First off, before we even get too far into this, can we just both agree that objections are bullshit excuses people use to avoid making a decision? People run from making decisions, especially hard ones. Decisions come with consequences. Most people have made a ton of bad decisions and have linked negative consequences to the decisions they’ve made.
Yeah, I know. I went pretty deep on you right there. In order to get where I need you to go in this one, I had to go there quick. Damn, I tried to edit that previous sentence, but, confusing as it is, it’s the only way I can get it to make sense.
To Relentlessly Close Over Objections, You Must Establish Control First.
The sale starts the second the prospect sees you or your advertisement. The first glance at your product or brand is the beginning point of the sell. It’s at that same first glance, that the prospect decides if you are some sort of expert or authority on what it is you sell. You’ve got to gain the prospect’s respect from the jump.
Closing is not one big ideal of a sale. Closing is the finishing point of a series of sales being made. For example, when a prospect sees your ad and decides to take you up on the call to action, that’s a sale. You sold them on taking action. From there, when the prospect enters their information, that’s another sale. And so on and so on…
It’s ONLY After You’ve Made All the Little Sales, That You Can Close the One Sale That Gets You Paid
Now, with all of that background information out of the way, let’s talk about relentlessly closing over objections. Relentless, in this case, means to press on as if the objections have not even been given. It means to completely ignore the objection in its context and accept it for what it is: an “excuse” not to make a decision.
Once you operate with this mindset, you’ll be able to treat objections how they need to be treated. Like a little bitch! Just know that objections are coming. You’ve got to do your best as a master sales artist, to overcome as many as you can BEFORE they come up. When you’re in the presentation or demo part of the sale, use it to address the common objections for the prospect and overcome them all at once.
Each one of the little sales steps will come with an objection. Identifying these objections is key to overcoming them. Too many salespeople operate reactively when it comes to sales objections. A master salesman knows to be proactive with objections and handle as many as he can BEFORE he asks for the business.
Proactively Addressing and Handling Objections Separates the Order Takers from the Closers
Most sales people treat objections like curve balls. They act like they’ve never seen one thrown before, even though they are thrown in damn near every at bat attempt. You shouldn’t be surprised or afraid of objections. You need to know they exist, why they exist and what prompts them to come up. Once you make yourself aware, you can easily be on alert for when they are about to make an appearance.
I’d encourage you to take a few minutes to make a list of the usual objections that come up in your business. There’s at least 20 of them, so don’t short yourself. Everything from “I can’t afford it” to “I need to ask my wife” should be on that list. After you’ve gotten your 20 or so objections down, write under each one the reason why this objection comes up. Then under that, write why that objection is bullshit. And under that, you write down how to overcome it.
Making a List of Common Objections and Solutions Empowers You as a Sales Closer
When you’re proactive and handling objections up front, you are taking power away from your prospect. Then the usual bullshit, go-to excuses they plan on using are taken away from them. If this were a fighting video game their power bar would be decreasing and the announcer would be about to say “FINISH HIM! “
When you look at sales as a series of small sales with small objections that lead to a close, you gain much more power and authority over the prospect. They become defenseless. When there’s nothing else to say but “I’ll take it,” or “Take my money,” you’ve done your job. Handling sales objections using my process keeps the tension down, too.
Closing Over Objections Up Front Prevents Prospects from Getting Emotional or Angry
Often, a salesperson will get into a battle of egos with the prospect, and will wait until the close to try and dominate. More times than not, it’s too late at this point. If you haven’t closed your small sales, you won’t close the big one. Especially if your ego allows you to say something that pisses off the prospect.
The last thing you want is to get to the close, piss the prospect off and then have to make another sale. Then you’ll have to sell to get them back to liking you and work even harder once more to get back to the close. The easiest way to do this is to simply close them up front. Each little sale is a trial close. Get them used to being closed and they WILL close.
If you’re ready to invest in your personal success and you’d like to find out about the programs we have developed especially for you, simply head over to www.HardcoreCloser.com/tribe and we’ll have a sales conversation about your future.
