objection-mining

Capture each objection's exact wording, category (Timing, Budget, Authority, Trust, Fit, or Competition), when it appeared in the call, how the rep responded, the outcome, and a 1-5 effectiveness rating. Aggregate across transcripts to find recurring patterns.

B2B objections fall into six categories: Timing (not now), Budget (too expensive), Authority (need approval), Trust (prove it works), Fit (doesn't apply to us), and Competition (evaluating alternatives). Each category has distinct underlying meanings and pre-handle strategies.

Address common objections before prospects raise them by weaving proof points into your copy. Use step 2 to send a case study answering 'does this work', step 3 to show the gap in their current solution, and step 4 to create urgency or offer a low-commitment next step.

AER stands for Acknowledge, Explore, Redirect. First acknowledge the concern as valid, then ask a question to understand the real issue behind it, then redirect with a new perspective or information that addresses the underlying concern.

Review and update objection playbooks quarterly because objection patterns shift over time. Investigate immediately when a new objection appears, since it may signal a market shift, a new competitor, or a product gap.