Winning the Sale: The Secret Formula to Overcoming High-Ticket Sale Objections

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One of the things that kills Google Ad campaigns has

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nothing to do with Google Ads.

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It's people's absolute complete and total inability to sell

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stuff when they get in front of a customer which is shocking to me.

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Still to this day, we track and record every single phone call that

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we catalyze instead of Google Ads with client permission, and I cannot

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begin to tell you how embarrassing some of those phone calls are.

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They're unbelievable.

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what I wanna go over today, Is how to come over sales objections

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specifically with high ticket clients.

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Now, I'm gonna preface by saying you are going to be upset at how simple this is.

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You're going, this guy, why did I wasted my time talking to you Ca?

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but first of all, some of the most valuable advice I've ever gotten

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is the simplest, number one.

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Number two, I'll make an agreement with you.

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You're only allowed to be mad at me if.

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When you look at your content or your sales narrative, you've already answered

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the three questions I'm gonna give you.

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I'm gonna give you three questions, and if you've answered them and

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you've answered them to completion, then you can get pissed off.

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Hit me in the comments, call me an idiot, tell me I wasted your time.

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If you didn't, then you should be mad at yourself because this is so simple.

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It's so simple and so easy and so obvious, and yet none of us do it.

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high ticket sales objections.

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First of all, shout out to my boy Scott.

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Integrator extraordinaire.

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Worked for some of the biggest names in the space.

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He's the one that taught me this.

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We were running an online challenge for well, somebody whose name I

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can't use, but a very important person whose name I'd like to drop.

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And Scott was walking us through the process of overcoming objections.

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That's what's crazy.

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The person that we were running the challenge for is one of the

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biggest names in the industry had no objection handling whatsoever.

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And so Scott walked us through these, three step process.

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Okay, so, so step number one.

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Objection.

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Number one always does this work, and this is where I'm gonna lose everybody.

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My retention on this YouTube video is gonna drop, but really, really

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spend time thinking about it.

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Whatever it is that you're selling, whatever magic gizmo or do hickey,

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that you happen to be schlepping.

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You've explained everything about how it works, when it works, why it works,

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where it works, but you haven't really spent enough time talking about the fact

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that it actually works to accomplish the goal that you wanted to accomplish.

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This is the features versus versus benefits discussion.

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Does this work and, and, and.

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Driving this point, home is one of the most important things that you

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can possibly do, especially if you're a coach, consultant, course creator.

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But it's really, I mean, it's anything.

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It's like if you sell an itchy and scratchy cream, right?

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Or, or, or a skateboard helmet, or a car seat, or there's nothing that

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you can, a professional service.

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if you're a cpa, does this work.

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And in order to really think about what working means, you have to put

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yourself in the mind of your prospect.

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And think about what their desired end result is.

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Does this get to the desired end result?

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So that's objection number one.

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Does this work?

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And again, you can't be mad at me unless you can go to your site

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and your sales collateral and show me that you've actually built the

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content that addresses this objection.

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Yes, it actually works.

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Let me show you how.

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Objection number two, does this work?

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For people like me, you'll notice objection number one is top of the funnel.

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I'm not gonna talk to you until I know this works.

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Objection number two is middle of the funnel.

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Everybody is a special and unique snowflake.

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Will this work for me the special and unique snowflake?

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And this, by the way, with objection number one.

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The way to handle that is to show the process.

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First this happens, then this happens, then this happens.

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Then desired end result.

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Now that's fine, but it's genericized, it's sterile.

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Objection number two.

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You show case studies, testimonials, feedback, user stories customer successes,

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show people like them, that it works.

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Now, this is where niching down is really, really important.

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It's really important.

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It's luxury that I actually don't have as a Google Ads agency in some

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instances, like I've niched all the way down to Google Ads, but.

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I've got Google ads for dentists and e-commerce stores.

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Imagine if I only did Google ads for SaaS products, let's say now every case

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study, every testimonial is a SaaS owner telling my prospect about their successes.

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Does this work for people like me?

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the more you niche down the more.

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Impactful this content is going to be.

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It's not, does this work anymore?

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It's does this work for people like me?

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This is also why you need to be really ultra specific as to who you speak to with

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your marketing materials and collateral.

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If you're doing an online challenge or a webinar or a

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course, don't batch and blast.

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Get as, as myopic and as focused as you possibly can because then you can have

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the does this work for people like me?

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Conversation.

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And you can have it with integrity.

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That's objection number two.

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Objection number three.

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You're already gonna see this coming.

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Will it work for me specifically?

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This is the bottom of the funnel.

