How to Handle Any Objection in Sales | Bill Walsh | EP16

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Speaker 10 Check out Zen.com/slash find to find Zen at a store near you.

Speaker 9 Warning, this product contains nicotine. Nicotine is an addictive chemical.

Speaker 11 Hey, it's Parker Posey.

Speaker 12 How did I get here?

Speaker 13 I love improvisation when it comes to acting, but when it comes to a real-life plan, I stick to a script.

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Speaker 26 What is up, Entrepreneur DNA family? Welcome back to another fire podcast.

Speaker 26 I got my guy in here who's gone from zero to a million dollars in four months, and he's helped and served over 1,500 salespeople and business owners do very similar numbers.

Speaker 26 Bill Walsh is in the house. What is happening? Justin, I appreciate you, my friend.
Thank you very much for having me. Well, as you guys can all hear his accent, he is not from the United States.

Speaker 26 And so for you to be here in Miami recording this, I appreciate it. I appreciate the commitment to your craft.
Yeah, no, I appreciate it. I'm here all the time.
I love America.

Speaker 26 America has always been good to me. Oh, really? Yeah, yeah.
You know, I'm going to take a look. We're going to run with that for a second.
What do you feel? You know, I'm always curious.

Speaker 26 We all internally have our own problems with the United States of America.

Speaker 26 What about U.S. do you love? I mean, I guess, you know, the other thing I'll say is, is when you vacation somewhere, it's always pretty cool, right? Yep.
But what about the U.S.? What drives you here?

Speaker 26 I don't come here for a vacation. That's the first thing.

Speaker 26 So, like, if I live in london uk and ireland and places like that so like for us to go to vacation it's like spain portugal greece italy so like that's culture yeah that's beautiful i would agree that's great yeah so for me i come to the us for relationships for business meetings like yourself and um you know build relationships that's so i love america i love it it's been very good to myself you have a lot of clients here we've got 75 of our clients are in the u.s oh that's fantastic yeah so you're all all coming there.

Speaker 26 You just got to pop up a spot here in Miami and just make it a every month kind of thing. It's funny, actually.
Just before we jumped on,

Speaker 26 I was just saying, I ran my first event in this building. I did not know that.

Speaker 26 Wow. Last November 2022.
So when I pulled up

Speaker 26 earlier on and I looked up and I was like, shit, I fucking been here. Yeah.
So how funny is that? A full circle back of the sun. That is incredible.
Yeah. Well, you are very highly regarded.

Speaker 26 Thank you. I'm happy that you're here as one of the best salesmen, sales trainers, sales coaches out there.
You have the objection box community.

Speaker 26 If you don't know that, by the way, I'd immediately go look that up on Facebook. Incredible community there, objection box community.
Yeah. Let's talk about it.

Speaker 26 Let's talk about what you do and how you help. Obviously, you yourself, incredible salesman.
Thank you.

Speaker 26 But you help others and serve others to achieve great results too. Yeah, it's look, I started in sales in January 2021 full time.

Speaker 26 I was a personal trainer in London for six years and then COVID happened and unfortunately the rest of the world fell apart, Florida, which was an amazing thing to see that you guys kept it together.

Speaker 26 But the rest of us fell apart and my business went to zero.

Speaker 26 And I was just getting ready to have my second little girl, India, at that time. She was born in May.
And this is six weeks prior. And a friend of mine said,

Speaker 26 look, I'm selling this online platform business. Can you come and help me? And that was in the summer of 2021.
So you were in the fitness space. That's what I was in.

Speaker 26 By the way, that is, and you know this now, a brutal space. That is a very competitive space.
And for you to take something from zero, is this the zero to no?

Speaker 26 So then the business, the objection box that went from zero to a million in four months. That's incredible.
Yeah. All organic, not one paid ad.
Wow, that's even more incredible.

Speaker 26 Not one paid ad, all pure based on results, case studies, testimonials, and reciprocity straight up not one ad so how do you as a marketer what were you doing what was your output to draw in the traffic it was very very simple so just to go back so i started in sales then january 2021 full time in 6th of june i set up the objection box that whole period from 2021 to the 6th of june i was pouring into the community giving and giving and given i was very fortunate i worked for a great sales company at that time and then things went different ways and then we all separated and went built my own stuff and that's great that's wonderful um but I saw the benefit of giving in that period of time when I set up what we set up it just took off but it only takes off when you're good in my opinion it only takes off if you deliver I was very fortunate enough to deliver that was over 20 months ago and we're still doing it so you bring the objection box community to life And you go what?

Speaker 26 You just go live on a consistent basis? Yeah. So we have the objection box community.
We go live there two, three times a week. We give them trainings.

Speaker 26 We call them two steps, call to actions, whatever it may be. Give a tremendous amount, and we spark up conversations.
We figure out where they are, where they want to go.

Speaker 26 And in the middle is the objection box. That's the difference.
Phenomenal.

Speaker 26 I fully believe the community is the way these days. I think there's plenty of people out there selling the thing, but you need to build a community.
We were just talking about this.

Speaker 26 Like, I give out my phone number. I mean, I want the connection with people.
Yeah. And that is

Speaker 26 way larger than anything else in terms of just selling someone. But let's talk to that.

Speaker 26 Let's talk to, you know, delivering good content, valuable content, and what the listeners here can go and think about how they can do that.

Speaker 26 Facebook groups, you can go do that. Facebook group, yeah, we got the Facebook group, the Objection Box community.
We also set up a school group, which is called the Objection Box Community.

Speaker 26 We keep it very, very simple. We don't complicate shit.
It's the same thing with our sales process. Very, no fluff, no puff.
You know me. I'm an Irish man.
It's like no dancing beers or anything.

