Objection Handling In Sales
With Ease
Are you a sales representative looking to master the art of objection handling? This interactive eLearning module is designed to help learners perfect their sales pitch. Throughout this experience, learners will explore common obstacles they may face in their sales pitch and uncover proven methods to establish a genuine rapport with their prospects. Learners will then have the opportunity to practice employing tangible strategies to handle any objections that may come their way. By completing these realistic, immersive scenarios, learners can confidently assess their own progress and emerge equipped with the tools they need to connect with their prospects, handle objections smoothly, and hit their targeted quotas with ease.
The Problem.
The client, a well-established ATS (Applicant Tracking System) company with a strong reputation in the industry, faced a notable decline in their sales.* Despite having a cutting-edge technology and a top-notch customer service team, they have noticed that their sales representatives are struggling to close deals. Upon closer examination, the client discovered a pattern of their sales representatives only going so far into the pitch before being met with smokescreen objections. These objections were centered around pricing, lack of understanding about the product's value, and concerns about software compatibility with their current systems. The sales representatives were not equipped with the necessary skills to handle these objections effectively, resulting in lost sales and missed opportunities.
The Solution.
After conducting a comprehensive needs analysis, I discovered that the client's sales representatives did not have the necessary skills to overcome smokescreen objections. Thus, I recommended an interactive eLearning module to address this issue due to its accessibility, flexibility, and engaging features. This learning experience will guide learners through identifying and overcoming common obstacles in their sales pitch and will provide proven methods for building rapport with prospects. The Key Performance Indicator (KPI) is to increase prospect meetings booked by sales representatives by 25% in Quarter 3 as sales representatives implement these new objection handling tactics learned from this experience.
*denotes fictitious scenario for project's purposes
My Process.
I designed and developed this immersive eLearning module from start to finish. My process involved creating an action map, developing a storyboard, and designing visual mockups before moving on to
full development.
Action Mapping.
The Problem.
The client approved the concept of an interactive eLearning module, and to ensure that this learning experience would be relevant and applicable, I collaborated closely with a sales representative who acted as a Subject Matter Expert (SME). Together, developed a comprehensive action map to tackle the issue of lost sales due to smokescreen objections faced by the client's sales representatives.
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Designing a meaningful learning experience can be like navigating a ship through uncharted waters: it requires a clear destination and a well-plotted course. To ensure that learners remain on the right path in this learning experience, we crafted a customized Key Performance Indicator (KPI) that served as a guiding compass for our action map. This KPI was carefully calibrated to the unique needs and objectives of learners and provided a definitive benchmark for success. I also refer back to this metric to ensure that every element of the learning experience, from the module's scope to its accompanying activities, is intentionally crafted to chart a direct course towards the desired KPI.
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Like a ship's crew that performs specific actions to keep the vessel on course, we then identified specific tasks and behaviors that form the backbone of our KPI. These tasks are crucial steps towards achieving the KPI and have been categorized into sub-actions - providing a navigational roadmap for our learners as they progress towards content mastery. Through breaking down the learning objectives into manageable steps, learners will be able to navigate any challenges that may arise and achieve success in their sales objections handling efforts.
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View the action map below made with Mindmeister to see the KPI, learning objectives, and tasks/behaviors branching out:
Design Document.
The Problem.
Upon successfully completing the action map, I gained a comprehensive and in-depth understanding of the critical observable tasks and behaviors that are crucial to achieve the intended Key Performance Indicator (KPI) for this learning experience. Subsequently, I obtained approval from my esteemed client for the action map and proceeded to construct a design document . The resulting design document served as a concise and precise blueprint that outlined the overarching course plan in great detail and included essential particulars such as:
Learning Objectives
Target Audience
Deliverables
Delivery Format
Evaluation Plan
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The design document became the trusted captain of my ship because it ensured that I was organized and precise throughout the development process. With its critical components in hand, the design document acted as a compass that never let me lose sight of the intended Key Performance Indicator (KPI). It was my steadfast navigator - steering me away from potential misunderstandings or obstacles that may have arisen during the creation of the learning experience. With its well-defined roadmap, the design document provided me with clear guidance for each step of the development process, from start to finish, ensuring that I arrived safely at my destination.
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Text-Based Storyboard.
