Mindwhirl Marketing Podcast

Objection Handling Is Not Natural

May 06, 2021 Mike and Shellly Miller Season 2 Episode 39
Mindwhirl Marketing Podcast
Objection Handling Is Not Natural
Show Notes Transcript

In this week’s PODCAST we share our thoughts on objection handling in the sales process and how it can get in the way of making sales.

New Episodes Every Thursday where your hosts Mike and Shelly Miller share marketing wisdom and strategies about B2B marketing in an informative, entertaining and lively format.

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Shelly Miller

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Shelly Miller:

Welcome to the Mindwhirl Marketing Podcast, your source for B2B business building information for we talk sales and marketing, and get managed service providers and IT services companies, the insider secrets you need to know to grow your business. We want to help you attract leads and sales and show you how to align sales and marketing. So you get more sales faster with less cost. I'm Shelly and he's Mike. What are we talking about today, Mike?

Mike Miller:

Today we have a another awesome topic because we're really gonna riff, share our ideas, some thoughts that we have some things we've been thinking, and, you know, get your take on it. We're also calling out experts in this podcast so that we can hopefully at some point in the future get their take on it. Because Okay, what are we talking about? objections? Objection handling? Yeah, and you go, okay.

Shelly Miller:

Yeah, big buzzword.

Mike Miller:

It's but I think it's a label.

Shelly Miller:

It is a label.

Mike Miller:

I think it's a label or something. And I feel like the best place to start this, you know, is because we were talking about this. We talked about it for an hour when we couldn't sleep two nights ago.

Shelly Miller:

The storms

Mike Miller:

Yeah. And then the next day, we got this email from our buddy Martin Messier, from dailynlp.com now and I want to read you part of this email, because it's really good. And it speaks to what we're talking about it really directly just conceptually, anyway, you'll get it you'll get it. But why do we like Mark Messier? Well, the reason why is because you know, because you go some people will be like, well, NLP, isn't that witchcraft? Right, that Voodoo stuff that people do? No, it's not it's it's really all about business and about making the most of your life. It's, it's about success. But it's more than that. It's really about learning, the easiest the fastest ways to learn, and then to really understand what it is you've learned.

Shelly Miller:

Yes, and to grow be the best person you can be. And to understand others better as well.

Mike Miller:

Right? Exactly. And not to manipulate them you know, that's the thing the the bad rap that NLP gets but Anyway, enough of an NLP the thing The reason we like Martin Messier. Again, the the owner of dialynlp.com, is because he's, he doesn't just run an NLP website. He's not an NLP trainer that makes money training people on NLP. He's actually the Director of Business Development at Excede Solutions. And he helps pair businesses, private equity firms, and with CRM software and helps them increase their operational efficiency. So he's out there in the trenches. He's doing this stuff every day. And that's the thing is if you're gonna listen to people, you want to listen to someone who's doing it.

Shelly Miller:

Sure do.Great point. Great point.

Mike Miller:

Yeah. So we're talking about objection handling. But let me read this real fast to you from Martin. You've been there before, haven't you that time when you wanted to shortcut to the bus stop office or corner shop, but there was no designated official path. But then you noticed worn grass cutting through the lawn. Clearly, people had already figured a natural path. There's the sidewalk, the official path, and the worn grass, the natural path. A natural path showcases the tensions between instinct and contrived design. You can easily imagine someone asking themselves, should I go around on the sidewalk or just follow my gut and cross on the grass. Somewhere along the way, the urban planner might have designed something that looked good but wasn't useful. When there's worn grass across the lawn, a smart urban planner would interpret it as a message that pavement would be useful in that particular spot. It shows the path of least resistance, it reveals the natural path. To me this illustrates the difference between techniques, which are official paths and patterns, which are natural paths. techniques, try to shoehorn us into a way of doing things pattern. On the other hand, are emerge spontaneously as a way of doing things. And when you learn a technique, it often feels weird. But when you catch a pattern, it generally feels second nature and obvious.

