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How to Overcome Sales Objections
Episode 6029th March 2022 • The Business Animal • Kimberly Beer & Cara Taylor Swift
00:00:00 00:38:55

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Sales objections happen. Get comfortable with that idea and then understand where they most likely come from so you can be prepared when they happen. In today’s episode of The Business Animal, Kim and Cara break down the three most common objections and give you tips on how to overcome them.

Transcripts

Kimberly Beer:

The Business Animal podcast is proudly

Kimberly Beer:

sponsored by WP Engine your resource for managed WordPress

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hosting, and Keap the premier CRM software for small business,

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head over to thebusinessanimal.com for the

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best deals on these two amazing products.

Jaz:

Welcome to The Business Animal podcast. Saddle up for a

Jaz:

gallop to the top of the animal industry. Where you'll learn how

Jaz:

to tame your wild business beast with tips, techniques, and tools

Jaz:

that will take overwhelm to obedience school and have you

Jaz:

wagging your tail with joy. And now your hosts Kim Beer and Cara

Jaz:

Taylor Swift.

Kimberly Beer:

Hey there business animals It's Kim with

Kimberly Beer:

Be More Business,

Cara Taylor Swift:

and Cara with Fast Horse photography.

Kimberly Beer:

And welcome to The Business Animal Podcast.

Kimberly Beer:

Today we're going to be talking about something that makes

Kimberly Beer:

people uncomfortable, Cara

Cara Taylor Swift:

Extremely uncomfortable for most people

Kimberly Beer:

So we're gonna be talking about sales,

Cara Taylor Swift:

Ick. Just Kidding, sales are great.

Kimberly Beer:

We're gonna be talking about sales, nothing

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creepy, just sales, just selling just just selling. I happen to

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be you know, me, I'm the twisted person who actually likes

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selling stuff. I honestly I like selling more than I like

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delivering. It's weird. I know, I'm the exception to the rule.

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But I don't know as though I was always this way. I don't know,

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if I was quite as happy about sales as I've gotten in the last

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like 15 years. I do know a lot of people struggle with this.

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And I have written a little pocket book called The Little

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Book of big sales moves that is available for pre order after

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this episode. And you're going to be learning a little bit

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about what is in the back of that book, which is how to

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overcome objections. So that's basically what we're talking

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about is the part of sales that is the ickiest part of sales for

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people, you know, the the selling if people are just like,

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hey, I want to buy it, it's pretty easy. But when they say I

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have an issue with this, then then you start running into a

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little bit of a problem.

Cara Taylor Swift:

I know that's the worst part.

Kimberly Beer:

It is. But it can be also fun for you to think

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about how to overcome those. And if you are prepared ahead of

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time, if you think their objections through and you have

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good answers for them. It's really not that hard. And you

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can make so much difference in the bottom line of your business

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and the lives of the people that you serve, whether you're

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selling a product, a service, or you have a nonprofit. So today

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we are going to get talking about how to have those

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conversations around the objections. So the big three for

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this, and then we're going to dive into a lot around these

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three topics are almost all sales objections can fall into

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one of three categories, money, time, or fear. So those are the

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big reasons why people throw up their hands and say no or not

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right now, or I'm not sure when you're having the sales

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conversation with them. And so you need to be prepared to

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address all three of those. Cara which one of these is the one

Kimberly Beer:

that you have the most struggle with?

Cara Taylor Swift:

I think just from a personal perspective,

Cara Taylor Swift:

definitely money is probably the biggest one because I have

Cara Taylor Swift:

historically had an issue where I would think that other people

Cara Taylor Swift:

couldn't afford things that I maybe couldn't afford, or that

Cara Taylor Swift:

they don't want to spend money on things that maybe I'm not

Cara Taylor Swift:

ready to spend money on. And so the biggest thing that I have

Cara Taylor Swift:

learned over the years is that I have to stop assuming that I

Cara Taylor Swift:

know what other people's bank accounts look like. And that

Cara Taylor Swift:

just because when I was in my 20s, or in my 30s, I couldn't

Cara Taylor Swift:

afford something doesn't mean that somebody else in that

Cara Taylor Swift:

situation isn't more than willing to purchase something

Cara Taylor Swift:

that I couldn't afford at that time. So that was the biggest

Cara Taylor Swift:

thing that I had to you know, and we've had so many episodes

Cara Taylor Swift:

where we've talked about money mindset and where those things

Cara Taylor Swift:

come from and all of that. But the big takeaway is that whether

Cara Taylor Swift:

it's money, whether it's time, whether it's fear, sales

Cara Taylor Swift:

objections are absolutely going to happen at some point. So as

Cara Taylor Swift:

business owners in the animal, equine, or pet based industry,

Cara Taylor Swift:

we have to get comfortable with the idea and then not only get

Cara Taylor Swift:

comfortable with it, but we have to Okay, okay, so where do they

Cara Taylor Swift:

come from? And that way when they happen as salespeople as

Cara Taylor Swift:

people trained to make a living from our business, we can be

Cara Taylor Swift:

prepared when they happen. And than it's not a huge setback to

Cara Taylor Swift:

us and instead hopefully we pivot and can grow from it and

Cara Taylor Swift:

hopefully fingers crossed make the sale anyway.

