The 5-Step Process to Overcome Any SMMA Objection
Summary
TLDRThis video script offers a comprehensive guide for overcoming sales objections, a common challenge for beginners. It emphasizes the importance of preparation and prevention techniques to make closing deals effortless. The script outlines a five-step process to tackle objections effectively, starting with diffusing the objection and reframing the conversation towards the customer's goals. It also highlights the significance of trust in sales, using the analogy of a life-saving medication to illustrate the point that objections often stem from a lack of trust rather than the stated reasons. The video aims to equip viewers with strategies to prevent and handle objections, leading to smoother sales calls and increased client acquisition.
Takeaways
- 😀 Sales objections are a common challenge for beginners and can be frustrating, but they can be overcome with preparation and strategy.
- 🔑 It's crucial to prepare for objections in advance and understand how to prevent them to make closing deals as effortless as possible.
- 👍 A great salesperson not only handles objections but also prevents them from arising by addressing concerns before they become objections.
- 🤔 Before discussing pricing, ensure all the prospect's questions are answered and gauge their interest level with a 1 to 10 tie-down.
- 📝 Asking a prospect where they stand on a scale from 1 to 10 helps identify any doubts and allows for addressing them before moving forward.
- 💡 The goal is to have the prospect feel sold on the offer before discussing pricing, to avoid handling objections and instead have them ready to purchase.
- 🌟 Most objections are trust-based but are disguised as something else; understanding this can help in overcoming them effectively.
- 💰 Objections often involve 'smoke screens' like needing to speak to a spouse or considering finances, which are really about a lack of trust.
- 📈 Objections typically fall into five categories: think about it, business partner or spouse, finances, doubt, and logistics.
- 🛑 The five-step process to overcome objections includes diffusing the objection, reframing the perspective, tie-down for agreement, isolating the real objection, and overcoming it with analogies and logic.
- 📚 Creating an 'Objection Playbook' can help in preparing responses and strategies for common objections, tailored to the salesperson's style.
Q & A
What is the main challenge faced by beginners in sales calls?
-The main challenge faced by beginners in sales calls is dealing with objections, especially when they arise unexpectedly after discussing the price.
Why is it important to prepare for objections in advance?
-Preparing for objections in advance is important because it helps to understand the best strategies to overcome them, which can lead to closing deals more effortlessly.
What is the goal of using prevention objection techniques?
-The goal of using prevention objection techniques is to make closing deals as effortless as possible by addressing and preventing objections before they arise.
What are the two things a salesperson should do before discussing pricing with a prospect?
-Before discussing pricing, a salesperson should ensure that the prospect has all their questions answered and perform a 1 to 10 tie-down to gauge the prospect's level of interest and identify any doubts they might have.
How does a 1 to 10 tie-down serve a dual purpose in a sales call?
-A 1 to 10 tie-down serves a dual purpose by gauging the prospect's level of interest and providing a clear indication of any doubts they might have, allowing the salesperson to address these concerns.
What is the significance of the 'fight or flight' state in the context of sales objections?
-The 'fight or flight' state signifies a defensive or evasive response from the prospect when faced with a perceived push to buy. It's crucial for salespeople to avoid triggering this state to maintain a productive conversation.
What is the first step in overcoming any sales objection according to the script?
-The first step in overcoming any sales objection is to diffuse the objection by showing understanding and avoiding confrontation, making the prospect feel that their concerns are valid.
Why is reframing important after diffusing an objection?
-Reframing is important to shift the prospect's focus away from the objection and towards the end goal, reminding them of the reasons they considered the service in the first place.
What is the purpose of a tie-down in the sales process?
-A tie-down serves to get a micro-commitment or agreement from the prospect throughout the sales process, indicating that they are following along and agreeing with the salesperson's points.
How can understanding the five categories of objections help a salesperson?
-Understanding the five categories of objections helps a salesperson to have frameworks in place to handle objections effectively, making their job easier and increasing the chances of closing a deal.
What is the final step in the five-step process to overcome objections?
-The final step is overcoming the objection by using analogies, logic, and reframes that suit the prospect, demonstrating confidence and authority while having a service-over-sales mentality.
Outlines
🛠️ Overcoming Sales Objections with Prevention Techniques
This paragraph introduces the common challenge faced by sales beginners: objections. It emphasizes the importance of preparing for objections and understanding strategies to overcome them. The speaker proposes a goal to close sales calls without objections by using prevention techniques. They also mention that while good salespeople handle objections, great ones prevent them. The paragraph sets the stage for a five-step process to overcome objections and stresses the importance of addressing prospects' questions and gauging their interest before discussing pricing.
