DEEP DIVE - Objection Handling

Question 1

According to the speaker, what is an objection?

Answer 1

A cry or a request for certainty or a request for help. It is also described as a “protective mechanism.”.

Question 2

Why do people generally prefer saying “no”?

Answer 2

Because it feels safe and secure. Saying no is “cutting off all other possible external options,” whereas yes is less safe and means a “status quo change.”.

Question 3

What is the CIT pre-objection framework?

Answer 3

An acronym that stands for Clarify, Isolate, and Tie down. It’s a process to follow before you handle the actual objection.

Question 4

What is the overall point of the CIT framework?

Answer 4

To get to the real objection, isolate it from everything else, and tie down that aside from that one objection, the prospect feels good and certain about everything else.

Question 5

What are the rules for the “Clarify” step of the CIT framework?

Answer 5

The clarification process should always be open-ended, never binary, and curiosity-led. This step will likely take the longest.

Question 6

What is the speaker’s favorite and most frequently used clarifying question?

Answer 6

“What do you mean by blank?”

Question 7

What is the goal of the “Isolate” step of the CIT framework?

Answer 7

To mirror the prospect’s language back to them and make sure that their stated objection is the only thing causing hesitation.

Question 8

What is the purpose of the “Tie down” step of the CIT framework?

Answer 8

To make sure the prospect feels confident about everything else besides their isolated objection, and to get them to remind themselves of how confident they really are.

Question 9

What four components should be included in the first tie-down question?

Answer 9

Problem (external logistical problem), Pain (internal emotional pain), Goal (external logistical goal), and Dream (internal emotional dream).

Question 10

How should you frame the “scale of 1 to 10” question during the tie-down?

Answer 10

Frame 1 as a “ridiculous humorous thing” (e.g., “you think my breath stinks”) and frame 10 as being “reasonably certain,” not “absolutely certain.”.

Question 11

After a prospect gives their number on the 1 to 10 scale, what are the next two follow-up questions in order?

Answer 11

1. “Why not a one?” 2. “What would it take to be a 10?”

Question 12

What are the three layers of an objection, from the outer layer to the inner layer?

Answer 12

1. Outer Layer: Circumstances 2. Middle Layer: Other people 3. Inner Layer: Self

Question 13

What is the “Outer Layer” of objections and what are some examples?

Answer 13

Circumstances. These are objections that are not based on people. Examples include time, money, logistics, the market, travel, or being burned in the past.

Question 14

What is the “Middle Layer” of objections and what are some examples?

Answer 14

Other people. These are objections involving any other human being. Examples include needing to talk to a spouse, business partner, or broker, or blaming a previous program for not providing enough support.

Question 15

What is the “Inner Layer” of objections and what is an example?

Answer 15

Themselves (self). This is when a prospect realizes they are the person holding themselves back. An example is, “I’ve tried other programs before and… I just like I fall off for some reason or another… I lack discipline.”

Question 16

What is the speaker’s view on handling objections versus preventing them?

Answer 16

The best way to handle an objection is to not get one in the first place. You should aim to pre-handle objections before they even come up.

Question 17

What does the speaker mean by “the real objection”?

Answer 17

It’s the actual, underlying reason for a prospect’s hesitation, which is often hidden behind initial, surface-level objections.

Question 18

What is the “ultimate reframe” for an objection?

Answer 18

“That’s exactly why we should do this.”

Question 19

According to the document, why is it important to “peel back the layers” of an objection?

Answer 19

Because if you don’t understand where an objection lies (Outer, Middle, or Inner layer), you won’t know how to handle it properly. You have to peel back the layers one by one to get to the core issue.

Question 20

What is a common mistake people make when trying to handle objections?

Answer 20

They try to handle the surface-level objection without first using a framework like CIT to clarify and isolate the real, underlying objection.

Question 21

What is the key to successfully using the “Why not a one?” question?

Answer 21

It forces the prospect to verbalize the positive aspects and the certainty they already feel, reinforcing their own confidence in the decision.

Question 22

What is the final step after a prospect answers, “What would it take to be a 10?”?

Answer 22

To provide the certainty they are looking for by handling the one specific, isolated objection they have just named.

Question 23

According to the speaker, which step in the CIT pre-objection framework will likely take the longest?

Answer 23

The “Clarify” step.

Question 24

What analogy does the speaker use to describe the layers of an objection?

Answer 24

An onion, where you have to peel back the layers (Circumstances, Other people, Self) one by one to get to the core.

Question 25

What does the speaker warn against doing when faced with an objection, using the onion analogy?

Answer 25

Just trying to "cut the onion" instead of properly peeling back the layers one by one.

Question 26

After you "peel off" a circumstances objection, what might you find underneath?

Answer 26

You might find another objection, such as a "Middle Layer" (other people) or "Inner Layer" (self) objection, which would also need to be handled.

Question 27

What is the "onion" analogy for understanding objections?

