Matt Ryder breaks down three objection types: logistical, fear-based, and smokescreen. Start by treating every objection as logistical until proven otherwise. Once financial or practical concerns are solved, remaining resistance is fear-based and needs reframing using analogies and stories to shift how prospects see their options.
The key to overcoming objections is not only having a script in place, but to be able to identify if it's a real objection or a fear-based or a smokescreen objection. Step 1, we treat everything like logistical until it is not. I'll give you an example. Let's say that you get a, I want to check my finances objection. We've actually got 2 objections. We've got a money and a think about it. They need to think about the money. So we're going to deal with money first. We're going to treat it as logistical. Then we can go into the think about it, which is probably more of a fear-based objection. So we can get to that next. Now, if you've gone through and you've tied off every single logistical and logical outcome and they're still not moving forward, chances are you're dealing with a fear-based objection. So what do we have So what do we have to do for a fear-based objection? We have to reframe their brain to think differently. We use a series of analogies, reframes, stories so they can have a better understanding and a more visualized approach to changing how they think. The first one is the island analogy. So if we can picture ourselves on an island, all we can see is water. Every single decision that you made would be based off that worldview. If you want to see the world for what it is, you have to be on top of a mountain. So the hard thing for you is that you can't see the mountain. So the first thing you have to do is one, believe the mountain exists. And the next thing we have to do is we have to pick a direction and start going. Doesn't mean you're going to get there, but you have to put yourself in the best position to be able to achieve the outcome. People will fight tooth and nail to stay in their comfort zone. It's up to us as salespeople to get them out of it, and we have to have the tools in our tool bag to help them through it.
