good time. I used a mirror, I, also liked what you had to say and then I gave you something which triggers reciprocity right principle of scarcity. The reason why I'm reaching out is because we're working with related famous competitor.

B

A

Sachs and was wondering if I could help you out too. I only have two slots this week does blank and blank work for you right all right. So uh one thing to note is that these techniques are hardwired into humans in a subconscious level. uh They're really really powerfully ingrained research shows that these tactics work for all people across all people groups, so, in other words, people in Siberia are people in North Africa. These techniques are actually still relevant.

A

um So um what I try to do is one I try to be authentic, with people I'm not trying to just manipulate them. You have to feel good about yourself, but I do try to use these techniques. Sometimes I think that one of the things that really helped me when I started doing this was I want to demonstrate the principle of Honor in every transaction. That.

C

A

Have and then so using liking, Authority social proof, reciprocity, that's just a way to honor someone else as a proposed to trying to manipulate them. Okay,.

B

A

Okay, great all right, so some objections that we have. We already have blank indifference right now: it's not a good time. We're in the middle of some major projects, cost you're too expensive sales messaging review. This is what most people say that you should say: competitive. Okay, totally understand that you're happy with GitHub. If you could change one thing about GitHub, what would you change right? Another thing: Securities, our biggest differentiator, so okay totally understand that you have Azure devops. What does security testing look like in your organization?

A

Okay, uh Azure devops once again doesn't have security testing built.

C

A

So that's a differentiator that we have with them for a difference. Most people would say something like how much time do you spend maintaining your tooling? What's the cost of not taking action? How happy are you with your tooling? Does it support your development efforts for cost want to see how gitlab can save you money? So that's the sales messaging review, I I, think that the way to complement and supplement this like this is what I would say.

A

These are not the wrong answers, but you can make them more powerful by combining them with these influencing techniques. You see.

B

What I mean right, yeah I do.

A

Okay, cool all right so now, I want to talk about three objection: handling techniques. um Let me know if you can see my screen.

B

Yeah I can't I think the internet's good. We can try video on again that's helpful at all. Okay.

A

B

I can see your screen sure.

C

All right now, if you follow my work, you know I'm not a big fan of a lot of the traditional sales methods right from time to time, there's one or two techniques that I like that. I keep on my on my tool belt and today I want to share one of those with you, and that is the threef methods. So let me give you a little bit of context.

C

Let's say you're talking to Prospect and you are getting resistance right, they're, giving you objections, just like almost like, like martial art, they're, throwing a lot of punches at you. No, no! No! No! No! Why they're not taking action today right and they're, giving you a lot of objections so, instead of fighting force with Force right? Instead, they give you resistance and you're fighting with Force.

C

What you want to do is kind of do a little bit of redirection and the way you do that is through what I call a three F method and there's feel felt found you felt found now very, very simple.

C

So what you want to do is, first of all, whenever you get resistance and they give you an objection first, you need to have empathy, don't fight, don't argue say you know what I understand, how you feel right, I understand how you feel felt others felt the same way explained and then here's what I found you fell down now. What you don't want to do, is you don't want to do it like a like a robot right when you can get an objection? Oh yeah I know exactly how you feel in others.

C

Customers felt the same way and what I found is. This is simply not true. That's not what I'm talking about. It is a a formula. So during the few phase you might say something like I understand your concern.

C

If I win issues, I would have similar concern as well or you might say something like I could see where you're coming from I understand Z, so you don't necessarily have to use the feel word right, but it's a step step. One empathy step two felt now it could be. You felt the same way or other customers share the same concerns and here's the conclusion what they found or what I found is this. So let me quickly demonstrate Let's.

C

Do an example where, let's say I'm talking to a friend, right, I'm, trying to persuade them and I would say something like let's say: I want to convince them of taking vitamins very simple idea and I would say it's like. No, you know Dad I, never take vitamins, I, never believe in these things amen. You know what I understand I totally get it right, I used to believe in the same thing: I, don't I, don't take vitamins I, don't need vitamins. I I get enough nutrition just from the day-to-day food and what I realize is.

C

There are actually many different types of vitamins and when you take the right vitamin such as this brand right when I take it. What I found this every morning when I take it I actually have more energies throughout the day right then I'm more focused that I could I'm more productive than my mind is more clear and I get sick less. Just by taking these couple miter vitamins, you see how that works feel felt down.

A

Okay, how's that sound for you any thoughts. Do you think that that.

