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AE script and objections
A sales demo template and answers to the most common objections in a sales meeting.
Definition: This sales demo template and its list of objections are a starting point. They are outlines to adapt to your product or service and to your customer's situation.
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Who is this for?
- AEs who run demos and sales meetings.
- Managers who want a shared basis to frame and coach demos.
Permissions and licenses
- No prerequisites: this page is a call template, not a Leexi feature.
How to use it
Intro
- "Good morning, name! I wanted to start by thanking you for taking the time to meet with me today. I know you are very busy, so I appreciate you taking time for this discussion."
- "As you may know, I am your name and function from your company — explain briefly what you do and what makes your company unique."
Example: "As you may know, I am Matthieu Lombard, COO from Tesla. We are the first successful business model for bringing electric cars to the market; our goal is to accelerate the advent of sustainable transport by bringing compelling mass-market electric cars to market."
Understand the client's problems
- "Can you give me an overview of your current situation and can you tell me more about the situation you're dealing with?"
- "What challenges are you facing as a result of this problem?"
- "How has this problem been impacting you and your life?"
- "What have you tried so far to address this problem, and how has it been working for you?"
- "How do you think I can help you overcome it?"
Pitch
- Provide a brief overview of the product or service you are showcasing, highlighting its key features and benefits based on the problems that have been expressed.
Duration: 3 to 5 minutes, not 30.
Illustrate: use specific examples and case studies to show how your product or service has helped other customers solve their problems or achieve their goals.
Overcoming objections
- Address any objections or concerns the customer may have, providing evidence to support your product or service's effectiveness.
Keep in mind: the answers to the most common objections are detailed below.
Conclude
- "What did you like about the demo? Does that resolve your problems?"
Summarize
- "In conclusion, we have discussed the three main features of our product: list the features you talked about. We have also outlined the benefits that it offers, such as list the benefits you talked about."
- "To summarize, our product is a reliable and affordable solution for businesses looking to improve their operations. We believe that it is the best option on the market and we encourage you to try it for yourselves."
Thank the client
- "Thank you again for taking the time to learn more about our product or service."
- "We truly appreciate your interest and are happy to answer any further questions you may have."
- "Please don't hesitate to reach out to us at my contact information if you have any concerns."
- "We are always here to help."
Open up the next steps
- "So can you tell me when you are available next week, or the week after that, for the next steps?"
- "Even if you change your mind, you can still cancel the invitation on the calendar."
Going further
The most common objections in a sales meeting:
- "The product is too expensive."
- The customer already has a similar product or solution in place.
- The customer is not convinced of the benefits offered.
- The customer is not ready to make a decision at this time.
- The product does not meet the customer's specific needs or requirements.
"The product is too expensive."
- Focus on the value that the product provides. Explain how it can save the customer time and money in the long run, or how it can provide a return on investment. Offer a detailed cost-benefit analysis to make that value clearer: highlight the key features and benefits, and how they solve a problem or improve the customer's business.
- Offer flexible pricing options, for example a payment plan or a discount for bulk purchases. The product becomes more affordable and the customer sees that you are looking for a solution that fits their budget.
The key is to listen to the customer's concerns and show that you are looking for a solution that meets both their needs and their budget. That builds trust and shows that you are focused on their best interests, rather than just making a sale.
The customer already has a similar product or solution in place
- Highlight the features and benefits that set you apart. Explain how your product is more user-friendly, has better performance, or offers additional functionality. Mention positive feedback from customers who have switched from a similar product to yours.
- Focus on the customer's specific needs and goals, and explain how your product helps them achieve those objectives more effectively than their current solution. They can then see that your product is tailored to their situation and lifts the limitations they face today.
The customer is not convinced of the benefits offered
- Provide concrete examples or case studies that demonstrate the value your product can give: share success stories, explain how your product has improved other customers' businesses, and provide measurable data such as increased sales or customer satisfaction.
- Ask the customer about their specific needs and goals, then explain how your product helps them achieve those objectives. They need to see the value of the product in terms of their own situation.
The customer is not ready to make a decision at this time
- Ask them what is holding them back and address it directly. Ask why they are not ready, listen carefully, then provide the missing information or clarification. The customer feels heard and you can clear up any misunderstanding.
- Offer additional resources or support to help them make a decision, for example connecting them with other customers who can provide testimonials about their experience.
The product does not meet the customer's specific needs
- Ask the customer precisely about their needs and requirements, and listen carefully. You will better understand their perspective and identify the areas where your product does not align with their needs.
- Explain how the product can be customized or adapted to meet those needs: integration with other solutions to provide a more complete answer, available options or features that can be added.
- Offer additional support or resources so they get the most out of the product: training, technical support, access to a knowledge base.
Frequently asked questions
No. It is an outline to adapt to your product or service and to your customer's situation.
3 to 5 minutes, not 30. The rest of the meeting is for understanding the customer's situation and handling their objections.
Things to watch out for
- Be prepared to address these objections in a professional and compelling way: that is what moves the sales process forward.
- Stay patient when the customer is not ready to decide: the trust you build matters more than a forced decision.
- The customer has to fully understand the stakes in order to know whether the product really fits their needs.