Kimberly Beer:

Absolutely. And I think the first thing I want to

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start off saying before we jump into that money objection and

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get to talking about it, because I know that's the hot topic on

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everybody's mind is that when it comes to objections, I am going

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to encourage you to shift your mindset around objections when

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they come up in your business. The first thing I want you to do

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is to stop thinking it's about you. So when a customer objects,

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it's not you, you're not the problem, it's something in their

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world, that is the problem. And there is a good chance that

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they're not even aware that it's the problem. And so

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understanding where customers have pushed back and where they

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have objections overall, will help you guide to the

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conversations so that they, at the very least, if they don't

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walk away with your product or service, they walk away with a

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better awareness about themselves and context to

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whatever it is that you're selling. So let's dive into

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money. Are you ready to talk some dollars and cents?

Cara Taylor Swift:

Do it!

Kimberly Beer:

Do it!

Cara Taylor Swift:

I'm ready.

Kimberly Beer:

So as Cara mentioned, there is the money

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objection where it belongs to you. So when we look at money,

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objections, they fall into one of two categories, or they fall

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into two typical categories, your money objections or their

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money objections. So we're going to tackle your money objections

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first. If you look at it, when you are selling, and the

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objections come up, because you aren't confident in what you're

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charging for what you're selling. In other words, you

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have questions in your mind or questions in your heart that to

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say this isn't worth it, or you're looking at the person in

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front of you going, you shouldn't be spending your money

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on this, or, you know, I think this is expensive. Is it

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something inside of you that is bringing up that objection? I

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mean, okay, so you know, there's this adage, we're all animal

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people about how animals can smell fear on people, you know,

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somehow secretly, that we're afraid of something or have an

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issue around it. So consumers can sense when you are having

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money issues. And when you're having money issues around being

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able to charge what you've said, you're going to charge or

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charging the entire fee, they're going to have issues in paying

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you. So you got to look at that money issue first and say, Is it

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mine? Or is it theirs. And if it's really yours, you need to

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own it. A very wise woman whose name is Melisa Pearce, one time

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told me to stay out of her wallet. And I wholeheartedly

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believe her. It was when I was quoting a project. And she knew

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that I had discounted at way too much. And when she asked me why

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we had a discussion around it, and that was her advice to me

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was to stay out of her wallet. And if you want to go back and

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listen to more of Melisa's wisdom around money, we've had

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her on the show twice. And she always offers such amazing

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advice that changes people's lives. So that was a big moment

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for me when it really hit me that my money issues in my

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business, my issues and charging people my issues and invoicing

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my issues and getting people to pay the amount that I really

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needed to sustain my business didn't have anything to do with

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them, it had to do with me, they were perfectly happy with it.

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But when we got to the close, and we got to the financial

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amount, I would wafer and they could sense that with me, even

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if I said it outright. So the work for you here, dear

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listener, if this resonates with you is that you have to get your

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head straight around the value of what you're selling. At this

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point in my life and my career, I am confident that what I have

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to offer brings people success, it makes an impact. And it is

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worth far more than what I am charging for it, even though I

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do charge a lot because I can see the success and I can see

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the results that it brings to people. And if you struggle with

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this, you need to take some time and really sit down and figure

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out how your product or service benefits people, and what is the

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real payoff for them. And if you have money issues in your heart

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or in your mind, get with somebody who can help you and I

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will highly recommend myself or other gestaltest who can really

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help you clear those barriers quickly and be able to get your

Kimberly Beer:

mind straight around the money.

Cara Taylor Swift:

I would add to that a third piece which is

Cara Taylor Swift:

remind yourself what happens when you don't respect this one.

Cara Taylor Swift:

When you don't make the money that you need to make when you

Cara Taylor Swift:

don't stick with your pricing. When you offer a discount before

Cara Taylor Swift:

you need to offer a discount or because you were feeling guilty

Cara Taylor Swift:

about something or you were in your own way and you were in

Cara Taylor Swift:

their pocket instead of where you should have been because

Cara Taylor Swift:

what happens when for me when I do that is that I get resentful.

Cara Taylor Swift:

I get frustrated, I want to change my business or I want to

Cara Taylor Swift:

do something totally different. Because I took a moment and

Cara Taylor Swift:

disrespected all of the work that I had done to understand

Cara Taylor Swift:

that my cost of doing business to understand how much I need to

Cara Taylor Swift:

make to live to understand the value for myself. I went against

Cara Taylor Swift:

all of that. And now I'm in this position where I've under sold a

Cara Taylor Swift:

product, I could be not making the money I needed to make I

Cara Taylor Swift:

could be losing money on a job. I'm just saying, like, take that

Cara Taylor Swift:

third step too. And remind yourself, you know what happens

Cara Taylor Swift:

when you don't respect the money?

Kimberly Beer:

Absolutely. I wholeheartedly agree with that.

Kimberly Beer:

And it is so true when you sit and ask yourself that question.