Speaker 26 I'm surprised we're not drinking some Irish whiskey right now. I was actually saying that we should get a whiskey here, but anyway,

Speaker 26 maybe a bit later. It is noon, so technically it's afternoon.
Technically, it's seven o'clock summer. That's right.
That's right. But yeah, look, we keep it very simple.

Speaker 26 Sales is a very simple process.

Speaker 26 Well, I think there's a lot of people that disagree. So why is it simple for you? Well, it's simple for me because it comes down to three key elements.
Your problem, my solution, your decision.

Speaker 26 What more is there to it? No, I mean, yeah, there's nothing.

Speaker 26 I think a lot of people confuse things and complicate things because they want people to make it sound more complicated so I can sell you on something that makes it sound more complicated and gives you more education.

Speaker 26 But it comes down to those three simple facts. Your problem, my solution, your decision.

Speaker 26 And if your solution has enough value, they're going to buy.

Speaker 26 If I can portray enough value of where you are and where you want to go and my solution is the bridge to that gap, then it makes logical sense that you're going going to move forward.

Speaker 26 So, you would consider it gap selling?

Speaker 26 To a certain point, it's like you can call it gap problem outcome, pains. I've heard of culture like heaven and hell, heaven and hell, pain and pleasure.
Yeah, it doesn't matter.

Speaker 26 You're moving people from one place to another.

Speaker 26 So,

Speaker 26 you are known to really train expert salespeople. Not that they are experts before they get to you.
Yeah. You make them experts.

Speaker 26 So, I'd encourage everyone to look at Bill Walsh. Thank you.
But, what do they need to understand about the sales process, right? You talk about your community called Apply, the Objection Box, right?

Speaker 26 What does someone listening to this or even watching this on YouTube,

Speaker 26 what do they need to know about sales? That can boil it down for simplistic reasons. Yeah.

Speaker 26 I always bring it back to sport. I always bring most things back to sport.
I spent four and a half years military in Ireland as a young kid, and then I played a lot of high-level sports.

Speaker 26 So I bring my analogies and frameworks back to those two things. So when I talk to people and people ask me all the time, they say, like, what does sales boil down to?

Speaker 26 I always tell people like this, what does football boil down to? NFL, what does it boil down to? What's the number one goal in football? Score touchdown. That's it.

Speaker 26 A-star. Most people are like, hold on to the position and, you know, split it up here and have a great defense.

Speaker 26 And no, it fundamentally comes down to I got to score more points than you to win the game. Yeah.

Speaker 26 And sales for me is how do i help this person overcome those fear limitation hesitations how do i get that person to make a decision that they may not want to make on their own to benefit their life that comes down to objection handling it comes down to making sure you're a leader at the end of a call and then make sure that you understand where the person is and where they want to go and do they actually want to get there and that's how it all kicks in fair enough what do you see to be the biggest objections there's five there's five big ones

Speaker 26 and a lot of my competitors say there's 200 or 50. This, that, the other stuff.

Speaker 26 I don't even know what your five are, but I'm telling you your competitors. Yeah.
They're not right. No, it is.
No, it is a small number. There's five.
I'm going to break them down.

Speaker 26 So the first two are think about it and partner, which fundamentally lead to the actual three objections, which are money, fear, and logistics. Okay.
Now, in fear, there's actually four.

Speaker 26 And there's nobody in the world that can tell you this other than I. Okay.
Well, let's tell you. Let's go.
Okay. There's four fears when it comes down to it.

Speaker 26 And I've done this based on my own sales training and my own development. It comes down to fear of me, fear of you, fear of yesterday, and fear of tomorrow.
So there's no.

Speaker 26 Fear of me, fear of you, fear of yes. Fear of yesterday.
Oh, yesterday.

Speaker 26 Fear of tomorrow. Fear of tomorrow.
Okay. I love that.
There's no one else can tell you. I'd agree with that.
Not anybody in the universe.

Speaker 26 And I'm very proud of that because I'm the only one that says it. And I'm the only one that can educate people.
I might start saying it now, but I'll give you credit. You can have it.

Speaker 26 I'll give you credit. You can have it because I know where it's come from.
That's right.

Speaker 26 But yeah, that's what it is. So there's five.
The first two are smokescreens. The bottom three are the real objections.
And in fear, there's four. Okay.

Speaker 26 If you finish those nine things, you will absolutely make a ton of money. And I can prove it and I can show it when I've done it.
That's phenomenal.

Speaker 26 Those nine things. Does that change in industry? So if I'm a sales guy selling cars or selling solar or selling HVAC or selling real estate, so my industry as a point of view,

Speaker 26 real estate investors are targeting homeowners that want to sell. Very similar to agents.

Speaker 26 The difference is we are trying to find someone who has some motivation to take a deeper discount because we're going to probably go remodel the home, et cetera. Yeah, raise the value.

Speaker 26 Would you say that those same four

Speaker 26 fears would exist and or your five objections still exist?

Speaker 26 We predominantly spend a tremendous amount of our time in the info product space of coaches, consultants, agencies, entrepreneurs selling online courses, communities, like programs, mentorships.

Speaker 26 That's what we've kind of cut our teeth. But we sold it in all.

Speaker 26 It's all the same. Yeah.
Yeah. I really love that you really kind of focus on fear because I think it all boils down to that.

Speaker 26 Like if I have to say, when you said five, I was like, dude, I probably would even say three. And one of those would have been fear.

Speaker 26 But to your point, then there's sub-fear cat, like sub, you know, fear of failure or things of that nature.

Speaker 26 I think if you can understand someone's fear, then you can offer them a value of the other side of that fear. Like one of the question I would use in all sales, I would love to know if you agree.

Speaker 26 When someone is fearful, a good question is, what are you going to do if you don't do this thing? Yeah. What's your your next play? Yeah.
And usually what I find, people don't actually know.

