Objection Handling - Scott Brunning - Coaching Session

Handling Objections
Objections are where the sales TRULY begins - when you hear that first “No” or that
first smokescreen, this is what takes you from a credit card collector to an actual
closer. Here are some key points to REALLY bear in mind before trying to
mindlessly follow a script for objection handling. Any objection you receive means
they do not fully trust you/the product/feel it can help their situation. The key to
objection handling is actually preventing them before they happen. Have they
tried something like this before and it didn’t work? Address it in discovery. Have
they never tried something like this before and have some fear to do so? Address
it. This list could be endless but it is SO key to ensure we actually ensure we have
a deep understanding of our prospect and unveil their pain points, otherwise no
amount of objection handling will help you. HOWEVER if we’ve gone through all
these things, they have expressed interest in what you do but still can’t get them
across the line, these should help you. Tonality is EVERYTHING, we need to
acknowledge their objection, show that we completely understand their situation,
and take the weight off from the objection, show we are on their side and have
their best interest in mind and purely trying to resolve the pain we uncovered
earlier.

here’s 5 MAIN objections you’ll hear…

1. Think about it (BS)
2. Partner (BS)
3. Money (real - need help overcoming)
4. Fear (real - need help overcoming)
5. Logistics (real - need help overcoming)

Regardless of the objection, here is a 5 step process you can take to overcome it.
This is the SECRET SAUCE

1. Diffuse
a. Never confront, make them feel like what they’re thinking (for the time
being) is ok.
2. Reframe to Goals
a. Before isolating or digging up what the real objection is, you have to shift
their focus AWAY from the objection and TOWARDS the GOAL/END
RESULT they’re looking for.
b. You also want to find out if they believe working with us can actually help
them get to their GOALS
3. Tie Down
a. Once they’ve told you “yes” as to whether or not they feel like your service
can help them… you have to have THEM tell you WHY this service can
get them the results they’re looking for
b. remember , the frame has to totally shift towards their goals before we can
begin tackling the objection
4. Isolate Objection
a. Once they’ve communicated that “yes” your service WILL get them the
results they’re looking for, AND they’ve given you multiple reasons as to
WHY they feel this way… now is the time to find out what the actual
objection is.
5. Overcome
a. Once Isolated - you can overcome this via analogies, logic, and reframes
(different for every prospect)

1. Think About It
a. Yeah that’s not a problem. No worries.
b. Can I ask, in your opinion, before you go and think about this… do you
feel like what we went over CAN get you to (GOALS)?... Because that's
the most important part right? - Pay attention to tonality, because some
people will say “.... hmm yes” this is them trying not to be a dick. You
should always pay attention to tonality, and if your gut tells you there’s
something more to it, then address it. TRANSPARENCY.
 I can sense, from your tonality just there, that maybe something is missing
in your eyes, or you’re not being totally honest with me. Maybe you’re just being
polite, I’d rather know fully what’s on your mind, if it’s not the right fit then it’s not
the right fit. So to go back do you feel like _______
c. Okay cool. Why do you feel like it can? - this is a framework, make it
sound natural for how you talk, it should feel genuinely like a friend
supporting/aiding in someone making a decision
d. Anything else?
If you bought the best pair of jeans in the world, comfiest, look badass and you
recommend it to a friend and they don’t buy them/see the value in them, you wouldn’t
care. And we want to have that similar angle, we are there just to let them know how
great we view this, but if they don’t see the value or it’s not right for them it’s cool.
e. Got you. So can I ask, when you do go and think about it, what’s coming
up for you that makes you want to do so?... Just to see if I can help.
From here, you’ll get the actual objection - I don’t think I have enough time

Yeah.. I just need to think about it

REFRAME, look I’ve done this for long time, I know a maybe today is a no tomorrow.
And I don’t want waste your time or mine, so ultimately there has to be something on
your mind that isn’t quite right in your eyes. If it’s not the right fit, then it’s not the right fit
I’m a big boy

You shouldn’t be hitting the END of a sale, and getting this objection. If you do, you’ve
done things seriously wrong.

