Stop Believing Buyer Excuses (Here’s What to Say Instead)

Summary

This sales training video emphasizes the importance of recognizing and overcoming common objections, such as 'I need to talk to my spouse' or 'I need to think it over.' The key to success lies in deframing the prospect's initial belief system and reframing them into a result-oriented mindset. By asking probing questions, sales professionals can uncover the true emotional drivers behind objections, focusing on alleviating concerns such as financial stress or relationship strain. The video teaches how to emotionally engage prospects and shift their thinking, making it easier to close deals by addressing their real fears and motivations.

Takeaways

• 😀 Sales objections, like 'I need to talk to my spouse' or 'I need to think it over,' are often smoke-screen objections, not the real concerns.
• 😀 Customers typically do not deeply analyze or deliberate over their decisions when they say they need to think things over; they are just avoiding revealing their true concerns.
• 😀 Salespeople should not buy into surface-level objections as it offers no value to solving the actual problem a customer has.
• 😀 The goal of sales is to 'deframe' the customer’s existing belief system (e.g., price-based thinking) and reframe it to focus on the positive outcomes of the product or service.
• 😀 A common belief customers have when making decisions is based on cost, which needs to be addressed early in the conversation to shift focus to results and benefits.
• 😀 Asking probing questions and clarifying concerns helps build an emotional connection and shifts customers out of logical thinking into emotional decision-making.
• 😀 When prospects mention a reason like needing to relocate, salespeople should dig deeper to uncover the true, often emotional, reasons behind it, such as financial struggles.
• 😀 Sales should focus on addressing underlying pain points (e.g., the financial burden of two mortgages) to better connect with the customer's needs and concerns.
• 😀 It is important to empathize with customers by emphasizing emotional triggers, such as the stress of financial strain or the pressure of being 'forced' to pay multiple mortgages.
• 😀 Salespeople can successfully shift the conversation by framing concerns in a way that highlights negative outcomes (e.g., two mortgage payments) and introduces solutions that alleviate that pain.

Q & A

What is the main idea behind the concept of 'deframing' in sales?

Deframing is about taking the prospect out of their initial belief system (often focused on price or cost) and guiding them into a new frame of thinking. This new frame should focus on the results and benefits of the product or service rather than just the cost.

How does the salesperson handle objections like 'I need to talk to my spouse'?

Instead of accepting the 'I need to talk to my spouse' objection at face value, the salesperson should probe deeper to uncover the real concern. The goal is to shift the focus from a superficial objection to understanding the emotional drivers behind the decision.

Why do people often say they need to think it over or talk to a spouse when making a decision?

People often use these responses as a way to mask the real objection or concern they have. They don't want to directly express the underlying issue, so they opt for a more socially acceptable excuse to delay the decision.

How does the salesperson turn a logical objection into an emotional one?

The salesperson shifts the conversation from a logical concern (like 'I need to talk to my spouse') to an emotional one by probing into the pain or discomfort the prospect is experiencing. For example, asking how they feel about paying two mortgage payments helps connect the decision to emotions like stress or frustration.

What role does the concept of 'framing' play in the sales process?

Framing refers to the way a situation is presented to the prospect. In sales, it's about guiding the prospect to see the situation from a perspective that highlights the value and benefits of making a decision, rather than focusing on perceived drawbacks like cost.

What is the difference between 'deframing' and 'reframing' in the sales process?

Deframing involves removing a prospect from their existing belief system (often centered on cost or other superficial concerns), while reframing involves introducing a new perspective or belief system that focuses on the positive outcomes and results of the decision.

Why is it important to focus on the emotional side of a prospect's decision-making process?

People make decisions emotionally and justify them logically. Understanding and addressing the emotional triggers behind a prospect's decision can help create a stronger connection and lead to a more successful sale.

How can the salesperson handle the concern about paying two mortgages?

The salesperson can probe deeper into the emotional impact of this concern by asking how the prospect's spouse feels about the situation. This helps to uncover emotional responses like stress or worry, which can then be addressed to move the conversation forward.

What is the importance of asking follow-up questions to uncover the real issue?

Asking follow-up questions allows the salesperson to dig deeper into the prospect's concerns and uncover the true underlying issue. Without these questions, the salesperson might only address superficial objections and miss the emotional drivers of the decision.

What is the ultimate goal when handling objections in a sales conversation?

The ultimate goal is to shift the prospect's focus from their initial objections or concerns to a new perspective that highlights the benefits and results of making the decision. This process involves deframing and reframing their beliefs throughout the conversation.