Transcription
You know what's wild? Most closers are so focused on pitching when the prospect doesn't even know what the real problem is. And if the prospect doesn't know about the real problem, why in the hell are they going to care about your solution?
In this video, I'm going to be showing you how to flip the game. How to dig so deep in their problem that they do the selling for you. This is the part of the sale everyone thinks it's objection handling, pre-andling. No, this is the part of the sale that separates the 5K month closers from the 50K month closers. Because when a prospect starts seeing what clearly is costing them time, money, peace of mind, everything else, they start convincing themselves they need to fix it. And that's when you shut up and you let them close themselves. So, let's get straight into it.
Now, what is the ability to find big problems? A problem is made up of three things. Number one being the perceived problem. So, this is clarity from what's preventing them on getting them from the point where they're at now, their current state over to desired state. It's the thing that's in the middle.
The second thing is going to be the favorable cause. So, this is clarity that the reason they struggle with X problem is because they don't have what you're selling. Now, to give you an example of that, let's just take fitness for example. If a person gets on the phone with you trying to buy your fitness program and they believe that the cause of them being slow and sluggish is the fact that they don't pick themselves up and go to the gym, they're not going to buy from you because at the end of the call, that's where you're going to hear objections like, "Think about it, money, time, because they don't truly believe that you can help them solve the cause." Okay? So, what we need to do is be on the same page about what the cause is. Meaning, the reason you're not motivated is because you don't have the right systems in place. you don't have the right structure, the workout regimen, the diet to be able to motivate yourself enough to go to the gym. So when we have clarity around the cause becomes a lot more powerful.
The next thing we want to do is we need to figure out the drawn out impacts. So this is clarity on the current and potential ramifications on the business and personal life. So the way that we want to do these things is as follows.
Now how do we find the perceived problem? This is the sequence that I always use, which is besides what you just told me, do you at least like XYZ? are you at least happy with um you know the workout routine you use now. There's only two routes they can go. They can either tell us yes uh or they could tell us no. I always count unsure as yes as well. So the first thing I'm going to do is assuming we're going into yes because that's the harder route. So the first thing we're going to do is we're going to go through okay it doesn't sound too bad. I guess is there anything you would change about the process or the outcome if you could? Now let's take it back to the fitness example. The process would be the workout regimen they use at the moment or the outcome would be like the amount of weight that they've lost so far. So it'd be doesn't sound too bad. Is there anything you would change about like the specific workout regimen you're using now or like the the weight you're losing if you could? There's only two things they're going to tell you here. They're either going to give you a problem. So that's something like um if we're talking about bisop, they want more freedom or they don't want to work as much. All right, those are issues. Outcome is going to be something that they want more of. So like more money would be an outcome.
Now, if they give you a problem, that's the easy part. You probe and clarify the problem. You put it on a time horizon. Did you notice how recently or how long's that been the case? If they give you an outcome, what we want to do is we want to push back on them. All right? Because this is going to be a cope answer. Typically, if someone says to us, "Yeah, I mean, obviously, I want to make more money." The reason we want to approach it this way is because if they feel like the issue is that they want to make more money, we're never going to sell them. So, what I want to do is find the issue why they can't make more money with what they're doing now. And at that point, I'm in a way better spot. So, what I'm going to ask them is, well, what's the main reason behind you getting more advanced training rather than you just doubling down on everything you're doing now to make more money? Because at this point, they're going to give us the actual issue, which is going to be, what makes you, let's say they give us um, well, I can't do that. I can't double down and make more money. Well, why not, though? Well, because then I'd be trying to put everything through a broken machine that doesn't actually give me the results I want. Why do you say that? Well, because our lead quality sucks. Boom. Now you have the actual issue.
So after this, now we have the perceived problem, which for this example would be lead quality. For fitness, it could be, "Oh, I'm slow. I'm sluggish. I'm tired." Right? So you understand here that all we're trying to do is get the perceived problem, which is what is preventing them from feeling the way they want to feel. Right? Is it lead quality? If we're doing B2B, is it the fact that they feel slow and sluggish if we're doing like B TOC? um or maybe they hate their job if we're doing more more of like a bisop sale. So, this is going to be how we find the perceived problem, which is part one of this entire sequence and quite frankly the easiest part.
The next thing we want to do is we want to find the favorable doubt. All right, so this is arguably the most important part of the entire thing, especially if you're selling B2B. If you're selling B TOC, if you're doing something like fitness or something like that, this also is super applicable. Now, what we want to do here is we want to ask them, what do you feel that you may be either doing or not doing when it comes to X that could be causing you to get problems in the first place? There's only two routes they can go here. They can either give you a problem or they could tell you I don't know.
If they say I don't know, you're using these three questions to be able to build doubt with them. All right, so the first question, have you considered the reason problem is happening is because you're not how to solve it. All right, this is incepting the problem that we want them to think that they have. After that, we're building doubt because in your process now, what do you have in place to solve their problem in a confusing way? This question should confuse them. They should look at you like a deer in headlights and be like, "Oh, I have no idea how to do that." Uh, the answer should be, "I have nothing for that." After that, we want to link them together.
