Please review any and all this for compliance - not meant to be “out of the box” compliant for

your specific business, etc.

Uncertainty Based Objections

I just want to think about it…

Prospect: Well, sounds great… can you send this over to me so I can think about it and get
back to you next week

You: No problem. Before we get into any of that, how do you feel? You mentioned you want to
scale your business to 100k/mo… do you 100% feel like this is what you need to get there?

If you get wishy washyness… double down. “Got it - but what I’m really trying to understand
is “Do you think this will 100% work and you want to do it?”

Only two options from here:

1) Their going to be wishy washy or vague in terms of the concerns
2) Their going to say definitive “No, I really want to do it, but I just want to sleep on it”

If #1, proceed below:

Got it. So just so I can stay organized on my end… What's keeping you from being less than
100% certain this is going to work for you?

You need to shift the conversation from vague (“I just want to think”, “I need some
space” etc) to what's specifically concerning them (“I just need a day to sleep on it, but I
really want to do it”, “I’m afraid it’s going to not work because of XYZ”, “financially I’m
really tight”, etc)

In the case of #2 (sleep on it) - see below.

I Want To Sleep On It…

The double tie down framework we went through above… is called “Pacing the first objection”.
It’s where we first tie down on the certainty that “this is the right thing, now is the right time,
finances and everything else aside”.

We’ll pick up from here, assuming that you’ve already done that…
So after they tell you “No I really want to do it, but I just want to sleep on it” you ask…

You: Gotcha, no problem at all. So if I heard you correctly, you 100% want to move forward
this… you just want to take a pause so you don’t feel rushed. Right?”

Prospect: Yeah! Exactly…

You: Gotcha - so to be clear… when we talk tomorrow… if you wake up feeling the same exact
way you feel right now… then you’re 100% moving forward and we’re processing payment?

Only two options from here:

1) They say yes. In which,
a) You can schedule a follow up tomorrow
b) You can push to close (or trial close now).
2) They break the tie down in give you a specific objection. In which case you’d handle it.

What If It Doesn’t Work?

This is something that usually comes up after “I want to think about it” when you double tie
down.

Here’s how to handle:

I hear you, and I can appreciate that.

So just to stay organized on my end here…

...what you’re saying that despite the XYZ case studies we have and XYZ% client success rate,
you’re worried you’re going to be that small % this doesn’t work for? (haha)

Look - no worries. I get that…

Now, can I ask you an honest question?

If you come in and do this… would you 100% put in the work?

And when you run into a problem, or a challenge throughout the program… would you raise
your hand and reach out for help? Or are you going to bury your head in the sand and
disappear? (lol)

Gotcha so look…
If we have a 95% success rate…

And you’re 100% going to put in the work…

And you PROMISE ME you’ll raise your hand when you need help…

Then tell me, why exactly wouldn’t this work for you?

Two outcomes:
1) I don’t know (proceed below)
2) They give you real objection

(if I don’t know…)

I hear ya… do you think it’s just a little bit of nerves?

<Then proceed to nerves / fear>

I Need To Do More Research…

If you get this, you almost always messed up the sales process in the beginning. But
nevertheless…

You: No problem at all. Happy for you to do that. Just so I can stay organized and get clarity on
my end… what’s keeping you from being less than 100% certain that this is going to help you
(insert the outcome they want)?

Two options here:

1) They give you a specific objection. Remember - Vague → Specific. Then you
handle it and side step this completely and go back to the close.
2) They just say “Nothing, I just want to do more research

If #2 (above):

You: Got it. So what I’m basically understanding is you 100% think this will work and want to
move forward with the investment after you do some research?

Two options here:

1) This is a strong definitive tie down with the purpose of trying to get them to tell you
something specific. It’s unlikely their going to say “yes”
2) If they do… then again, proceed below:
You: That’s good to hear. So when you say research, what were you hoping to… specifically…
find more about?