Speaker 26 Yeah, I don't know.

Speaker 26 Right? Yeah. And then you have that to lean on as a salesperson, right? Yeah.
One thing I would definitely look at to make a pivot on is when you ask someone to go forward, they will never know.

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Speaker 3 But with Zen nicotine pouches, you'll discover many good reasons.

Speaker 5 Zen is America's number one nicotine pouch brand.

Speaker 6 Plus, Zinn offers a robust rewards program.

Speaker 7 There are lots of options when it comes to nicotine satisfaction, but there's only one Zen.

Speaker 10 Check out Zen.com slash find to find Zen at a store near you.

Speaker 9 Warning, this product contains nicotine. Nicotine is an addictive chemical.

Speaker 11 Hey, it's Parker Posey.

Speaker 12 How did I get here?

Speaker 13 I love improvisation when it comes to acting, but when it comes to a real-life plan, I stick to a script.

Speaker 14 Cue the music.

Speaker 16 Invest in your story with DIA, the only ETF that tracks the DAO from State Street.

Speaker 17 Getting there starts here.

Speaker 18 Before investing, consider the fund's investment objectives, risks, charges, and expenses.

Speaker 21 Visit state street.com slash IM for perspectives containing this and other information. Read it carefully.

Speaker 22 DIA is subject to risks similar to those of stocks.

Speaker 23 All ETFs are subject to risk, including possible loss of principal.

Speaker 24 Alps, distributors, Inc. distributor.

Speaker 26 Because we haven't done it yet. So I would base everything backwards.
Okay.

Speaker 26 Because more often than not, someone didn't just wake up and says, I know what I'm going to to do today. I'm going to go and speak to that company and they're going to go and solve my problem.

Speaker 26 So this is a continuous problem that they carry forward to today.

Speaker 26 So the feelings that they're feeling today, they've already felt.

Speaker 26 So when you want to overcome fear and other objections, you got to go backwards.

Speaker 26 It's the same reason why when someone has a partner objection, and I hear all of the great sales trainers out there, what are you going to do when you go to your partner and she says X?

Speaker 26 The logical thing, Justin, is, well, I don't know because I haven't had that conversation yet.

Speaker 26 Where does the conversation go down? Dead. Data.
Yeah.

Speaker 26 So the exchange for that would, for what we coach on, would be when you spoke to your partner in the past, what were some of the potential obstacles that you would have had on something similar to this that may not have helped you guys move forward back then?

Speaker 26 Yeah.

Speaker 26 Because you can't make decisions based on forward momentum. You have to make it based on what you've already done and what the outcome of not doing or doing has already been.

Speaker 26 Hey, well, let me give you something.

Speaker 26 The way I would say that is you can only connect the dots looking backwards. Right.
Right.

Speaker 26 And so if you can do what you're saying, which is what salespeople need to be doing, is help your potential client, your prospect, drive them all the way back.

Speaker 26 So I will actually at times get in, and I would love to hear your opinion. I get involved in my sales calls, not because my manager isn't great, because he's phenomenal.
Yeah.

Speaker 26 But I want them to understand the emotional decision these people are making more than anything else. Yeah, yeah.
And I'll have my sales guys push them, push the prospect

Speaker 26 to say, why do you have that belief? Do you understand if nothing changes, nothing changes? What are you going to do to change? I want them to attach to the emotion. Correct.

Speaker 26 Would you, do you advise that in your sales training or how do you advise to go there?

Speaker 26 There's four things that we do. There's four things that lend the call for me.
And this is what I drill all my guys on. Every single person, whether you're a month in, 10 years in, it don't matter.

Speaker 26 There's four things. It's yes, no, fuck you, get hang up.
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Speaker 26 Well, so where's the maybe? Yes, no, maybe. Maybe is a no.
Yeah. What's a maybe? I maybe want to do this, which is fundamentally, if you're going to do it, you're going to do it.
That's right.

Speaker 26 It's like when someone says, you know, um, can I just put a deposit down for you and your world? What is a deposit? Deposit is a maybe. Yeah, I'm going to put a down payment down.

Speaker 26 Yeah, big difference. A down payment means that I am making a forward decision.

Speaker 26 Yeah. Yeah.
The deposit is I'm still question mark.

Speaker 26 I like that. And that's relatable to my world of first coaching, but also real estate, right? Down payments in real estate.
That's what you do. It's

Speaker 26 buying a contract. So that's how I ended.
Yes. No, fuck you getting hung up on.
Once you overcome overcome those, that's it. Once you're okay with those four ways, sales is fucking their game.

Speaker 26 What do you advise a salesperson who has that? Well, maybe, and then it gets the awkward silence. And I don't know.

Speaker 26 Like, they just keep that

Speaker 26 limbo of like they're not, they're, they're good at not giving you insight of is this going to go forward or not? Where do you take that conversation? What do you advise a sales guy to do?

Speaker 26 It always comes down to,

Speaker 26 I always bring it back to this, Justin. At the end of the call, the prospect is uncertain.

Speaker 26 The prospect is fearful. The prospect doesn't want to move forward.
I'm asking the prospect to walk through a door that they don't know is on the other side.

Speaker 26 Now, if they had the courage to walk through that door in the past, they wouldn't be here on the call. That's right.
So,

Speaker 26 if we want to ask the prospect and encourage and motivate and give them what they need,

Speaker 26 uncertainty, uncertainty come together, create a fucking uncertainty jerk off

Speaker 26 fair so who has to be certain you do they say i do as a salesperson yeah i know where i'm going i've done it thousands of times i got a lead yeah that's the difference if you become a leader on a call and you become a leader in your life more often than not as you all know you've built a massive massive business you have a lot of people that follow your name or word but you have to be something that they're looking for right it's the same thing with these people and it comes down to even the one-on-one conversation be a leader in that one-on-one conversation and the the best way for you to be a leader is because you know the result.

