Transcription
All right, if you're a salesperson of any kind who wants to get better, or if you're a business owner looking to improve your sales team, you're probably wondering why you or your salespeople face so many objections. What can you do to prevent a lot of those objections from happening?
You know what I'm talking about. You reach the end of a call, conversation, or meeting, and the prospect says, "This sounds really good, but I need some time to think it over," or "I need to do more research," or "I need to talk to my spouse," or "I need to talk with the board or my department head." If you sell B2B, you might hear, "This sounds good, but I'm not sure if I'm ready to do this," or "I don't have enough time."
Maybe at the beginning of the conversation, they say, "Hey, just tell me the price, and if I'm interested..." Now, the question is, why do those objections even happen in the prospect's mind, and how can you prevent them from occurring? That's called objection prevention.
Come over to the vibe board; I'm going to show you what to do here. I'm going to show you these three objections and explain why any objection happens in your prospect's brain. First and foremost, I will show you how to prevent these three objections from happening. This is just a shorter training video; I don't have hours to go through every objection you're probably facing. We have courses for all that stuff.
So, why does a prospect tell you they want to think it over or do more research? Why does a prospect say they need to talk with their spouse? Why do they ask about the cost in the first couple of minutes of a conversation? Have you ever wondered that?
Let me show you why, and then I'll show you what to do about it. Objections are triggered reactions based on uncertainty in your prospect's mind, so write that down. Very important for you: objections only happen; they are triggered reactions based on the prospect having uncertainty about what you're offering.
Now, who controls whether the prospect has certainty or uncertainty? You do, the salesperson, not the prospect. So let's start right there. These objections are typically triggered reactions mainly from your tonality. You might not have thought of that. Your body language, even if they can't see you, and your facial expressions, even if they can't see you, matter. Your facial expressions are like the remote control to your tone.
Try having a confused tone with a straight face; you can't really do that, right? That doesn't make any sense. They're also triggered by the words you're using and the questions you're asking, which trigger that resistance, as well as the frames or beliefs prospects have about sales in general or salespeople.
Now, let me share a little bit of my background. I went to university to become a psychologist. As a psychologist, we were all taught—at least my professors taught me—that every patient, or prospect, has frames or ways of thinking. Your prospect's way of thinking comes from how they were raised by their parents, the church they attended, the cousins they hung out with, or the friends they associated with.
If they're young, their worldview can be influenced by who they follow on TikTok, like an influencer. Their way of thinking is conditioned by their surroundings in society. What we have to do is learn that your prospect's frame might be, "I never make a decision on the spot when I talk to a salesperson." If that's their way of thinking, you're going to get that objection every single time.
So how do you take them out of that way of thinking? That's called a deframe. You're taking them out of that way of thinking, and then how do you reframe them? You might have heard of reframing before. How do you reframe them into a new frame or a new way of thinking? You want me to show you how to do that with those objections? I know you do; that's why you came here.
Now, your prospect has a belief system that they have to talk with their spouse before they ever buy anything. Have you ever encountered that spouse objection if you sell to consumers? If you sell B2B, I'm going to show you something a little different here in a second.
A way you can start preventing that is to address it earlier in the conversation. Start doing this early in the conversation, and you're going to get way fewer "I need to talk to my spouse" objections than you ever thought possible. If you do get them, we're going to teach you how to build a gap from where they are to where they want to be and help them feel the pain of their current situation, along with a fear of future pain that could keep happening.
In the beginning, let's say a prospect tells you a problem or how they're feeling about their situation, or they mention some consequences of this problem. You simply say, "Well, how does your spouse feel about..." and repeat back the problem and the consequence. Does that make sense?
For example, "How does your spouse feel about you not having a policy to protect them when you pass away?" or "How does your spouse feel about you paying all those rate hikes with Edison Power if you sold solar?" Whatever problem they mention, you can turn it into a question.