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And if you've come from a world that gets paid hourly, and you

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know, you've had a overview, incorporation, that takes care

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of a lot of the other parts of the business financially, and

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then you get your salary for it moving into being an

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entrepreneur is a true challenge. And this little

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objection piece here can come up, and it'll then show up in

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your customers because they'll not feel you're congruent with

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what you're saying you're charging and what is in your

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heart or in your mind. So just get it fixed. That's the bottom

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line to it, whatever you need to do to adjusted and if you don't

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know what to do find someone that can help you explore that

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until you do know it. The next step of this is if the objection

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comes from your consumer, and this happens, I mean, it happens

Kimberly Beer:

a lot. Right, Cara? I mean, I have had more than once a

Kimberly Beer:

consumer told me, it's just too much for me.

Cara Taylor Swift:

Yeah. And it doesn't matter what your price

Cara Taylor Swift:

point is,

Kimberly Beer:

no it does not. Changing your price point won't

Kimberly Beer:

fix it.

Cara Taylor Swift:

No, it won't it like I said, it doesn't

Cara Taylor Swift:

matter if you run a business that has maybe a price point

Cara Taylor Swift:

that's on the lower end. Or if you run a business where you

Cara Taylor Swift:

have really high end products, it doesn't matter which way you

Cara Taylor Swift:

are where you are, there will always be people who are going

Cara Taylor Swift:

to object to the price and want something cheaper not see the

Cara Taylor Swift:

value in it one of those things, there will always be someone

Cara Taylor Swift:

there. So just know that it doesn't matter where your price

Cara Taylor Swift:

point is, or how much you lower it or how much you raise it you

Cara Taylor Swift:

will come up against sales objections.

Kimberly Beer:

Absolutely you will come up with objections

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around money. And you'll start to see the clues when consumers

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are having a conversation with you. And you reveal something

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about the price. And they say things like wow, that's

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expensive, or I don't know if I can afford that, then what you

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need to do at this point is to be really concrete in

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establishing the value for what it is that you're selling. So

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you need to help the customer see the benefit of the solution

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that you're providing them not necessarily product sales points

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or service sales points. But what is the true benefit that is

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going to change that consumers life, those changes may be in a

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super small way, or they can be in a super big way. But I can

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guarantee you whatever it is that you're selling offers a

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benefit. And the solution that it's solving that problem in in

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that solution. That's where the value is to the consumer if it

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relieves a pain point, and that consumer doesn't have to

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experience that pain or pinch point that is worth a lot. So

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you know, you've got to help them see that you can offer

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analytics to them, you can show them where the success has

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happened for other people. You can use that testimonials and

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social proof as well as analytics and numbers. And then

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you can also use statistical proof as well. So there's a lot

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of ways for you to really make apparent what the benefit is of

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your particular solution that that customer or consumer is

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paying for.

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In addition to that, get curious with them about where the money

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objection is really coming from. So you know, you can say things

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like I understand money can be an obstacle tell me if there's

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anything I could do to bring more value to you and get

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whatever benefit it is that they've stated or whatever

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solution it is that they're looking for. Again, it's not

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really about the price of what it is that you're selling. It's

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about where they are right now. And they'll say things like

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that's expensive, you respond with this, and they say

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something along the lines, you know, I get that and it sounds

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wonderful, but my son just had surgery and you know, we're a

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little financially strapped. Now you understand that it's not

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your product or anything, it doesn't have any correlation

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even to the solution to this situation. It just simply is

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money and at that point, then you can turn around and ask you

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know is there you could offer a payment plan or you can give

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them maybe a discounted lesser choice that is not the same but

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maybe carries them to a certain point in the resolution of

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whatever it is they're experiencing. But in asking

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those questions, what you do is you can get to know your

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consumers better, and you can understand exactly where that

Kimberly Beer:

consumer is coming from. And then at that point, you can try

Kimberly Beer:

to establish a way that you can help them get what they need by

Kimberly Beer:

either bringing more value to it, or by giving them some type

Kimberly Beer:

of an arrangement that will work for them.

Cara Taylor Swift:

Absolutely. I think in terms of money in any

Cara Taylor Swift:

product that has a higher ticket item, you know, just a reminder,

Cara Taylor Swift:

and I know we've talked about this in other episodes, but you

Cara Taylor Swift:

should be building value all along as well. So not just in

Cara Taylor Swift:

this conversation, it should be something that people are seeing

Cara Taylor Swift:

across every contact that they have with you, whether that be

Cara Taylor Swift:

your social media, your blog posts, your website, you know,

Cara Taylor Swift:

your phone conversations with them, that's something that you

Cara Taylor Swift:

should be building up to all along. And I would just add, you

Cara Taylor Swift:

know, Kim mentioned, you know, you Okay, so you've established

Cara Taylor Swift:

that it really is an issue with money, they've had an emergency

Cara Taylor Swift:

with their animal, and, you know, maybe they had originally

Cara Taylor Swift:

thought they were going to be able to make a payment on

Cara Taylor Swift:

something, and then they can't, that's understandable. And we're

Cara Taylor Swift:

all human. And we can relate to that, I would just caution that

Cara Taylor Swift:

you have to be super careful about when you start to mark

Cara Taylor Swift:

things down, when you start to offer discounts or payment plans

Cara Taylor Swift:

that you want to make sure you're comfortable with that.