Shelly Miller:

Isn't that awesome?

Mike Miller:

Yeah.

Shelly Miller:

I mean, you could just apply that to everything you do. And you and you will know that. It feels so natural.

Mike Miller:

Yeah.

Shelly Miller:

When you when it's just a pattern that you're, you know, you're able to do, it's just, it's easy. Life is easy. Yeah, things are easy. tasks are easier. It just comes, it just comes and you don't know how it happened. Right. You know,

Mike Miller:

and that's the thing about objection handling. So, you know, think back everything you've heard about objection handling. It's always when they say this, you say that. Right, right.

Shelly Miller:

And your bag of tricks of how to handle the objections, you know, they say this, you have the whole library in your head that you're supposed to keep? Exactly. If they say this, this is what I'm gonna say.

Mike Miller:

Exactly, exactly. And I started thinking about. So it was something else that Martin said, like a month ago, he said that he was on a call with a potential client, and his the owner of the company that he works for, and they were, you know, doing a sales call. And the lady, the prospect said to the owner, of you know, Martin's boss, we all love Martin. And the owner of the business said, I know, everyone does. Now, what had to happen in order for Martin to get that response? What had to happen in order for that lady to say, we love Martin. I can tell you what didn't happen. He didn't beat her up. He didn't call her and constantly and incessantly an email or day after day after day. He didn't force her to to listen to him. He you know what I mean? Yeah, like, there's obvious things that didn't happen.

Shelly Miller:

She didn't get emails from him that said, I sent you an email, and I didn't hear from you. And this is your last This is your last chance. Right? I'm gonna I'm gonna file you away. Because you didn't answer me. Exactly.

Mike Miller:

Should I put you into the file? Yeah.

Shelly Miller:

You had a conversation with her?

Mike Miller:

Yeah. Exactly.

Shelly Miller:

To see if he could help if there was something there that they could work together with on,

Mike Miller:

right. And I think that's the key, isn't it? I believe, isn't it the conversation? Because what I've noticed is like, you know, we make sales. We have sales calls every day. And on these calls, I noticed that I get what you could call objections. But I don't get objections. I get people wanting to know more.

Shelly Miller:

Well, and that's why I think that you called it a label. And I like that. Yeah. Because, I mean, some people might look at them as objections. But that's what they've labeled it. It's not we're having a conversation. And just like you would with your spouse, or your friend, you're having a conversation trying to do something. So you go want to do this. I don't know, I don't really want to do this. That's not an objection. You're just having a conversation. Right? So if your sales calls goes that way, you're not constantly thinking, How can I handle this objection? You don't look at it that way.

Mike Miller:

Right? in a conversation, you're having a conversation, you're you're communicating with someone, you know, and so I think of the things that I've learned, you know, so like Sandler says, if someone says, This is too expensive? Well, that's not a question. So let that slide. Don't even answer it. And then if they go, seriously, this is too expensive, then you go. Compared to what? Right? That's like, I don't get it. Because if you're having a conversation, then you would have already engaged you would have already responded,

Shelly Miller:

right? And you wouldn't leave someone hanging and just not answer their question. Why would you do that? Right conversation. So why would you do that with a prospect?

Mike Miller:

And exactly, and if you want to lose me, run feel felt found on me? Oh, you know, we know I understand that. You feel that it's expensive. Many of our customers have, you know, felt the same way. But what they found was that

Shelly Miller:

Is that Sandler as well?

Mike Miller:

I don't mean I don't remember that being Sandler. I just know that it's feel felt found. And the thing is, is that there's 32 other patterns of language that you could use that are so many Much easier and less.