Speaker 26 What I love about what you said initially about your objection box and what you would do and going live constantly and,

Speaker 26 you know, showing the value is real time showing that this process works. Yeah, yeah.
Right? Yeah. Just did it this morning.
Did you? Yeah, yeah. Just went live in our Facebook group.

Speaker 26 We had over 60-something people live on the actual call. It's a little bit chaotic now when I'm here in the U.S.
and like I'm here, there, everywhere.

Speaker 26 But when I'm at home in London, I'm live three, four times a week. I actually go live.
i'm the only person in my opinion that will stand in a room with 60 strangers and go and objection handle

Speaker 26 so you go live and call a prospect yeah like

Speaker 26 because you want to show how to overcome the objection done it for years just out of my curiosity who are you calling like so you go live and you're calling who whoever's there whatever prospect that who wants to put up their hand don't even know the person oh

Speaker 26 well you called because they're salespeople right yeah so are you calling their prospect or are they the prospect for you on the?

Speaker 26 They would be the prospect, but I've done it in the past where I've actually called their prospects. Yeah.
Phenomenal. Because then you show results.
It's like it's there, black and white.

Speaker 26 Don't hide it.

Speaker 26 If I'm lying, strike me dead.

Speaker 26 And you're still alive. I am here.
Shocker. Yeah, yeah.

Speaker 26 You know what? It's the Irish, the boldness, you know what I mean? I'm bored. Like, it's like

Speaker 26 we got a... We got it, like, that little bit of grit in between our teeth, but the fighting errors for a fucking reason.

Speaker 26 Well, I tell you, most, especially in the United States, I would make the point that most aren't. They don't have that.
They need to be taught that.

Speaker 26 We can't teach it. I don't think you can teach it.
No, it has to be in you to some extent. You could teach the tactics, the talk tracks, the objections.
You can literally teach the objections.

Speaker 26 Yeah, literally, just give me, just say this word and make it 10 grabs. Right.

Speaker 26 But to be bold enough to cold outreach or to say the thing that is really,

Speaker 26 I think there's...

Speaker 26 a similar level of fear as a salesperson to say the thing that actually you need to say to your prospect to get the deal done. And you get the fear pops back in.
This is why I say that is

Speaker 26 fear to me is kind of, I would say there's really one ultimate objection and it's fear, right?

Speaker 26 And then there's all these subcategories, but the salesperson is going to have fear of what if they say no

Speaker 26 next,

Speaker 26 right? Like, okay, well, you said exactly what needed to be said in that moment. Yeah.
Next, they weren't the right prospect for you. Life moves on.
No one died. Right.

Speaker 26 Tell all the people all the time, like, they got all caught up and they got all stuck up in their emotions and like what if they do this what if that i'm like what if no one cares we're not curing world cancer we're not putting people under the moon we're not actually fixing anything that's really wrong in the industries that we work in we're helping people make a better decision yeah we're not like you know renovating the entire miami city here right not putting pipes in the ground we're not putting electricity on the fucking walls and into the houses but we're only salespeople Like, get over yourself.

Speaker 26 Totally. Well, that goes back to the fear of judgment.
Yeah.

Speaker 26 They rejected me, which, not that I'm a psychologist, that goes back to how you're raised and feeling good enough and all this other shit that we can go eyeballs deep into.

Speaker 26 We face that because, like, for the first six months of business, Justin, what I did was like, just say this and say this and make money. Okay.
And what will tend to happen for us was.

Speaker 26 A lot of people did that and then they stopped getting trained by us because they made it. Now they're making money.

Speaker 26 Of course.

Speaker 1 If you're a smoker or dipper ready to make a change, you really only need one good reason.

Speaker 3 But with Zen nicotine pouches, you'll discover many good reasons.

Speaker 5 Zinn is America's number one nicotine pouch brand.

Speaker 6 Plus, Zin offers a robust rewards program.

Speaker 7 There are lots of options when it comes to nicotine satisfaction, but there's only one Zen.

Speaker 10 Check out zinn.com slash find to find Zinn at a store near you.

Speaker 9 Warning, this product contains nicotine. Nicotine is an addictive chemical.

Speaker 11 Hey, it's Parker Posey.

Speaker 12 How did I get here?

Speaker 13 I love improvisation when it comes to acting, but when it comes to a real-life plan, I stick to a script.

Speaker 14 Cue the music.

Speaker 16 Invest in your story with DIA, the only ETF that tracks the DAO from State Street.

Speaker 17 Getting there starts here.

Speaker 18 Before investing, consider the fund's investment objectives, risks, charges, and expenses.

Speaker 21 Visit state street.com/slash IM for a prospectus containing this and other information. Read it carefully.

Speaker 22 DIA is subject to risks similar to those of stocks.

Speaker 23 All ETFs are subject to risk, including possible loss of principal apps distributors inc distributor

Speaker 26 it so do you have a wash on the i already know these answers do you have a coach do you pay to play in bigger circles and to sit at bigger tables do you cut checks for a mentor do you cut checks to go spend a day or two with people

Speaker 26 yes i do um but i don't have a full ongoing mentor at the moment i'm looking for someone if you know one but that's my point yeah you're willing to do it i am because the same reason you're talking about when people leave you because they've made it yeah it's inevitable and here's why it's inevitable people can't hold themselves accountable correct they just can't it is impossible like if i have so i've spent roughly six figures on coaching in masterminds every year yeah even if i may look back at the year and say that coach wasn't perfect there's one or two things that i got from that person the tree is what it is right and so what i would tell any listener anyone watching this i don't care if it's bill myself whatever industry you're in like you need coaching and you need consistent coaching yeah because if it's good enough for someone like tom brady yeah tiger woods Michael Jordan, name the name, they all have them, they all have

Speaker 26 for their entire career, by the way, yeah, right, not for the six months that they want to start their business and they say, Bill, I'm a baller, I got this, yeah, yeah, like, all right, chief, well, see you in another six months, in six months, yeah, yeah, we see it all the time, unfortunately.