Cara Taylor Swift:

And it's something that you at the end of the day that that

Cara Taylor Swift:

works for you. And that potentially is something that's

Cara Taylor Swift:

gonna set a precedent because I guarantee the time that I offer

Cara Taylor Swift:

a client a discount on something, it'll be when they

Cara Taylor Swift:

tell their friend at scheduled to work with me next week that I

Cara Taylor Swift:

gave them a discount, you know, so I like to just caution

Cara Taylor Swift:

people, like you want to make sure that you're super

Cara Taylor Swift:

comfortable with all of that, and that you really understand

Cara Taylor Swift:

what that's going to do to you and your business in this

Cara Taylor Swift:

particular case.

Kimberly Beer:

Absolutely. And sometimes you said that about

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not discounting, sometimes bringing just a little bit of

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extra value is all that it takes to get somebody to say yes, like

Kimberly Beer:

I had people approached me about working with me on one of my

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monthly contracts. And there was a really small deal breaker,

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like they wanted a 45 minute appointment instead of a 30

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minute one. And I'm like, You know what, that extra 15 minutes

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if I have you, if you commit to a year with me, yes, it adds up

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over time. But it's 15 minutes here and there, it's not a big

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deal. So it's just a point of figuring out where are you at an

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impasse when it comes to money and value and figuring out if

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you can bridge that gap between the two things and get the

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person into what it is that you're selling it as you know,

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Cara I sold CSI saddle pads, which are an incredible product,

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but they're also an expensive product. And having to establish

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the value for something that on the surface, you could buy an

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equivalent product for well, less than $100. And then saying,

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you know, it's $350, $400. And I think she's even raised the

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price. Again, that was a while ago, you've got to be on the

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ball in helping people understand that and understand

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how the product or service if what they offer, or what you

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offer is really actually more valuable than what it is that

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you're charging them when it comes to the change that it

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makes in their life. So moving on to away from money, which is

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always the big topic into time. So time is another one of these

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factors that people will have objections around. And usually

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this again falls into two different categories. This time

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it's timing as in is this the right moment for the consumer or

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the time that they need to put into attaining whatever solution

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it is that they want. So if you're a business consultant, a

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lot of times you get hit up by number two, because changing a

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business or doing, you know, business coaching or anything

Kimberly Beer:

like that there's some time put into that process on the clients

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end. And if they're having the objection, as in, I just don't

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have the time for this, then there's a issue there that you

Kimberly Beer:

have to solve. And then timing, of course, is this the right

Kimberly Beer:

moment for things. So if the timing is the objection, what I

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recommend you do is you work on figuring out a compromise that

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will make it work. So for example, if your consumer is

Kimberly Beer:

only available on service calls on Saturdays, and you don't work

Kimberly Beer:

on Saturdays, then you're at impasse until something else

Kimberly Beer:

occurs. So maybe the consumer has a vacation day coming up or

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the like or maybe you're willing to open one Saturday a month if

Kimberly Beer:

they commit to a year long service call situation or

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something or for an additional fee, you'll come on that

Kimberly Beer:

particular day. So when you reach the objection, this

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objection, the best thing to do is try to map out a plan with

Kimberly Beer:

the consumer working with them as their partner to eliminate

Kimberly Beer:

whatever the issue is and get to where you can move forward. In

Kimberly Beer:

general. I think timing is a relatively easy objection to

Kimberly Beer:

overcome because it's something that is intrinsically Most of

Kimberly Beer:

the time solvable, what do you think Cara?

Cara Taylor Swift:

Well, I think time is one of those things that

Cara Taylor Swift:

if it's important, if it's a priority, if it's something you

Cara Taylor Swift:

really care about, we will oftentimes bend over backwards

Cara Taylor Swift:

to make the time for things that are really important to us or

Cara Taylor Swift:

that we've invested in or that we really seek and bring magic

Cara Taylor Swift:

to a situation or that can solve our problem. So I think being

Cara Taylor Swift:

flexible is huge. And at the same time, defending your time

Cara Taylor Swift:

and defending your boundaries should be a consideration. So

Cara Taylor Swift:

absolutely. I mean, I come up against this all the time as a

Cara Taylor Swift:

photographer, and I've had to be really clear on this as when I

Cara Taylor Swift:

can shoot this is when I'm available. I'm so sorry that you

Cara Taylor Swift:

waited until November to get your Christmas pictures done.

Cara Taylor Swift:

I've been booked for months like that kind of thing. Like you

Cara Taylor Swift:

really have to defend it. And recognize that, sure, it's a

Cara Taylor Swift:

legitimate thing. But it is probably the easier of the three

Cara Taylor Swift:

that we have here for sure to work around. And if it's

Cara Taylor Swift:

important to people, they figure it out a lot of times.

