B2B Sales Part 2: Master Discovery, Objections & Follow-Up Like a Pro

Ever feel like you nailed the sales call... but still got ghosted?

In this part 2 of the 5-part B2B Sales Training Series, we dissect the critical middle of every winning sales process. Whether you’re closing $50K contracts or $5M enterprise deals, these frameworks will show you how to lead powerful sales conversations, uncover what really matters to your prospects, and keep deals moving forward with confidence and clarity.

Key Points & Chapter Marker

00:00 – Introduction: Series Kickoff & Episode Overview

01:30 – Discovery Call Frameworks: “Problem Now” vs. “Where Now”

03:25 – Uncovering the Buying Process

04:51 – Pitching So They Sell Themselves

06:44 – Isolating & Handling the Real Objection

09:02 – Follow-Up That Doesn’t Feel Desperate

Missed Part 1? Start here »

Download The Free Outbound Sales Playbook:

• Master cold outreach, close more deals & drive revenue to your business using The Outbound Sales Playbook. Battle-tested on over 1,000+ businesses and proven with over 100M data-points, this Free E-book will give you the tools you need for predictability and scalability in your marketing and sales efforts. Disclaimer: Only download if you want more customers!

Join The Takeover Community:

• Sign up for The Takeover newsletter and get the latest marketing tips, sales strategies, and business insights delivered straight to your inbox. Join a community of entrepreneurs & high-performers dominating all areas of Sales & Marketing. Sign up for the newsletter.

About The Hosts:

• Tim & Cindy Dodd are the Co-founders of PEMA.io, based out of Miami, FL. Connect with Tim and Cindy: Instagram

About PEMA.io:

• PEMA.io is a Inc 5000 Outbound Marketing Agency specializing in Enterprise Sales & Appointment Setting. With over 7-years and 1,000+ clients served in the industry, PEMA is the leading agency for cold outreach appointments & systems. Learn more about PEMA.io here: www.pema.io/discover

Chapters

• 0:00 Introduction: Series Kickoff & Episode Overview
• 1:30 Discovery Call Frameworks: “Problem Now” vs. “Where Now”
• 3:25 Uncovering the Buying Process
• 4:51 Pitching So They Sell Themselves
• 6:44 Isolating & Handling the Real Objection
• 9:02 Follow-Up That Doesn’t Feel Desperate

Transcript

00:00

Welcome to the B2B sales training series. We're going to have five fast focused episodes to help you close more deals this year, this month, this week, whether you're a founder, a sales leader or a sales professional, this is your shortcut to a tighter pitch and a faster. Yes. New episodes drop every single week on Thursday. So be sure to follow. And if you're tuning in mid series, I highly recommend starting from episode one. let's dive in.

00:28

Welcome to the Takeover with Tim and Cindy, where we show you how to dominate  every area of life  and business. Let's get with  it. This episode two of the B2B sales training series. Now today we're to be diving deeper into the discovery frameworks. We're going to be diving into objection handling and we're going to show you how to run a killer  follow up call. People drop the ball on that all the time. Now this one's Pat.

00:52

So if you're just joining us, go back to episode one to start from the top because each training in this series builds on the last.

01:00

If you already watched episode one, let's go ahead and jump into episode two, where we're going to show you how to master the discovery, handle the objections and crush your follow up calls. I'm going to walk through the entire B2B sales process from beginning to end, whether you're selling $50,000, $100,000 deals, or you have three, four, $5 million yearly contracts. This is going to work very well from running discovery calls to getting the buyer's process and stakeholders bought in all the way to keeping deal momentum, handling objections and getting the deal closed. Now there's five

01:30

core frameworks to making sure you have a good B2B sales process. And we're going to go through each one today and stay to the end because I'm going to give you a bonus tip that's going to really help you get more deals across the line. Step number one is your discovery call. How do you run a good discovery call? Well, there are two frameworks to running discovery call. There's a problem now and a where now. What does that mean? That means if I'm doing a problem now discovery process, which we have a full training on, we have literally a master class on this thing, 45 minutes.