If you sell to businesses, you might not necessarily ask them how their spouse feels about it, but in certain situations, you could, depending on what you sell. This is more for consumers. Stick with me if you sell to companies, though, because I'm going to show you some tweaks for companies in a second, especially for the "I want to think it over" or "I need to do more research" objections.
So, how does your spouse feel about... and then repeat back the consequence. Now, if the prospect responds, "Oh, I don't really know," you can't just accept that; that's not helping you prevent the objection.
Now, why am I asking them how they feel about how their spouse feels about the problem and the consequence? Don't say, "How does your spouse feel about this problem?" because it's too vague; it's too generic. They don't feel the problem.
But let's say I'm talking to a small business owner who's struggling to scale and hasn't been able to pay themselves for a year. Could I ask that question about their spouse? That would make sense, right? "How does your spouse feel about you not being able to pay yourself for an entire year?"
"Oh man, she hates it." See what I'm doing? I'm getting them to think, "Why would I need to talk with my spouse?" If I ask how they feel about this problem and the consequence, and they say, "Oh, she hates it; it's horrible," I'm starting to take them out of that frame of needing to talk to their spouse into a new frame or new way of thinking.
Now, let's say you ask this first question, and they're more positive, like, "Oh yeah, he really hates that." Then you can say, "Well, does she want you to be able to start paying yourself?" or "Does she want your business to become more profitable so you can start paying yourself way more than you are now?"
"Well, yeah, she would for sure." See, I'm getting them on board with the spouse. Of course, she would want me to have all this, so it reduces my chance of getting that objection.
This is not all you do; this is just the start of taking them out of that frame of needing to talk to their spouse into a new way of thinking. It doesn't necessarily mean you're going to remove that objection completely. There are other questions you can ask in the process to completely remove it. I'm just giving you a few examples.
Now, let me give you an example that's industry-specific. Let's say you sell network marketing or a business opportunity or franchises. "How does your spouse feel about you having to work 60 to 70 hours a week?" If I sold network marketing or a business opportunity, part of that pitch would be, "Hey, reduce your hours at the office."
It's going to be hard for them to say, "Yeah, he just wants me to keep working 60 to 70 hours a week." They're likely to say, "No, they don't want me working that many hours."
Now, what if they say, "I'm not sure; I never talked to her about it." You can follow up with, "Well, does she want you to be forced to work 60 hours a week and miss your son's basketball games?"
Now, I'm not just making this up; this would have been in the conversation. Let's say I'm talking to a dad who says, "I'm working 60 hours a week and missing a lot of my son's basketball games."
"Well, does she want you to be forced to work 60 hours a week and miss all your son's games?"
"Well, no, she doesn't want that."
Notice the key word I used here was "forced." Why would I say "forced"? Because nobody wants to be forced or made to do anything. See how I'm seeding that into the prospect's brain?
Now, let's say you ask this first question, and they say, "Oh yeah, he doesn't like it at all." You can follow up with, "Does he want you to be able to work from home so you have time to go to your kids' ball games?"
"No, he definitely wants me to do that."
See what I'm doing? I'm reducing the likelihood that they're going to come back and say, "I need to talk to my spouse" after they said, "My spouse wants me to work from home."
"My spouse doesn't want me to work all those crazy hours."
"My spouse wants me to spend more time with my family."
It's hard for them to then come back and say, "I need to talk to my spouse about spending more time with my family." It doesn't make sense for them to do that.
They start to remove that objection from their system. This is not all you do; it's part of how to start that process.
Now, another thing I can do further on in that conversation, or I can do it right there, is called an NEQ identity frame. This is called an identity frame. Remember I talked to you about taking your prospects out of their way of thinking or their frames, deframing them, and reframing them into a new way of thinking or a new frame?
This is called an identity frame. NEQ stands for neuro-emotional persuasion questions. If you're one of our clients in our virtual training courses, especially our advanced stuff, you already know all this and much more skill-level training that we do that I don't cover in these YouTube videos.
