the real sale starts after the first objection so if you're struggling to handle them right
now regardless of whether it's your Outreach or in your meetings then you're literally flushing
closes down the drain but don't worry in this video I'm going to teach you how to
handle objections the words to say but also the psychology behind why we experience objections
and how you can handle literally anyone regardless of your product your service or even your business
model for that matter now if you think about it we handle objections all the time in everyday life
with our friends with our family especially with our loved ones we're constantly Paving
through different conversations and situations to try and get out of them what we want and the
reality of it is the majority of people suck at handling objections and handling these situations
which is why they struggle to grasp what they want what they truly want out of their life and out of
individual circumstances now objection handling is very similar to the pecking order that we
experienced growing up especially as a young male as we grow up we encounter people who dominate
us and who talk down on us and maybe pick on us right and they will do so for as long as we enable
them for as long as we succumb to them they say something we can't handle it we let them have it
and then they come back and they'll bully us again until one day we say something back smart enough
that they cannot overcome we see something so witty and so quick that they feel so stupid
that they're not going to try that again and it's very similar with objection handling when we come
back with something that they cannot overthrow when they give us a rejection and we give them
one back and they're stumped like oh ah it's got me there we gain respect and then we gain the sale
so objection handling as much as anything else is about gaining respect of the people that we
are selling to and showing that we have knowledge and we're also trustworthy in our intent now I've
been through some very brutal objection handling over the years in fact I used to go door to door
selling to estate agents it doesn't get much more brutal than that I've worked in Boiler Room cold
cooling centers doing over 100 cold pools a day and so at a very young age I was conditioned to
be quick and fire back have something to come back to these individuals especially as the majority of
people I was selling to were two free times my age so I was already on the back foot already right
but this one particular role was when I was going door-to-door selling to estate agents this was
particularly brutal for uh objection handling and I've got to say probably it's where I learned 99
of what I know today when it comes to handling objections now coming into this I thought I
already knew what I was doing having been in cold calling jobs but going door to door is brutal and
any of you have ever done this will resonate with this and I was selling to estate agents
and so you're already selling to existing sales people so it's an uphill battle from the start
and honestly two weeks in I almost quit I remember having a conversation with my parents calling them
up saying I'm way out of my depth here just way out of my depth I basically blagged getting the
role in the first place but I was going door to door into these estate agents and basically
getting kicked out of the door again and again and again and it was infuriating but it ignited this
buyer within me to not take no for an answer to try and understand the reasons why I was getting
these objections in the first place and there are so many reasons why people will try and object
you but I drilled it down into two core areas trust and value now if you master both of these
two things you'll be able to eliminate 90 of the objections that you could face in any sales based
environment now of course you will still get some and I hope hope you overcome them later on in the
video but if you first focus on mastering value and trust you'll get rid of the majority before
they even have the chance to come up in the mind of your prospect so let me give you the example of
this door-to-door I was selling a software which essentially enabled real estate agents to have for
sale boards put up outside of houses now previous to this the majority estate agents were literally
having a member of their team go out and when they get a new property for sale and put up this board
themselves drive around to the house pull up this board themselves okay so it costs them an awful
lot of time it takes someone away from their job and it also cost them a lot of money right because
all of that time that they're spending they're not working on whatever else they should be doing so
this software this service provided a really great solution to them it saved them time and both money
immense value but when I was going in these estate agents to start off with I'll ask for the manager
I'd be in front of them be nervous as hell I'll just start blabbering all these different features
of the service itself I want to talk to you about this software I've got like I wasn't software I
do well I do with the software I helped you put estate agent boards up oh we've already got Lucy
in the office she does that and why do I need that well it's going to save you some time well
it doesn't take much time I just asked Lucy to go down the road and pick it up and at this point the
prospect's already turned off they don't see the value okay they're already just trying to get you
out of the way it doesn't even matter what you say now I could say look it's Gonna Save You x amount
of hours a day it's going to take you x amount of second few x amount of thousands per month they're
already on their back foot they already don't want what you what you're selling they already want to
get you out of their office so you get I'm not interested oh we've got someone else doing that
it's very hard to overcome those objections when you haven't conveyed the value immediately and I
did that with repetition time and time and time again until I realized I wasn't thinking about
the specific result the specific desire and pain that an estate agent was experiencing by having to
go and put up these boards themselves because they didn't even see it themselves because it was the
norm and so I had to go in there and change the way I was pitching and instead ignite or bring to
the surface it's that pain of having Lucy in the office go pull up the boards and so I'll
go in there get in front of a manager and ask him if I could save you a thousand pounds a month and
about 10 hours a week of employee time putting up for sale boards would that be worth a quick chat
straight away in one sentence I've conveyed all the value of the service without going
into specific features and all the things that make the company tick but not the climb
and that's very important so that's value next thing we have is Trust it's all well and good
saying that it's all well in good conveying some value but how does this individual know how does
the client know that we can actually fulfill on this bold promise that we have just made for
them it's very simple the majority of you you're going to have previous clients you're going to
have existing clients you're going to have case studies you want to leverage those case studies
and piggyback off the authority of those so for me when I was going in here if I just signed up
another estate agents down the road I would just started working with John's estate agents well
they know John estate agents they're one of their competitors and if they're getting this