Cara Taylor Swift:

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Kimberly Beer:

My thing with you as a salesperson is that if this

Kimberly Beer:

is a customer you really want and there are occasions when

Kimberly Beer:

customers bring this particular objection and you're like, Okay,

Kimberly Beer:

I see that...bye, because you're like, I'm not really sure I want

Kimberly Beer:

to work with this person who is maybe not flexible in some ways.

Kimberly Beer:

And that's just depends on you and your brand and what you're

Kimberly Beer:

willing to do with the situation. But uh, yeah, as Cara

Kimberly Beer:

said, it's one of the easier ones that you can overcome, as

Kimberly Beer:

long as you're willing to get in there and partner with them and

Kimberly Beer:

really get down to the heart of it to see where you can

Kimberly Beer:

eliminate that issue, the one where it's, it's the time the

Kimberly Beer:

consumer needs to put into something to reach their goal.

Kimberly Beer:

That is the aspect of timing that is a little bit trickier to

Kimberly Beer:

overcome, it's usually because the person has some type of a

Kimberly Beer:

block there. And that was I'll tell you, this is the biggest

Kimberly Beer:

reason not the that the objection, but but part of it.

Kimberly Beer:

One of the bigger reasons, I guess I should say that I got

Kimberly Beer:

the certification in the Gestalt program that I went through, is

Kimberly Beer:

because I am able I have this now two years of training where

Kimberly Beer:

I can really in the sales conversation, see where people

Kimberly Beer:

have the block, and I have much better intuition about where

Kimberly Beer:

this particular block comes from. And if it's something that

Kimberly Beer:

maybe they need to continue to gain awareness around until

Kimberly Beer:

they're really ready to work on it, or whether the block and the

Kimberly Beer:

timing issue is really something that they're really ready to

Kimberly Beer:

overcome. But it feels it's actually flowing into number

Kimberly Beer:

three, which is it's just a little bit on the scary side.

Kimberly Beer:

And that Gestalt training has given me the ability to kind of

Kimberly Beer:

reach in there and talk to people about that, especially

Kimberly Beer:

when it comes to my own business where people have to make a

Kimberly Beer:

pretty big commitment to reach their business goals and to make

Kimberly Beer:

the changes at the level of their business and the level of

Kimberly Beer:

their person that sometimes are asked for in in that achievement

Kimberly Beer:

of whatever the solution is that they're looking for. So in this

Kimberly Beer:

one, I feel like I have a little advantage. If you however, don't

Kimberly Beer:

have that advantage, all you can do is go back to establishing

Kimberly Beer:

the benefits of the solution. Again, not necessarily product

Kimberly Beer:

selling points, but the things it's going to bring to the

Kimberly Beer:

consumers life that are going to change them. And honestly, when

Kimberly Beer:

you run into this particular objection, especially if you

Kimberly Beer:

have a higher ticket item, this is the time that you need to

Kimberly Beer:

lean back on your CRM software, which is your customer

Kimberly Beer:

relationship management software to develop nurture sequences and

Kimberly Beer:

just maintaining the contact with them until they're really

Kimberly Beer:

over that block or barrier. And they're really ready to make a

Kimberly Beer:

commitment and there's a lot of great wisdom out there and sales

Kimberly Beer:

books about the moment that that particular thing happens,

Kimberly Beer:

especially in like what I do where people are in their

Kimberly Beer:

business, they're considering hiring a consultant, they look

Kimberly Beer:

at the amount of time that it's going to take to maybe make the

Kimberly Beer:

changes that they want to make. And then they're like, I just

Kimberly Beer:

don't have time for that, I can't see it, but then they go

Kimberly Beer:

back to their business. And situations just get continually

Kimberly Beer:

worse, until the pain really trumps the amount of time it's

Kimberly Beer:

going to take, and they get to the point, they're like, Yep, I

Kimberly Beer:

see, I really need to devote the time to this. And now I'm ready

Kimberly Beer:

to really do that, as a business owner, it's my job to stay in

Kimberly Beer:

contact with them, until that moment really happens for them.

Kimberly Beer:

And now they're ready to work with me, if that moment happens,

Kimberly Beer:

and I have not maintained my contact with them, they're gonna

Kimberly Beer:

hire the next business coach or business consultant that crosses

Kimberly Beer:

their path. And it's gonna be on the back of a lot of my hard

Kimberly Beer:

work. So I don't, I don't like that. And CRMs allow me to

Kimberly Beer:

really stay in contact with people. So in the overcoming

Kimberly Beer:

this objection, I feel like the long game is the really

Kimberly Beer:

important piece here. And that you really need to mindfully set

Kimberly Beer:

your business up for success for achieving that. And to say that

Kimberly Beer:

that only works for things like consulting or services that are

Kimberly Beer:

a higher ticket, I will tell you, this also worked for the

Kimberly Beer:

saddle pad sales. So over time, the seeds that I planted in that

Kimberly Beer:

sales conversations with people around CSI pads, and the

Kimberly Beer:

benefits they offered, especially to people who rode

Kimberly Beer:

multiple horses, or who had high end performance horses who deal

Kimberly Beer:

with a lot of impact in their back, they over time, they

Kimberly Beer:

noticed the things that we talked about in our sales

Kimberly Beer:

conversation keep coming up. And then when the pain point became

Kimberly Beer:

super obvious, they were back at the booth with money in hand,

Kimberly Beer:

and not a lot of complaints about turning loose of it and

Kimberly Beer:

willing to put in the work to learn how to saddle fit their

Kimberly Beer:

horse and get the benefit out of things.