Two Options:
1) This is going to pivot to a specific objection. Or the “Due Dilligence” objection. Which
we’ll cover later. This is most likely.
2) If they just say “Nothing. Just perusing”. Then you lost this call a long time ago… but
here, the only option is to just call them out.

If #2 (above).

Well, hey - can I be honest with you for a second?

Earlier you said that you were 100% certain this is going to help you and you want to move
forward after you do some research…

But when I ask you what do you specifically want to find out more about… you’re saying
“nothing in particular” you just want to do research…

So let me be clear. I’m totally fine with 1) letting you do research or 2) you not being interested
in this at all.

One of my core values is transparency, and I just want to have an honest conversation. And at
this point, I can’t help but feeling you’re really just not that interested in this… and you maybe
want to circle back to this in 6mo? Or, what really going on?

Two Options:
1) They will just move on. And you don’t have to waste time. You either royally effed this
call from the beginning, or it’s a true tire kicker with no intention of ever making a
decision (rarer than you think, if you’re really good).
2) This may prompt an honest conversation

Just make sure you say the above empathetically. If your intention is to truly just have an
HONEST conversation - this won’t (and shouldn’t) be confrontational.

I Need To Do My Due Diligence / I Just Found Out About You Guys:

Usually, the “research” one falls into this category after you press it a bit.

You: Hey I totally get it, and no problem with taking time to do some research on us. Just so I
can be clear on my end… that aside… how do you feel about the process? Do you feel like
what we outlined is 100% what you need to get to outcome?
This will either result in a “Yes” or - again - if wishy washy or a no, you call out and get
the specific objection.

Prospect: Yeah, it looks good!

You: Got it. So basically… you’re 100% ready to move forward, you just want to do some due
diligence to make sure everything I told you on this call is 100% true, and there’s no red flags?
And if so, we’re good to go to move forward?

Two Options:
1) This is strong language on purpose. A lot of times, they will give you another deeper
objection. Which we can handle and likely side step this entire thing. That’s the point of
doing it.
2) If they do say “Yep” then you just proceed below

You: No problem. I can probably help you speed up the research process. What specifically do
you want to see? Reviews? Case Studies? Informational videos?

Two Options:
1) Once you get the specifics, you can just go:
a) “Do you mind if I walk you through one or two of those now?” and then defeat the
objection on the spot with real-time proof. Then close
2) Certain people are of the energy… that they need a day. Feminine energy or people who
like to process things slowly. In that case, you can send them the info an email - and get
a next day follow up. You may even use the sleep on it tie down one last time before you
set the FU to anchor the next day frame.

I Want To Speak With One Of Your Clients

FYI… if you can do this, just do it. There’s nothing wrong with creating champions for the
company who get a referral bonus for a quick chat convo with a client. Also, for more higher end
enterprise stuff - this tends to be easier. But if you’re extremely high call / transaction volume it’s
a bit unpractical for the reason you’ll see in the objection handling below.

You: Got it - lets cover that in a second. But for my clarity… Asides from that… how do you
feel? Do you feel like this is 100% what you need to (insert outcome) and that you 100% want to
do it?

Prospect: Yeah, as long as I speak to a client, etc

You: Got it. So theoretically speaking, if you spoke to one of our clients and they validated
everything I’ve told you so far - then you’re 100% moving forward?

Two Options:
1) Specific Obj
2) Yes, in which proceed below

You: Got it. Well here’s our policy regarding that.

I totally get you want to do that. The way our policy works in this company… is we have 100
people a month reaching out considering becoming a client.

So while I’m not saying you’re wrong to ask for that… and I can understand why you want to..
In our position, with that many people reaching out, it wouldn’t be appropriate, professional, or
even realistic to fill our clients calendars with people who are just “thinking about” joining the
program - many of which may not even be that serious. Especially when our clients charge
anywhere from 1000-5000/hr for their time.

