What if an objection is not a rejection, but a piece of information you were missing?
Originally published in March 2025, this Best Of conversation brings Lauren Cursiter, Internal Marketing & Communications Manager, Go-to-Market at Google, back to the B2B Sales Trends Podcast with Harry Kendlbacher. Lauren draws on around ten years in sales enablement and her work using data to understand which seller behaviors create the greatest impact.
The conversation explores a different approach to objection handling, navigating multiple stakeholders, collaborative selling, customer research, and the shift from delivering facts to acting more like a coach.
⏱️ Timestamps:
00:00 – Intro
01:04 – The sales skills that matter
03:09 – Why attention is becoming harder to win
07:32 – Turning objections into discovery
13:16 – Finding common ground across multiple stakeholders
17:48 – Why collaboration starts with trust
26:51 – The three skills of elite sellers
This episode covers:
• Why storytelling matters when buyers have less attention and more information
• How objection handling can uncover needs instead of simply resolving pushback
• Why complex sales conversations need common ground rather than a solution for everyone
• How empathy, curiosity, and research shape stronger B2B selling
About Lauren Cursiter
Lauren Cursiter is Internal Marketing & Communications Manager, Go-to-Market at Google, where she combines strategic communications and analytical skills to create internal programs that connect business strategy with employee behavior.
She specializes in internal marketing, communications, corporate culture, and measurement, with experience sharing her expertise as a keynote speaker and university lecturer.
Connect with Lauren Cursiter on LinkedIn: https://www.linkedin.com/in/lauren-cursiter/
📃 Resources
🔗 Explore more at: https://globalperformancegroup.com/
🔗 Download "Day Zero" and discover why buyers often choose their suppliers before the first sales meeting: https://globalperformancegroup.com/white-papers/day-zero-why-revenue-is-won-before-the-first-meeting/
🔗 Try the Revenue Accelerator: https://revenueaccelerator.globalperformancegroup.com
🎧 Prefer audio?
👉 Apple Podcast:
https://podcasts.apple.com/at/podcast/b2b-sales-trends/id1540112247?l=en-GB
👉 Spotify:
https://open.spotify.com/show/5dNb1tA2UfHOR8oGNc5Kbp?si=60f87af8feb74a25
🎙️ Want to Be a Guest on B2B Sales Trends?
B2B Sales Trends brings together the world's leading CROs, sales leaders, and commercial executives to share the strategies shaping modern B2B selling.
If that's you, or someone you recommend, submit a short application here:
👉 https://globalperformancegroup.com/guest-submission/
🎧 Subscribe for weekly conversations with leading CROs, sales leaders, and commercial executives shaping the future of B2B sales.
#B2BSales #SalesLeadership #SalesEnablement