AI Object!: Using AI in Objection Handling and Sales Training with Andrew Leshak

‍I object, your honor! 

Okay, that’s a different type of objection, but don’t tell me it didn’t cross your mind when reading that title. 

When a customer has a direct statement about why they’re not purchasing a service or product, it provides a clear path forward and allows for course correction. The hope is that leads feel comfortable raising objections to reach the core of the issue. 

Wouldn’t it be something special to have a reliable system for removing those obstacles?

Better yet, how about a simulation that prepares sales reps to handle those cases with consistent and comprehensive practices?

Andrew Leshak, Head of Commercial Solutions at Sapient Industries and Founder at Samme, built exactly that, and it’s only getting smarter.

In his conversation with Rachel Ann Kreis, VP of Marketing at Landbot, and Jiaqi Pan, CEO & Co-Founder at Landbot, Andrew shares his view on leveraging AI for objection handling, sales training, and more.

Using AI FAQ Bots in Objection Handling & How it Impacts the Sales Process

One of the most common potential customer objections is “Too expensive,” which in today’s world is a fair point. However, when we unpack why a lead views a product or service as too expensive, we open the door to solutions.

Maybe there’s a different package that makes more sense for their situation. Or perhaps they need to understand why the price is what it is at a deeper level before committing — to know exactly what they’re paying for.

However, we won’t know the right solution until we know the objection, and we can’t get the objection if the lead doesn’t have a place to express their perspective.

“You can go in there and see what percentage of your users reach certain points, where they stop, where they click, which buttons they press, etc.,” Andrew says.

No more throwing a dart into a dark room to try and discern areas of improvement or guesswork around which objections are causing the most incomplete lead experiences.

“Now, as a sales leader, I can say, ‘Oh, we're getting hung up on this one objection, because 53% of our people hit ‘Do not book an appointment’ or ‘Do not contact’ after they had this one objection, here's where we’ve got to focus,’” Andrew continues.

With this type of tool at hand, the sales process can see increased follow-through from leads and higher conversion rates, all with a little boost of AI objection handling.

Simulating Customer Interactions & Providing Immersive Training Experiences with AI

Objective handling aside, what is one of the most draining aspects of sales? Think about it. 

Some may say cold calls, others could make a case for lead nurturing — but in this context, the answer is onboarding new sales reps and providing comprehensive training.

Time-consuming, critical, and somewhat dependent on the level of investment from the sales rep in question, sales managers are tasked with the weight of developing these training materials, with the typical 1-2 year SDR stint looming over them. 

That’s where an AI simulation can step in.

“It’s easier to send them the link to this [the simulation] and say, ‘Hey, read through it. You can practice,’ This one is also a lot more affordable for organizations,” Andrew says. 

Providing sales managers with this type of resource can reduce stress and deliver a less demanding structure for training, allowing for a shorter turnaround time — and, not to mention, providing a highway for questions that may not have come to the surface without exposure to simulated interactions.

These hands-on simulations also encourage interactive feedback and pinpoint areas of improvement for both simulation and specific sales reps.

Sourcing Additional AI Tools for Improved Sales Performance

AI support in the sales world doesn’t end with objection handling and training simulations. Today, a hoard of worthwhile solutions addresses everything from tone to catching monologues in sales calls. 

We’ve all wondered at least once if we’re explaining something for too long or droning on and on without getting to the point, but it can be tricky to catch those moments on our own. 

“I have this meeting recorder — a totally free one — that not only does it take the transcript and video recording, but then when you watch it back, you can click on the transcript, and it takes you to that timestamp in the video,” Andrew says.

Landbot shares Andrew's enthusiasm for this tool — Fathom — and uses it regularly across operations, particularly the paid versions option of summarized meeting notes complete with bullet points and takeaways.

Customers are not the only ones who can benefit from AI tools, and the solutions evolve daily. Don’t be afraid to explore. 

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