01:58

You can do that training  up here in the problem now situation. What we're going to do is we're starting to call up asking what's the biggest problem that they have  right now that we can solve. And we spend the rest of the discovery call and the pitch and everything focused  on solving that problem. Where this allows us to go is that we're 100 % focused on the problem that they have  and that their problem they're trying to solve and then positioning our product, our pitch as the perfect solution to their problem. Now,

02:27

When we look at the where now framework,  that could be something that goes, Hey, it's actually really good. You know, I just heard that you guys can do X, Y, Z, wanted to hear more.  Great. I'm to focus on, well, tell me where you guys are at now. What are you doing right now? What do you like about what you're doing right now?  And then I make a switch where it goes,  what would you change if you could, you know, do you have enough? Do you want more?  And that's where I'm going to figure out where they're at now. And I'm going to create  not a fake

02:55

problem, but I'm going to show them, I'm going to build a gap from  where they're at now so that I can  uncover, unearth a problem, make them problem aware. And then I spend the rest of  the call and the pitch and all of that focusing on solving that problem. That's the problem now versus the where now framework. And we do have master classes on  both of those. I'll put the link here and in the description as well. Now, number two, happens on the discovery call, but it can actually happen throughout all of your calls. And this is to find your prospects.

03:25

buying process. And it's as simple as this question sequence. So John, say that you like this, everything's good. This checks out, you know, I send the proposal, we're good to go. What's the next step on your team? Who are you going to have to bring this to? Well, I'm going to have to run it by the CFO. He's going to have to run the numbers, make sure that they're good. Okay, great. And what's your CFO's name? Okay, Kevin. Okay. And what is Kevin going to be looking for in this proposal? What is he going to want to see? Oh, well, he's going to want to see X, Y, Z.

03:53

Okay, great. And if Kevin checks off and you check off, what's the next step in the process? Well, they'll have to go through a final approval from the CEO and then go to legal.  Great. What's your CEO really going to be looking for here? Okay. Let me understand that. I'm going to dig into that. And what's the legal team going to look for? What did they normally flag? You see what I did?  I just unearthed the entire buyer process and I allowed myself to create an entire pitch and proposal that caters to all of those people. Now,

04:22

You're still going to need to do follow ups. You're still going to need to make adjustments depending on the size of your contracts. But this allows me to have my first presentation or my first proposal dialed in to be thinking about all the people in the buyer's process and catering towards  what they're going to like or objections that they're going to have on the product. Now, number three is running a pitch in a way that gets them to sell you on your solution. Now,  what most amateur salespeople do is they

04:51

go through a slide and go, does that make sense?  Yeah. Then they go to the next slide and go, does that make sense?  Yeah. Okay. Then the next slide.  Yeah, that makes sense. And they get to the end and everything makes sense. And the person goes, Oh, this looks good. And they got ghosted.  So that happens all the time by amateur salespeople. And I've done it plenty of times. So don't worry. Don't be stressed if you've done it.  What you need to do to get them to sell you is as you go through a slide, you say,  what's missing  that  I wasn't thinking about.

05:20

That's going to unearth some objections.  And then they're going to maybe handle some of those objections on that side and go, and how would you see this helping you? And they're going to go, well, I could see it doing this and this for me. So what I just did, and I'm going to do this every slide, I'm going to ask the questions different so it doesn't sound robotic,  but in every slide I'm going to go, Hey, what's missing here? What am I not thinking about? That's going to unearth some objections on each slide. I'm getting them bought in and I'm maybe handling those objections. And then I'm going to ask, and this is where they sell.

05:48

me on it and go, well, how would you see this helping you? How is this different than what you've tried before? You see, so I'm getting them to tell me how this is different than what they tried before. I'm getting them to tell me how this is what they need. And if I've done that throughout the pitch, well, in a way that doesn't seem mechanical and it doesn't seem like, dude, I know what you're doing. By the end of the pitch, you've literally just handled all of their objections or at least most of them and gotten them to sell you on why each

06:15

main selling point of your product is a solution for what they need.  Quick reminder, this is part of our five part B2B sales training series. If you haven't listened to the others  hit follow and circle back when you're done with this episode. Each episode builds on the last so can master the entire B2B sales process from start to close.  And then number four is  isolating and handling the real objection, right? Because time

06:44

It's rarely the actual objection.  Money is rarely the actual objection. All these things are rarely the actual objection  and handling the objection. have an entire 45 minute master class on this. You can watch it. It's  the closing stack, how to isolate, how to handle  any objection I'll ever face. But I'm going to give you the overview  on this. So say, you know, hey, great. Let's just think about this. We might, you know, need to take a few months before we get this started.

