Episode F.028 Coach to Close: Need More Information

Show Objectives
Contemplate this thought. It’s possible that as many as 50% of the people who have a sales conversation with you are probably pretty close to buying your services at this point. They just need a little push past their self limiting beliefs. The Coach to Close technique helps your prospect process the truth behind the objection they give. 

Looking at it from their perspective, this is not just a major step in changing their business and facing their business problems head on, it’s also a big decision to buy your services. The whole process is likely very unsettling. Do not be surprised if they come across as tense, uneasy and a little fearful of making the wrong decision. They might be right on the edge of saying "yes" and just need your guidance as a qualified professional to take them to the finish line. Coach to Close is one way to make sure that you offer the guidance they are seeking so they can get the help they need.

The REAL thoughts behind “I need a second opinion” objections
An objection isn’t a personal slight against you as a business coach. Potential clients aren’t necessarily looking at you and deciding that you can’t do the job. What they are doing is approaching the process from a business perspective. As a coach, you offer a premium service because you have a set of skills that offers massive value to your clients. You and I both know that our clients are not paying us as much as they are investing in themselves and their business growth. The amount they pay is directly related to the amount of effort and work they are willing to put in to change their results. This means you are going to charge an appropriate amount for access to your skills and the value you add to the coaching relationship.

Business owners will always hesitate over any major and repeated expenses, especially when success is dependent on them doing their part. Remember that most of your potential clients are in a difficult position. They wouldn’t have started to consider a business coach in the first place if they weren’t.

There’s also an intangibility to coaching that you need to overcome. Potential clients often don’t understand exactly what you do to help them. That’s something that you’re going to have to communicate to them over the course of the Coach to Close process.
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What the “I need a second opinion” objection sounds like

1. “Can you send me an email with more information?”
2. “I need to discuss this with my business partner first.” 
3. “I need to talk to my spouse about starting this program.”  
4. “It’s not my decision, I need to check with….”
5. “My business partner doesn’t want to make changes, but I do”
6. "I'm not authorized to sign off on this purchase."

This is what your prospect is actually thinking

1. “I like your offer but I’m not the decision maker.”
2. “I don’t understand how coaching can help my business.”
3. “I am not sure I’m ready to do this work.”
4. “I need more information.”
5. “I’m confused about your offer.”
6. “You haven't addressed a concern or need I have.”
7. “I have a business partner who is not on board and I need to convince them.”

How to Coach to Close

1. Establish massive rapport
2. Ask qualifying questions
3. Create emotional and logical certainty
4. Focus on building the three 10’s in your prospects mind. As you do this you will lower their action threshold 
5. Raise the pain threshold by creating an undesirable future picture of their business if they continue down the same path they are on. 
6. Propose your solution to their problem (your Premier Package)
7. Expect an objection and offer a deflection
8. Raise three 10’s again to build certainty
9. Raise the pain threshold with new information gained from deflection answers
10. Proposed your second solution (your Medium Package). Repeat steps 8-10 again if needed.

How to frame your “I need a second opinion” Rebuttal
There are times when your client may not have the power to make the decision without someone’s else’s involvement  in the process.  Be sure to determine who needs to make the final decision before making your presentation. Ensure all decision makers are available and present for your sales conversation.

1. If all decision makers are present, give them space to discuss your offer in private
2. Find out if getting their approval the ONLY thing holding us back from doing business together
3. Find out if they really need to talk with another decision maker or if this is a smoke screen response for another objection like your price. If the really objection is price, refer back to Episode F.026 Coach to Close: The Money Objection