Once I received approval for my design document, I embarked on the creation of a text-based storyboard that interwove the critical actions and consequences described in my action map into a cohesive and authentic narrative. The paramount goal of this learning experience was to enhance learners' progress and achievement of the Key Performance Indicator (KPI), while avoiding informatino overload. Therefore, it was pivotal for me to ground the core content of this learning experience in real-life scenarios. My text-based storyboard incorporated on-screen text (OST), visuals, and programming prompts to achieve this goal.
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To guide learners through the new content, I first developed a captivating fictitious story that features a sales representative who encounters a challenging sales objection from a potential client. Learners are transported into a series of realistic and demanding scenarios which provides a methodical and gradual introduction to new concepts and terminology. I integrated formative assessments into the learning experience after each new concept was introduced. These assessments provide learners with a low-pressure environment to practice and refine their skills - allowing them to identify areas that require further attention while the content is still fresh in their minds. To conclude the learning experience, a comprehensive summative assessment tests learners on all the content covered throughout their learning journey so that they are fully equipped to apply their knowledge with confidence and competence in real-world scenarios.
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Text-based storyboards play an indispensable role in my design process and offer all involved stakeholders - the client and Subject Matter Experts (SMEs) - a tantalizing glimpse into the envisioned, full-scale experience. By crafting a textual representation of the course, I am able to meticulously identify potential areas of improvement and ensure a streamlined development process that upholds the highest standards of quality. Furthermore, the text-based storyboard provides me with an unwavering foundation for the development of visually stunning elements, interactive activities that ignite the imagination, and assessments that are finely tuned to align with my Key Performance Indicator (KPI).
Visual Mockups.
The Problem.
After receiving approval from the client for my text-based storyboard, the client requested simple visuals for this learning experience. While I typically prefer more elaborate designs, I recognized the benefits of integrating simple visuals for my intended learning audience. Simple visuals have a way of cutting through the noise, conveying key messages effectively, and enhancing learner retention. To meet the client's request, I challenged myself to include visual mockups that provided a clear and concise representation of the experience's appearance, functionality, and interactivity. This allowed me to ensure that the learning experience would be effective and empowering for the intended audience - while still being aesthetically pleasing and engaging.
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To expand my design tool resources, I incorporated Canva, once again, into my workflow alongside Adobe XD. Canva's user-friendly design tools and extensive library of templates and graphics enabled me to efficiently create visual elements that matched the overall simple aesthetic of the project. My goal was to align the visual scenes with the descriptions in the fictitious narrative included throughout the learning experience - allowing learners to fully immerse themselves into the story and feel as if they were present during the sales pitch made by the sales representative. By utilizing Canva, I was able to integrate realistic and high-quality visuals that added depth to the learning experience.
Interactive Prototype.
The Problem.
With the approval of my visual markups in hand, I turned to Articulate Rise to bring my immersive eLearning module to life. I built upon the foundations laid out in my text-based storyboard and design document. The use of an initial prototype proved to be invaluable to me as it enabled me to test and refine my ideas before committing substantial time and resources to full-scale development. It also allowed me to assess the feasibility of the experience, and I was able to identify any potential challenges or areas for improvement.
The initial prototype included an introduction to the experience's learning objectives, an overview of what to expect from the experience, and a sample of content learning. Within this sample, the prototype walked users through defining terminology, interactive flashcards, and a formative, multiple choice practice opportunity. Once I gathered feedback from the two SMEs I collaborated with and received approval from the client, I moved on to full-scale development.
Full Development.
The Problem.
As I put the finishing touches on the learning experience, I harnessed the powers of Articulate Rise to craft an immersive and interactive online course. Thanks to its user-friendly interface and built-in capabilities, I was able to effortlessly design scenario-based activities such as matching exercises, flashcards, and interactive charts that enhanced learner engagement. Following several rounds of refinement and thorough testing, the learners were able to participate in the experience and earn a certificate of completion - validating their newfound knowledge and skillset.
Key Features.
The Problem.
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Leveraging Formative Assessments As Practice: I have incorporated formative assessments after each module to help learners test their knowledge and apply their newly acquired skills to real-world scenarios in a low-risk environment. These assessments include interactive quizzes and reflective writing exercises, providing learners with immediate feedback to reinforce key concepts and build confidence in their sales mastery. Furthermore, integrating formative assessments throughout the learning experience provides me, as the developer, and the client valuable insights. We can identify patterns in the learning objectives that learners may struggle with and adjust the learning experience accordingly to meet and challenge their needs.
