GMS_Sales_Training_Manual_Expanded BDS

GRAPHIC MEDIA SOLUTIONS | Corporate Sales Training Manual

16. Handling Objections Objections are not rejections — they are requests for more information or reassurance. A skilled GMS rep treats every objection as an opportunity to reinforce the value of the campaign.

Objection

Response Strategy

"We don't have the budget right now."

"I understand. What would your budget need to look like for this to make sense? Let's design a starter campaign around what works." "That's great — I'm not asking you to switch. I'm offering to show you what a results-focused campaign looks like. Would you be open to a comparison?" "Tell me more about that campaign. In most cases, underperforming mail is a targeting or offer issue — not a channel issue. Let me show you what a well-structured campaign looks like." "Digital is powerful — and it works even better when paired with a physical touchpoint. Our best-performing clients use both. Let me share why." "Happy to. What's most relevant to you — our direct mail packages, signage options, or digital print? I'll tailor what I send so it's useful, not generic."

"We already have a printer we use."

"We tried direct mail and it didn't work."

"We do everything digitally now."

"Send me some information."

The Objection Response Formula • Acknowledge: 'I hear that — that's a common concern.'

• Clarify: 'Can I ask what's behind that? Is it timing, budget, or something else?' • Reframe: Redirect to value, evidence, or a reduced-commitment entry point. • Advance: Always end by proposing a next step.

Confidential — For Internal GMS Use Only | Page 17