An identity frame is where the prospect either moves away from wanting to be known as a certain type of person or moves toward wanting to be known as a different type of person.
Here's what I would do: "Good for you and your spouse looking at this. Your son is lucky to have a dad like you who cares so much to spend time with him."
If I'm selling network marketing or some type of business, that's the frame I would use. If you're selling something different, we would teach you how to do this differently because there are little nuances you'd have to learn for every industry.
"Good for you and your spouse looking at this. Your son is lucky to have parents like you who care so much to spend time with him."
I talk to a lot of people out there, and you'd be surprised; a lot of parents don't really care about spending time with their kids, you know what I mean?
See what I'm doing there? "Your son is lucky to have parents like you." Not just "dad," but "parents like you."
Because I'm talking about the spouse who cares so much to spend time with them. I talk to a lot of people, and you'd be surprised; a lot of parents don't really care about spending time with their kids, you know what I mean?
Now, what are most prospects going to say? "Oh gosh, those are horrible parents. It's important to spend time with your kids."
See how I'm getting them to identify away from the negative type of people they don't want to be like?
If I'm selling network marketing, if they don't buy into that, they're kind of identifying with all those people who work 70 hours a week at their job and have no time with their families. They want to identify with having time for families if this is what I'm selling.
I'll show you a few different examples for other industries, so you know what I mean by that. Most will say, "Oh no, I would never do that."
Then I'm going to say, "For you and your spouse, why is this so important to you now?"
See what I did? This is called an NEQ probing question. This builds urgency in the sale to buy now, not keep pushing it down the road.
"For you and your spouse, why is this so important to you now?"
"Why is spending that time with him so important to you now?"
Now, they start to tell you why it's so important, but more importantly, they're telling themselves why it's so important.
Now, if a lot of you are asking, "Well, how do I prevent the spouse objection for what I sell?" I'm just going to give you my number, so just text me at 480-637-2944.
Every day for about an hour, hour and a half, I and a couple of sales trainers lock ourselves in the conference room over here, and we just answer your text messages.
So if you want to learn how to prevent the spouse objection for what you sell, just text us, and we'll get back to you as soon as we can.
Now, let's move on to how to prevent some other objections. Are you ready for that? Okay, good.
If you want more training like this, because I release about two or three of these training videos each week here on this channel, your next step is to hit the subscribe button so you can subscribe and make sure you hit the notify button so YouTube notifies you when I come out with a new training video.
I do about two or three a week. Hope that helps.
Now, how do you prevent the "I want to think it over" objection or frame from happening in the prospect's mind? How do you build urgency for them to do it now, not keep pushing it down the road?
What are the two biggest emotional drivers that cause a human being to want to change? It's pain and the fear of future pain.
If you can't help the prospect relive their pain of their current situation or their past, and then have a fear that that pain is going to keep happening or could happen in the future, that prospect doesn't feel any urgency to change.
If they feel an urgency to change, that means you get objections like this, and they don't buy from you.
Now, I will tell you that "I need to think it over" is not a real objection. There's some concern they have that they're not wanting to tell you, so they just tell you they want to think it over.
I mean, when you tell a salesperson you want to think it over, do you go home for the next three weeks and write out the pros and cons of buying or not buying? You don't.
You just told them that to try to get rid of them or to make them feel better, but more than likely, you have some objection or concern that you didn't want to tell them.
Like, you didn't feel like you had the money, or you didn't feel like it was a priority to spend money on it, or you didn't know how to work with whatever. You had some objection; you just didn't want to tell them.
That's a whole different training in that part. So, pain and the fear of future pain.
The more you get them to relive their pain of their current situation and have a fear of future pain, the less likely they will ever say, "I need to do more research," "I need to keep looking around," or "I need to think it over."
