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Most salespeople learn to treat an objection like a surprise attack—something they must battle with logic the moment it happens. However, this reactive approach usually leads to "salesperson ping pong," an argument where nobody wins and the prospect eventually shuts down.

In this episode, hosts Jason and Jim Stephens break down the concept of "objection awareness." They discuss why veteran salespeople should never be surprised by a roadblock and how to stop relying on creative improvisation in favor of a "locked and loaded" plan that disarms pressure and keeps the sale moving.

KEY TOPICS COVERED

• The "Creative" Bookkeeper Analogy Jim challenges the common resistance to using scripts: the fear of being inauthentic. He asks listeners to imagine a bookkeeper who decides to be "creative" every time they open an account rather than following standard accounting principles. Just as you want a bookkeeper who follows a process, successful selling requires following a system rather than relying on personality or "winging it".
• Building Your Objection Playbook If you have been in sales for more than a year, you have likely experienced every obstacle you are ever going to face. Rather than reinventing the wheel every time a prospect says "no," Jim and Jason advocate for building a specific playbook with pre-planned, multiple-choice responses for positive, negative, and neutral scenarios.
• Systematic vs. Gregarious Selling Jason highlights a paradox in sales: the "gregarious, people-oriented" salesperson often struggles because they rely on their ability to improvise and "be genuine" rather than planning. Conversely, systematic people often adapt to Sandler faster because they are concerned with "not knowing what to do," forcing them to build a plan before they act.
• Reviewing the Game Tape Self-awareness is critical for growth. Jim shares his personal practice of reviewing video recordings of his Zoom sales calls to analyze his reactions under pressure. The camera doesn't lie, and reviewing these interactions helps eliminate nervous habits—like awkward laughter—that devalue the conversation.

CHALLENGE OF THE WEEK

This week, Jason wants you to audit your obstacles before your next set of sales calls.

Write down the three objections you hear most often. Do not try to solve them yet—simply list them. Once you see them on paper, they start being problems you can proactively plan for.

ABOUT THE SHOW Join hosts Jim and Jason Stephens from Crossroads Business Development as they discuss techniques, tactics, and the occasional tangent associated with the Sandler Selling System. Whether you are prospecting, negotiating, or closing, The Sandler Training Hour gives you the actionable advice you need to stop "winging it" and start controlling the sale.

The Sandler Training Hour Hosted by Jim & Jason Stephens | Crossroads Business Development

We help sales professionals stop apologizing for their process and start closing deals.

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"Keep learning, stay curious, and good luck out there.