B

A

A

B

Go ahead: uh yeah I have a lot of thoughts. um I, actually really liked that guy Batman's videos, so essentially with fuel stops found emphasizing um with the prospect, is very useful, and you know I found that if I'm on the phone in particular, if I say you know, if they've gone with GitHub I can say yeah that completely makes sense. It's a great solution. You know, however, we have found that that uh you're overspending by third party integration security things like that what I've found what I've come to understand is.

B

The tone is equally as important as this man mentioned. So it's just I, don't know. I would honestly say that tone, particularly for me, is um the one I'm trying to focus on even more because, as you said, you can understand the information, but if you sound too robotic, then all across is or a lot of the trust can essentially be gone right.

A

I have found that really understanding that what I'm saying is true is really important for me to actually sound, authentic and credible. So what I mean by that is, if I, don't, if I'm just like using it, robotically it sort of like comes across, but if, like I, actually understand gitlab's value offering and drivers and how it applies to the situation, then, like I can say in a way that resonates better.

A

um In other words, if I'm actually telling the truth, then it helps me to sound credible. So as an example. Objection you're, too expensive, hey I, totally understand that you feel like we're too expensive if I were in your shoes, I'd value your finances too, especially in these uncertain economics times.

A

What I have found, however, is that people who Implement gitlab they actually have a four-month payback period and that git lab actually saves people money in the long run, because they can eliminate many of their software tools, ultimately allowing them to not only have faster engineering but spend less money on Tooling in general right. So that's an example of how you can go, tie it together.

A

uh Here's another example: hey I I, we we have Azure, you know totally understand you're already using azure devops Azure is a great solution and if I were a busy CTO like yourself, I would also value what's already working because, as you already know, every time you switch from one platform to another, it's a lot of time and energy, and then that takes away time from what your teams are regularly supposed to be doing well. People have found, however, is that Azure devops is missing.

A

Specifics features like built-in security scanning, and without these you have to invest into a separate security tool to get the benefits of devsecops. So I'd give that, like a B, minus I think it needs to be shorter, but that's that's. An example of field felt gone for Azure, devops, okay, okay, um so next one is lace. uh Lace stands for, listen, accept, make a commitment and address through action. So I'll give you an example of this hey now, it's just not the right time. We're super busy we're in the middle of a bunch of projects.

A

It's just not a good time right now. Okay, hey I I, totally understand that right now is not the right time. What are some of the projects that you have been keeping you busy? Well.

B

A

uh Some of the projects that we're working on right now is: we have huge app modernization in Cloud migration initiatives. This is our big Q3 and Q4 goal and in all honesty we are all hands on deck on this right now, so we we should not be switching or tooling right now, hey I, I, totally get it. If I were in the middle of a busy at minor modernization Tech like initiative, then that's I would really value my time too right.

A

But since you mentioned at modernization and Cloud migrations, if I could show you how gitlab actually speeds up Cloud migrations and ultimately allows people to get to implement a fully robust Cloud framework quickly, then would you be interested in hearing more right?

A

So in other words, you listen and then the key thing is like how can I address that objection through an explicit action? Hey if I can show.

C

A

Gitlab saves people time migrating to kubernetes implementing devsecops. Whatever, then, would you be interested in hearing more right? So that's lace, okay, another lace example we're happy with our existing tool chain. Hey I, totally understand that you're invested in your existing tool chain, how's that working out for you.

A

Well, you know it works most of the time there. We have some problems with Jenkins from time to time. Yeah totally understand if you could change anything you wanted about your tooling. What would you change then follow up with how about this? If I can show you a few examples about how some Authority Goldman Sachs was able to do exactly that, would you be interested in learning more right, so now we're comboing techniques again, so it's lace. We used a mirror.

A

We asked questions and listened and then I roped in an authority figure and then I said if we could actually help you to do your objection. Would you be interested in learning more right, so the difference within lace is we're addressing the objection through explicit action. Okay, all right. So the last one is pushback. uh This is a challenger sales approach and it's just pushing back.

A

um You have to really know that what you're saying is right to be able to do this authentically. In my experience and then the other thing is I found. This worked really well with Jenkins, because most people don't like Jenkins right so I would say something like hey I, totally understand you have a full plate of projects going on right now, but doesn't not doing anything mean that you'll always be stuck with blank and blank, and won't this cost you more in the long run right.

A

So let me just give you um so, let's just say Jenkins: when do you always be stuck with jobs that don't work and then spending a lot of time or fixing your tooling, and once this just cost you more in the long run right, okay, cool, uh so in general, um most people start out with lace.

A

uh Here's the thing: if you're an executive, you know about lace, because it's an intro level objection handling technique, so especially people in procurement teams. They have heard about these two or excuse me, Phil felt found.

