A sales coach who claims a 90% close rate over 7,000 calls says you lose deals in discovery, not objection handling. Ask prospects what stopped them before, make them own their problems, and you get more leverage. Pre-handle objections and fix their limiting beliefs instead.
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I've maintained a 90% close rate, over 7,000 sales calls. And I can tell you the exact moment that you lose a deal. And no, it's not when you get an objection, it happens during discovery. So if you're doing your discovery right, you should be asking what's actually prevented them from doing something in the past. A lot of the times what will happen is people will abdicate responsibility, which means they just don't own their problems. And the issue with this is if people don't own their problems, then it's not their fault. And if it's not their fault, there's nothing, nothing you can do to actually solve their problem. For example, if you ask them, hey, what's actually preventing you about getting help in the past? And they say, well, I just haven't had the time. If you notice what they did there is they're blaming the external world for their circumstance. And if they want to get to a better outcome, they need to focus on the internal world, what they can do, because it is their fault. Okay, so how do we actually address this? So we can address it two ways. We can address it in objection handling, or we can address it in discovery. Now, why do we want to address it in discovery rather than in objection handling? It comes down to one thing, and that is leverage. In discovery, you have much better leverage than you do in objection handling because you just dropped the price. They're in fight or flight mode. You have less trust built at that time. And if you have more leverage, you can do a lot more things. So what you should do is you need to address that limiting belief before you get to the objections. That way you can lift so much more. And if you start pre handling objections and getting people to actually own their problems, you'll run into a lot less objections and you'll close more deals.