🏥 Trust and the Concept of 'Smoke Screens' in Sales
The second paragraph delves into the concept that most sales objections are trust-based but are often disguised as something else, referred to as 'smoke screens.' It uses a hypothetical scenario of a life-saving medication to illustrate how trust in a product's ability to deliver results can overcome financial or other objections. The paragraph outlines the five categories of objections and suggests that understanding these categories will simplify the process of handling them. It then introduces a five-step framework to overcome objections, starting with diffusing the objection and reframing the prospect's focus towards their end goal.
🔗 The Importance of Tie Downs and Isolating Real Objections
This paragraph discusses the significance of tie downs in the sales process, which are micro-commitments that affirm the customer's agreement and engagement. It explains how tie downs provide valuable feedback on the customer's position in the sales process and help build momentum towards a sale. The speaker then describes how to isolate the real objection by understanding the customer's true concerns after they have acknowledged the service's potential to meet their goals. The paragraph concludes with the fifth step of overcoming the objection through analogies, logic, and reframes, tailored to the prospect's needs and the salesperson's understanding of the customer.
Mindmap
Keywords
💡Sales objections
💡Prevention objection techniques
💡Closing deals
💡Smoke screens
💡Tie down
💡Micro-commitments
💡Outcome-focused conversation
💡Isolating the objection
💡Overcoming objections
💡Sales framework
💡Service over sales mentality
Highlights
Sales objections are a common challenge for beginners, highlighting the importance of preparation.
The goal is not just to overcome objections but to make deal closing as effortless as possible.
Prevention is better than cure; understanding how to prevent objections is key to successful sales.
Ensuring all the prospect's questions are answered before discussing pricing is crucial.
Using a 1 to 10 tie-down helps gauge the prospect's interest and identify any doubts.
The technique of addressing concerns before discussing pricing ensures the prospect is sold on the offer.
A good closer handles objections, but a great one prevents them from arising.
Trust is the foundation of overcoming objections; prospects need to trust the agency's ability to deliver results.
Smoke screens are used by prospects to mask their lack of trust, and it's essential to recognize and address them.
Understanding that objections are trust-based can help salespeople navigate conversations more effectively.
The five categories of objections are: think about it, business partner or spouse, finances, doubt, and logistics.
Diffusing objections involves acknowledging them without becoming defensive.
Reframing the conversation to focus on the end goal can help shift the prospect's perspective away from the objection.
Tie downs are micro-commitments that provide feedback on the prospect's engagement and agreement.
Isolating the real objection is essential before attempting to overcome it.
Overcoming objections requires a combination of analogies, logic, and reframes tailored to the prospect.
The ultimate goal is to have easy sales calls and smooth closes, minimizing the need to handle objections.
An objection playbook is provided as a resource, but salespeople should adapt it to their own style.
The video concludes with encouragement to apply the techniques learned to sign more clients.
Transcripts
sales objections are every beginner's
worst nightmare there is honestly
nothing more frustrating than being deep
into a sales call and thinking that
everything is going well until you get
hit with an objection the moment that
you mention the price and that is why it
is so important to prepare for
objections in advance and understand the
best strategies to overcome them if
executed correctly your sales call
should close without any objections the
goal here isn't just to overcome them
but to make closing deals as effortless
as possible and this can actually be
done using prevention objection
techniques which I'm going to teach you
in just a second but it's important to
know that a good closer knows how to
handle objections but a great closer
knows how to prevent them from ever even
coming up however even the best closers
face challenging situations now and then
so sometimes knowing how to nip them in
the bud will help you sign a whole lot
more clients and that is exactly what
we're going to cover in today's video so
the five-step process to overcome any SM
a objection but before we get into that
you need to know how to prevent
objections from ever coming up you see
on every single sales call before you
get into pricing you need to do two
things firstly you need to make sure
that the prospect has all their
questions answered you don't want to go
into pricing without making sure of that
because at the end of the day a confused
buyer never buys so if you have a
prospect who has a bunch of questions
then you shouldn't go straight into
pricing before answering them because
they are simply not going to buy
secondly you need to do a 1 to 10 tie
down so the way that this actually looks
in practice is just so we're on the same
page on a 1 to 10 scale with a one being
get me off this call right now and aend
being this is exactly what I've been
looking for where do you fall you see
asking this question serves a dual
purpose it not only helps you gauge with
a prospect's level of interest but also
provides you with a clear indication of
any doubts that they might have for
example if they say they are an eight or
less out of 10 then you need to question
it so that way you can get an idea of
what might be missing from this point of
view so you can say something along the
lines of gotcha appreciate you sharing
that with me out of curiosity what's
stopping you from being a nine or a 10
this will give you clarity about what
their main concerns are and how to
address them which should help you get
them closer to a 10 now this technique
ensures that by the time you discuss
pricing the prospect is already sold on
your offer because you do not want the
goal to be handling objections you want
the goal to be the prospect pulling out
their credit card one thing I always