Cara Taylor Swift:

That's such an important piece of the puzzle

Cara Taylor Swift:

there. Because I think when it comes to time, a lot of times as

Cara Taylor Swift:

business owners, we can say, well, that side of things, it's

Cara Taylor Swift:

really out of our hands, like either they're ready to do it or

Cara Taylor Swift:

they're not or they understand it, or they don't, and we just

Cara Taylor Swift:

need to wait for them to be ready. And that is what you're

Cara Taylor Swift:

saying. However, you're saying you have to use your CRM, you

Cara Taylor Swift:

have to use those tools that you have in order to be in the

Cara Taylor Swift:

forefront for when they're ready. And that's the missing

Cara Taylor Swift:

piece I think a lot of us just forget about or we give up on

Cara Taylor Swift:

them, or we write them off, as opposed to always just being

Cara Taylor Swift:

there. Because at some point, most likely, if they needed it

Cara Taylor Swift:

at one point, they will understand the value it will

Cara Taylor Swift:

come around, I mean, a great example, I have a client that

Cara Taylor Swift:

reached out to me in 2018, for a photoshoot with her horse, and I

Cara Taylor Swift:

mean, I have our correspondence from 2018 that I could pull up

Cara Taylor Swift:

and you know, I've continued to be out there and in the

Cara Taylor Swift:

forefront will she contacts me in 2021 to photograph that same

Cara Taylor Swift:

horse under completely different circumstances. But it took all

Cara Taylor Swift:

that time for her to get to a place where it made sense or

Cara Taylor Swift:

that she was ready. And she could have used any

Cara Taylor Swift:

photographer, you know, that was there in the area and was

Cara Taylor Swift:

available, but because that relationship had continued

Cara Taylor Swift:

throughout when her time came, even though it was years later,

Cara Taylor Swift:

you know, we were there. I was there Fast Horse was there. So

Cara Taylor Swift:

such an interesting point, because I think a lot of us

Cara Taylor Swift:

would write that side of the time issue off and just say,

Cara Taylor Swift:

well, when they're ready, they'll be ready, you know, or

Cara Taylor Swift:

they're not ready right now, I can't control that. But the

Cara Taylor Swift:

truth is, is you can you do have some control over your presence

Cara Taylor Swift:

there.

Kimberly Beer:

Yeah, and staying present with them and allowing

Kimberly Beer:

them the grace to have the process to be able to complete

Kimberly Beer:

what they need to complete to come to your product or service

Kimberly Beer:

with their whole heart versus feeling like they were dragged

Kimberly Beer:

into it, I think is another piece. So you know, for so many

Kimberly Beer:

of us, I guess we expect sales success to be so immediate. In

Kimberly Beer:

other words, if it doesn't happen right then in there, it

Kimberly Beer:

doesn't happen. And that's not the reality of sales, sales, I

Kimberly Beer:

don't care what kind of business you're in, it's a long game.

Kimberly Beer:

It's something that you are going to be doing often and

Kimberly Beer:

frequently and forever. And all of the work that you do when a

Kimberly Beer:

person walks away from your sales conversation without a

Kimberly Beer:

purchase. Never, ever consider that a failure, you're sending

Kimberly Beer:

that person away with one of two things, you're sending them away

Kimberly Beer:

with the knowledge that your business is not for them. And

Kimberly Beer:

that eliminates a huge weight for you and to them because if

Kimberly Beer:

they purchased it and it wasn't right for them, then it wouldn't

Kimberly Beer:

be a good relationship and it's a benefit that they're walking

Kimberly Beer:

away or you've sent them away with some awarenesses around

Kimberly Beer:

what it is that you have to offer. And now it's just got to

Kimberly Beer:

cook for a little while and it just has to roll around in their

Kimberly Beer:

mindset and they need to think about it and go back into

Kimberly Beer:

whatever it is that drew them into you to begin with. and

Kimberly Beer:

really consider the things that you've said in your sales

Kimberly Beer:

conversation with them. And over time, that will play huge

Kimberly Beer:

factors in their decision to come back and purchase from you.

Kimberly Beer:

And during that time during that process, it is your job to just

Kimberly Beer:

simply be there waiting with the open door and gentle nudges and

Kimberly Beer:

draws back into your business. And that's where your social

Kimberly Beer:

media, that's where your CRM, that's where all of those

Kimberly Beer:

support tools that you all that hard work you put into that,

Kimberly Beer:

that's where then it pays off is that that conversation comes

Kimberly Beer:

back around to you. So I never consider sales conversations

Kimberly Beer:

that don't end in a sale as being a bad thing. I actually

Kimberly Beer:

think that regardless of which of those two things happen, it's

Kimberly Beer:

it's a good thing for your business. And you learn a lot

Kimberly Beer:

along the way as well. Anything else you want to add about time

Kimberly Beer:

before we move on to fear?