So, to get more granular with that, a favorable cause is what we want them to think the actual issue is. All right? Now, if we're selling weight loss, there's two causes that people often perceive. One of them is a bad one. One of them is a favorable cause. All right. So, back to the weight loss uh offer, you know, if someone thinks that the reason that they feel slow and sluggish is because they don't put enough time into the gym, guess what the objections are going to be at the end of the call. It's going to be, "Sorry, I'm going to go try this on my own." Because you haven't built doubt that they don't know the process. They don't know what they're doing. So, that's a common mistake I see people run into is they'll build a problem and it's a good problem, uh, but they don't get the cause right. And because of that, this person doesn't have doubt that they can't do it themselves, which is the most important part. So, this type of answer is where you're going to hear things like, "I can do this on my own." And that's going to be manifested into various objections, money, time, fear, everything under the sun that you're not going to be able to uncover because you did not do this part right.
The other one is going to be a favorable cause. So, this is them understanding that the reason they're dealing with said issue is because of something that you're solving, which if you just think about it, it makes sense why they're going to buy your program. If they understand that they don't have the right workout plan and the right diet, of course they're going to want to buy your program, right? This is where you see doubt that they haven't been able to figure it out on their own. So, this is done by asking what questions. So, if we're going into it, just taking the weight loss example to another level, the first question we're going to ask, just like you saw up top, is what do you feel that you may be either doing or not doing when it comes to your training and diet that could be causing you to be so tired all the time? At this point, there's three things they can give us. They either give us the excuse, they give us the real reason, or they give us an I don't know.
Now, let's say they give us an excuse that's like, I just haven't put in the time. This is obviously going to lead to objections if it's not addressed. Or they give us a real reason, which is, yeah, I don't think I have the right diet or workout routine. Your life's a million times easier. They already understand it. You're perfect. This achieves a favorable cause. It's going to equal more pain. It's going to equal less objections. The final thing that they're going to say, which is my preferred cause. I love when they say this because it allows me to build doubt. So, it's when they tell me, "I don't know." So, they're essentially giving up all power here because they say, "I'm dealing with this problem and I have no idea how to fix it." This opens the door for you to build so much doubt, it's not even funny.
So, the first question I'm going to ask them is getting on the same page. So, I want them to understand what the actual cause is because it's going to make my life a whole lot easier. Now, when I frame it in a question instead of being like, "This is what you struggle with," then they actually feel like they came to the conclusion by theirel, which is way more persuasive. So, what I'm going to say is, "Well, have you considered that the reason you're so sluggish is because you don't have the right routine when it comes to diet and working out?" Now, notice here, I did not make the cause of the problem the fact that they don't put in the time in the gym because if I did that, I'm done. Like, I'm not going to close that person. At this point, they always say, "Oh my gosh, yes, that makes sense." Now is where we want to build doubt. So, this is going to be the what questions that I mentioned earlier. In your days now, what do you have in place to have a consistent and structured process so you feel motivated to eat clean and work out like multiple times a week if anything? That question is supposed to be like essentially how do we solve your pro your problem in a confusing way. That's the reason why we want to do this because the only answer we want to get there is I have nothing for that. Just like if you saw up top, right? So, at this point, they're going to be building doubt. So, they're going to be thinking, well, shoot. I don't have any sort of structured process. I don't have motivation. No, I'm not motivated. I don't even work out five times a week. Like, I don't have any of this stuff. They're already building doubt in their brain that they can't do it themselves, which is exactly what we need.
After this, we want to link it together. So, do you see why you're so sluggish and tired then because you don't have this process in place? Yes, that makes so much sense. What this does is it achieves a favorable cause. It also builds doubt. And finally, and most importantly, it builds your authority as a leader and as a problem solver. A lot of people ask me, "Oh, how do I sell B2B? Does this work for 20,000, $30,000 big packages?" Yes, it does because you are building big problems on them and you're exposing gaps in their business that they didn't know they had. The same thing works for fitness. The same thing works for any offer under the sun is that you're exposing the gaps that they don't know they have. And when that happens, they look to you as a leader and they respect you.
The next thing we want to do is we want to build out drawn out impacts. So the one question we have to ask ourselves here is what impacts happen as a result of the perceived problem. Okay? So I will just go into a full B2B example for you guys. So let's say the perceived problem is lead quality, right? the lead quality is super bad. What we want to ask ourselves is how can we make a question that makes them say the impacts below because what happens as a result of bad lead quality? It's going to be low close rates, right? It's going to be low show rates. When a lead quality is terrible, of course, it's going to impact it that way. But they don't really understand that. They haven't linked in their brain. So, what we need to do is we want to formulate a question that makes them say this impact right here. So, we already know it's a low close rate. So, what do we need to ask? It's okay. Okay, so with the lead quality not being where it needs to be, how's that affecting the close rate? Oh yeah, we're getting super low close rates. Perfect.