So that’s completely off the table. But it’s also the exact reason we have (XYZ number of case
studies, assets, etc). So what I can do, is send those over so you can hear from those folks
yourself.

Is there a specific type of case study you were looking for? And I can build a list for you and get
that to you ASAP.

(There’s also a possibility here, you can do a “7-day trial” which removes the risk completely.
And then you can just close on the spot. Only for certain people who are decisive).

I Don’t Have Time To Implement

Prospect: This sounds great but I want to do it in 2mo when I have the time to implement

You: Yeah, no problem. So just so I can stay clear on my end… you 100% believe this will work
for you to get to (outcome) and want to do this … it’s just a matter of having enough time?

Prospect: Yes

You: Got it. So if we were speaking 2mo from now.. You’d 100% be processing payment and
moving forward?

Two Options:
1) Again, sniff out any specific obj (you see the pattern now)
2) Proceed
You: Can I be honest with you for a second?

Look - you just mentioned this is the best path forward in fixing the lead generation (or whatever
problem) issue in your business, right?

And also - you mentioned on this call that this is the #1 constraint in your business. Right? This
is the one thing - that if figured out - gets you to the next level in your company.

That would make this the top priority in your business, right? The #1 place in which you should
be investing your time.

So let me ask you… how many hours do you work a week right now?

Prospect: 40-50

You: So I’m not asking you to work more hours than you’re working. I’m asking you to direct
those hours to the #1 problem in your business - that - you’ve already identified. And do that by
implementing a solution with us - that’ll actually save you a ton of time than doing it on your
own.

So we’re not ADDING ON more hours - we’re just channeling the existing hours into the #1
problem in your business. Does that make sense?

So the real question is not time… the real question is… do you really believe this is going to
work?

(Then onto the close)

Additional Option: Circumstances Vs. Vision.

If needed, you could go into the circumstances vs. vision close. This can be used for a variety of
things.

You: Look, can I just tell you what I’m seeing here?

The biggest problem in your business is (lead generation). And you’re biggest bottleneck to
solving it is time. But the reason you don’t have time in your business, is because of the lack of
(lead generation).

If the very problem that you got on this call to solve, is exactly what is going to keep you from
getting started on fixing the problem… then you’re in a self-perpetuating loop and you’re stuck.

Make sense?
So the real question is NOT when is going to be the right time, because it’ll never feel like the
right time...

...the real question is, when are you going to STOP making decisions based on current
circumstances and START making decisions out of a place of vision?

Because if you keep making decisions based on current circumstances, you’re only going to
generate what? More of the same.

But when you start making decisions on your future vision, well you open yourself to a whole
world of possibility.

So who do you want to be?

Someone who is going to caught in that self-perpetuating loop?

Or someone that recognizes that - if not now, when? Someone who knows that if you start now -
when it’s hard - when you do have time and it’s easy - it’s going to be a breeze?

(Very very effective if you nail this “Who do you want to be” close).

“I Tried Something Similar, And It Didn’t Work”

Candidly, this is best prevented in discovery and how you differentiate your pitch. But
sometimes, they just drop a grenade on you anyways with this.

First Line Of Attack:

● Go back into discovery:
○ What did they try in the past?
○ What “method” was being implemented?
■ This creates a potential differentiation point
○ What would they have changed, if they could? What was missing?
■ Another potential differentiation point.
○ Triplicate Q: Typically we find there’s X reasons…
■ Method
■ Support
■ You didn’t put in the work…
● Which was it? Or a combo?
● Then you can just re-pitch. Most times, this will suffice.

Second Line Of Attack:

This is if they see the difference in products, but they’ve been beaten up and bruised so much in
the past from bad services that their still apprehensive.

You: Can I be honest with you?

Look.. I totally understand being apprehensive because you’ve been burned.

I’ve been burned TONS of time with people who overpromise and underdeliver. For instance…
(insert story).