Cara Taylor Swift:

Nope, let's move on to fear.

Kimberly Beer:

Fear is another objection that like money can

Kimberly Beer:

really be divided into yours and theirs. And I've already given

Kimberly Beer:

the example of you know, the that people can sense that it is

Kimberly Beer:

very real and palpable, if you have fear of selling whatever it

Kimberly Beer:

is that you're offering. And a lot of times that does have to

Kimberly Beer:

do with our perceptions and values around money. But it can

Kimberly Beer:

be a lot of other things. When you're a brand new business, you

Kimberly Beer:

may be a little concerned, you can't deliver what you've just

Kimberly Beer:

said, you maybe don't have the greatest confidence in what it

Kimberly Beer:

is that you're selling, that's on you to work on fixing that.

Kimberly Beer:

And sometimes it's just practice and experience is all that's

Kimberly Beer:

gonna do to fix it, the remedy is really for you to do your

Kimberly Beer:

emotional and mental work. And again, to really establish for

Kimberly Beer:

yourself the value of what it is that you are selling, if you

Kimberly Beer:

don't believe in it, and you don't believe in it

Kimberly Beer:

wholeheartedly. Your customers are going to know that. And if

Kimberly Beer:

the fear is with your customer, just like with timing and money,

Kimberly Beer:

it this is an opportunity for you to double down on showing

Kimberly Beer:

them the value in the benefits and then also double down on

Kimberly Beer:

staying in contact with them and making sure that as they go

Kimberly Beer:

through their process to resolve that fear that your solution is

Kimberly Beer:

in front of them waiting there for them to pick it up and reap

Kimberly Beer:

the rewards from it.

Cara Taylor Swift:

Absolutely. I think the education piece is

Cara Taylor Swift:

huge here as well. Are there other ways that you can educate

Cara Taylor Swift:

and build confidence in your client, you know, what are the

Cara Taylor Swift:

tools that you've put into place to help instill confidence, you

Cara Taylor Swift:

know, is that something like a money back guarantee, or a great

Cara Taylor Swift:

return policy or customer support along the way, I mean,

Cara Taylor Swift:

these are all things that you can do to help ease the fear

Cara Taylor Swift:

factor. But also, that education piece is huge. A great example

Cara Taylor Swift:

that I have of this is I have been working with a client now

Cara Taylor Swift:

we've worked together a couple times. So the confidence in our

Cara Taylor Swift:

relationship is there. And the value that I provide is there.

Cara Taylor Swift:

However, they had a unique space in their home that they needed

Cara Taylor Swift:

to fill with artwork. And I had an idea for a particular type of

Cara Taylor Swift:

artwork that I thought we could hang there that would hold value

Cara Taylor Swift:

over time and be a longer lasting product for them. The

Cara Taylor Swift:

space was a pretty sunny, well lit area. And I was really

Cara Taylor Swift:

worried that some of my usual products wouldn't stand the test

Cara Taylor Swift:

of time, like I was hoping this piece would for them. So I

Cara Taylor Swift:

decided to try a new product with them that I have wanted to

Cara Taylor Swift:

try for a long time. And they had some fear around that, well,

Cara Taylor Swift:

you know, when we were in your studio, I didn't get a chance to

Cara Taylor Swift:

touch that product to fill that product to, you know, really

Cara Taylor Swift:

know what it was gonna look like on the wall. So I was able to

Cara Taylor Swift:

educate them with some tools that the vendor provided, which

Cara Taylor Swift:

was awesome. And then I included with that something that I felt

Cara Taylor Swift:

very comfortable with, which is if we get this on your wall, and

Cara Taylor Swift:

it doesn't look exactly like you want it to look, then I will

Cara Taylor Swift:

order the other product for you and save this one as a sample

Cara Taylor Swift:

for my office. And I felt really comfortable doing that because

Cara Taylor Swift:

it wasn't a new product. And I knew this client in terms of the

Cara Taylor Swift:

fear factor, you know, we had an established relationship. So

Cara Taylor Swift:

there are times when you can educate, and then use those

Cara Taylor Swift:

other tools that you have, you know, around you to help with

Cara Taylor Swift:

the fear piece of it. I just wanted to give that as an

Cara Taylor Swift:

example of how you know, I was able to be flexible in that

Cara Taylor Swift:

situation. And I'm excited, you know, to have the new product

Cara Taylor Swift:

and part of the line. But anyway, that was just a great

Cara Taylor Swift:

example I think I had about dealing with the fear and how I

Cara Taylor Swift:

dealt with it in that situation.

