This guide outlines strategies for handling sales objections and converting them into opportunities. It introduces eight steps for addressing objections, including slowing down, asking clarifying questions, and reframing the objection. It also identifies four common hidden objections: the false positive, the silent killer, the window shopper, and the technologist. Additionally, it offers tips for managing the "I need to think about it" objection, highlighting its impact on sales cycles and suggesting talk tracks for mid-funnel and late-stage objections. The guide concludes with objection handling tips tailored to the 2020 reality, emphasizing the importance of empathy, moving conversations from email to phone, and preparing your champion to secure budget approval.

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