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Visual Learning - Infographics & Charts: To facilitate visual learning and promote retention of course material, I have incorporated infographics into this learning experience. By presenting complex information in a visually appealing and easy-to-understand format, learners are able to engage more fully with the content and develop the skills they need to succeed in the competitive world of sales. Infographics also help learners to easily identify patterns and connections between different, difficult concepts - enhancing their overall understanding of the course material.
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Minimalism Matters: I've discovered that less is often more when it comes to design. I have been able to create a clear and focused learning experience that places an emphasis on the key actions and learning objectives by adopting a minimalist approach. This approach not only enhances the overall aesthetic of the learning experience but also helps to reduce cognitive load and improve the learner's retention of the material. Ultimately, by prioritizing simplicity and clarity in my design choices, I've been able to create an effective learning experience that helps learners develop the skills they need to succeed in the world of sales.
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Progress Tracking Features: I had the opportunity to integrate a progress tracking feature within my learning experience. This feature is designed to empower learners to take control of their own learning journey by monitoring their progress in real-time. Through tracking progress, learners can identify areas where they may need additional support and celebrate their own successes along the way. Progress tracking also enables me, as the developer, to track learner progress and target areas where learners may be struggling to master the learning objectives. Overall, the progress tracking feature is a powerful tool that promotes learner autonomy and enhances the learning experience.​
Results & Takeaways.
The Problem.
At the beginning of this project, I set sail on a mission to create an immersive learning experience that would meet the expectations of the Subject Matter Experts (SMEs) and the client. I was able to create a learning experience that challenged learners to navigate uncharted waters and to think outside of the box through incorporating hands-on activities and sharing personal stories. The learning experience's specific and actionable feedback was a compass helping learners to identify and correct their errors in a low-risk environment. Overall, this project taught me several valuable lessons, and I'm excited to share some of my key takeaways as I set sail towards new horizons:​
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Fostering A Low-Risk Environment: I gained a deep appreciation for the importance of fostering a low-risk environment within a learning experience. Moving forward, I am committed to creating spaces where learners feel safe to experiment, make mistakes, and ask questions without fear of judgment. By promoting a more empowering and effective learning experience, I hope to minimize the risk of failure and encourage learners to take risks and push beyond their comfort zones. Ultimately, this approach will help learners achieve greater success and mastery of the material.
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Building Resilient Foundations: Developing an e-learning experience is no small task, and I had to reach within to build foundations of resilience. This project required me to stay persistent and resolute in the face of challenges and setbacks. I remained focused on my goals and kept pushing forward - even when the work felt overwhelming or difficult. But, by staying committed and drawing on my own resilience, I was able to see this project through to completion. The end result is a learning experience that I'm proud to have created.
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Realism Through Jargon: It became clear to me that, in order to create an effective learning experience, learners needed to be exposed to the specific sales terminology they would encounter in real-world scenarios. Thus, from prospecting to qualifying a prospect, it became evident to me that I needed to understand the nuances of the sales process as this was essential to creating an authentic learning experience. To achieve this goal, I intentionally integrated industry-specific terminology throughout the learning content in order to enable learners to develop a deeper understanding of the nuances of the sales process. This approach resulted in empowering learners with the knowledge and skills necessary to confidently navigate the complexities of the sales landscape. ​
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Navigating Conflict Resolution: Throughout the course development process, I recognized the potential pitfalls of simply highlighting sales representatives' struggles in handling smokescreen objections without offering concrete solutions. Mere acknowledgement of these struggles could lead to demotivation and discouragement. Therefore, I approached this challenge with a strategic and elegant method that focused on creating a relative, realistic learning experience. I was able to leverage this learning experience to elevate the sales representatives and empowered learners to handle difficult situations with confidence and professionalism.
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Throughout this project, I was really driven by a desire to make a meaningful impact on learners' lives. I approached the project with a high level of professionalism and took a consultative approach that enabled me to build strong relationships with my client and Subject Matter Expert (SME). I created eLearning content that not only engaged learners but also delivered measurable results through listening closely to the needs and goals of all stakeholders involved.
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My commitment to making an impact doesn't end with this project. As an instructional designer and eLearning developer, I am passionate about using my skills and expertise to help learning communities achieve their learning and development goals. I am dedicated to creating eLearning experiences that leave a lasting impact on learners and the organization as a whole. I strive to deliver exceptional eLearning solutions that meet specific business needs and truly makes a difference in the lives of their learners.
I would love to make an impact, together.