Kimberly Beer:

Yeah, that is a great example. Another thing

Kimberly Beer:

that I was just thinking about, as you were saying that that

Kimberly Beer:

helps really assuage fear in clients is social proof. So this

Kimberly Beer:

is a place where if you notice a consumer is feeling a little bit

Kimberly Beer:

hesitant, this is the place to have a really solid set of

Kimberly Beer:

testimonials and customer case studies that you can share with

Kimberly Beer:

them. Even if it's case studies where you're reporting it back

Kimberly Beer:

to them. It's not necessarily even in the customers voice or

Kimberly Beer:

words, where you tell them I, you know, I had a customer who

Kimberly Beer:

was in a similar experience. And you know, Cara could use this,

Kimberly Beer:

if she runs into this, again, she could use the story for that

Kimberly Beer:

she just told you about this client, she could bring that

Kimberly Beer:

story to the person who has the same fear and talk to them about

Kimberly Beer:

the result, which turned out really positive. But social

Kimberly Beer:

proof is a place here where it does bolster confidence in your

Kimberly Beer:

client, it does bolster confidence in consumers that

Kimberly Beer:

haven't worked with you. And it really does do a lot to

Kimberly Beer:

alleviate that fear point for them. Again, when I mentioned

Kimberly Beer:

this, at the top of my very open to this episode, I said, you

Kimberly Beer:

need to be prepared for these things in advance, because you

Kimberly Beer:

are going to run into these three objections, they're going

Kimberly Beer:

to happen in your sales conversations. And I said, you

Kimberly Beer:

need to be prepared. So that really looks like doing your own

Kimberly Beer:

work for each and every one of these and understanding how each

Kimberly Beer:

one of them impacts your clients. And then also

Kimberly Beer:

understanding what tools and resources can you put at your

Kimberly Beer:

disposal when you're in the heat of the moment for a sale to be

Kimberly Beer:

able to help move that sale through these objections? And I

Kimberly Beer:

think that's probably the most critical piece. And then what if

Kimberly Beer:

you can't get a good close at that moment, then what do you

Kimberly Beer:

have already put in place that you can just use as a gentle

Kimberly Beer:

guidance tool to help that consumer find their way back to

Kimberly Beer:

you if they are drawn to you as their solution for whatever

Kimberly Beer:

they're experiencing?

Cara Taylor Swift:

Absolutely. And I would just encourage folks

Cara Taylor Swift:

that are listening, if you want to hear more about this, this

Cara Taylor Swift:

isn't the first time that Kim and I have talked about sales

Cara Taylor Swift:

conversations. Look back to episode number 19, where we talk

Cara Taylor Swift:

about how to get comfortable with sales conversations. It's a

Cara Taylor Swift:

really great episode that gives a lot of examples of the types

Cara Taylor Swift:

of conversations and objections that people might have and what

Cara Taylor Swift:

they mean. And I would definitely suggest hopping into

Cara Taylor Swift:

that episode digging in a little bit deeper in terms of sales

Cara Taylor Swift:

conversations. And then of course, as Kim has mentioned,

Cara Taylor Swift:

she's got her Are you calling it a book or booklet or are you

Cara Taylor Swift:

calling it Kim?

Kimberly Beer:

I'm calling it a little book. It's a little book,

Kimberly Beer:

a little book? Yeah, it's twenty typed pages. By the time it gets

Kimberly Beer:

in the book format, it'll probably be closer to 50 or 55.

Kimberly Beer:

But it's readable within a couple of hours at most. And I

Kimberly Beer:

don't spend a lot of time just rambling we get to the point and

Kimberly Beer:

I really happen to like these small books where if you want me

Kimberly Beer:

to ramble, come read some of my fiction or my poetry, but this

Kimberly Beer:

is to help you get to sales and sales is about getting to the

Kimberly Beer:

point.

Cara Taylor Swift:

Absolutely. And I would say I got to read

Cara Taylor Swift:

the book already. So go ahead and look for her pre order

Cara Taylor Swift:

option. It comes highly recommended. As you know, I've

Cara Taylor Swift:

like I said I've got to preview it already. And it's it's really

Cara Taylor Swift:

good. I think you guys would enjoy it. Is that it for us

Cara Taylor Swift:

today Kim?

Kimberly Beer:

That's it for us today. We've overcome all the

Kimberly Beer:

objections.

Cara Taylor Swift:

Excellent. So you guys, thank you so much for

Cara Taylor Swift:

you know hanging out with us again today. We really

Cara Taylor Swift:

appreciate it and we'd love hearing from you. So if you've

Cara Taylor Swift:

enjoyed this episode on how to overcome sales objections,

Cara Taylor Swift:

please hop over and let us know by leaving a review wherever you

Cara Taylor Swift:

like to listen or hop over to social media. You can find us

Cara Taylor Swift:

The Business Animal on Instagram and on Facebook. We would love

Cara Taylor Swift:

to hear from you guys.

Jaz:

Thanks for listening to this episode of The Business

Jaz:

Animal. Be sure to subscribe so you never miss an episode. And

Jaz:

if you learn something today, leave us a review. To learn

Jaz:

more. Find us at thebusinessanimal.com. We'd love

Jaz:

to hear from you. Until next time, keep your business well

Jaz:

trained with The Business Animal.

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