Shelly Miller:

Sales like,

Mike Miller:

there you go. I was gonna say, smarmy. And I'm like, is that a word? It is. Okay, so I just, here's how I handle the it's too expensive. Objection, if you want to call it an objection, you know? It's too expensive. Too expensive? Well, first off, we're not the cheapest, right? But it's because we get results. And really, so let's, you know, maybe I didn't do a good enough job explaining the value that you get as a result of this. So, you know, let's cover that again. Do I need to cover that again? Because basically, we are essentially free. Our whole job is to grow your business. Now, this is a marketing tactic, you know, and your business may be different. But what value do you provide?

Shelly Miller:

Right, right. And our value is, is that we pay for ourselves and make you money. So Exactly. take yours in natural conversation. So what Mike just said was, he was having a conversation, he didn't try to beat them up with the price or why do you want another price he just explained,

Mike Miller:

and I didn't have a an automatic knee jerk response. That was all I know, sir. Everyone feels that way. found was Yeah, exactly. Exactly. It's, it's like, Well, okay, so I don't know if this story fits, but I'm gonna tell it anyway. I got a pair of New Balance shoes. And they lasted exactly two and a half months, before I wore a hole in. Yeah, so I went to New Balance. And I was like, you know, I, who am I going to go to I went to Dick's they don't have my size. You know, I went to all these other places finish line in the mall, they only have like Nike, and those are always way too narrow. So, you know, I need a solution. And he started telling me everything I did wrong.

Shelly Miller:

You did wrong.

Mike Miller:

Yeah, that I did wrong. And I'm like, dude, you know, it lasted, you know, two and a half months. And then he started going on? No, sir. That's how it is, sir. And he was professional. But, and I didn't get upset. But But he didn't get a sale either.

Shelly Miller:

Right. So I don't know that that was objection handling as much as his his perceived way of handling the sale and it didn't build rapport. Yes. So that caused a huge problem. Exactly. Yeah.

Mike Miller:

So yeah, so Exactly. So think about that lady saying that Martin, everyone loves Martin. What do you have to do in order for everyone to love you? You know, cuz I thought you're supposed to hate salespeople, right? I thought that they were just greedy and just wanted your money. How could you possibly love that salesperson?

Shelly Miller:

Well, it sounds like all those people talk to salespeople who had in their head how to handle objections. Right. You know, they weren't having conversations. They were trying to make a sale and doing whatever they thought was best. Yes. And didn't handle the questions properly. Because if it's again, it's a mindset, if you walk in thinking you're going to have to handle objections, then you don't have the mindset of I need to go in here and have a conversation so that I can find out if I can help this person and if they need help. That's the conversation.

Mike Miller:

Right. Yeah, exactly. Because we, we just sold a big deal, a big account. And that, that client said, it's too expensive. And we said we understand. But this is the value that we offer. And this is our game plan. Right? So this is what we expect for you to receive. And they said it's gonna be hard. And we said, I understand. It's just that we can't, we can't do it all for free. You know, we can't do it all and get results. If we make it smaller,

Shelly Miller:

Right. If we make the package smaller,

Mike Miller:

yeah, the services

Shelly Miller:

that we provide, if we take some out,

Mike Miller:

right, and that's typically what people do, but our whole focus is results. So we want to ensure that we have everything we need to get results. And if we take if we like, take a leg out of the stool, it won't stand you know, right. So so we can't really do it and we explained it and You could call all of this an objection. But I didn't see it as an objection. I looked at it as a conversation that we were having and more negotiation. It was more negotiation than it was. Objection handling, right? Because because we were able to present the value. So the client understood the value. And he wanted to continue the conversation. That was the other thing. Right? If they don't want to continue the conversation, why are you messing with them? Right, right. Well, if I just overcome their objections, then they'll buy,

Shelly Miller:

right? No, they

Mike Miller:

won't. They're not gonna you don't want that customer.

Shelly Miller:

Most of the time, you don't? I mean, it's because that's just, it's just a signal right there that they are not in a place to buy.

Mike Miller:

Right? Exactly. And if they did, and if you forced them into it, like so if you have, if you're magnanimous and you have a lot of charisma, you can, you can pressure people into things. But it doesn't work out in the long run. Right, so you can get a sale today, but you won't keep that customer. You won't eliminate buyer's remorse, you'll actually encourage it, you know, yes. So there's certain things that you do that ruin your ability to be a successful salesperson.

