Properly handling the objections of your potential customers can 2x your sales.

And trust me…

No matter your industry. No matter your product or service. Your customers will (or already do) have objections.

For example, here are a few common objections we get:

  1. "Right now's just not the right time"
  2. "That's a lot more money than I expected"
  3. "That makes sense, but it won't work for me"

We've spent well over a year testing different approaches and responses for handling these objections.

The most important thing we've learned is that, while different objections require different responses, there's one framework that will always lead you to the right response.

Here's the framework you can use to handle any objection:

  • Step #1: Agree with them  
  • Step #2: Share a principle that shifts their thinking
  • Step #3: Prove it with an example
  • Step #4. Ask for the sale again

Let's look at how each step works with an actual objection one of our sales guys got this week:

Objection: "That makes sense, I love what you guys are doing. But your marketing coaching just won't work for me because I don't teach people how to make money. I'm just a personal trainer."

This is a classic "That makes sense, but it won't work for me" objection, which is common in just about every industry.

Here's how we used the 4-step framework to come up with the right response:

Step #1 - Agree with them:

"You know, you are exactly right. You have a unique situation. In the personal training space, you aren't selling a service that makes people money."

This isn't lip service. It's acknowledging that you understand their situation and recognize it is unique.

Step #2 - Share a principle that shifts their thinking:

"But what's even more important than making money for people? Not dying so young that they miss out on seeing their kids grow up and grandkids be born. The key is making sure that the desire you are fulfilling is clear and acute. It doesn't matter whether your product saves people's lives or makes them money. Both desires are clear and acute."

After agreeing that their business is different, we show them what it has in common with other clients' businesses.

Step #3 - Prove it with an example:

"For example, Jackson @ [private company name] hired us to coach him 8 months ago. And just last week he launched his personal training course and brought in 307 new customers for $55,000 in sales. He focuses on busy executives and you focus on moms that have just had kids. Like we said, the principle is to have an acute desire to fulfill. And you do."

We use an example that's in the same industry, while still acknowledging that their business is unique.

Step #4 - Ask for the sale again:

"So, with that in mind, let's get started on your marketing plan ASAP. Would you like to pay with Visa or Mastercard?"

Don't forget this part. :)

…

What are the most common objections you get?

Hit reply and let me know.

We'll highlight a few and write out a talk track you can use to overcome them.

Chat soon!

- Bryan