Answer 27

It's the idea that objections have layers that must be peeled back one by one to find the root cause. If you don't understand which layer the objection is in, you won't know how many layers to peel off.

Question 28

What are the speaker's two favorite and most reliable ways to handle objections?

Answer 28

1. Bulldog versus Chihuahua 2. You've done this before

Question 29

In the "Bulldog versus Chihuahua" method, what is the effect of a prospect being more "bulldog"?

Answer 29

The more "bulldog" a person is, the less weight they give to their own objection and the more likely they are to buy even if the objection isn't fully handled. This is because they are in such a "bullish state" that they will move forward regardless.

Question 30

What is the fundamental principle of the "You've done this before" technique?

Answer 30

Everyone has made a similar type of decision in the past. The technique involves asking them about that past experience to get them to create their own analogy.

Question 31

Why is it more powerful to have a prospect use their own past experience for an analogy?

Answer 31

An analogy that comes from a prospect's own highly emotional, lived experience will be far more powerful than any pre-scripted analogy a salesperson could provide. It utilizes the sales principle that "whatever the prospect says is gospel."

Question 32

What are the steps for the "You've Done This Before" objection handling process?

Answer 32

* Step 1: Summarize the objection in simple terms. * Step 2: Ask, "Has there ever been a time in your life where you..." to have them generate an analogy. * Step 3: Get them to retell the story and relive the experience. * Step 4: Draw parallels between their story and the current situation. * Step 5: Use the three-step decision funnel.

Question 33

What is "revivification"?

Answer 33

It is the process of getting someone into an emotional state by having them relive a past experience, as if they are actually living it in the moment.

Question 34

What is the first step of the three-step decision funnel?

Answer 34

Confirm the external goal, desire, or dream that your offer directly helps them achieve.

Question 35

What is the second step of the three-step decision funnel?

Answer 35

Confirm the internal feeling or desire they want to achieve, such as fulfillment or being present for family.

Question 36

What is the third step of the three-step decision funnel?

Answer 36

Ask what decision they need to make today to put themselves in the best position to achieve their goals. A specific line to use is, "...so that when your head hits the pillow tonight, you know that you have made the decisions..."

Question 37

What is a more effective way to view objections from a prospect?

Answer 37

View objections as the prospect asking for your help. They are stuck in fear or logistics and don't know how to ask for the help they need to get the outcome they want.

Question 38

What happens to your cognitive ability when you are in a "red state" (i.e., feeling threatened or fearful)?

Answer 38

Blood flows to your extremities and away from your brain, reducing your brain's cognitive power to about 20% of its normal capacity. This is why answers often seem clear only after the stressful moment has passed.

Question 39

PRO TIP: What is "Regression" in objection handling?

Answer 39

It is a technique for triggering a childlike state in a prospect by having them recall a memory from when they were a kid. This can make them less afraid of taking risks and more likely to follow authority.

Question 40

PRO TIP: What is "Identity Anchoring"?

Answer 40

It's a technique that frames a choice as a shift from an old identity to a new, desired one. For example: "You used to be a 9-to-5er, but now you are someone who builds their own freedom."

Question 41

PRO TIP: What is the purpose of using "no-based questions" when beginning to handle an objection?

Answer 41

It helps to depressurize the situation and make the prospect feel more safe and secure, as people feel more in control when they say "no."

Question 42

PRO TIP: What are "Trial Closes"?

Answer 42

A technique based on the idea that getting someone to say "yes" multiple times makes them more likely to say "yes" again. The three-step decision funnel is an example of this.

Question 43

PRO TIP: What does it mean to use the "Objection is the way" frame?

Answer 43

It is a frame where you present the prospect's objection as the very reason they should move forward. For example, if someone says they don't have enough time for a time-saving offer, you frame it as "That's exactly why you should do it."

Question 44

PRO TIP: What is "Multi-idio sensory vivification"?

Answer 44

It is the process of getting a prospect to relive a past event by experiencing it through multiple senses, such as sight, sound, and feeling.

Question 45

PRO TIP: When is it useful to ask, "What if it wasn't what you thought it was?"?

Answer 45

This question is useful when a prospect is stuck in a specific way of thinking, such as being focused on cost instead of value, to help them see the situation from a different perspective.

Question 46

PRO TIP: What is the goal of inducing curiosity in a prospect who is stuck in their thinking?

Answer 46

Inducing curiosity for a moment can get the prospect to lower their guard and "lean in," which allows you to win your frame back in the conversation.

Question 47

What is the closing philosophy presented about helping people through their fears?

Answer 47

"If you're willing to enter into the fire with somebody, you'll never run out of people to serve and therefore money to make." The core idea is that everyone has fears and concerns, and by helping people through them, you provide immense value.

Question 48

How should a salesperson reframe their view of objections as a guide from the prospect?

Answer 48

Objections are not blocks; they are prospects who are literally telling you exactly how to close them. They are asking for your help, and the objection itself is the path forward.