Shelly Miller:

Right? And you'll end you'll have a lot of attrition. Yes, because they will regret it. Yes. And they'll, they won't forget that. And it'll take a long time for you to build back up that feeling of you know, that they purchased something that they love. So I'm probably,you know, quit before they get to that feeling.

Mike Miller:

And if your industry is small enough, they're gonna tell their friends, and it's gonna ruin your brand. Yes. So you know, you have all that to think about. And it to me, it seems like that natural path, right, because what we were talking about was a sales trainer had brought up objection handling, and how important it is. And I told Shelly, you know, on the last, like, eight sales calls, I don't even remember an objection.

Shelly Miller:

Right. Because we don't look at him like that.

Mike Miller:

Don't look at it as an objection.

Shelly Miller:

No, we've been having really great conversations with people that we believe we can help.

Mike Miller:

Right. So so then those conversations always work in our favor. How do they work in our favor? Is it magic? I don't know. I don't think so. I don't think that I'm running any pattern, or maybe I am? Or maybe I just really believe in what I'm selling.

Shelly Miller:

Yes. I mean, it's there's many factors, and I'm sure it is because we do believe in what we're selling. Yes. But I think it's, it's it's mindset, it's the way that we walk into each call, with the joy and excitement of finding another person that we can help. So nothing seems like an objection.

Mike Miller:

Right. Right. Yeah. I don't see an objection, nothing seems like an objection. at the most. It's a negotiation. And I'm wondering if objection handling is a label for what trainers have identified goes on in a sales conversation. And it's really like Martin said, it's a sidewalk that's built out of the way that is the official path. But the natural path that everyone goes down is over here. And it's super easy.

Shelly Miller:

It sure does feel like it now. That's why it resonated with us so much. Yeah. Because, you know, you immediately get a visual in your mind, because we've all been walking somewhere and seeing this path where people have worn this path to this place. And and there's a sidewalk and you're thinking, you know, why did they Why have they made a path? Why aren't they on the sidewalk? Yeah. And hearing that from Martin about the natural path. It's kind of like you, as you do, as you love what you do more as you do more of what you love, talk to more people and frame it in a way that you are truly trying to find people who can you can really help, then it all feels natural. There was a path, a natural path to that sales process. And it's a lot easier than that natural path is then having that path that says, okay, so you have to have the script and say these words and have a list written down of all of the objections that might come up and here's all of your answers. And you that what happens is, is the conversation the friendship that to really trying to see If you guys can work together if you have something that you could help them get blown away. And you're left with just going, Well, if they say this, I have to say this and if you know, so there's no conversation. And so it does. It's it's not natural, it takes longer. And it happens less. The sale happens less. Yeah. So the whole thing, the path to the sale, if you go the natural route, it happens faster. Yeah, it does easier. It feels like magic, right?

Mike Miller:

It's a lot easier and a lot faster, because you're just going okay, let's have a conversation. Right. So like, here's another way of putting it. If I've got, if I know what I have planned to tell you, then you can say you're controlling the conversation, Mike. And that's what you want to do in a sales situation? Well, nah, because we just had a call where we're like, we did the research on you. And you know, it seems like you have all these things going. So how do you believe that we could help you? Based on what you know about us? Right? That seems like the weirdest way to start a sales conversation.

Shelly Miller:

Oh, most sales trainers would tell you you're crazy, they would choke on it. Yeah, they would just be like, What? Why? Why would you need to sell them something? Why would you ask them? Why would you ask the prospect?

Mike Miller:

Exactly. You're defaulting to their process of buying and not your process of selling. You're not in control, then. But the thing is, is that it's as if you relinquish control, and you put it into that natural flow. And because you're not controlling it. Their barrier goes down.

Shelly Miller:

And so does yours.

