I’ll tell you what separates a real closer from a faker… just one simple thing…
The ability to conquer objections is what makes a real closer, hands down. You can toss out everything else you know if you don’t know how to handle objections.
Because of the rule of thirds.
In the sales world, the rule of thirds refers to the three types of buyers in every market…
The first third are people who want to buy – these are the people you can close in your sleep.
The second third are people who want to evaluate… when they walk through your doors, they honestly don’t whether they’ll buy or not.
The final third are the people who DO NOT WANT TO BUY. They’re stubborn, and they think they’re smarter than you, and they walk in convinced that they won’t buy.
A master closer will sweep up the first and second thirds no problem, every time… and they’ll even close some of the final third.
Now listen closely…
I want to turn all of you into real closers, which means I’m going to give you 3 master tricks for conquering objections.
Trick #1 – Ignore at First
This one’s super simple, which is part of why it’s so easy to screw up.
The first time you hear any objection during a sales presentation– ignore it.
I know, I know! It’s counter-intuitive. You’re hungry for that close and you want to zap every objection the second it comes up.
But hang on…
In most cases, your prospect’s first objection is also the least committal. They might be just thinking aloud or trying to make conversation, which is not the same as a real, slam-on-the-brakes objection.
And if that’s the case, the worst thing you can do is acknowledge the objection.
If the objection is just a passing thought, and you don’t say anything about it… it will just pass. In fact, your prospect might forget they even brought it up!
If the objection is just a passing thought, and you DO say something about it…
The objection might become real.
And it doesn’t matter what you say here, either: if you jump the gun on your counter-objection, you subconsciously tell your prospect that you’re taking the objection seriously… which gives them the excuse to take it seriously as well, even if they didn’t at first.
Besides, if they have a serious objection and you brush past it, it will come up again.
And when it does, you can use my next special trick.
Trick #2 – Repeat the Objection
Yep, this is basically the exact opposite of the last trick, which is important. This trick works best when you’re already far into your sales presentation.
Here’s how it works:
You’ve already been taking mental notes on WHY your prospect came in, right? They say they feel ugly, they’re tired all the time, they feel their spouse drifting away, they fear for their health… whatever their pain point is.
And you’ve been tailoring your presentation to address these worries…
But as you get near the end, they say something like “I’m not sure I can afford this” or “I still need to think about it.”
And here’s how you counter:
You list off all the pain points they described earlier, remind them that you’re offering a fast, proven solution to all their problems, and then repeat their objection back to them as a completely sincere question.
“You’re scared for your health, you miss wearing bikinis out in public, I’m offering a program that will lose you 40 pounds in less than a year… and you still need to think about it?”
Hold their gaze and let that question sink in.
At that point, their objection should sound pretty ridiculous…
Because quite honestly, most of the excuses people have for not getting in shape ARE ridiculous. That’s why it’s your responsibility as a fitness professional to expose those excuses for what they are.
And the best way to expose a bad excuse is to drag it right out into the open.
And if you really want to hit those excuses head-on, you gotta use my next trick.
Trick #3 – Use This Magic Phrase
Now before I give you this magic phrase, I need to make sure you understand something.
Understand this: every objection is really a question in disguise.
Once you start to see every objection as a question, the counters will become obvious to you.
“I can’t afford this” means “why should I pay your price?” So demonstrate your program’s value.
“I need to talk with my husband” means “how can I explain my decision to him?” So help craft an explanation.
And this leads me to the magic phrase… because the magic phrase is itself a question…
When your prospect says, “I still need to think about it.”
You say, “What do you want to think about?”
What makes this phrase so magical is that it gives you direct line to your prospect’s thought process. When they sit there in front you dissecting their own objection, you both get a chance to examine the really deep issues that are preventing them from getting fit.
And then you get to counter those deep issues and guarantee a close.
Exciting stuff, huh? Ready to get out there and become a master closer?
Before you go, make sure you check out my Close Clients system. Sign up now to learn my expert formula for closing 8-9 out of every 10 clients that walk into your doors. Skeptical? Dude, this is how I built each of my successful businesses. You owe it to yourself to give it a shot today.
Committed to your success,