Speaker 26 Do you want to do we want to talk a little bit about the psychology of like going and getting the leads? What, you know, what is either your formula script to go find more prospects?

Speaker 26 Yeah, it's interesting because look, I think the industries that we all service now in 2024 are absolutely riddled with lack of

Speaker 26 trust. So the whole two-step book of call fun and stuff don't work anymore 2024.
I've always been of the opinion if I give you enough, you'll eventually want to come.

Speaker 26 So we open up the objection box and we cast the net pretty wide. We have ads running out and all that kind of shit because you just have to, if you want to scale pretty big.

Speaker 26 But it's not like, here's a four-minute minute video book call me our stuff is here's a four minute video how can i buy your trust i love that how can i earn your trust yeah how can i earn your loyalty how can i earn your respect here's a free group you'll make x amount just joining this free group when you're ready i'm here yeah

Speaker 26 that's how i built the business let's talk about the salesperson who is just starting what do they need to be focusing on well focus is their skill set more than anything okay and the second thing they need to focus on is themselves.

Speaker 26 Yeah. Yeah.

Speaker 26 What part of that is most important, right? So if I'm someone who can sell or wants to be a salesperson, because we make the most money. Salespeople make the most money.

Speaker 26 More often than not, they'll rival small business owners with the income there. Yeah, yeah.
Right. Yeah.

Speaker 26 Where do you suggest they start? Where do you think they should go? What should they be focusing on? I call it like an info diet. Yeah, yeah.

Speaker 26 Like what, like they got to get into your world, first of all. It's fucking free, which is insane, right? You're offering two to three calls a week for free.
Nothing, not a fucking dollar. Right.

Speaker 26 And so they needed to go there. So that's the first thing.
Yeah. What else? What else they need to be harnessing? What else do they need to be doing? Where can they go to harness that skill set?

Speaker 26 Besides obvious yourself, that's where they got to go to that group. It's a great question.
It's an excellent question.

Speaker 26 I grew up hard.

Speaker 26 So I have a very hard child, as you can see, like walking around

Speaker 26 and I can be very respectful, but I can also hold my own.

Speaker 26 And that's a great skill of mine, but it's taken me 31 years. I'm 30 now, 31, to learn and grow.

Speaker 26 The problem that I see with a lot of lower entry people coming into the industry, let's say they're under 25 years of age, they've no hard life. They have no hard things.
They haven't done anything.

Speaker 26 So sports, they haven't been rejected.

Speaker 26 They're not able to communicate because they've spent all their time on fucking, was it fortnight and shit like this? I guess.

Speaker 26 I'm too old.

Speaker 26 Yeah, so am I. But that's where they spend most of their time.
And then it's like it's all chat, chat, chat, chat, chat. And they lose the openness of communication.
Yeah.

Speaker 26 So

Speaker 26 I would definitely figure out a way how you can get punched on the dick every day, whether that's sports, whether that's MMA, whether that's the gym, whether that's going up to a girl in a coffee shop and getting rejected.

Speaker 26 You should be getting rejected everywhere you go as quickly as you can get it. Because if you want to be great in sales, you're going to have to get rejected.
So I have a

Speaker 26 friend who was just on this exact podcast. He said he just went through one of, for sure, the largest failures of his life.
He got in a lawsuit with the good old FTC. Oh, yeah.

Speaker 26 Good. And they'll get you.
Oh, yeah. And they got him.
Yeah.

Speaker 26 Now, he didn't lose like that, but ultimately you spend millions of dollars defending yourself and all this other stuff. I say that to say he mentioned something to me.

Speaker 26 He's like, you need to get these small micro failures.

Speaker 26 along the way. They humble you though.
So when you have a bigger, it is not life altering. You've just had had 10,000 paper cuts.

Speaker 26 So when you get cut by a knife, you're not like, well, my God, I just got cut. It's not the same thing.
Yeah, yeah. Right?

Speaker 26 So you're saying something in a very similar manner, just a different way of saying it is get these things through because then

Speaker 26 you become numb to them. This is standard operating procedure.
No means next. Let's keep going.
Not a big deal. Yeah.
Like I've faced rejection my entire life. Yeah.

Speaker 26 And I'm sure you have some solved questions. Of course.
Yeah.

Speaker 26 Like

Speaker 26 I've faced rejection everywhere.

Speaker 26 everywhere like my dad left when i was six years of age so that still hurts like yeah and then i played high-level sport you were constantly losing all the time when it's on the line spent four and a half years in military where you're constantly getting shouted out because there's a speck of fucking dust on your shoulder so let's say a sales guy wants to go create a business think they can no okay most people should never start the business because if you're making good money and you actually enjoy what you do, you should just keep doing that.

Speaker 26 There's this illusion that entrepreneurship is like the best thing ever. Entrepreneurship, as you all know, Justin, is I'm getting punched in the dick 90% of the time.
Oh, yeah. Yeah.

Speaker 26 So, like, if you're not able to face the rejection and you're just in it to make money, there's better ways to make money without any distress. Like being a salesperson.

Speaker 26 Like being a fucking great salesperson. Like, for Ireland's sake, I was sitting in an Uber on the way over here.
I'm on the blower, as we call it in the UK.

Speaker 26 You call it this little thing? Yeah, we call it a blower. Yeah.
That's

Speaker 26 English slang. Hockney slang, blood.

