profile

Josh Braun

objections

Published about 1 year ago • 1 min read

I spoke with a recruiter yesterday.

He told me he bumps into two objections:

1. “HR handles this.”
2. “We don’t work with recruiters because of the 25% fee.”

Traditional sales techniques prescribe overcome objections by saying something like this:

“I understand how you feel. Mr. Jones at ACME felt the same way. Then after working with us, he found the added cost was minimal and far outweighed the benefits we offer.”

The intent is to talk people into using a recruiter.

The problem? This approach makes you look like a vulture. Prospects can see you circling.

Whenever people feel like they’re being persuaded, they enter the Zone of Resistance (ZOR). The ZOR is a reflex reaction to persuasion. Nobody likes being talked into buying.

A better approach would be to use words that let prospects know their concerns are valid without having expectations.

Here’s what that sound like in a cold email:

“Hi Kim,
My name is Linda Berg. As someone with a successful 16-year career leading sales teams, you probably get dozens of emails from recruiters offering perfect-fit sales candidates. And I’m willing to bet you delete most of them.

Plus, on top of that, there’s the *gasp”* 20-25% fee.

Here’s my ask, and I know it’s a big ask because HR handles this.

There’s a Director of Business Development who's worked for one of your competitors for 13 years. She might consider switching because her boss, who she’s worked with the entire time, is retiring. Would you like to meet her?

Either way, congrats on the 30% growth. Not easy in this environment.”

The switch?

Closing —> Opening
Overcoming —> Validating
Controlling —>Surrendering control
Expectations —> No expectations
Convincing mode --> Curiosity mode

Josh Braun

Read more from Josh Braun

There’s a downside to negotiating. Story time. I once negotiated a painter down from $8,000 to $7200. The painter finished the job. But his heart wasn’t in it. He was resentful. He didn’t come back for touch-up work. The lesson? When you negotiate people down, they feel down. Don’t nickel and dime people. Paying what someone asked for acknowledges their value and the effort they’ve put into their work or services. When people feel their efforts are recognized and rewarded appropriately, they...

2 days ago • 1 min read

Nine sales reminders. When a prospect is done talking, wait for two beats. Don’t interrupt. You’ll likely get more information. When you cold email someone, illuminate a problem instead of a solution. Solutions have no value without a problem. When you meet new people, mention something personal. “You were a lawyer for five years. Then, you pivoted to sales. What’s the story?” Have zero expectations when you are cold calling. It prevents disappointment. Autonomy is a basic human need....

6 days ago • 1 min read

I was recently asked: “There’s so much information about selling. How do I know what works?” The question implies that you only want to do what works. But you don’t know what works. What works isn’t a formula.You won’t find it in a book. Or on a podcast about how to unleash your potential. It’s a process of becoming. A few years ago, guitar bar chords felt impossible to play. Today, they're easier to play. I wasn't failing. I was becoming better. Do what you want. Do things that don’t work.Do...

8 days ago • 1 min read
Share this post