Naturally in a sales call, will bring up either the fact they’re married or hint towards a
business partner by saying things like “we” when talking about business

2. Partner

You shouldn’t be hitting the END of a sale, and getting this objection. If you do, you’ve
done things seriously wrong.

Naturally in a sales call, will bring up either the fact they’re married or hint towards a
business partner by saying things like “we” when talking about business
 a. Yeah that’s not a problem. I have a wife myself so I understand.
b. Can I ask, in your opinion, before you go and talk with your spouse - do
you feel like what we went over CAN get you to (GOALS)?... Because
that’s the most important part right?
c. Okay cool. Why do you feel like it can?
d. Got it. Now when you do go to your wife, do you feel she would want you
to become XYZ person and get to $XXk/mo for you and the family? Or
how do you feel?
e. Okay cool. And I suppose in that capacity, when you go to your wife, what
do you feel would be the potential obstacles that may have stopped her
from moving forward on something similar to this in the past?

Then these are the real objections.

Buyers are liars - do not get defensive. But understand that THIS right here, in this
moment is your highest likelihood of actually getting the close, so fucking push for it.

3. Money
a. Yeah that’s not a problem. I can see how the investment could be a big
step. And getting from (CURRENT SITUATION) to (DESIRED
SITUATION) is a massive step too, right?... So money aside, because
that’s the easy part. In your own opinion, do you feel what we do can get
you to (GOALS)? - Always expand, use whatever feels natural for you,
money comes and goes, you’ll get paid whatever.
b. Why do you feel like it can?
c. Okay, so if you had the $SERVICE COST in your hand right now, would
you do it? (or would you rather take a trip to the Caribbean islands and sip
porn star martini’s on the beach lol)
d. So is it a case of a little bit of uncertainty around the investment or is it you
just don’t have the investment? Which one is it?
4. Always push for a decision, if it’s just lack of funds, payment plan/deposit.

5. Fear
NOTE: There’s only going to be 4 main fears someone might have
Me - fear in themselves
You - fear that we as a company cannot/won’t deliver
Past - fear that they’ve failed before and this might be a repeat
Future - fear that they won’t get the results in the coming months
 a. Ok, so is it fair to say there's a bit of uncertainty here? Because that’s
what I’m hearing.
b. Okay got it, can I ask - what is the uncertainty about specifically?
i. Is it about the program?
ii. Is it about yourself?
iii. Is it the company?
iv. Is it me?
v. Like help me understand?

Based on what they say

c. Overcome using analogies, logic, and reframe.

Comfortability is the breeding ground for mediocrity. You are currently in X position and
nothing will change, unless you make the change.

6. Logistics
a. Okay, so would it be fair to say it’s just an issue with the logistics of the
investment, MEANING, you KNOW we can get you to (GOALS) we just
need to figure out how right?
b. If that’s the case, would you like me to see how we can break this down to
a more manageable process for you rather than investing it all at once…
would that help you move forward so we can get you to (GOALS)?
c. So we can do (Payment Plan 1) or we can do (Payment Plan 2)... which
one would make more sense to you?

Let’s say you do all of this objection handling and they still hold to their guns on the
objection i.e “I want to think about it” then you need to work on reframing their
perspective to help them on the final push

Example: I have been burnt before (tried similar thing, didn’t work)
This should’ve been addressed in discovery, where you FULLY understand
what they tried before, why it didn’t work, why they’re still actively seeking
out a solution, and what they are now looking for.

I completely understand where you're coming from. It's totally normal to have
reservations based on past experiences. If I could just challenge that for a second.
Imagine if you were in the dating world, and your first relationship didn't work out as you
hoped. Would that mean you'd never date again? Of course not. You likely learned
valuable lessons from that experience, maybe you realized what you truly want and need
in a partner, and you continued your search until you found the right match.

