GUIDE

Sentiment & Objections Framework
Turn Objections into Wins

Extract aspect-based sentiment from reviews, forums, and social. Map objections by persona and stage to build evidence-based sales enablement.

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THE CHALLENGE

Why Objection Handling Feels Like Guesswork

Sales teams handle objections with generic scripts based on assumptions, not evidence. The result: inconsistent win rates and lost deals.

Common problems:

Don't know which objections matter: Sales reports "pricing" as top objection, but data shows it's actually "security concerns"
Can't segment by persona: CIO objections ≠ CISO objections ≠ procurement objections—generic scripts fail
No proof to counter objections: Competitor says "faster implementation"—but you lack data to verify or refute
Objections surface too late: Learn about deal-breakers in lost deal post-mortems, not during active deals

Aspect-Based Sentiment Analysis

Instead of generic sentiment ("positive" vs. "negative"), IQIEX extracts aspect-based sentiment:

Pricing: "Too expensive for SMB" (negative), "Flexible enterprise pricing" (positive)
Support: "Slow response times" (negative), "Excellent onboarding" (positive)
Security: "Lacks SOC 2" (negative), "Strong compliance" (positive)
Usability: "Steep learning curve" (negative), "Intuitive interface" (positive)
Integrations: "Limited connectors" (negative), "Works with everything" (positive)

Objection Mapping Framework

Map objections by persona, stage, and frequency—build evidence-based playbooks

Example: Enterprise SaaS Category

Top Objections by Persona

CIO/VP Engineering

1. "Scalability concerns" (42% of deals)
2. "Integration complexity" (38%)
3. "Vendor lock-in risk" (31%)
4. "Technical documentation gaps" (28%)

CISO/Security

1. "Missing certifications" (51%)
2. "Data residency concerns" (47%)
3. "Audit log limitations" (35%)
4. "Pen test results unavailable" (29%)

Procurement/Finance

1. "Unclear ROI" (55%)
2. "Pricing complexity" (49%)
3. "Hidden costs" (41%)
4. "Contract inflexibility" (33%)

Operations/End Users

1. "Difficult to use" (46%)
2. "Training requirements" (39%)
3. "Slow support response" (37%)
4. "Migration complexity" (32%)

Objections by Stage

Consideration: "Why you vs. competitors?" → Feature comparisons, differentiators
Validation: "Can we trust you?" → Certifications, references, security docs
Procurement: "Is this worth the investment?" → ROI data, case studies, guarantees
Post-Purchase: "Are we getting value?" → Usage data, benchmarks, expansion opportunities

Evidence-Based Response Framework

For each objection, provide:

• Data: What % of deals surface this objection?
• Proof: Which assets counter the objection? (case studies, docs, references)
• Script: Evidence-backed language for sales to use
• Timing: When does the objection typically surface?
• Win Rate: How often do deals with this objection close?

How IQIEX Builds Objection Intelligence

Extract Sentiment from Sources

Analyze G2, Capterra, TrustRadius reviews, Reddit, Hacker News, industry forums, social media—extract aspect-based sentiment.

Map to Personas & Stages

Segment objections by who raises them (CIO vs. CISO) and when (consideration vs. validation).

Identify Proof Gaps

For each top objection, check if you have proof to counter it—if not, flag as content/product gap.

Generate Sales Playbooks

Create objection handling scripts with evidence links—"When CISO asks about SOC 2, show [this report] and mention [these 3 enterprise customers]."

Track Win Rate by Objection

Measure how often deals with specific objections close—prioritize fixing objections that kill deals.

Build Evidence-Based Objection Handling

See how IQIEX extracts aspect-based sentiment and maps objections by persona and stage to build sales playbooks that win.