Objections

Objections are a natural part of sales conversations. Aura identifies objections in your calls, categorizes them, and tracks patterns—helping you prepare better responses and improve your win rates.

How Objection Tracking Works

┌─────────────────────────────────────────────────────────────────────────────┐
│                       OBJECTION TRACKING FLOW                                │
└─────────────────────────────────────────────────────────────────────────────┘

    Call Recording          AI Analysis           Objection Database
         │                      │                        │
         ▼                      ▼                        ▼
    ┌─────────┐            ┌─────────┐              ┌─────────┐
    │Transcript│───────────▶│Detect   │─────────────▶│Store &  │
    │Generated │            │Objections│              │Categorize│
    └─────────┘            └─────────┘              └─────────┘
                               │                        │
                               ▼                        ▼
                         ┌─────────┐              ┌─────────┐
                         │Track    │              │Analytics │
                         │Handling │              │& Reports │
                         └─────────┘              └─────────┘

Objection Detection

What AI Identifies

The AI looks for:

Direct concerns ("We're worried about...")
Questions implying doubt ("How do we know if...")
Hesitation signals ("I'm not sure about...")
Pushback on specifics ("That seems expensive...")
Competitor mentions ("We're also looking at...")

Objection Properties

Each detected objection includes:

Property	Description
Text	What was said
Timestamp	When in the call
Category	Type of objection
Handled	Whether it was addressed
Response	How it was handled (if at all)

Objection Categories

Default Categories

Aura includes common objection types:

Category	Description	Example
Price	Cost-related concerns	"That's more than we budgeted"
Timing	Not-now concerns	"We're not ready for this yet"
Competition	Competitor-related	"We're also evaluating X"
Product	Feature/capability	"Does it integrate with Y?"
Risk	Change/implementation	"What if it doesn't work?"
Authority	Decision process	"I need to check with my boss"
Priority	Urgency concerns	"We have other priorities"

Custom Categories

Add your own categories:

Go to Settings → Objections
Click Add Category
Name and describe the category
Save

Custom categories appear in:

Call analysis
Analytics dashboards
Manual tagging

Viewing Objections

In Call Details

For any call:

Open call details
Scroll to Objections section
See all detected objections

Each objection shows:

The text/quote
Timestamp (click to jump)
Category
Whether handled

Objection Timeline

┌────────────────────────────────────────────────────────────────┐
│ OBJECTIONS IN THIS CALL                                        │
├────────────────────────────────────────────────────────────────┤
│                                                                 │
│  [12:34] PRICE                                            ✓    │
│  "That's quite a bit more than we're spending now"             │
│  Handling: Discussed ROI and payback period                    │
│                                                                 │
│  [18:45] TIMING                                           ✗    │
│  "We're in the middle of a migration right now"                │
│  Not addressed - consider following up                         │
│                                                                 │
│  [24:12] COMPETITION                                      ✓    │
│  "How do you compare to CompetitorX?"                          │
│  Handling: Highlighted key differentiators                     │
│                                                                 │
└────────────────────────────────────────────────────────────────┘

Manual Tagging

Add objections AI missed:

In call details, click Add Objection
Select timestamp or enter manually
Enter the objection text
Choose category
Save

Objection Analytics

Analytics Dashboard

Go to Analytics → Objections to see:

Objection frequency: Most common objections
Category breakdown: By type
Resolution rate: How often objections are handled
Correlation with outcomes: Objections vs. win rates

Heat Map View

┌────────────────────────────────────────────────────────────────┐
│ OBJECTION HEAT MAP - Last 30 Days                              │
├────────────────────────────────────────────────────────────────┤
│                                                                 │
│  Price        ████████████████████████  42 (35%)               │
│  Timing       ██████████████            28 (23%)               │
│  Competition  █████████████             26 (22%)               │
│  Risk         ██████████                12 (10%)               │
│  Authority    ██████                     8 (7%)                │
│  Other        ███                        4 (3%)                │
│                                                                 │
│  Total Objections: 120                                          │
└────────────────────────────────────────────────────────────────┘

By Team Member

Compare objection handling across team:

Rep	Total Objections	Handled	Resolution Rate
Alice	45	38	84%
Bob	52	41	79%
Carol	38	35	92%

Handling Objections Better

Preparation

Use objection data to prepare:

Know common objections: Review top categories
Prepare responses: Have talking points ready
Learn from top performers: See how others handle them

During Calls

When objections arise:

Listen fully: Don't interrupt
Acknowledge: "That's a fair concern"
Clarify: Make sure you understand
Respond: Use prepared talking points
Confirm: "Does that address your concern?"

After Calls

Review your handling:

Watch objection moments
Evaluate your response
Note what worked
Plan improvements

Objection Response Library

Building a Library

Create standard responses:

Review most common objections
Document best responses
Include proof points/evidence
Share with team

Example Response Templates

Price Objection:

"I understand budget is a consideration. Let me share how [Customer] saw a 3x ROI within 6 months by [specific benefit]. When we factor in the time saved, most customers find it pays for itself within [timeframe]. Would it help to walk through the ROI calculation together?"

Timing Objection:

"I hear you're in the middle of [their situation]. What I've found is that companies in a similar position benefit from having the new solution ready when their [migration/project] completes. If we start planning now, we can have you fully ramped by [date]. What would need to happen for the timing to work?"

Configuration

Organization Settings

Customize objection tracking:

Settings → Objections
Configure:
- Default categories
- Custom categories
- Category descriptions
- Display order

Per-Call Settings

Mark objections manually:

Add missed objections
Recategorize
Mark as handled/unhandled
Add notes

API Access

Get Call Objections

query GetCallObjections($callId: ID!) {
  call(id: $callId) {
    objections {
      id
      text
      timestamp
      category {
        id
        name
      }
      handled
      response
    }
  }
}

Objection Analytics

query ObjectionAnalytics($dateRange: DateRange!) {
  objectionAnalytics(dateRange: $dateRange) {
    totalObjections
    byCategory {
      category
      count
      resolutionRate
    }
    correlationWithOutcome {
      objectionsVsWinRate
    }
  }
}