leg up they're saving this time on a monthly basis they're saving this money on a monthly
basis they're going to want a piece of that pie as well they're not going to be the one that's
benefiting from this so I would piggyback off the authority of somebody else now some of you
are watching this might not have case studies yet you might not have previous clients and that's
absolutely fine you can still relay trust in the way that you speak and in your knowledge it's very
important that you're very articulate about the way you explain your service and the result of
your service you're very knowledgeable and you can handle questions they ask you questions about the
specifics then you should be able to answer those questions with confidence and in that way that's
how you're going to build trust in the initial stages so value and Trust think about these when
it comes to your Outreach and your sales process and evaluate whether you have both of these core
areas covered because that's where you're going to prevent the majority of your objections well
you're still going to get some slip through the net right it's unavoidable and actually
I welcome them because objections are a way to strengthen a relationship with a prospect and
make a sale much stronger than it was previous because if you leave a sale with an objection
still outlying that prospect that potential client or client that you've just signed it's going to
have these outlying doubts and insecurities that might then manifest into something serious or them
taking away the contract getting buyers remorse later down the line it's very important to have
these conversations these open-ended transparent conversations so what happens when we do receive
an objection that we can't handle even if we have our foundations in place well the most effective
skill that we can use in any objection handling situation is something I call Active empathetic
listening most salespeople when I want a meeting or on a call in the prospect is speaking are just
Computing constantly on what they want to say next they're not even listening to the prospect
they're just thinking about what they need to say in order to get the client over the line
well they're just thinking about their meeting strategy oh it says I should ask this question
next so let me just get back to that not even listening right that is counter-intuitive to the
entire sales process you're not going to build any Rapport you're not going to build any trust
you're not going to diagnose any specific problems that you can provide a solution to right I cannot
count how many times I've listened to sales call recordings in training people on sales
where you can just see the dead zone in the sales guy's eyes when the prospect is speaking and then
when they finish speaking they're like okay yeah awesome uh so have you thought about this
change the subject diversion you're going to turn the prospect off and then it's going to create all
these insecurities doubts and hence you're going to get more objections instead you should practice
empathetic active listening or active empathetic listening and ask open-ended questions oh really
can you tell me more about that why do you think that is or you can use power phrases repeat part
of what they just said to you to show that you have listened to what they said if they said well
our sales are really struggling right now they've been on a decline for the past few months and the
only thing that's changed is our new website oh you think your new website could be responsible
for your sales decline why do you think that is so it's undeniable we're listening to them and it's
especially important when it comes to objection handling somebody says to us I don't have the time
for this right now and you would say something like I completely understand you don't have much
time but so acknowledging their pain and then we're providing a solution to it and this is the
first couple of steps of the layer model the LA ER model of objection handling listen acknowledge
explore respond we can use this model to handle any objection covered listening active empathetic
listening we're going to then acknowledge their situation okay so we're going to validate their
concerns I understand that you don't have much time but we're then going to explore and dive a
little deeper into that specific objection and then we're going to respond with a solution a
specific solution that solves the whole objection in the first place let's use an example let's say
I'm an ad agency and I'm going to pitch my service to a business to help them get more clients and
I'm on a cold call and I get the objection I don't have time for this okay very common objection I
don't have time for this right now so we don't have video we're not in person so we can't nod
to show them that we're actively listening but we can use our voice okay we're going to acknowledge
them and the rest of the objection might be something like I completely understand time
is a scarce tactic right now although technically speaking if I'm going to generate you more clients
I'm actually going to save you time on sales look I only run 15 minutes over the next few days isn't
that fair okay something along those lines let's break that down a little bit so our acknowledgment
is that I understand that you don't have much time it's a very scarce tactic right and scarce
asset right now okay so we're acknowledging their situation we're then digging into it a little bit
more but I'm gonna help you get more clients so technically speaking I'm actually going to save
you time on sales and then we're going to respond with our solution I only want 15 minutes of your
time over the next few days isn't that fair it's very hard to deny that someone says I'm really
busy right now but we're actually going to help them save time on their sales and we only want
actually a very small amount that's pretty fair another way to overcome a Time objection you
could acknowledge them by saying I understand you don't have much time right now although when are
you going to have time to grow the business so we're going to trigger a four and we're going to
give them a question back to their objection when are you going to have time to grow the business
at the start of the call you told me you wanted to get more climbs so if you can't dedicate
time now when is it going to be important enough to you to actually grow the company
okay dig into that a little bit overcome that objection see what they say okay and then give
them a solution look all at one is one meeting and that one meeting could be the solution to
your time problem so how about it now you're going to get better with this over time be playful with
it use the laer model you won't always need to use the explore stage okay some objections can
be handled a lot quicker and you're just going to do uh listen acknowledge and respond and as
you are going through your meetings build a list a database of all the objections that you're facing
write them down and your answer to them it's going to act as this encyclopedia this is just going to
make you an animal on the phone because you've handled every single objection that you could
possibly get and I've built one of these for the agency industry over the years of having
thousands of agency calls I've already built one of these and given it to our private community in
our education business and you should do the same thing for yourself so that's the end of this video
and remember an objection is not a rejection it is just a request for more information