Similarly, in business, just because one approach or strategy didn't yield the desired
results in the past doesn't mean that success is out of reach. It's about learning from
those experiences, identifying what worked and what didn't, and refining your approach
moving forward. You already have valuable pieces of the puzzle from your previous
attempt, but you were missing some of the pieces, based on what we talked about earlier,
those pieces are (give examples) the 1to1 mentorship and a community, appointment
setting whatever is relevant to their needs

Ultimately, it's about making decisions based on what's best for your business's future
success, not solely on past outcomes. Now if it’s a case where you have some doubt in
your mind on what we do, that’s different and let me know what you feel like you don’t
have full clarity on currently. But to me, it sounds like you’re at the last hurdle, know this
is the right fit but just scared to commit, that’s so normal man, I totally get it. That’s my
goal is to help you make this jump so you can look back in 6 months and your business
is elevated to the next level. Are you ready to kickstart that journey?

If you can leverage some kind of special situation, offer, guarantee “just for them” it
should eliminate those last minute wobbles - Look, I genuinely know based on everything
we’ve discussed that I can help you get to 100k per month, and I’m so certain of it that
I’m willing to do something that I don’t typically do for any other clients.

Present them a guarantee, money back, some form of small price reduction on the first
month - this one potentially devalues you so be careful on how you frame it, make it
extremely clear you never do this but you just want them to see the value upfront
because seeing is believing

2nd example:

I do understand that you want to think about it. Making an investment in your future is a
significant decision, and it's important to ensure it aligns with your goals and
aspirations, look I get that.

I have done this, for a very long time though and in my experience working with aspiring
entrepreneurs like yourself, I've noticed a common trait among those who quickly ascend
to the $10k+ per month mark: the ability to make swift decisions. They understand that
success often hinges on seizing opportunities when they arise and taking decisive action
to pursue their goals.
Now I want to ask you something, let’s say you make the leap and down the road you’re
successfully running a thriving agency, generating $10k or more each month. Do you
think that version of you got there by simply 'thinking about it'? Or do you believe they
had to condition themselves to assess opportunities, overcome any barriers like fear or
uncertainty, and make decisions that propelled them forward as a BUSINESS OWNER.

You see, the path to success is often paved with decisive actions. It's about having the
courage to step outside your comfort zone, trust in your abilities, and seize opportunities
when they present themselves. By taking action now, you're not only investing in your
future but also demonstrating the qualities that are essential for entrepreneurial
success.

So, while it's important to consider your decision carefully, I encourage you to reflect on
whether delaying your decision aligns with your long-term goals and aspirations.
Remember, the future belongs to those who are willing to take action today.
If i let you get off from this call, I am actually allowing you to develop bad habits that will
directly AFFECT your likelihood of success.

Are you ready to take that leap of faith and embark on your journey towards success?

We Can’t Handle More Customers

You might hear this objection more in the beginning of a cold-call rather than the end
of a closing call. It is a pure smokescreen to essentially say nicely “Fuck off” if we
can show some personality, and also have a professional persistence it will stand
us out from that average cold-caller that will just say “Oh…… okay” and hang up

“Amazing, glad to hear that, you're definitely in a strong position then. I just want to
clarify on that a little bit, is that okay?” PERMISSION TO PROCEED

“Just to see if we’re on the same page here, are you saying that if I walked into your
business right now, holding the hands of 5 potential customers.. You would turn us away
and send us to your immediate competitor *laughs* - call it out, playful way, don't get
defensive - as soon as you enter into a battle/argument, nobody fucking wins. LISTENING
IS KEY. Get them to uncover the real issue here. If it’s a cold call, when they say “Well no, I
could handle some more customers” go down the route “Gotcha, totally, sounds good.. So
was it more just the fact this is a cold-call? Because I get that completely, trust me I hate
sleazy salesmen on the phone too, that’s not my objective here don’t worry” be playful,
show you’re a human, and then go into your opener along the lines of figuring out if what
you offer can even help them in the first place.
Need To Talk To _________ (biz partner,wife,family)