The reason why you're getting so many of those right now is that you don't know how to do this yet. You haven't learned how to use your tonality to trigger different emotions in the prospect's brain.
You don't use your body language or your facial expressions, or you haven't learned the right questions to ask for what you sell to do that yet.
Notice I said "yet" because that's something you have to learn, and we train you. That's why people in your industry come to us to learn how to do those things.
Now, one way you can start to prevent this objection from even happening in the prospect's mind is simply by asking what we call an NPQ probing question.
Remember that stands for neuro-emotional persuasion questioning. So when the prospect says they have this desire to change XYZ or whatever it is, you can simply say, "Can I ask why this is so important to you now?"
Now, why would I emphasize the word "now"? Because "now" means urgency.
See how I'm emphasizing the word "now"? What would it sound like if I said this: "Can I ask why this is so important to you now?"
Because I don't really emphasize the word "now," and I don't verbal pause before I want to emphasize this word. This doesn't really get into their brain. Their brain can't focus on it; it starts to focus on all this.
I want their brain to focus on this word: "Why do this now?" This builds more urgency.
"Can I ask why this is so important to you now?"
See how I get their brain to focus on the urgency?
So a probing question also builds urgency in that sale. That's one way to start eliminating the chances that you get "I want to think it over," "I want to do more research," or "I want to keep looking around" objections at the end.
Another way is to use what's called an NEQ identity frame. Remember I talked to you about identity frames a second ago? You typically ask them right after you ask what are called consequence questions.
If you want to learn about consequence questions, make sure you text me at that number. I can explain to you a little bit more about those.
So after I ask this consequence question about what happens if they don't do anything, and they say, "Oh, we need to do something," then I'm going to put this part in: "I mean, you certainly sound motivated. For you, why look at doing this now? Why not push it down the road and keep paying the rate hikes like a lot of people who don't know anything about solar?"
If I sold solar, that would make sense.
Now, I'm going to break it down for you. After I ask this consequence question, I mean, you certainly sound motivated. It's like I'm almost pushing them away to get them to pull me back in.
I don't want to push like pushy, pushy where they push back against me. I want to kind of push them away in a sense where they defend themselves on why they need to change now and change with me.
"Probably a good thing for you if you want to sell, right? I mean, you certainly sound motivated. For you, why look at doing this now? Why not push it down the road and keep paying the rate hikes like a lot of homeowners do who don't know anything about solar?"
Now, did you hear the verbal pacing of that question? See all the verbal pauses I did?
What if I said it like this: "I mean, you certainly sound motivated, John. For you, why look at doing this now? Why not push it down the road and keep paying the rate hikes like a lot of homeowners do who don't know anything about solar?"
Oh, I don't know. It's just... You’re not going to trigger anything there because you're asking the question in a monotone tone.
There's no emotion; you're not triggering anything. See how my voice and tone fluctuate?
"I mean, you certainly sound motivated. For you, why look at doing this now? Why not push it down the road and keep paying these rate hikes like a lot of homeowners do who don't know anything about solar?"
Now, because they already know about solar, because you're there at their house or virtually, it's hard for them to want to identify with this person that keeps paying the rate hikes.
You see how I'm getting them to move away? They don't want to identify with that person who keeps paying the rate hikes because they don't know anything about solar.
Let's keep going here. Now, let's say if you sold for a marketing agency. I'm just going to show you how to do this for a few different industries so you can tie it into what you sell.
Let's say this company wants to get a higher quality lead so they can scale. "For you, why look at getting these higher quality leads now? Why not push it down the road like a lot of companies do who never actually scale the business or who eventually go out of business?"
If you're talking to a small company that's having this problem, you might say, "Like a lot of companies do who eventually go out of business."
If you're talking to a midsize company that's looking to scale and they want better leads, you could say, "Like a lot of companies do who never end up being able to scale."
That would make more sense.