07:11

Great, no worries. So, hey, let's just say you and I were already talking two months from now and you guys already had this other project out of the way.  Would we be getting started or is there anything else that would keep you from moving forward? What that's going to do is that it's going to tie down, do they like our offer? And so that's number one. When I'm isolating an objection, I want to figure out, do they even like our offer? Right? Well, that's pretty tight on the budget. Great. Hey, no worries. Just to be clear,  if...

07:38

you know, the budget wasn't as much of an issue. Do you feel like this would solve  your lead flow problem, your efficiency problem, your sales teams  CRM problem?  When you  handle that and you isolate, they go great. Hey, no worries.  Time out of the way. If  time is here, if your partner was here, if whatever was here,  if  that was good,  do you like  what we're talking about here? Do you feel like you would fix your problem?  And if they say yes,

08:05

then we can double down on it and handle the objection that they brought up because if they said, yeah, man, I would do this, but it's just the budget, man, it's a little bit tight. Great. So just to be clear, if we can find out a way to kind of land and expand and get the finances to work, are you 100 % on this and ready to bring this to your board and sell this? Or is there anything else that we need to discuss? You see, so I'm really isolating to make sure that they like our offer. If they like our offer.

08:34

all right, they'll go, yeah, I love the thing, then I can handle the other objections. I can handle timing. I can handle budget. can really problem solve with this prospect through the whole thing. So number one is you got to tie down  on the initial objection because if they go,  no, well,  you know, even if budget was in place, I'm still kind of concerned about X, Y, Z,  right? So I'm still not sure. This kind of sounds like the last thing  you see. So that allows me to handle the actual objection.

09:02

And then number five is the follow-up, right? Because even if you handle  everything perfectly great and well, the reality is not all people or organizations are going to buy from you every single time right now. In fact, a lot of our money is made  in our pipeline. People that we've been reaching out to and talking with and done proposals for,  you know, six, 12 months ago, they're coming around, hey, Tim, we're ready for this.  And that happens with good follow-up. Now I'm going to give you a couple key follow-up techniques.

09:31

that's going to really help you. Number one, when it's an initial follow-ups and you have the next call scheduled, you want to send some value emails between, Hey,  Jim, was just, I just read this article and I thought of you. Hey, Jim, just  saw this news article. thought of it. Hey, Jim, I just saw the statistic. I thought he had thought you'd find it interesting. That's a great way for us to stay warm while they're in that hot pipeline stage.  Now let's say you don't have the next meeting scheduled. I call this slipping.

10:00

where they were a good meeting, things went super well, but I just don't have the next meeting scheduled. What you don't want to do is you don't want to chase them like a desperate boyfriend, right?  You want to be  sending them value. Hey Jim,  I just saw this thing, thought of you, let me know what you think.  So it's more giving value. You can do all kinds of different things. Maybe if you go to events, you can say, Hey Jim,  there's an event going on here in Miami. I'm going to, do you want me to get you some tickets?  And they're going to say no, but guess what? If they do say, yeah, I'd love a ticket.

10:28

and then they come out and they go to the event and they meet you and you bought them a ticket, you're probably going to get the deal closed. You can also do things like, Hey Jim, can I get your address? I wanted to send you a gift. And they're not always going to respond to that, but if they do respond, you'll have their mailing address. You'll be able to mail market to them and you can send them like an Amazon book for five bucks. Like I'm finding a really good one. I've got one in my repertoire that I will send out to people as a gift cost five bucks, free shipping, all good. And there's all kinds of different creative ways you can find a follow-up that's not desperate.

10:56

Just following up, just following up, just following up. You do want to stay on the radar. I would rather you say just following up and actually follow up  like most salespeople do not do.  But the best thing to do is to be adding value along the way. And if you do have  new ideas of how you can work with them every now and then you say, hey Jim, we've got this new offer. I thought of you. I think it would be perfect for your team. Let me know if you got five minutes to chat.

11:20

So that's the core framework for this course. Thanks for listening to this episode of the B2B sales training series. Now make sure to apply what you've learned today  on your calls to keep the momentum going.  Next week's episode is going to drop on Thursday, so make sure you're following the show so that you don't miss out when we're dropping new episodes. And if this helped you out at all, make sure to share it with somebody else.

11:45

that could benefit from leveling up their sales games, whether an entrepreneur,  sales professional, or a sales leader.