The 5-Step Process to Overcome Any SMMA Objection

Summary

This 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

00:00

🛠️ 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.

05:00

🏥 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.

10:01

🔗 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.

Keywords

💡Sales objections

Sales objections refer to the concerns or doubts raised by a potential customer during a sales pitch. In the video's context, they are depicted as a common challenge for salespeople, particularly beginners, and are crucial to address to ensure a successful sale. The script emphasizes the importance of preparing for and overcoming these objections to make closing deals as effortless as possible.

💡Prevention objection techniques

Prevention objection techniques are strategies used by salespeople to anticipate and address potential objections before they arise. The video suggests that a great salesperson not only handles objections but also prevents them from occurring in the first place, which is a key to making sales processes smoother and more efficient.

💡Closing deals

Closing deals refers to the final stage of the sales process where the salesperson secures the customer's agreement to purchase a product or service. The video's theme revolves around making this process as seamless as possible by preventing and overcoming objections, thus facilitating successful sales outcomes.

💡Smoke screens

Smoke screens are excuses or distractions used by potential customers to avoid making a commitment or to delay a decision. In the script, they are described as trust-based objections that customers disguise as something else, such as needing to consult with a spouse or consider the price, when in reality they lack trust in the salesperson or the product.

💡Tie down

A tie down is a method used to gauge a prospect's interest level and identify any doubts they might have. The script describes it as asking the prospect to rate their interest on a scale from 1 to 10, which helps the salesperson understand where the prospect stands and what might be holding them back from making a decision.

💡Micro-commitments

Micro-commitments are small agreements or affirmations that a salesperson elicits from a prospect throughout the sales process. The video explains that these commitments are important because they provide feedback on the prospect's engagement and help build momentum towards a sale.

💡Outcome-focused conversation

An outcome-focused conversation is a sales dialogue that centers on the customer's desired results or goals. The script suggests reframing the prospect's perspective towards the end goal to make the conversation more meaningful and to guide the prospect towards recognizing the value of the service being offered.

💡Isolating the objection

Isolating the objection involves identifying the true concern or barrier that a prospect has towards making a purchase. The video outlines a process where, after ensuring the prospect's interest and understanding their needs, the salesperson can pinpoint the specific issue that needs to be addressed to move forward with the sale.

💡Overcoming objections

Overcoming objections is the process of addressing and resolving a prospect's concerns to secure a sale. The script details a five-step process for handling objections, emphasizing the importance of understanding the prospect's needs and using analogies, logic, and reframes to persuade them.

💡Sales framework

A sales framework is a structured approach or set of guidelines that salespeople follow to conduct effective sales calls. The video mentions that having frameworks in place helps salespeople handle objections more effectively and ensures a more organized and strategic sales process.

💡Service over sales mentality

Service over sales mentality is an approach where the salesperson prioritizes the customer's needs and interests over making a sale. The script suggests that having this mindset can help build trust with the prospect and ultimately lead to more successful sales outcomes, as it demonstrates a genuine desire to help the customer.

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