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Now, here's what's really important.

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This is one of those things you cannot scale out of.

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This is your one-to-one conversation.

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It's also why we talk about this being high ticket objections, because with

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low ticket items, you're not gonna have the one-to-one conversation.

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And will this work for people like me is.

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The answer to will this work for me?

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Because the risk is low enough for people to take that leap of

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faith with high ticket anything.

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You have to have the one-to-one.

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so you've talked about the fact that this works and I believe you, it has worked for

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other people like me, and I believe you.

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But will it work for me specifically?

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And by the way, the way to have this conversation is to listen,

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listen, ask questions, and listen.

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I was shopping for a whole home filtration system.

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And I hopped on the phone with this young man who, did all the research.

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my ea do all the research, but we did all the research and found,

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shortlisted all the best systems out there and, scheduled the sales calls.

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And I was interested in something that was really important to me is having

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clean water really important to me for a reason that I'll get to hop on the

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phone with this young guy and he is a.

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Badass sales guy, all the right things, at all the right times, going

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through his presentation, perfectly polished, phenomenally trained, would

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ask me these little kind of pointed questions to get me to say yes.

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Had the jokes at the right time, the cadence at the right time.

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Dude puts me through 30 minutes of this and, cause I'm a marketer,

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I'm, listening now just with my marketing hat on taking notes.

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Cause I liked some of their approaches, but he gets to the end and.

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He has yet to ask me why I want clean water.

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I have heavy metal poisoning.

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I'm going through a really extreme heavy metal detox.

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I need clean water for health reasons.

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He's tackled everything but that, and now I'm kind of like, Hey, man, you

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haven't really listened to me at all.

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Number one.

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Number two, he started making claims and statements that if he knew I was going

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for health, He wouldn't necessarily have positioned the way that he positioned.

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It hurt the entire sales process.

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And then when I asked him for the information that I would

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need in order to make a buying decision, he never followed up.

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You know, I said, you need to show me in clinical studies that your device

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is actually filter out heavy metals and never heard from the kid again.

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Will it work for me specifically?

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the way to overcome this objection is to listen closely

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and to ask the right questions.

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Ask questions that could lead to them not buying.

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This is where salespeople get, get in trouble because they're

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so terrified to lose the sale.

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You, you should seek the opportunity.

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Seek the opportunity.

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every time anybody who's ever been on the phone with me talk about

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Google Ads, put me through this test.

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Actually, please don't waste my time.

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All I do is try to talk people out of it.

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Hey, tell me why you think Google's gonna work for you.

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Can you tell me a little bit about your business?

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Can you tell me about your sales process?

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Can you tell me about your ability to, pay for this traffic?

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This is really expensive traffic.

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What do your margins look like?

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What's the lifetime value?

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What kind of cat can you afford?

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Let's try to break this.

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Let's stress test this ourselves.

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Cause by the way, if I earn you as a client and it.

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It's going to break anyway.

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I'm losing money.

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And, and you should approach things with that same paradigm.

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Will this work for me?

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That's a listening conversation.

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Listen, listen.

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Like you love the person, try that one out for size, you know, and if that

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turns you off a little bit, then I don't know, maybe don't deserve to help people.

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Listen with empathy, listen and really get down to what it

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is that they wanna accomplish.

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You might find out, Hey, this actually isn't the thing for you.

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I was on the phone with a an entrepreneur.

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A week ago she was interested in a mastermind.

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I own a mastermind driven mastermind.

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Go check it out, driven mastermind.com.

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And I asked her, what's important to you in a mastermind?

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And she gave me two things.

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One of 'em, we checked the box for, the other one we don't.

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and so I full stopped the conversation.

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I had said, Hey, just so you know, that's actually kind of not our jam.

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She wanted something that was a little bit more dynamic thematically and we're very,

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very, very focused on just making money.

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And so I referred her to a bunch of other masterminds.

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I was like, Joe Polish's Genius Network.

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Phenomenal.

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Giovanni Cinco.

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With his archangels, like unbelievable mastermind.

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There's a ton of 'em out there.

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She couldn't have been more grateful.

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It couldn't have been a better discussion.

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And if she joins driven, if she joins my mastermind, I know I got the right

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person who wants to be in the room and isn't gonna get in there and be, and,

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and think like, oh goodness, this isn't for me and I shouldn't have done this.

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And I regret that 25 grand I just gave his idiot.

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listen.

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That's the way to overcome sales objections.

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I'd love to know yours.

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What else do you got for me?

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Teach me please.

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I learn as much as you do by making these videos, especially from the comments.

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Appreciate y'all.