And what I’ve learned is… the real question is what lesson you’re going to learn from the
experience…

Are you going to learn the lesson that because you tried something that didn’t work once… that
you’ll never get help from anyone again?

Or are you doing to learn the lesson that one bad decision is the tuition you need to pay for
making a better, more informed decision next time?

So look - is there specifically anything that’s keeping you from truly being less than 100%
certain this what you need to ____?

Because if not - don’t let one bad decision sabotage what’s going to be a great decision.

Two Options:
1) They’ll give you a specific thing…
2) You’ll reassure them, pivot to the close. This is actually fairly easy to handle.

Is There A Guarantee?

FWIW - If you have some sort of conditional guarantee, that obviously is ideal. In many cases,
you can offer a conditional guarantee (done smart) with very little risk to your business. And it’s
fair.

This is also an objection that usually is WAY “over handled”. See the bottom and I’ll explain
why.

You: We can definitely talk about that - now, just curious, but are you asking that for a reason?

Two Options:
1) You basically will get “I’ve been burned” in which you need to just do handle that
2) They’re just curious. In which you can handle it quickly, and it’s not an issue.

Gotcha, well I hear you and I appreciate that.

Well look. There’s tons of stuff that are out of our control. For example:
● A (Ex: Are you going to put in the work?)
● B: (Ex: Are you going to be able to generate leads for the setters we give you?)
● Etc

So because of that… I can’t “guarantee” any result. Not to mention, it’s illegal, immoral and
unethical to try to 100% predict the future or promise you anything.

What I can guarantee is that…

1) We’ll give you all the tools needed to XYZ… (aka, deliverables)
2) And we’ve had people just like you… like (Client XYZ)... use those tools and get tons of
success…

So again, I can’t guarantee or promise any sort of result but I can guarantee on our end, we’ll
give you everything you need to succeed.

What really matters is:

1) Are you going to 100% show up and put in the work?

2) When you run into a problem… which you will.. Will you raise you hand when you need
help?

Then if so - you’re going to be in a great place.

Cool. Great question, what other questions do you have?

Notes:

In a likely scenario, they’ve just been burned. So you actually need to side step this and go into
that, which we’ve already covered. Oftentimes, you won’t even need to come back to this.

Another likely scenario is it’s really just an innocent question. You can temperature check that
through the first question I ask. If it’s just a curious question, sometimes you can literally just say

“No. Simply because we can’t control all the variables. But we can guarantee we’ll give you all
the tools you need to succeed.

Great question though, what other questions?:

Many closers totally mess this up. And go on this extremely long spiel overhandling this… and it
actually creates more problems than it helps. You never want to over explain on your backfoot,
if you can help it.
In the case their REALLY hung up on a guarantee, you can do something like I said above OR
just use a conditional guarantee. You could even have a “special one” only for people who ask
and are adamant about it. That way you can use it as negotiating leverage at the close.

It’s Too Risky:

This is something you’re only going to get in a B2C setting. And oftentimes.. It’s after you’ve
already handled a few objections and their just stuck because their scared.

You: I hear you on that…

Now, can I share with you one of the biggest things I’ve noticed between people I speak with
who have tremendous success vs the ones that don’t and keep going in circles?

You’re goal is to make 50k/m, right?

Ultimately, 600k per YEAR.

That would put you in the top 0.01% of top income earners in the WORLD.

Now, have you ever wondered why there’s so few people making that amount of money?

It’s because of the FEAR of RISK.

There’s a TON of people out there who SAY they want to make the amount of money…

...but there’s far fewer who will actually take the risks necessary to BE the person who
DESERVES that amount of success.

And knowing that to be true, the real question is which one of those people do you want to be…

Do you want to be apart of the 99% who SAYS they want those things but is never able to push
through that glass wall of fear and take the risks necessary to get there?