Mike Miller:

Yeah. And so now, now you're having a conversation? Exactly. There's no sales taking place. There's no sell happening. You're not trying to persuade anyone. And in doing that, you're extremely persuasive.

Shelly Miller:

Mm hmm. Yes. And you build a lot of rapport.

Mike Miller:

Yeah. And it's that rapport. That's so important, because you build know, like, and trust, and people buy from people they know, like, and trust. Yes. And so if you if you prove that you're in this game for them, right, so, so it would be hard if your whole business was centered around just making sales and not really delivering value.

Shelly Miller:

Right? Yeah. Just a one time sale? So you just didn't really care? You just need a whole bunch of these one time thing, right? You're trying to build a relationship or customer lifetime value.

Mike Miller:

Yeah. If you're trying to do that, then yeah, you need probably need ways to pressure people into getting the sale. Because once you've got the sale, it doesn't matter. But if you want to build a relationship with people and and have long term clients, long term relationships with clients who you care about, and who you deliver great value for. I don't see the need for anything other than really open and honest conversation.

Shelly Miller:

That's how it is right there. Yeah, there is no, there's that's, that's the only way to do it. There's there's no reason to do it any other way. Yeah. So

Mike Miller:

yeah, I agree. So really, think about that. Think about if someone called you and said, I really want to work with you. But you didn't know what you could do for them? Would you sell them something? Or would you go I don't know what I can do for you. Right? If somebody gave you an objection, like, it's too much, or we don't need this. What would your natural reaction be? You know, so someone said to me, I'm not interested in this. I would, I would say, Okay, I completely understand why you're not interested. But could you share with me? You know, why? Because just to help me out, because I'm looking at it, like, you know, your business needs these things. Do you have all of these covered in it for you? Well, I don't have time to talk right now. No problem when when is a good time? Right. Yeah. I'm the one of the clients I sold recently. Basically didn't want to answer any of my questions. And said, I you know, it'd be nice if you were patient and I said, Okay, great. When is a good time to call you back? And they're like Friday. So guess what I did? Call him back Friday. I

Shelly Miller:

didn't call him back Wednesday night or Thursday morning at 6am. You waited till Friday? I waited till Friday, and I called him once.

Mike Miller:

There you go. Because if they're not interested in I'm not interested. It's I don't know,

Shelly Miller:

it's working out great for us. Yeah,

Mike Miller:

it is. And so,

Shelly Miller:

I figure we're having conversations and listening to people's wishes,

Mike Miller:

right, and doing what they say if they say call me Friday, I call Friday. You know, I call one time, I don't call nine times and send 17 emails, you know, don't do all these crazy things. I just, I just have a conversation, listen to what they want. help them find a solution. And if I if I have the solution, fantastic. If I don't have the solution, fantastic. My whole goal is to help them. And I have a goal. Yeah, that's the goal. And I haven't experienced objections.

Shelly Miller:

Right.

Mike Miller:

And I'm wondering if I found a natural path. Yeah, must have.

Shelly Miller:

Definitely. It's working for both of us. So

Mike Miller:

yeah. So think about that. And let us know what you think under here. Yeah. And I'm gonna try to get Martin on a podcast. He's super busy. So probably can't But anyway, I'd love to ask him. You know, what, what do you think about that? Are you encountering objections in your business, since you're also salesperson? And you personally, if you've experienced anything like this, you know, what are your thoughts? Do you regularly encounter objections? And do you have patterns that you run to overcome them? How's that working? And have you ever tried just a conversation? So let us know. We'd love to hear from you. And with that,

Shelly Miller:

we'll see you next Thursday. Thanks again, for listening to the mind real marketing podcast, make sure to subscribe to the podcast on iTunes, Google podcast, Stitcher, Deezer or Spotify. Plus, check out my work on YouTube and subscribe. You'll find a lot more marketing tips, insights and resources that will help you get your sales and marketing working together and moving in the same direction.