If you think about what sales really is, it’s nothing more than just building up desire and then removing objections so the person can come to actualize that desire via a purchase. It’s nothing more and nothing less.
So in any sales process, you can either spend most of your time on the desired side of the equation or the objection part, or somewhere in between.
This is going to show you how to remove objections from any sales process before they emerge. It’s one of the most profound concepts, and it’s helped our people become that much better than anyone else in the game.
So without further ado, when it comes to advertising, marketing, sales, and anything else in between, one thing we all seem to be “fighting against” and trying to “eliminate” or “overcome” are objections.
I put those three in “quotes” as the only reason we have to fight against, eliminate and overcome is that we don’t know what they are or where they come from and *gasp* that we unknowingly create them and then spend most of the sales process “undoing” the mess we’ve created.
So how about this — instead of doing it the hard way, where we have to “fight” or exert “force” against our customers…we just don’t create them in the first place. If they are not created, they won’t emerge; thus, there will be no objections. Problem solved.
Now first off, what is an objection?
I view an objection as an object in a place that the customer is focused on that is very important to them and has to be removed for them to move forward. An object blocking the road prevents them from continuing in the sales process.
So, knowing where these “objects” come from and where and how they’re created is the key.
First off, they come out of the subconscious mind, which, most of the time, the customer is not fully aware of. There is usually a “gut feel” about the sales process, and this gut feeling emerges, and then they’re not quite sure about buying whatever you’re selling.
This creates “resistance”, also known as doubt and questioning of what you’re selling. This is why often, you have to do a “discovery” call, and what you’re discovering on that call are the objections so you can start removing them one by one.
Now within the depth of the subconscious, whose only job is to keep you safe, something happens that you’re never aware of the concept of trade-offs.
I speak a lot about “competing with economics” and how every conversion has a trade-off. I don’t mean just financial economics or money math, what I mean is psychological economics, and as such, every trade-off has a loss and a gain.
You can’t lose something without gaining something, and you can’t gain something without losing something. Think about it. It’s always a trade-off, always.
Even when we lose a physical object, opportunity, relationship, or so on – while it is not immediately replaced with a gain of a similar or equivalent PHYSICAL thing, we always gain experience, data, and an opportunity to use that to grow in new ways.
So there is always a gain on the flip side of any loss – even if that gain is not as “concrete” as the loss was. With this in mind, an objection is formed whenever any trade-off is considered, which involves a sub-layer, and here it is:
“What do you lose when you give something up?” This is the structure of how objections work.
Allow me to illustrate, Say you buy a biz-op offer. Ok, if you give up money, fine, but what do you lose when you give that money up? You lose your ability to buy something else with that money, spend time with your family, have confidence if it fails, and so on and so forth.
If you give up money to buy a weight loss product, fine, not a big deal…it’s just money, and can be replaced, but what do you lose? You lose the ability to be social. You lose people not noticing that you’re not on a diet or critiquing your choices, and you lose your confidence.
If you give up time to do something, then you lose time to spend with your family, or doing the things you love.
The subconscious can not have a loss because all loss at the subconscious level becomes a loss of safety in some way – psychological resources we need to maintain our current safety – and whenever it does…an objection emerges.
Are you seeing it now? Whenever you give up something, you also lose something.
This second aspect of the LOSS is where objections emerge. So when you’re selling in whatever format, be it a VSL, TSL, Webinar, or phone sale…etc. The obvious thing is what they give up because what they give up is at least partly what YOU get, and also what they have to do to get the outcome.
But what is not so obvious is what they LOSE. And that is what you have to become aware of and eliminate before it even registers, and you can easily do this by just looking at your copy from this lens and then reframing why this loss is actually a gain. Because remember, there can be no loss without gain. And that is how you turn objections into benefits.
Oh, and also you can use this thinking model for creating bonuses that would remove the to-be objections. Now, for something pretty cool think back to when you wanted to buy something but didn’t, and what you’ll notice is that even though you were to gain something, or give something up, you stood to LOSE something that you didn’t want to lose in order to gain that thing.
So maybe you wanted to do something, but you had to give up time, and giving up time, would have led you to a loss of doing something else, maybe work, maybe spending time with your loved one, or something you’re really passionate about.