Firstly, Tie-downs are key here, we should've already established that they are the
decision maker. In the discovery, or even before you hit the discovery, is there anyone else
that would be essential towards this decision? Is there anyone else behind the scenes
that has a say on company decisions? Have a gut feeling, if someone is on a call and they
start talking about their wife address it, “Oh cool man, does your wife know you’re
looking to do XYZ”

if they're now saying this at the end of the call, we want to have already temp checked on
if they feel like this is the right fit for their goals. BIG KEY IS ON DISCOVERY TO ENSURE
WE CAN TIE BACK TO THIS ON WHAT THEY'VE ALREADY SAID. So for example, if we hit
them with the “Would it be out of this world to get started today” line - and then they’re
hitting the “I need to talk to” someone line, you want to use the below strategies, whilst
also bringing up “Hey, earlier when you said it wouldn’t be out of this world - what
changed there?” Get them to open on the real objection.. This is how I would handle the
full objection though

“Alright, no problem at all, I totally understand that you want to make sure everyone is on
board here. Hypothetically here, you've said just a second ago this is exactly what you're
looking for, what would you do if they said no?”

If they say like - I would just do it regardless, use humour here then go straight for the
close, sounds like it's not really gonna have any effect on the decision making process,
and probably angle it along of “Okay, so that doesn’t sound like it has too much weight
on the decision making process, so what’s really on your mind right now?” transparency.

Sometimes it's better to ask for forgiveness, than permission - Strong line you can use
when someone is wanting to change something in their lives that everyone knows in the
long-run is a decision for the best

If they say no they wouldn't do it

Well tell me here, why do you feel like they might be opposed to this? Opening up the
pathways to establishing more real reasons on what the issues are.

^Address these issues

Is your wife aware of the XYZ issues that we discussed earlier - yes

Are they happy that you're struggling with XYZ - no

Don't you feel like they'd be pretty onboard if you're seizing an opportunity to address and
resolve these issues

Worst case scenario - use above line from ^ resolve these issues........... but hey, let's just
say, hypothetically for whatever reason they're not supportive of you trying to change for
the better, I'll personally make sure we refund you if you go back to your wife and they
truly feel like you making a change for the better isn't a good thing.

I’m Too Busy/Now’s Not The Right Time/Don’t Have Time

One thing I've learnt from doing this for a long time is that, typically, in life we're always

going to have periods of busy-ness and slightly less busy schedules (DISCUSS SEASON,
christmas is coming, thanksgiving etc.) do you feel like the DESIRED OUTCOME that we
discussed earlier is a change that we would like to make permanently and have longevity
with.

The best kind of changes come from when we start something even though "it isn't the
ideal time" as this moulds us to be consistent and drive these results regardless of how
busy we are, and this is what conditions us to be that changed individual. Make
sense/sound fair? Where do you think we should go from here?

Great, so would it be fair to say that the decisions you've made so far in life have brought
you to where you are currently? obvious yes

Perfect, do you feel like if we want to be a different version of ourselves we're going to
make slightly different choices and decisions. yes

Sweet - looks like we're at a crossroads here, do we want to make X changes or stay in the
same position

Another angle - Hey, so you’ve been thinking about this for 2 years already, do you want
to know something I’ve learnt in my experience? PERMISSION TO PROCEED

We often think it takes multiple years to change as a person, what actually happens is it
takes us numerous years to finally put ourselves in a position where we can grow
(HAVING A MENTOR, USING A SERVICE LIKE YOURS WHATEVER IT MAY BE), then within the
next 6 months we are a completely unrecognizable individual. Do you feel like you’re at
that point where you’re ready to push those excuses aside and to grow and change as a
person? Because ultimately, right now, we’re at the last hurdle, and you’ve already told
me that you believe what we do can get you to XYZ goal, so realistically it’s just that last
minute nerves before taking the jump. This is the crossroads, are you ready to finally
make that change?