...or do you want to be the type of person who’s committed to getting there no matter what? The
type of person who realizes that to earn that success you have to become the type of person
who DESERVES that success - and that means taking risk…

Which one of those people do you want to be?

I’m Just Nervous

Use this ethically of course. You shouldn’t be putting anyone in a bad spot. This is also probably
a B2C thing… you’re not going to be closing big businesses with this line. Hopefully that’s
obvious.

This is generally when you’re sort of at the end of the line… you’ve handled a bunch of
objections… their just right there, and need a nudge.

I tend to tee this up with… “so do you think it’s just a bit of nerves holding you back?”

If I can get them to say yes to that, they almost always will close with the following:

You: Gotcha, so you know this is what you need… it’s just nerves, then?

GOOD. (pause)

It’s good that your nervous. The nerves are there for a reason - and they’re good. That means
there’s some weight to it. Some meaning to it. Nothing ever great in this world was built by
someone who wasn’t a little bit nervous at first.

So being nervous is ok… but deep down in the pit of your stomach, you should know that
despite the fear and despite the nerves that’s it the RIGHT thing - and earlier when I asked you
how you felt… you said that it’s what you needed, didn’t you?

And/or… You can continue with:

You: What exactly are you nervous about and scared of?

Well look, I hear you and I can appreciate you being open about that.

Now, can I be brutally honest with you for a second?

You’re never going to get to where you want to be if you’re constantly taking counsel from your
fears.

GROWTH becomes impossible if you refuse to get uncomfortable. Because the only place that
growth can happen is where? Outside of your comfort zone…

So the real issue isn’t that fear… that’s there for a reason. That’s good.

The real question is who’s the type of person you’re going to decide to be moving forward?

The type of person who takes council from their fears, letting them control their life and therefore
never grow into the person they aspire to be?
...or the type of person who is able to move into discomfort, because he knows it’s the only way
forward if he’s going to achieve what he wants?

Which one of those people do you want to be?

The type of person who lets fear guide their life and therefore never grow?

The person who’s able to feel the fear and do it anyways?

Support Objections
3 levels:
● Upward authority
● Equal authority
● Downward authority

I Need To Run It By My Partner/Spouse…

You: So aside from letting your spouse know… there isn’t anything else keeping you from being
less than 100% certain that this is what you want to do?

Awesome… so just hypothetically, if you’re spouse was on this call and said “Bob, I believe in
you and you do whatever is best for us and your business” you’d be 100% in?

Two Options:
● They say “Yes” and then move to the next part
● They hesitate and give you a specific objection

You: Awesome I totally get that and agree with you. No problem at all.

Now just for clarity's sake:

#1) Is this a “respect” thing to where no matter what you’re going to do this regardless, you just
want to let her know beforehand out of respect?

Or #2) Do you need her permission to move forward? Meaning it’s not ultimately your sole
decision to make?

Two Options:
● If there’s no hesitation… and it’s completely a respect thing… sometimes you can do a
refundable deposit, or even get them to call them immediately. This is usually rare.
● Anything else than a definitive “#1” then move into discovery…

Information-Gathering
You obviously are not going to ask all of these. This is just to give you an idea of key things to
cover.

● What’d you think she’ll think about this?

● What’d you think she’ll say when she hears the investment?
● Is she supportive of you trying to fix ____?
● Are you guys on the same page that this is a problem?
● What if they say no?
● Is she involved in the business? What’s she do?
● Do they know about us (the company)?
● Do they know you’re on this call?
○ What would they think if they knew?
● Can you talk to your spouse right now?
● When do you think you can talk to your spouse?

Coach on how to have the conversation… or include yourself in the follow up.

Great so look… I definitely want you to go talk to your spouse about this but I want to remind
you that there’s two ways you can bring this up to your spouse:

It can be a conversation in which you go up to your partner and say: Hey honey you know that
business of mine that I’ve spent a ton of money on only for it to give us constant ups and downs
and stress? Well, I hopped on a call with this guy I met on the internet who might be able to help
us, it’s 7k and uh, what’d you think? Here’s the details...

