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STOP Pussyfooting Around Objections! Top Closers Do This Instead

Handling objections in sales shouldn’t be reactive. Instead, it should be proactive. Relying on rebuttals, or what I call “right hooks,” isn’t the most effective approach. When we understand the psychology behind objections, we can address them before they even arise. Let me share a true story of how I helped a company make millions of dollars with just a few simple tweaks. This story, originally shared at the members-only event for the Roofing & Solar Reform Alliance, offers powerful insights into proactive objection handling.

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Before we dive into the story, let me introduce myself. I’m Adam Bensman, founder of the Roofing & Solar Reform Alliance, also known as the Roof Strategist. Stick around until the end because I’ll share actionable tips to help you close more deals.


A Break from Roofing Sales: A Sales Consultant’s Journey

After facing challenges in roofing sales, I took a break and worked as a direct sales consultant and copywriter. My role was to help companies selling high-ticket services generate revenue. I worked with a law firm that needed to increase their close rates on phone calls with potential new clients (PNCs).


Identifying the Key Objection

The law firm had a high call volume, but their close rate was only 76%. The main objection from potential clients was, “How much is this going to cost me?” This question often went unaddressed for the first 30-45 minutes of the call, causing potential clients to lose focus and engagement.



Implementing a Simple, Yet Effective Change

To address this, I trained the intake team to start each call with a clear statement: “Thank you for calling [Law Firm]. Before we get started, I want you to know this is a 100% free consultation, and there are absolutely no fees unless we take your case and win. Does that make sense?” This simple introduction addressed the cost concern upfront, increasing the close rate to 90-100% week over week.

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Key Takeaways for Proactive Objection Handling

  1. Identify Common Objections: Know what objections your prospects have and when they typically arise.
  2. Address Objections Early: Answer objections either before the prospect thinks of them or at the exact moment they would ask.
  3. Build Trust and Hold Attention: By proactively handling objections, you build trust and keep your prospects engaged.



Your Homework: Implementing Proactive Objection Handling

Make note of the top objections you encounter and integrate responses into your sales presentation. Tailor your approach to your region and market, whether you’re dealing with storm damage claims in Dallas or retail roofs in Seattle. By addressing objections proactively, you’ll build trust and squash doubts before they arise, leading to more closed deals.


Conclusion: Mastering the Art of Objection Handling

Sales isn’t about convincing someone to do business with you. It’s about removing all the reasons they might not. This is the essence of proactive objection handling. I hope this blog post helps you close more deals.

For more in-depth training, visit my free training center, which has an entire section dedicated to objections. Or, continue learning with me on YouTube.



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