Speaker 26 I would take that slightly different over here, but whatever. Yeah, yeah.
Whatever. Well, it depends on what time of the night it is.
That's right. Yeah.
And

Speaker 26 I'm sitting in the back and I just have to let one of my guys go.

Speaker 26 And I look at the guy driving the Uber and I said, you know what? There's great peace of just driving this Uber. And at the end of the day, you do that and off you go.
Bro, you hit it.

Speaker 26 I tell my wife sometimes, I'm like, I just want to go be a bartender. Yeah.
Like, how much easier? No brains. No headaches.
Don't say that because my mother is a bartender. We have a pub in Ireland.

Speaker 26 She will see this and she'll be like, I like that just thing.

Speaker 26 That's it. He said that.

Speaker 26 I just, you know, no brains, no headaches, but then you just got to make a decision. So, again, when I do jump into my sales calls, I say things like this: like,

Speaker 26 like, make a decision what you want. You want a fucking awesome life, then you got to go get kicked in the dick, get, you know, fail a lot, heard no a lot.
Yeah. But then you can create awesome.

Speaker 26 If you just want average, then go fucking be awesome. That's fine.
I don't care. I'm not judging.
It's great though. But it's just, go be average.
And that's awesome. Like, average is great.
Yeah.

Speaker 26 But it's not it.

Speaker 26 So prospecting. So let me take a step back.
Let me think about my business. Yeah.
I have a coaching business. Yeah.
We do very well. We have a lot of prospects.

Speaker 26 Unlike you, I do actually pay for leads,

Speaker 26 which is fine, right?

Speaker 26 ROAS and return on investment, all that.

Speaker 26 I get irritated when I have all these leads sitting in my database and a sales guy says.

Speaker 26 There's no more leads. Bro, can we get, you know, better leads or can we get more leads? Yeah.
If you were managing my team, what would you say? And then do you want a job?

Speaker 26 I'll always take a job. It's perspective shift, like, isn't it? I would just ask the question.
I would ask this. I would ask something like this.
I would say, can I ask you, Mr.

Speaker 26 Salesman, do you think I'm intentionally trying to get you bad leads?

Speaker 26 Do you think I'm intentionally trying to not build this business? Do you think I'm intentionally trying to get the lowest of the barrel so you can punch your head into the wall?

Speaker 26 What do you think I'm doing? Do you think I'm trying to make this better for you? Do you think I'm trying to educate? Do you think I'm trying to get the best quality leads that we can possibly get?

Speaker 26 Do you think I put up my hand and I say, oh, I want all the bad days because I want my salespeople to suck?

Speaker 26 No. So I'm doing the best that I can.
If you want to pay for the leads and we can go half and half on it, by all means, we can operate like that too.

Speaker 26 But if we're going to be here, just have the respect to know that I'm trying to build this business to better your family's life.

Speaker 26 Is that unfair? Yes or no? It's totally fair. Now, would you say then dive into the fucking CRM and start calling? Yeah, absolutely.
Because that's where I get it. Like, guys, you got a,

Speaker 26 so how many calls do you make? Oh, I made eight calls today. You have 400 leads in your database.
Yeah, yeah. How did you make eight and tell me there's no good leads? Yeah, yeah.

Speaker 26 It's like it's a straight up, you're fired.

Speaker 26 Yeah. Like, what's your tolerance of it? Zero.
Yeah. Yeah.
Essential. Yeah.
If I put 400 a day into a CRM and you're telling me you're doing eight dials, like eight dials I put on the screen.

Speaker 26 That might be a lord. Exactly.
Yeah, but you get my point. Even if it's less than 100.
Yeah. How long does it take to put 100 dials on a dialer or auto dialer? Nothing.
Bum, boom, boom, boom, boom.

Speaker 26 Nothing.

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Speaker 26 three living dialer will get you a hundred calls an hour yeah it's just a lack of commitment and a lack of money determination well every salesperson wants a laydown right i mean i have a salesperson he he's great just like when they're not lay downs and he's got to nurture them and he's got to follow up with them and he

Speaker 26 i can build a landing page to fucking close lay downs that's not sales right that's you're a fucking warm body pressing the button dickhead

Speaker 26 i agree 100

Speaker 26 what is sales so for a good salesman to be great yeah for you to help someone reach that one percent in salesmanship yeah what does that look like it looks like you're self-sufficient i call them mavericks and they're like unicorns they're self-sufficient They know that you're doing the best.

Speaker 26 They're not going to complain. They're not going to ball.
They're not going to bitch.

Speaker 26 they know that they're going to make shit happen they own the leads as much as you do and they respect the leads as much as you do because they know that you're investing in the business and in them in a different way those are the people that will always win everywhere they go so how do you get someone sales guy comes to you how do you get them there how do you teach them to become that man or woman to be yeah the maverick there's a lot there's a lot that goes into it i've always felt the mavericks for me are always people that have had difficult lives in some capacity.

Speaker 26 Like I have a lady from, I think she's from Middle East or Middle Europe, sorry, chip off the old

Speaker 26 Russia block and they grew up hard. Like they grew up in a hard life.
She spent 20 years becoming a professional pianist.

Speaker 26 So you're telling me that she can't put time and effort into getting better at sales. So I look for those types of people.
Those types of people will always be excellent.

Speaker 26 So D1 college people, army people, policemen, you know, people that lost a lot of weight in their life, people that, you know, had a lot of trauma in their life.

Speaker 26 These are the right people for me because they got the right grid. Now, let's talk to the business owner as you're talking about this.
I'm thinking of me

Speaker 26 interviewing salespeople. Now, my manager does that, but let's talk to the smaller sale or business owner.
Yeah. You're interviewing salespeople.
What are you looking for? What are you asking?

Speaker 26 Yeah, great question. I'm asking, what have you done in your life that's been difficult that you've overcome? Yeah.
Well, I got to like level eight on Fortnite. But

Speaker 26 out of here, kid. Fortnite.
Yeah. All right, Don.
So you're all done. Just go past it.