Price Is Too High

Really appreciate you letting me know, I'd love to know, why exactly do you feel the price
is too high here? Typically when I hear that, it means something isn't quite right in your
mind on what we deliver, or there's some confusion on whether it's the right thing for
you?

If you see a ferrari for $3000, and you physically only have 3k, you're still gonna buy it,
it's a no-brainer.

Opportunity cost - go logical, start breaking down numbers

Cool, so you mentioned right now you're making 4k a month and your goal is 10k right?

So currently we're 6k away from where we want to be, do you think other people in your
space/in your circumstances are making 10k a month

Alright, so this has been an issue now for the last 12 months. So it's costing you 6k a
month to not be where you want to be, and if we factor in how long this has been issue for
this has cost you 72,000 just by not taking the right actions. If other people are where
you want to be, do you see any reason you couldn't also be in that position? (GETTING A
NO SO IT'S COMFORTABLE, WITH A POSITIVE REINFORCEMENT, as humans we want to say
no typically, in a sales environment at least)

If they’re looking at competitors - “Oh yeah, XYZ company, they’re definitely not too bad”
downwards inflecting tone here, don’t shit talk another company, but also use your
tonality here to give an indication sub-consciously that they’re not perfect, or as good as
you. Get them to breakdown the competitions financial offer, and what is included in it,
chances are if they’re on this call with you they aren’t offering something that you are.
Use analogies “Buy nice or buy twice” “Would you rather take your significant other to
the finest steakhouse in the city, or to McDonalds” use some humour, playful, but also
focus on what they’ve told you in regards to us standing out to justify the price. If you
just lower the price to their ask, you devalue yourself, and then just get into a bidding
war with the competitor.

If they word it more as “I don’t have the money” this here typically suggests they don’t
believe the product itself can make them an ROI, they don’t have confidence in what you
offer/provide. We want to tie-down here, is it strictly just finances, like when they get
paid next Friday are they 1000% in, or is there an issue that has yet to be uncovered. Here
you want to shift the issue, push the finances to the side “100%, totally understand. Look,
I know if you feel this is the right fit for you as we discussed, the finances will
come/you’ll make it work, I’m not worried about that at all. Look whilst you’re raising
that capital, where are you still a little bit hesitant on what we do?” Again, trying to move
the objection aside to unveil the real issue, maybe they already tried something like this
before and it didn’t work, boom, then it’s a fear objection for us to deal with instead of a
financial objection. When someone truly sees the value the in something they will make
it work, credit card whatever it may be. So tie them down, ask “Do they believe in the next
30 days, based on what we’ve discussed and I’ve showed you that you will make a
positive ROI with XYZ service we offer?” If yes, alright, so let’s enter a growth
environment throw it on a credit card and look back in a month’s time at the progress
we’ve already made. You got an AMEX or Visa? Assume the close.

Send Me An Email/Info/Whatever

Totally. Hey, just out of curiosity, what type of information/content would you specifically

like to see in this email, I don’t want to send you a 17 paragraph email going over
everything we’ve discussed.. What exactly isn’t quite right in your mind currently with
what we do? Just so I can make sure we give you all the information you would need to
make an informed decision. The goal here is to uncover the real objection and allowing
us to push back into a re-sell, clarifying and breaking down in more detail their exact
concern, maybe a previous case study of someone “in a similar situation” whatever will
clearly address their confusion/concern.

IF THEY DON'T GIVE YOU A CLEAR BREAKDOWN OF WHAT THEY WANT, IT'S PURELY A
SMOKESCREEN

Hey, I get it, when people don't have a clear definition of exactly what they wanna see
from these emails, it typically just ends up looking like generalised spam, getting
deleted that kinda thing, so what exactly did you need from this email? And then just
loop back to covering what they need from the email, it’s just a smokescreen, so just take
the information they asked for and address it there and then.

