Episode F.029 Coach to Close: Not an industry expert

Show Objectives
This week we have been exploring common objections and how to write and implement rebuttals using a Coach to Close method and your current skill set as a professional Coach. 
Objection handling means responding to the buyer in a way that changes their mindset or alleviates their concerns. When trying to overcome any sales objections, it is vital that you respond appropriately and avoid reacting impulsively to your prospect’s objections. 

The REAL thoughts behind “Not an Industry Expert” objections
Regardless of industry, it’s the systems and processes in the coaching process that will help your prospect grow their business. Let’s take a minute to reframe objections. Often an objection is viewed as a “no” response when in fact it really means your prospect needs more information. Objections should not be feared, they should be welcomed. With a little pre-meeting thought and planning , you should be able to answer any objection that is thrown at you. 

What the “Not an Industry Expert” objection sounds like

1. "You don't understand my business."
2. “What experience do you have working in my industry?”
3. "You don't understand our product."
4. "I don't see what your product could do for me."
5. “My business is too small for coaching.”

This is what your prospect is actually thinking

1. A lack of knowledge - “How can you coach me on something you don’t know?”
2. A perception issue - “I don’t understand the coaching process.”
3. Prospect may not be clear about their needs - “I don’t need coaching, I need sales.”
4. “I don’t need a coach - I’ve been running my business fine without one.”
5. “Coaching is expensive and only for big corporations.”

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 “Not an Industry Expert” Rebuttal
Many business owners are technicians first. They have offered their products and services for years and they understand their business inside and out. Your role as a coach is to help them move away from being the technician and into the role of business owner and leader.

1. Offer a complimentary coaching session or some other way to educate your prospect
2. Show past client testimonials from similar industries
3. If the objection is that the business is “too small,” this prospect has a mentality that is something that you need to help the client move away from in order for them to grow into their true potential.
4. Find out if this is a smoke screen response for another objection like your price. If the real objection is price, refer back to Episode F.026 Coach to Close: The Money Objection​

​Written by: Donna Kunde