At this point, we want to go to the next question, which we already know the impact of a low close rate is a frustrated sales team, right? They're not going to be happy. They're not going to be thrilled that they're closing at a low percentage. They're probably pretty pissed off about it. So with this, we want to contextualize our question so it doesn't come off as like a smart answer or a smart question in a way. So we want to do, yeah, I know some sales guys, they really don't care. you know, they're there for a base, they don't really care about much else. How's the team reacting to the low close rate at this point? They're going to tell you they're pissed off, they're annoyed, they're frustrated because that's the only answer they can give us. Their sales team is obviously not happy about this.
So then we ask ourselves, okay, what is the next question that I can ask that's going to bring me to the next impact? Because what is the next impact? It's obviously high churn. Because if a sales team is frustrated, what's the very next impact because of that? It's a high churn. So this is an exercise you guys need to be doing with your offers um on like what is the direct impact that happens because of the perceived problem and then what's the impact that happens because of that impact. So then we just formulated into questions right here. I want them to say high churn. So what I'm going to ask is okay them being frustrated what's that doing to the churn of the team? Yeah we're losing reps. What's the next impact? When it when a business loses reps they often become pretty stagnant. So what I'm going to do is I'm going to ask them, well you turnurning sales reps like crazy like what impact does that have in the speed of which you guys want to scale? Obviously it's going to be slower, right? But they the thing is like they these may seem like obvious questions but these business owners and these people have never thought about it. They've really never considered what impact is happening because of my small perceived problem of bad lead quality. They don't really understand the magnitude of it. And this is why you guys can only charge a couple thousand dollar products is because they don't understand the severity of the issue because look at the next one. We always want to end it off with an emotion. So this is going to be, you know, you turning sales reps like crazy. What impacts that have? We're stagnant. Okay. So now we want to get the feeling associated with being stagnant. So what I'm going to do is I'm going to use tactical vulnerability. So this is giving someone a reason to answer my question. So what I'm going to ask is, yeah, for me, like when I was losing reps because of lead flow, I know it sucked pretty bad. you know, is annoying me quite a bit. I guess for you, how does it affect your confidence as a leader of the company knowing that you got to provide for all these people and they're just turning at this point? They're done. Like, they're just broken. So, they'll tell you, "Yeah, dude, it's really hurting me. Like, I'm I'm not feeling as confident as I used to be." Answers like that.
Now, you tell me if someone answers all of these questions just like we know they're going to because they're going to answer it this way. There's no other way they can because we already know the impacts of it. How can this person not close? How can this person get to the end of the call and say, "Dude, I love it, but I just don't have the money." When they feel unconfident because their business is stagnating, because they have high churn, because they have a frustrated sales team, because they have low close rates, because of their small perceived problem of bad lead quality. All right, guys. It's like it's so important here.
Now, lucky for all of you guys that are in B TOC is that this one is significantly easier. All right. So, when we go down here, let's just say the perceived problem is the fact that they're at work 12 to 15 hours a day. All right. If we're selling some sort of bisop, all we got to do is how can we make a question that makes them say these impacts because what happens as a result of someone who's at work 12 to 15 hours a day, they obviously have less family time, right? They're not able to spend time with their family. So, we want to mention that. Yeah, I know you mentioned you have a family. So, you being at work 12, 15 hours a day, like how do you feel like that's affecting you? Of course, they're going to tell us, "Yeah, I don't spend time with my family as much as I want to." Because that's the only thing they can say. Like, there's, you guys got to realize is that all we're doing is asking them questions that are going to lead us to getting the impact that we already know they're going to say. And that impact builds the pain deeper and deeper and deeper with every single bit of depth that we go.
So, then let's go to the next one. The next impact, less family time. What how does that impact them as a father? It makes me feel like a bad father sometimes. Obviously, that's going to be it. All right. Unless you're a sociopath, you're gonna feel like a bad father if you're spending way less family time, right? So, what we want to do is ask them a question that gets him to say this. You not being able to spend the time with them that you want to, what's that doing to you more personally? At this point, you're going to get the answer. It makes me feel like a bad father sometimes. And then they're just done, right?
Because now, if we take a look back at everything, they have like all the way back to the beginning, they understand the perceived problem. So they understand, yeah, um, our lead quality is absolutely atrocious and it sucks. Then they understand the favorable cause. So they have doubt that they don't have the right marketing strategy in place. They have doubt that they can't figure it out by themselves because they haven't been able to. They have nothing in place to be able to get better lead quality. And we've come to that realization and I've built my authority because I can ask questions that lead them to that conclusion. Then we go to the next one. They understand that them having that super bad lead quality is impacting low close rates, a frustrated sales team, high churn, a stagnant business, and it makes them unconfident as a business owner. When we get all of that done, this is where you guys can start just accelerating your sales calls to the next level because you tell me how someone who answers all of these questions is giving you a bad objection at the end of the call. Like it it's really really difficult to give an objection when you answer questions like this.
Enjoyed that one. Make sure to leave a like, make sure to subscribe, and if you guys want to look for more advanced training and just stuff like that, I have tons of stuff. If you guys go to the link in the description, you can go and apply to the training, or you can go check out some of the other videos I made. Either way, I hope you guys enjoyed this and I'll see you in the next one. This.