Speaker 26 Someone says to me, like, yeah, like, I was the captain of, you know, our state team and, you know, we won state championships or whatever you guys call it. Sure.

Speaker 26 I know that kid has been through the ringer. Yeah.
I know that he's probably been shouted at by some fat fucking coach and he still didn't bite back and he earned the respect. Yeah.

Speaker 26 And, you know, he's built his name and he's built his standard and is, you know, living off that. You know, so that's what I look for.
I look for people like that.

Speaker 26 You know, so you're looking for, and by the way, I think the same is true.

Speaker 26 Like I also, rougher childhood athlete my whole life just all those things right yeah yeah but i do look for service people meaning firemen police officer military yeah i do look for people who have overcome that bigger thing like

Speaker 26 you know for me and i'm sure you're looking at the same the resume that has like win win win win win win i understand you want to paint a rosy picture as someone who's applying to a job i get that

Speaker 26 but that's what the interviews for yeah figure out where they lost what was the challenge how did they get there how did they graduate from fucking harvard right oh i worked you know five jobs and i paid my way through it well now we're talking now now you're showing me who you are that's right yeah that's but also the other side of it is like if you're a business owner and like you're a fucking weirdo and like you just you know hit some sort of marketing thing and it took off but you're actually a weird person

Speaker 26 like you're not the fair you're just not it either yeah because you'll go up and down because you won't be able to have the heart of it because you know i know business isn't doesn't do that no does this all the time you're winning you're losing you're winning you're losing and if you're not been able if you're not at the top leading because you got to lead yourself and you're not able to go through the hard times you can't expect the team to follow along doesn't work

Speaker 26 now let's just get back to the objection box the facebook group the school uh group um

Speaker 26 what would someone learn while being in there what are like the three five ten principles tactics

Speaker 26 what do they learn while being in these communities yeah so we'll obviously educate you on how to overcome the objections. Firstly, I actually give it away, Justin, to be quite honest with you.

Speaker 26 I give one, two, three ways of overcoming objections so you can know how it works and know what it does. For any industry, for any vertical.
Yeah.

Speaker 26 Anyway, we predominantly go in for products because it's just where we're at. Because

Speaker 26 here's the other thing, right? I'll tell you this. So we've coached it all.
HVAC, insurance, cars.

Speaker 26 fucking you name it i've done it yeah which is great cool those to me pat in the back great good billy boy Uh, but what I've seen with people is like,

Speaker 26 oh, this don't work in my industry, oh, this don't work over here, or this don't work over here.

Speaker 26 So, then I look at them like, so is that your reason and the excuse for you only putting four errors in when everyone else is putting 14?

Speaker 26 Totally understand that, and then it's like, well, but once I hear the butt, I know I win. Yeah, so we just kind of stayed away from going too far wide.
Okay. Um,

Speaker 26 so that would be the big thing is like, we will show you how to handle the objection. So think about it, partner on money, fear, logistics.
I will show you how to do that.

Speaker 26 I have a YouTube channel that we kind of throw some stuff on. It's not massive.
But a big vertical for us is the Facebook group, the school group now is in the top 100.

Speaker 26 Name those five again because you say them so fast and you have your accent.

Speaker 26 I want people to write that shit down. There's only five.
There's only five objections in the market. Let's think about it.

Speaker 26 Partner, which are the first two smoke screens, which aren't actually the objection. Then it goes to money.
When it goes to money, it splinters into money, fear, or money, logistics. Yeah, I agree.

Speaker 26 And there's four fears and stuff like that.

Speaker 26 What would you consider logistics? Just to define that for some people. Logistics will be, yeah, I want to do it, but my wife has the car gone to the shop.
Okay.

Speaker 26 Or, yeah, I want to do it, but I want to do it next week when I come back from Miami. Yeah, I just got a business loan, but it doesn't hit until next week.
Yeah. That's logistics.
Got it.

Speaker 26 That's like, I want to do it. I'm telling you all the right stuff.
But if you don't know how to cipher through that, you don't know how to have your bullshit radar on.

Speaker 26 So bust it up. Let's just say you believe the person.
Yeah. Because

Speaker 26 there's real life logistics. There's no doubt.
Absolutely.

Speaker 26 What does a salesperson do? Get a deposit? I don't like that word either. We get a down payment.
I like it. Yeah.

Speaker 26 But it's also how the person says it. It's also their body language because we read body language.
It's also

Speaker 26 where they're looking when they're talking. Are they looking at the floor? Are they looking at the ground? Are they looking around? Do you do zoom calls? Yeah.

Speaker 26 So all sales calls calls should be held over zoom everything should be on a zoom yeah it's the best thing to nearly it's the best thing besides in person did that change because of covid yeah

Speaker 26 i'd agree yeah and it's actually better as well yeah and i agree yeah

Speaker 26 um

Speaker 26 you know the the thing i used to teach uh belly to belly is the best i think covet it gave us all a blessing it sounds like your business started through covet correct my my life would be absolutely nowhere near where it's at today until covet covet's the best thing that ever happened in my life.

Speaker 26 It's terrible, isn't it? I can't say it's that, but I would say it has me personally. Yeah.
You a different experience. Yeah, you have your COVID experience, but my COVID experience changed my family.

Speaker 26 It's up there. I mean, the reality is it changed my entire real estate business.
It brought my whole real estate business virtual. I no longer have an office.

Speaker 26 Well, I technically do, but I no longer have the team in the office. They don't have to go belly to belly with the homeowners.
Yeah, yeah. Everything's virtual.

Speaker 26 It brought my coaching business virtual. I didn't have to run events.
We had to figure out Zoom calls over the phone. And we had to figure all that out, which helped scale, right?