If it’s more of a cold call situation I would angle it like - So yeah, I will 100% send an email
going over XYZ - typically we've found the best thing from that is to then schedule in a
follow-up call just to discuss in a bit more detail if it's the right fit for you/them. If I shoot
you that email now, how does Wednesday morning sound for a quick call just to further
elaborate on where we can help

How are you different to the competition

Typical answer - listing all the benefits of why you’re better. Coming from your
mouth = shit

I guess for me to really understand the question, I need to identify what exactly
you feel is most important in fixing XYZ problem. When searching for XYZ
solution
I’ll Get Back To You

This comes from either a belief that the product isn’t going to work or a self-belief
issue/isn’t right FOR THEM

We need to uncover the real issue

“I’ll get back to you”

I appreciate you letting me know {Name}, I think it’s definitely important to make sure
this is the right decision before moving forward, totally get it

What I’ve learnt from doing this for many years here, is that it doesn’t take time to make
a decision just information, I’m the best source for that information and to ensure you
have full clarity on the value we provide.. If you saw a ferrari for $1000 you’d nab it
immediately am I right? *laughs* That’s because the value/ROI is obvious.. So while we’re
on this call, what kind of questions and clarity can I answer/provide for you? You’re
clearly somewhat unsure that we can fully help you, and for me I love transparency when
working with individuals, so what’s really on your mind here?

I’ll Join When I Get Paid on Friday

Realistically we should not be at the end of the call without having a really firm grasp on
their finances, so if they’ve already explained their financial situation and they can make
the investment - then it is purely down to a belief that this service/offer will not bring
them an ROI, which is where we go into more value-based objection handling. If you are
at the end of the call haven’t really got a detailed breakdown of their current financial
situation here’s what I would approach with.

Here we want to violently tie this down, the amount of times you will hear this but
actually be losing a sale is large. We want tie-down’s and ideally financial commitment.
“Got you, sounds good to me.. Just so I can make sure we’re definitely on the same page
here, you 100% feel like this is exactly what you’re looking for, it’s purely just logistics on
the finances and then come Friday you’re fully on-board?”
Yes - Transparency, always.
Great, well we actually love to reward action-takers and people we know we can help then
go for payment plan or even a deposit, payment plan is obvious but deposit you can word
as “Look, just to make sure here, as I’ve done this for a long time, if you’re 100% in, are
you happy to put down a $100 deposit? That way our team can see you’re fully onboard
with what we do and we can start to strategize plans ready for Friday when you get paid,
that way we’re already ahead of the curve, sound fair?”

If they are against putting down a small deposit, they are not onboard, they are trying to
escape the sales call and you never would’ve heard from them again afterwards. So go
down the “Look, the last thing I want to do here is chase you around like a crazy ex on
messages, if we can be fully transparent here for a moment, I just want to have better
clarity on what some of the concerns are here, because ultimately I’m on your side and I
just want to get a better understanding of where the current disconnect is”

Alternatively this is your opportunity to understand their financial situation. Ask them
“Hey, totally get it, the last thing I would want is for you to struggle to pay rent for a
month and be eating tins of beans for every meal.. I know there’s a bit of stigma around
talking finances, but would you be cool if I just get a better understanding of the
finances so I can see what options we have?” permission to proceed - asking finances at
the end of the call will add a small amount more sales resistance due to them knowing
you’re only asking to get the sale rather than just understand their situation.

AND IF WE HIT (DESIRED OUTCOME) 100K A MONTH - HOW HAPPY WOULD THAT ACTUALLY
MAKE YOU? ARE WE TALKING LIKE 4TH OF JULY FIREWORKS HAPPY, OR JUST LIKE HAD A
DECENT SLEEP ON A TUESDAY KIND OF HAPPY.

Peace and love - Scott Brunning

@[Link] ;)