remind student students is that it
doesn't have to be hard and you don't
want it to be in fact you want it to be
as easy as possible you see when I was
taking on sales calls that was always my
goal and if you do everything right as I
covered in one of my other videos I'll
pop around here somewhere which is my
step-by-step guide to closing Clans for
your SMA in 2024 you're not going to
have that many objections but if you do
in today's video I'm going to cover how
to actually handle them before we start
what I want you to do right now is this
I want you to grab a pen and paper put
your phone on airplane mode clear out
any distractions and just take notes of
everything that I'm going to be going
over the knowledge that I will be
sharing with you today has already
helped thousands of students in my
program agency accelerator to not only
prevent but also overcome objections in
their sales calls and the results speak
for themselves just like Jacob who's
been signing clients for his agency
month on month since joining or take
Aiden one of my favorite student success
stories after Just 4 weeks he reached 12
,000 with his agency servicing real
estate agents thanks to the guidance
from our lead sales coach Scott brunning
all inside of the agency accelerator
community so if you're serious about
improving as an agency owner and want to
be perceived as a highly valued
professional in the industry sitting
back and just watching won't do it pen
paper and no distractions so let's get
into it now the first thing you need to
understand is that every single
objection is essentially a trust based
objection they either don't trust you
your agency or themselves and the faster
you realize this truth the quicker you
will succeed because most objections are
trust-based but they're disguised as
something else you know no one's going
to come out and outright say I don't
trust you and I think you're lying so
I'm not going to buy from you listen
that's just human nature instead they're
going to use what we call Smoke screens
now smoke screens will allow them to
feel more socially acceptable and to
weasel their way out of conversation so
that way they don't feel forced to buy
from you now examples of this would be
they need to speak to their spouse or
they need to run the numbers and then
think about it for a day or two or they
believe that this is too expensive and
that they might not be able to afford it
however the fact of the matter is if
your agency was guaranteed to work and
to get them to their goals would they
really need to go and think about it
would finances really be a problem or
wouldn't they get creative to find a
solution the answer to all of these
questions is no because they would
understand and trust that you would get
them the result that you promised and
the best way to explain this concept is
to imagine that you have been diagnosed
with a terminal illness and that doctors
have given you only a few months to live
however there's a newly developed
medication that is guaranteed to save
your life and cure your illness but
there's a catch the cost of this
medication is $100,000 even if you
didn't have $100,000 to your name you
would do everything in your power to
come up with the money because it's your
only chance at saving your life you
might borrow money you might sell assets
you might take out loans or find other
creative ways to raise the funds because
what other choice do you have and that
is how you want your prospects to view
your agency they need to trust that your
agency can deliver the results they need
so much so that they will do anything it
takes to make sure they can work with
you at that stage all objections about
money time or or other factors will melt
away so now you can see it's not because
they don't need to talk to their spouse
they don't have the money or they need
to think about it it's because they
simply don't trust that you are the
person or agency to get them to their
goals so like I said if you want the
best chance at closing clients you need
to be able to prevent and smell out
smokees screens luckily every objection
no matter how unique it may seem falls
under one of five categories of
objections and those five type of
objections are number one think about it
number two business partner or spouse
number three finances number four doubt
and number five which is actually my
favorite Logistics now knowing these
five categories will make your job to
handle these objections a whole lot
easier because you will be able to put
Frameworks in place to handle them to
the best of your abilities now these
Frameworks will help you overcome any
objection ever thrown your way so let's
dig into it listen there are five steps
to overcome any of these objections step
one is to diffuse the objection you see
many beginners in sales see objections
as rejections and immediately become
defensive which is the last thing that
you want to do by the way instead you
want to avoid confronting them and make
them feel their thoughts and concerns
are valid at least for the moment so in
any case where the prospect would say
they need to think about it or they need
to speak to their spouse things you
would say to diffuse objections would be
I can respect that I totally understand
that or yeah that's not a problem at all
the reason why we say that is because we
want the prospect to feel as if we're on
their side because at this stage the
prospect has basically said no and it's
only normal for them to expect you to
push back and try to get them to buy so
if you do it wrong they're going to
enter into this fight or flight State
and at that stage the sale is lost and
you can forget about ever trying to get
them to buy because they won't a really
good way to explain the fight or flight
state in this situation would be for you
to picture yourself at 10 years old for
example and your mom has just asked you
to brush your teeth and get ready for
bed to which your answer is no now you
know fully well that because you said no
you are about to pick a fight and can
expect your mom to push back and get
frustrated with you now that's exactly
how prospects feel when they give you an
objection which is why the best thing
you can do is to show that you are on
their side to diffuse the situation and
get them out of the fight or flight
State now once this is done we can move
on to step 2 which is a reframe now as I
