the previous example, use magic words like: “Some people think ...” or “ Some people question ...” For example: “There are some people who think this is a risky investment ...” Using the words “some people” puts your prospect in a non-re- sistant state and allows you to answer the objection without the prospect having to admit they even have the objection. The third way to overcome is to overcome the objection in ad- vance of the prospect thinking of it. You do this by planting the answer to the objection in their head. For example, you know that once your prospect hears the price or your product or service, they might think, “I can’t afford it.” To illustrate, here is the word- ing I use to tell my story about how my life changed by buying a certain product. “I remember thinking when I heard the price, ‘I can’t afford it,’ but then I remembered reading something that Jim Rohn said: ‘Successful people don’t ask what it costs; they ask what it is worth. Successful people invest in themselves and their education, and that’s why they’re success- ful.’ And I knew that if I wanted to be successful, I needed to do what successful people did.” I could write an entire article on that little bit of wording, and you should dissect it to discover all the powerful lessons it con- tains, but for our discussion, no- tice how this plants the thought I want to have in my prospects’ minds: “Successful people do this so, so should I.” Answering objections by plant- ing a thought in your prospects’ minds in advance of them having it is much more powerful than
“The pro handles as many objections as they can in advance as part of their presentation — before the prospect ever verbalizes them.”
addressing it head-on because it bypasses your prospects’ con- scious resistance. If a prospect brings up the “It costs too much” objection, and you say, “I once read successful people invest in themselves and their education, and if you want to be successful, you should too,” that brings up massive resistance. By “hiding” the answer to the objection in the context of a story and doing it before the prospect even has the objection, there is no resistance. Your assignment, if you choose to accept it, is to make a list of all the objections your prospect might have and layer the answers to them into your presentation using the three techniques I
taught you in this article. Kick butt, make mucho “DEEnero!”
–Dave “The King of One-to-Many Selling” Dee
Dave Dee helps professional service providers attract more clients and make more money without spending more on mar- keting. To get a free micro-train- ing titled, “How to Attract More Clients With Short-Form Webi- nars: A Streamlined, Automated Client Attraction Machine,” go to UltimateWebinarSystem.com.
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