Now, if you're talking to a billion-dollar organization about maybe leads, maybe you're an outside marketing consultant they want to hire to come in and train their marketing department how to do this better, you're going to set that up.
"But for you, why look at bringing in this now? Why not push it down the road like a lot of companies do and just kind of hope and pray your internal marketing team someday figures it all out?"
See what I'm doing there?
Would that make sense if I'm a marketing agency or marketing consultant selling to a billion-dollar-plus organization that has an internal marketing team?
I'm not going to say, "Go out of business." Unlikely; they're not going out of business if they're doing a billion-plus.
I'm not going to say, "Who never scales," because they've already scaled. I have to tie that in to what actually makes sense to the prospect and what the prospect actually told you.
Are you with me on that?
If you want more training videos like this, make sure you hit the subscribe button right now so you don't forget.
Make sure to hit the notifications button here on the channel so you get notified. I typically release two, sometimes three of these training videos every week.
So if you want more training, hit the subscribe button and the notification button, and I'll see you on the next training.
All right, I've still got a little bit more here for you.
Now, what about this? If you have questions on what I just did about the "think it over" objection and how to tie it into what you sell, the easiest way to get a hold of me is just to text me.
So I'm going to give you my number: 480-637-2944. Go ahead and text me now so you don't forget.
I'm not going to respond to you probably right now, but we'll respond to you here in just a little bit if you want to learn how to do that for your industry because there are some nuances in every industry.
All right, so tell me the cost, and if I'm interested... You get on a conversation; it could be on the phone, virtually, or in person. It doesn't matter what you sell.
After about one or two minutes, three minutes, they say, "Hey, I appreciate it. Can you just tell me how much it's going to cost? I'll tell you if I'm interested."
What do you do then? How do you prevent that?
Because if you just tell them the cost without building any gap, it's unlikely there's any sale.
If you're like, "Oh, well, I'll go over that in just a little bit," they feel like you're trying to avoid the question; you're hiding something.
Then that question is going to come up again, especially if they're the type to say, "You know what I mean?"
So you have to answer it, but answer it indirectly where it makes sense why you're asking the questions in the first place.
Now, why do you get this objection? Have you ever wondered why you have so many prospects that tell you this in the beginning of a conversation?
I'm going to show you. It's because you haven't been trained yet with your tonality. You sound too monotone, like a telemarketing salesperson, or you sound timid, like you're nervous to ask questions or talk to them.
Especially in a cold call, or sometimes even when you're way too excited, "Hey, I'm so excited to be on this phone call! Do you have two minutes to talk about my XYZ solution?"
You sound like a salesperson that people don't want to talk to. There is a middle ground.
You're the trusted authority; you're the expert. You talk normally because you're not attached to whether they buy or not.
If they don't buy, it doesn't really impact you. You're not the one that has the problems; the prospect does. You're the one that can solve the problems, so you're more detached.
Make sense?
Why does this happen as well? Because you sound scripted; you sound like a robot. They feel like you're interrogating them.
That's why if a prospect says, "Hey, enough of the questions. Can you tell me how much it's going to cost? I'll tell you if I'm interested," you tell them, "I'm interested."
The reason why is they feel like you're interrogating them because when you ask questions, you sound like you're reading them from a script or they're rehearsed.
They don't sound natural; it doesn't sound like you're in a conversation with them. I see a lot of salespeople do this.
I'll ask a question, the prospect answers, and they're like, "Okay, cool, gotcha, gotcha. John, let me ask you..."
Or they're going to say, "Okay, right, right, right. What I think I'm hearing is..." and they repeat back what they said.
It just doesn't sound like a real conversation. The prospect's guard goes up.
It has to sound like a real conversation where you're bridging from question to question using verbal cues that sound conversational.
"How long has that actually been going on for over the past five months? But what happened before then? Oh really? Now, does your boss actually know about that?"
"Oh really? Does your boss actually know about that?"
See how I'm bridging rather than saying, "Okay, cool, gotcha. Does your boss know about that?"