mentioned before most objections are
just smoke screens but before we can get
rid of the smoke screen and dig up the
real objection you have to shift their
focus away from the objection and
towards the goal that they are looking
for step cvy famously said begin with
the end in mind so what we want to do
here is to reframe their perspective to
the end goal and this is where you need
to find out if they believe working with
you can actually help them get to their
goals so you can do that by saying
saying things like yeah so just so I
know before you think about this do you
actually feel like we can get you to
your goals because for me personally
that's the only part that really matters
in my eyes now we do this because when
the prospect starts thinking about their
goals they are then reminded of the
reason they considered your service in
the first place and this makes the
conversation more outcome focused and
allows you to steer the conversation in
the right direction but also most
importantly allows you to get a sense of
how convicted they are in your service
and you do this by paying attention to
their tonality when you ask them whether
they believe you can get them to their
goals because some people will say yes
and that's them basically trying not to
be rude so you always have to pay
attention to the tonality and if your
gut tells you that there's something
more to it then you need to address it
and you can do that by saying things
like from your tonality just there I can
sense that maybe something is missing in
your eyes and if you're not being honest
with me maybe you're just being polite
but I'd rather know fully what's on your
mind if it's not the right fit then it's
not the right fit so to go back do you
really feel like we can get you to your
ex desired goal and at that point you've
basically skipped down to step four of
the framework which is isolating the
objection and now you can overcome it
which I'm going to break down in step
five for you now the next step is the
tie down now if you went through the
previous step and their tonality didn't
shed light on any doubts they had and
they actually seem confident that you
could get them to where they wanted to
be then you can move on to this step now
a tie down is essentially a micro
commitment that gets you a yes or an
agreement throughout the sales process
process and indicates to you that the
customer is following along and that
they agree with everything you have to
say basically mirroring it back to you
now tie downs are super important
because they give you a lot of valuable
feedback as to where your prospect is in
terms of the sales process they also
allow you to control the call develop a
yes momentum and give you an idea of how
close or how far away you are from the
deal so how do we use tie downs well
once they've shared whether or not they
feel like your service can help them you
basically have to get them to tell you
why your service can help them achieve
the results that they're looking for so
basically saying things along the lines
of okay cool why do you feel like that's
the case or you just say anything else
you want to make it sound natural for
how you talk it should genuinely feel
like a friend supporting another friend
in a decision and this gets them to
verbalize all the aspects of your
service that they realize they need and
it also strengthens their commitment
which ultimately reduces doubt and this
puts them right where we want them and
allows us to move on to step four which
is where the actual sale starts you see
in step four you isolate the real
objection you see once they've
communicated that yes and that your
service will get them the results that
they're looking for and they've given
you the reasoning as to why they feel
this way now is the time to find out
what the actual objection is so you
would basically say something along the
lines of yeah got you now when you think
about it what specifically do you feel
like you need to think about just so I
have an understanding and maybe I can
help now from here you'll get the actual
objection whether it's purely Financial
they don't think they have enough time
time or anything else but this is the
real objection that you have to overcome
which brings us to step five which is
overcoming the objection you see once
the objection is isolated you can
overcome it via analogies logic and
reframes now this really depends on the
type of prospect you're dealing with as
sunu said in the Art of War know your
enemy and know yourself and you can
fight a 100 Battles without disaster so
the better you understand your prospect
the better you'll be at deciding what
sort of analogy IES and reframes suit
that Prospect and at this stage being
confident and firm will be your greatest
asset now a lot of people mistake being
firm for being rude but that's a
complete fallacy the way you want to
view it is you have your client's best
interest at heart and you're trying to
help them understand that this is the
right decision for them you basically
need to have a service over sales
mentality because the truth is one out
of 10 are never going to buy one out of
10 are guaranteed to buy regardless but
but eight out of 10 will need your help
to decide so your ability to help them
decide and do so from a place of
authority will help you win them in your
favor now to tie this all together I
have created an objection Playbook which
you can access through the link in the
description it will contain a bunch of
goodies to help you on sales calls and
sign more clients but before you go and
download the objection Playbook I must
say it is essential for you to find what
works best for you you see everyone's
sales style is different and using the
exact word tracks that I've given might
not work for you so use it as a source
of inspiration and add your own twist
and lastly always remember the goal is
never to handle objections you want easy
sales calls and smooth closes so if you
conduct your Discovery calls correctly
hopefully you won't even have any
objections to handle in the first place
however I made this video specifically
for those sticky situations where
objections still arise so now you're
ready to go sign more clients so on that
note happy hunting and as always I'm
watching from afar and I'm rooting for
you
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