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Josh Braun

unlearn objections

Published about 1 year ago • 1 min read

5 seconds into your cold call, your prospect says:

"I can't talk right now; I'm in a meeting."

What do you say?

Most salespeople try to push the sale forward by saying something like this:

"When can I call you back?"

"Would it be fair to ask for 20 seconds to explain what this is about? If we find it irrelevant, then I can make sure I don't disturb you again?"

Although these statements sound good in theory, they don't make people feel heard and understood.

As salespeople we tend to communicate selfishly. We want a sale.

So we think about what to say rather than listening to what others are saying.

The problem?

Whenever prospects feel you're pushing your agenda, they enter the Zone of Resistance. The ZOR is a reflex reaction to not being heard and understood.

The way out?

Reverse this.

The muscle to work is to feel what the prospect is feeling. Like this:

Prospect: “I can’t talk. I’m in a meeting."

1. Pause for two beats. (Calms things down and allow you to think about what you want to say.)

(Calm, smooth tone)

2. “I’m sincerely sorry to barge in. It sounds like I called at the worst possible time." (Labeling Voss)

Shut mouth. Listen.

Sometimes prospects will correct you, “It’s not the worst time. What do you want?” People like correcting, but they don't like being corrected :-).

3. “I know you weren't expecting my call." (Call out the elephant in the room. Labeling negatives, diffuses negatives.)

Shut mouth. Listen.

4. “Would it be offensive to ask you one question before we hang up?”

Some people will open up and talk. Others won’t. It’s okay either way.

You're a scientists not a salesperson. Your testing gathering information without having an agenda. Experiments or conversations aren’t “good” or “bad”. Experiments are.

There isn't a script for being empathetic. It's less about what you say and more about listening without having an agenda.

But hopefully, this example helps you lower the ZOR.

This shift?

Overcoming --> Understanding
Salesperson —> Scientist

If you get tongue tied when prospects raise objection, check out Tongue Tied. 34 sales objections flashcards + responding to email objections + how to say it audio files.

Josh Braun

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