A

C

A

Fuel filter found is considered the most beginner entry level objection handling technique. A lot of people are trained to listen for it and then so I generally say start with three field: fault, found, lace and push back and then use them like in sixty percent. Thirty percent, ten percent. Okay, all right uh I'd love to hear what you think like do you. It sounds like you use fuel felt found. um uh What do you think about lace and pushback.

B

I I love the idea of bringing a call to action at the end of it. That would show value and I also love the idea or not. The idea. I love um uh tying in a um I forgot what it's called, but tying Authority. Sorry I love tying in Authority at the end as well, um so I think just combining methods, as you mentioned, is kind of the name of the game here.

B

What I'm noticing from you personally is I'm doing bits of pieces here and there, but I think combining them will be really um the key here for me personally, yeah awesome.

A

Yeah I I totally agree, so when most people go and then they ask me about about objection, handling they're looking for, like things to say it gets a lot more powerful when you combine a bunch of the techniques together, you know.

B

A

All right, okay, so the next thing I want to talk about is translating the digital. When you're on the phone, you can use all these objection, handling techniques. What about email and Linkedin right? You can it's right now mirrors like it's really like a psychological. Like you hear them when someone's repeating what you just said, you feel validated, you feel affirmed right um and then so some of these don't apply as much when it and we're just typing and sending each other messages.

A

So I just want to give you an example of how, like things that you can do in email, um so here's your objection, I'm, not interested right, I, totally understand that you're not interested because I. That being said, I still really liked what you had to say in this blog post. However, um you know I understand you can't meet still want to add value to you. Here's a free ebook on thing right. If there's anything, I could have done to add more value and improve this Outreach.

A

Let me know or like if you ever want to connect in the future still available for you right. So you leave the door open, um so what am I doing here, I'm using a mirror, even though mirrors aren't as good in digital I, still do it from time to time.

A

The other thing is I'm using a bunch of these techniques right I'm using liking over here and reciprocity and then um ending with something where it's like um I'm keeping the door open right, but this would make some people feel bad for you and then they would just like be like okay. What do you want right like so it's it's about. How do you change someone's emotional state once again, um do you ever hear of any deck, Holland stuff.

B

Hi Collins, no okay,.

A

So um this is an example of how to handle the I'm, not the right person. Objection um and I also want to talk about like Shadow objection, which you call shallow objections, real quick. So what she defines as a shallow objection is any objection where it's really, what they're, just trying to say, is I. Don't care right, like I'm, not interested I'm running to a meeting. Send me an email. All of that stuff fundamentally can be reduced and translated to like I.

A

Don't want to talk with you right, so she groups these all together, because it's not actually about what they're saying um it's about how to actually just sort of like flip the script right and her way of handling. This is one you start out with the pattern interrupt.

C

A

I, so someone says: hey, send me an email, okay, I'd love to send you an email, but can I level with you, hey, I'm, just getting the feeling that this is just your way of saying, Go away you annoying sales. Rep did I get that right, hey I, I, totally get it I. You know when people call me I get annoyed too. um But how about this?

A

If you give me the next 30 seconds to give you my best dog and pony show about who gitlab is and why we're a good fit for your company, then you can tell me about whether or not we can continue this conversation Fair right. So what is she doing right here? Number one pattern: interrupt: hey can I level with you all right, then she's using what they call the elephant in the room, I'm, getting the feeling that this is just your way of saying Go away right did I get that right, then empathy.

A

You know totally understand that if I were in your shoes, I'd find this call Annoying too, but the reason why I'm reaching out is because I'm trying to save you time money, and would you be willing to give me the next 30 seconds so I can give you the best dog and pony show on who get love is and why we may be a good fit for your business, and then you can tell me whether or not you want to continue this conversation. Is that fair all right? So then she Flows In The Upfront contract.

A

This is a little bit too long. It needs to get shorter, but the idea is basically, but you get a shallow objection. It's really not about the objection. It's about. How do you flip the emotional state? You see what I mean it's really not about how like they don't actually want you to send them an email.

A

You know what I mean like it's about how you change, how they feel and then the way to do that is kind of level with you address the Nativity head on with what the emotional labeling that we said earlier, lead with empathy and then go into an upfront contract. Okay,.

A

um What do you think.

B

uh This is very, very helpful. um Essentially the pattern interrupt and calling the elephant in the room is something that I want to start implementing. um Essentially during my cold calls. I think I do like a very like kindergarten level version of this. If you will essential I'd be like Highway, please speak to like um Chris and said you know this is Chris you're like hi.