Or it can be a conversation where you sit down and tell her confidently “Hey babe I know I’ve let
you down with this business and I know that despite all of that you’ve supported me every step
of the way to this point. And I want to let you know that I’ve DECIDED and I’ve COMMITTED to
growing this to where it SHOULD be already and I’ve found someone to help us get there, but
before I move forward… I want to get your emotional support and buy in so I know we’re in this
together.

Now, let me ask you… which one of those two guys do you think is going to convince his wife?

You’re right - because if YOU’RE not certain about this… then she’s not going to be either. Nor
should she be. Because with scenario #1 you’re weak and uncertain in your direction as a
leader and as a man.

So look the real question is… when you go to talk to your spouse, which one of those two guys
are you going to be? The first or the second?

Are you sure? Because if there’s anything else that’s keeping you from being less than 100%
certain that this is what you want to do - let me know and we can talk about that.
Note:

Obviously, you’re not going to do this sort of thing for a Board / Team / Biz Partner objection.
The above is more B2C. But it gives you and idea…

You need to either:

a) Coach them on how to have the conversation (so they become your champion)
b) Coach them on how to schedule a follow up with all relevant parties involved

Which one you pick, depends on the belief you have in your champions ability to close the other
person into the deal.

Caveats:

For boards… (or any type of upward authority)... there is generally an investment amount that is
“OK” and anything above that needs approved. Generally here, just make that the initial
refundable downpayment and then get them started. And for whatever reason if it doesn’t work
out - refund them or give them a lower tier access as a consolation.

The other thing re: Boards… is you can REALLY focus on getting the prospect sold and making
them your champion. If it’s just a boss, you need to decide between “A & B” I covered above.

For teams (downward authority) - the big question to ask is…

- What if they say no
- What if they say they don’t have the bandwidth
- What if they say they can do it themselves

And coaching the business owner through the fact that their role (as CEO) is to set the vision
and the priorities. If you delegate the decision making to them - their going to tell you all sorts of
reasons why it’s not the right time now, because they see it simply as another thing on their
plate. Or an attack on how well their currently doing at their job.

Most times, you can overcome this one on a call. Same thing with “I need to talk to my
accountant”. Whatever the hell that means.

Financial Objections

This could be anything from…

● I can’t afford it
● It’s too expensive
● I can’t make this work right now
● I could financially make this work in 2mo
…we’re going to handle all of that the same way.

You:

No problem. Money and everything aside… Do you 100% want to do this? And do you 100%
believe this is what you need to get to (insert outcome)?

Prospect: Yeah I do!

You: So money aside, you’re 100% in?

Two options:
● Specific objection. Watch tonality as well.
● Isolated to just money. Then proceed below

You: So look - most of our clients do it upfront. But for certain clients, depending on the
situation… we break it up. So are you open… to having an honest conversation financially…
getting everything on the table… so we can see IF there’s a way to make this work now or at the
very least work towards it in the future. Sound good?

Got it. So first, what’s net incoming cash in the next 30 days?

What’s your cash on hand right now?

What about credit?

And you really want to do this right?

Prospect: Yes

You: Well look, I don’t think the best thing for you is to do it all upfront if that’s going to more
than zero you out. But I also don’t think the best thing for you is to do nothing.

So if I was willing to let you come in for half down… that way you could (future pace results) …
so that by the time the next payment comes around 30 days later, it’s almost an afterthought… if
I was willing to do that for you.. Will you move forward right now?

Notes:
● This isn’t weird unless you make it weird
● If you get resistance towards finances, they're not sold nor really want to do it
● Do NOT ask “what could you do?” - you lead. Not them.
● Write down their metrics and offer the highest thing that you think is a 50/50 shot they
say yes to. Then re-offer a lower one later.
● Always “trade” never just give away terms for nothing…