It sounds weird. You want to use bridging from question verbal cues conversationally.
So let's say if the prospect says that, I'm going to show you what to do here.
"Hey, Jeremy, I really like this, but I'm just kind of out of time. I don't have time for the questions. Can you just tell me the cost? I'll tell you if I'm interested."
"Oh yeah, we'll go through that for sure."
So first of all, you just agree with them. Now, why are you agreeing with them? Because what's your first job? To get the prospect to let their guard down.
If their guard stays up, it's over most of the time. So you have to get them to agree.
"Oh yeah, we'll go through that for sure. I mean, it's really all going to depend on your blank, your blank, and your blank. Once we understand all those different details, I can go through all the different options we have for our clients. Would that help you?"
It's really all going to depend on your blank, your blank, and your blank.
Now, what are the three things the pricing depends on for you and what you sell?
Now think about this for a second.
Oh, and like I said, if you have questions like, "How do I do this for my industry?" just text me at that number.
I am going to answer some questions on this a little bit, probably today and some tomorrow, so just text me at that number.
Now, let's say if you sell life insurance. I'm going to show you how to do this, hopefully, you can get this for your industry.
"Well, can you just tell me how much the policy would cost? I just need to know if I can afford this."
"Oh yeah, we'll go through that for sure. I mean, it's really all going to depend on your age, your health conditions, your expenses, especially with the mortgage payment you have to do every month. Once I understand all those different details, I can go through all the different policy options we have for clients. Would that help you more if I did that for you?"
So what does it depend on? Like if I sold life insurance, I don't know the price because it all depends on their age, their health conditions, and what their expenses are.
Why would I throw in their expenses? Because if their expenses are, let's say, $30,000 a month, and if I'm selling mortgage protection insurance and their house payment is $10,000 of that a month, and I don't understand all those details, I might sell them a policy that doesn't really cover and pay off their home if they pass away.
Or at least pay the payment for a while so they can sell the home in time where they don't have to foreclose.
So I don't know what the price would be without knowing these things.
It would be like, let me give you the equivalent: it would be like you pull up your car to a mechanic, you throw in the key, and say, "Hey, can you fix my car? By the way, how much is it going to cost?"
What would the mechanic say? "Well, I don't know what it's going to cost because I don't know what's wrong with the car yet."
If you don't know what's wrong with their situation, if you don't know about those questions, how can you know the price?
Now, to the prospect, it makes sense why you're asking the questions.
You're going to notice they say, "Oh yeah, yeah, yeah, yeah. What questions do you have?"
Then they just become open to answering your questions. See how that works?
At the end, they say, "Would that help you if I did that for you?"
Now, why am I asking that? Because who has the problems, the prospect or you?
You, the prospect, not you. So why are you qualifying to them?
I'm going to get them to qualify. "Would that help you if I did that for you?"
Yeah, that would help. "What questions do you have?"
Or I could say, "Would that help you?"
Because remember, I'm getting them to qualify. "Would that help if I did that for you?"
See, I'm doing them a favor by solving their problems, not the other way around. Does that make sense?
All right, now if you want to learn how to do this for your industry, like I said, I know a lot of you are thinking, "Jeremy, I don't know how to do this for my industry."
That's why I left my number there. You can go ahead and text me.
Every day for about an hour and a half, I lock myself in a room with a couple of sales trainers, and we actually answer your questions. Believe it or not, it's kind of crazy.
I don't know how long I'm going to keep doing it, but we will answer your questions about how to tie it into what you sell.
Hope that helped you today. Your next step is to go hit the subscribe button as well if you want more training videos like this.
I release a couple every single week. Hit the subscribe button.
Have a good day. Remember, I started this company for you to help you. I came out of retirement for you so you can succeed.
So click the subscribe button, hit the notification button so you actually get notified when I release a new training video.
I'll see you in the next one.