Nicolas Cole argues most sales objections mean the prospect doesn't understand the solution yet, not that they're rejecting it. Instead of defending your value, ask questions that force them to name their own problem and benefits. Show them you already know the answers they need, and they'll be more likely to close.
When someone is giving you an objection, okay, when someone says, "I don't think that will work," or, "I'm unsure if that will work," what they are really saying— they're not saying that you're wrong, and they're not saying no. What they're really saying is, "I don't have the pattern recognition, and I don't understand," because if they did understand, then they would do it. Okay? And so with that in mind, my favorite way to overcome any objection is when someone tells me, "I don't think this will work," instead of defending and trying to convince them of something, what I do is I do the opposite. And instead I go, "Okay, I need them to understand how this works. And the only way they're gonna understand it is if I ask them questions." where they have to say the answer. Okay? So in this scenario, it's very simple what you do. The person says, "Okay, book a call. I don't really understand the value of someone getting emails before they get on the phone, before they get on a sales call." The wrong thing to do would be to try to convince them why there's value here. The right thing to do is to ask the question back to them and say, Okay, so just so I understand, um, when people show up for sales calls, do they have zero questions? Now the client is in a bit of a pickle because now they have to either say, yes, when someone gets on the phone with me, they have zero questions, which is not true in any reality ever, or they have to admit to you "Uh, no, actually they do show up with a bunch of questions." So it's one of those, like, if you ask that back to the client, you kinda instantly win, right? And then they have to admit to you, "Oh no, actually people do show up, they ask a bunch of questions." And then you go, "Okay, what types of questions do they ask? Pretend I'm a prospect, I get on the phone with you. What top 3 questions am I most likely to ask you? Now the client has to admit to me, the client has to say the answer to me. They have to go, oh, well, you're probably gonna ask how this works, you're probably gonna ask how long it's gonna take, and you're probably gonna ask how much it costs, you know, whatever. You go, great. An educational email course is just pre-answering all those questions. So, third clarifying question, do you think you or your sales reps would be more effective and would close more deals if the people that got on the phone were a bit more educated, if they had fewer questions going into the call? Do you think that would be good for you or bad for you? Do you see how I'm like— I am like very slowly like walking through the thought process and I am getting them to tell me the answer. So then by the time we're done, it's like, well, you told me, you told me that this is a problem. You told me that you would be better off if you did this. Right. And that, that, that's what allows you to maintain so much control over the conversation. But where people go wrong is they fall into the opposite. The client says no, or I don't believe this. And then they start defending. They start trying to convince. That doesn't work. Yeah. So, Shrey, this is, this is another really common one. What if they say that giving away something for free could dilute their positioning? Okay. Again, when people say things like this, they're not saying it because they have an educated opinion. They're not saying it because that's true. They're saying it because they don't understand. And the more, the more that you spend time in an industry, this is fundamentally why the longer you do something, the more that you get an information advantage, the more that you can look at other people and their beliefs and the things that they say and the strategies that they think are correct. And the more you start to realize, you're like, oh my gosh, you're all these people don't believe this because It's true. All these people believe this because they lack the pattern recognition. They lack the information advantage, right? They lack the experience. So your job is not to, like, accept their answer, and your job's not to sit there and go, oh, this person said no, so I guess it doesn't work. No, you have to remind yourself, wait a second, I do this all day, every day, and this person is thinking about it for 30 minutes for maybe the first time in their life. So do you take their opinion at face value? No. You sit there and you remind yourself, okay, I have an information advantage here. I know the right way to do things. It's my responsibility to educate them. I cannot, I'm not making this up, I cannot tell you how many 8, 9, 10-figure entrepreneurs and CEOs I have had to sit down and slowly explain the concept of giving something away for free to. Like very rich, very powerful, very smart people who are like, "Yeah, but Cole, if I give away this much information in 5 free emails, no one's gonna wanna buy our product or service anymore." And I gotta sit there and start at the beginning and very slowly explain to them why that is a faulty belief and why that is not true. And the big reminder for everyone, if you're here, again, it's like you have to remind yourself of your own information advantage. Everyone here, every single person on this call has consumed— I guarantee it— has consumed more than one piece of free information, free content that I or Dicky have put out into the world.
Is that true?
Drop in the chat. Does everyone here consume something for free from us? Okay, great. So then why are you here? I thought you consumed the free thing and you would— you have no reason now, right? You got the free thing, you have no re— all your problems are solved, you have no other questions, you need nothing else, you don't want any other help, right? Like, of course that's not true. And so a lot of, a lot of the situations that you find yourself in, you have to sit there and think about, like, pretend you're the main character. Think about it from your perspective. You're like, okay, if I were to go get a really great 5-day educational email course from, like, a nutritionist, am I more or less likely to want to hire them to help me improve my nutrition? Yeah, I'm probably more likely, right? So you have to think about it from your perspective and remind yourself of why that's true and then articulate that to the other person.
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What Every Writer Gets Wrong About Their Audience #writing #creator #writingtips
