Richard Brooke: Listening Through Objections


Listening through objections is the Tai Chi approach to dealing with people’s questions and concerns. It is void of arguments, and as such avoids making prospects feel wrong or stupid. Your commitment is to hear, understand and actually feel what the prospect feels before the issue is addressed.

Rule 1: Honor, but don’t believe the objection. Actual spoken objections are rarely true, even for the prospect. They are the first line of defense conjured up to express a fear or concern.

Rule 2: Embrace objections. Yes, fall in love with them. Remember, addressing them successfully is exactly what you get paid for. No objection … no sales people. If objections create anger, frustration or fear on your part, you become unattractive. Learn to love to hear them. Become warmer, calmer and more confident as you hear them. Be more attractive.

Rule 3: Define the objection. (What exactly do they mean by it?)

Not enough time. How much time do you imagine it will take? Not enough capital. How much money do you imagine it will take? It won’t work. What experiences do you have that leads you to that concern? It’s a pyramid. What do you mean by that? I can’t sell. What do you mean by selling?

Rule 4: Embellish the objection. Yes, embellish it. Help them state their objection even more clearly and more passionately. Seek to understand and let them know that … You Got It!

Rule 5: Purge the objection. Under every spoken objection is a fear or a concern. Listen and feel for it. Address it in your embellishments. Keep embellishing until … they shift, they laugh, they physically move, they lighten up, they get off it! Remember: The objection is rarely true, even for them. Everybody can make time by prioritizing. Most people can get money for something they really want. Everybody sells things they believe in. Prospects want to be heard! Listen to their concerns, feel their fears, understand them, respect them, honor them, and then … address them so powerfully that they will be willing to check out whatever you are so excited about!

Rule 6: Ask permission to address it. “If you could prove to yourself how you could succeed in our business, and avoid that concern, fear or circumstance, would you take a brief look?”

Rule 7: Address it. And do so with candor; With power, with facts, with examples; With success stories, with support materials; With promises you intend to keep; With help from your upline; With whatever it takes to do it convincingly and with integrity.

“But each ear is listening to its hearing, so none hear.” – W. H. Auden

Step by Step:

  • Them (objection): “I don’t have time.”
  • You (embrace it): Gently smile and relax.
  • You (define it): “How much time?”
  • Them (answer): “Any time, I’m swamped.”
  • You (embellish):“What I’m hearing is that you are already overwhelmed and don’t need any more projects.”
  • Them (purge): “Yes, I believe you got it.”
  • You (ask): “If you could prove to yourself that this could fit into your schedule and help you earn enough for that much needed vacation, would you at least take a brief look?”
  • Them (answer): “Well, of course.”
  • You (address it): “What if you traded your TV time for an extra $2,000 a month?”

If you need more information from them before addressing it, ask away. You’ll probably only get one chance to make your case, so make it as thorough as possible. Them (answer): “Where do I sign?”

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– Richard