The Five-Step Process To Become Objection-Proof in Sales With Bob Burg and Jeff West

Bob Burg is the Founder of The Go-Giver Community Network, an organization that connects private global businesses. In the past 30 years, he’s helped companies and leaders evolve their communication habits to increase sales and grow their businesses. He is also the Co-author of The Go-Giver, a book about the five laws of stratospheric success and Streetwise to Saleswise. Bob is also a member of the National Speakers Association and a Hall of Fame keynote speaker on referrals, relationship-building, and influence.

Jeff West is the President of West Marketing Group, INC, where he helps influencers and business leaders elevate their brands. He is also the best-selling author of numerous business parables, including Streetwise to Saleswise, The Unexpected Tour Guide, and Said the Lady with the Blue Hair. For over 30 years, Jeff has coached and led sales teams in multiple industries and was among the top sales performers and leaders in the nation. He is also a member of The Go-Giver Community with Bob Burg.

Here’s a glimpse of what you’ll learn:

[3:52] The inspiration behind Streetwise to Saleswise
[8:02] How to navigate objections in the sales process
[16:22] What is framing, and how can you implement it in the sales process?
[22:38] Jeff West and Bob Burg dispel common myths about value propositions
[24:41] The five-step process for handling sales objections effectively
[42:00] Techniques for moving a prospect from indecision to agreement
[46:47] Bob and Jeff’s resources for elevating sales skills

In this episode:

Some sales professionals are so fearful of objections that it impedes their ability to close deals. How can you embrace objections and transform them into powerful fusion points that propel your business forward?

Sales dream team Bob Burg and Jeff West collaborated to develop a five-step process for navigating and embracing sales objections. The framework involves controlling your emotions, empathizing with prospects, asking probing questions, reframing your approach, and isolating the objection. Rather than reacting negatively to the objection on instinct, demonstrate an understanding of your prospects’ situations and adopt their perspective. This allows you to refine your offering, providing solutions and social proof to influence key decision-making.

In this week’s episode of Systems Simplified, Adi Klevit hosts duo Bob Burg and Jeff West, authors of Streetwise to Saleswise, to discuss transforming sales objections into opportunities. Together, they offer insights into the power of framing in sales conversations, how to develop a value proposition that resonates with prospects, and anecdotes from their book.

Resources mentioned in this episode:

Quotable Moments:

"Your value proposition has absolutely nothing to do with your product... It's 100% about how that prospect's life gets better." – Jeff West
"A frame is simply the foundation from which everything else evolves." – Bob Burg
"The bigger the out or back door we give someone to take, the less they'll feel the need to take it." – Bob Burg
"People will exchange their money for that which they believe is of greater value than the money they're exchanging it for." – Bob Burg
"We’re not saying because we’re like Best Buddies. We’re saying it because it is just wow." – Bob Burg

Action Steps:

Embrace objections during the sales process: Embracing objections helps shift prospective buyers from a defensive mindset to one of collaboration, leading to healthier client relationships.
Utilize the art of framing conversations: Setting the right frame in your interactions can establish a positive pathway for the conversation and influence the outcomes favorably.
Articulate your value proposition clearly: Defining the value proposition in terms of the prospect's needs ensures they see the clear benefits of your product or service.
Follow the five-step method to handle objections. This method provides a structured approach to navigating and dissipating objections, increasing the likelihood of a successful sale.
Seek training and development opportunities in sales mastery: Continuous learning keeps sales professionals at the forefront of effective strategies and techniques.

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