Speaker 26 Because if you are going belly to belly, if you are holding events, but you're, you have a captive audience, there's no, you can't scale that. No, right?

Speaker 26 Like, yeah, you could have a thousand-person event, but it is a two-day event. Grant's holding his right now.
Yeah, yeah.

Speaker 26 But those are the only people that are in there to be able to watch that event. Yeah, correct.

Speaker 26 And so I think COVID gave us a blessing that I think a lot of people need to understand.

Speaker 26 It did.

Speaker 26 It gave us an experience, and it was up to each individual to figure out what that experience meant for them. That's right.

Speaker 26 I know a lot of people took stimulus checks and did fuck all with their life. And now we're still in the same position.
They're at the bar drinking a. What kind of beer do you guys drink over there?

Speaker 26 Well, is it alcohol? Let me know, because if it is, we'll drink it.

Speaker 26 We're big innocents. We're big inners.
We feel whiskey is another big one. I want to go to Ireland.
Here's a fun fact. I don't mean to bogard this, but my whole life I was raised, I was Irish.

Speaker 26 Oh, yeah.

Speaker 26 Yeah, I was just about to say the red beard i didn't want to say it but yeah i go do this my mom passes oh she was the irish side okay i have no other lineage to get to there so i go all right let's see how much iron how much am i i do that little spit in a bottle 123 me

Speaker 26 i would say more i'm british not irish oh awful terrible

Speaker 26 i can't make this up my whole life

Speaker 26 i thought i was

Speaker 26 an irish dude fucking st. Patty's Day.

Speaker 26 You know what I mean? My whole life.

Speaker 26 And the thing about that is, again, if you are so bought into your culture and your history, you better fucking know it's right because

Speaker 26 it's life-altering. Like, I was like, it was more fun for me, right? The St.
Patty's and the Irish. That's more fun.
I was never like, I've never been to Ireland.

Speaker 26 But there's people who are like, you know, name the culture and they're like, I am this, and it is traditional. And

Speaker 26 you take that test and it says, oh, you're actually.

Speaker 26 Oh, that's brutal. England is good to me, too.
I want like England. I live in England.
My two girls are, they speak with an English accent.

Speaker 26 I know they're Irish, but yeah, English is a great country too. Yeah.
We all have our problems. Every country has their problems.
Sure. And every person has their problems.

Speaker 26 But it's what are we doing with it? That's the difference. It's the same thing with COVID.
Like everyone had the same COVID. Right.
Your COVID wasn't any different than mine. No.

Speaker 26 But you and I built something through that where everyone else took the similar check and had coronas in the fucking pool. Yeah, I was,

Speaker 26 I went to Tulum, got COVID, came back with a six-month-old baby. Oh, shit.
That was not ideal. That was riff.
My wife was not exactly. Did you find the baby in Tulum? No, no, no.

Speaker 26 I guess I said it wrong. I had the baby, went to Tulum, came back with COVID.
My wife is not excited to say the least. Me neither.
Yeah. But it is what it is.
You know what I mean? Like, that's life.

Speaker 26 Like, everyone will have the same experience, the same problems, the same issues, the same concerns. So what do you do?

Speaker 26 What do you tell someone to do? Someone says, oh, but me. Oh, but, oh, but.
What do you say to that person? But it's going to be oh, but. Like, how long has it been oh, but for? Yeah.
Yeah.

Speaker 26 Like, you're overweight for 40 years.

Speaker 26 Do you want to die overweight? Yep.

Speaker 26 Just like, I'm not, I can't help you change if you're not willing to change. It makes no sense and it's not worth it.
Do you think you follow up someone until they tell you F you? Yeah. Okay.

Speaker 26 It's yes, no, fuck you, or hang up. That's the model.
That's it. And you follow up to one of those four happen.

Speaker 26 I'd rather they happened. I'd rather you say no to my favorite.
Fast. Yeah.
Right? Because now you're numb and you're moving on. Yeah, gone.
Wasted. Boom.
Yep.

Speaker 26 because i don't want to give them more entity this is why i got really good at objections just to fyi because i got so fucking good at objections because i didn't want to follow up with people because i didn't want to work the system meaning that i didn't want to learn how to you know type in this and reminder over here and this that i'm a fucking pencil and pen guy me too

Speaker 26 piece of paper give me a system on google sheets of bladder bladdy blah or close.io that my team use i'm like

Speaker 26 this so that's why i got so good at objections because I didn't want to go follow up with anyone. I think all salespeople,

Speaker 26 all good salespeople are more like us.

Speaker 26 We just want to blow and go. Get me in front of another person.
Let's just go. Like, I don't want to put in notes.
I don't want to deal with, like, literally, I just have a pen.

Speaker 26 Like, I don't, like, I'll use my phone if I'm like caught in a random no pen area. Yeah.
But I think the best salespeople, they don't, you know.

Speaker 26 It's funny, actually.

Speaker 26 I'll tell you this.

Speaker 26 When I used to work for my company that we kind of set off in sales with, they actually hired people to do the shit for me so it was just like he's going to put the ball in the back of the net we're going to have vas that are going to run everything else for me i just did that for my top sales guy right now just do it because i was so tired of him being so good but not doing the system i was sick of it and i said fine that's six dollars will make it six thousand every time he's on the call and then whatever it might be yeah so that's what bro i'm so happy you came all the way to miami just to see me it was that's the only thing it was perfect yeah i'm actually gonna shave my head as well next time i come that's right we could be brothers for sure we're probably but now i know that that our English definitely not.

Speaker 26 That's right. Guys, I appreciate you guys.
Make sure you go follow Bill Walsh.

Speaker 26 Go to Objection Box Community on Facebook and school. Thank you for joining the Entrepreneur DNA.
We're out. Peace.

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