B

This is bear calling from git lab uh may I just take 30, so I can tell you why I'm calling and depending on how they answer if they say, if they're they sound they're about to hang up on me, I'll say, may I tell you, may um take 30 seconds. Tell you why I'm calling before you decide to hang up on me and I'll, give him a little chuckle and um I haven't gone to hang up since so there's that that's.

A

Really cool and so I really like what you're doing over there with you're trying to be human right being human is super super important and then the other thing is that you're, using a pattern interrupt right, so you're interrupting their pattern by throwing something that's a little bit non-traditional.

A

B

More, this just goes a lot more in depth, so this is great yeah yep.

A

uh I'll give you an example: real quick of oh here's, I'm not going to fully go through this I'll. Just I'll allude that call and she has a lot of sales development stuff, um but how to handle the not the right person. Objection is there's two principles: she's using number one. Most people want to help other people out.

A

uh So it's like if I went to you and said hey Vera can I. Have you know like um hey I need I need help. uh Would that would you be willing to give me some advice, so here's a request that most people won't when people come to me, hey Chris, I, really value how um you know you how you show up in meetings and I'm. Looking for your advice, would you be alien meet with me for 25 minutes to share about how I can go improve my public speaking right?

A

That's a request that 99 of human beings will say yes to right, so principle number one. She is trying to leverage how people like giving help to others and then.

A

And then, basically using the second principle that she says is that, like, if I go to a VP here and I try to meet with them, they might say no, but if I lend lead and say, like hey, VP I talked with director, you want one of your directors and he and he he advised me to go speak with you.

A

Do you have 30 second minutes so that I can go share about x and x with you sometime later this week right so there's two principles: number one people like helping other people number two people are more likely to say. Yes, if you reference someone one that they know right so her technique, is you get I'm, not the right person objection, then you say: okay, thanks for letting me know that you're, not the right person, any advice on who is and how to connect with them. Okay, so some people will say yes to that.

A

Then you reach out to that person with based on personalization, so hey VP I'm reaching out, because director referred me to you, but more importantly, I was on LinkedIn and one thing that stood out to me was about how you shared about x and x right. So in other words, you get the I'm, not the right person. Objection you ask for help, hey. Who is the right person? Any advice, I'd love to learn from you right. Then you reach out to that person.

A

Hey I'm, reaching out, because I just spoke with Derek Walters, the director who's on your team. But more importantly, and then you go into your pitch right.

A

So if you've been back is using liking principle over here right, so, okay, so that's a little bit of a teaser I'm not going to go through the rest of this I just want to talk a little bit about the conclusion about a lot of these things, a lot of people when they start out and they focus on winning an argument and what I really want to push people to is we're not about winning an argument.

A

If you, when, if you get into a debate, one person loses the way that they win is by you being wrong right. Instead, how can we focus on making people feel a certain way? Can you make them feel honored and respected and that you are trustworthy right? So there was actually MIT research on 30 000 sales calls, and it actually found out that what you how you said it mattered more than what was said by it like like some crazy significance.

A

So literally, you could have a perfect presentation for a Content perspective, but if you sounded the wrong way, then you didn't get the meaning right, um so I think the easiest way to do this in general is trying to actually be authentic, leading with a heart to serve and adding value. Thinking of yourself as a helpful friend right, it's important for us to remind ourselves that gitlab actually is a great product and we actually can solve problems that give people their time back.

A

So they can spend more time with their family and do things they actually want to do right. So we're not like I I, like sometimes I get in a sales grind, but I just try to remind myself of that is like hey. Why am I here right? We actually have something that does help people.

A

Third third reminder: we talked about the influencing techniques. These are sub. These are basically hardwired into our subconscious and so there's a lot of research that shows that, like these are incredibly powerful, um so try using them and try using multiple of them all of the three objection handling techniques that we talked about, trying to use them when the appropriate situation calls for it and then splicing in influencing techniques into there. So just like, as an example.

A

Just a recap: hey we're happy with our existing tool chain, totally understand that you're invested in your existing tool chain. If you could change one thing about your tooling, what do you want to change? How about this? If I can show you a few examples about how Goldman, Sachs and NASA and the European space agency was able to have a successful Cloud migration with gitlab?

A

Would you be interested in learning more right, so I'm using lace here, but I also threw in a mirror, I used an authority and then I also like um am offering a service right, so that could sort of trigger reciprocity. So um that's, okay! So that's the presentation, continuing educations, uh there's links here, but flip the script is back. Holland, uh I, actually really like her stuff in a past company. We know people who, just like adopted her stuff wholesale and they got higher results because of it. Okay,.