BRX Pro Tip: Anticipating and Addressing Objections Transcript
Stone Payton: [00:00:02] And we are back with BRX Pro Tips. Stone Payton, Lee Kantor here with you. Lee, it’s not every time that we have a show concept strategy session that people immediately say, “Where you been all my life? Where do I sign? How do we get started?” Sometimes, there are questions. Sometimes, there are objections. What counsel, if any, do we have to offer in terms of anticipating and addressing some objections that we may come across?
Lee Kantor: [00:00:28] Well, a key element to objections is not to get defensive about it. And you want to just address all of the objections very matter of factly. You’ve heard it before. You’re not afraid of it. You have an answer for it. And just call them out on it to say this is the answer. Don’t duck any question whether it comes to money, whether it comes to competition, whether it comes from whatever, it doesn’t matter.
Lee Kantor: [00:00:55] Don’t duck it, just a matter of factly address it. And a lot of times, it’s a good idea to just call their bluff and say, “You know what, you mentioned that competitor. You should really consider working with that competitor. You know, maybe where you’re at today, that’s a better fit”, you know. So, don’t duck anything, just deal with it straight on. I mean, you’re the king of this stuff.
Stone Payton: [00:01:17] Well, I don’t know about that, but I have been exposed to what I think are some pretty powerful and productive sales mechanics, if you will. And one of the disciplines that I would recommend is when you do get an objection, whether it be around any of that stuff, time, energy, money, my recommendation would be to isolate and verify the concern. Meaning, make sure that it is a real concern and not just a smoke screen.
Stone Payton: [00:01:40] And the best tool for that that I know of is to just take it away and say, “Well, if you weren’t concerned about the price, then would you consider doing this?” or “If you weren’t concerned about and able surgery-” And what you’ll find is if it is a genuine concern. They’ll say, “Oh, yeah, man, if it weren’t for that, I’d be all over it.” But if it’s really more of a smoke screen, they’ll kind of hedge and say, “Well, yeah, there’s that,” and blah, blah, blah.
Stone Payton: [00:02:03] And then, at least, you don’t waste time and energy chasing down a concern or an objection that doesn’t really exist. So, you might try that out sometime just to kind of streamline the process and keep everyone honest in the conversation, just kind of keep that follow-up question in your back pocket if you weren’t concerned. But I like your advice, too, what you said. Man, just don’t be defensive about it. Just address the concern. And maybe one way to address it is we’re not the best fit. You know, be willing to explore that, too.
