Du MUSST kalte Leads abschließen können! (Verkaufsprozess)

The important thing is that your sales process works in such a way that you can close any cold lead, and not just rely on having done the best, most intense marketing so that someone just comes along and you take their order. This means that if you have a sales process, you must be able to close someone who doesn't know you at all. So , when I went to local events back in '17, '18, where we were completely unknown—yes, absolutely no marketing of any kind, there were no books or anything else—I sold our programs for five-figure sums to people who didn't even know me. Simply because I briefly told them my "hero's journey," showed them how I could help them, and perhaps provided a bit of input here and there in terms of advice so that they realized, "wow, that's amazing," and then I simply pitched them and said: " Come on, what do you think? Shall we do this now?" And they bought it, too. This means you must always be able to convert a cold lead. If you can only close warm leads, then you're just a, I don't know, a mediocre salesperson, simply because you can only close people who are practically already coming to you and are effectively convinced, or where just a little bit of persuasion is missing and you pick them up. You should always be able to convince a completely cold, ice-cold lead who doesn't know who you are when you're sitting with them. Imagine you're on a plane, someone is sitting next to you, asks you what you do, right? From their audience, and at the end of the flight, which lasts an hour, they say: "Yeah, awesome, I want to buy it." Just because they are sitting next to you. They didn't know you existed beforehand. If you can do that, then that's awesome. If you can't do that, then that's sub-optimal. Yes, you basically have to be able to pull that off. And it works, too, as long as you just follow the process, right? Greeting, analysis phase, then your own storytelling, some consulting, pitch, done. It's actually quite easy. That was your question: how much is objection handling really? Objection handling basically always compensates for what wasn't ideal beforehand, so to speak. It has two aspects, after all. First, not ideal in terms of what you're saying, right? For example, if you're not convincing in your consultation and you say, "Come on, let's do this." Then the person says, " Yeah, I don't know, doesn't sound that amazing to me." Then you have to handle the objection, find out what they don't believe about your method or strategy, handle it, and then they buy. That's one level, where you've failed somewhere or you come across as totally unprofessional, and you have to compensate because you didn't provide anything credible in the previous part and your storytelling didn't help. There's also a second aspect that objection handling compensates for. It has nothing to do with your story. Yes, objection handling compensates when the lead doesn't quite fit 100%. For example, they don't have the money in the right bank account right now, need to transfer it to another account, and would buy immediately after. That has nothing to do with how your consultation went. It has nothing to do with how your analysis phase was. It has nothing to do with how your storytelling is, it's simply: The lead is practically qualified, but not 100%, because they're thinking, "Damn, I have to transfer this immediately, but I can't, I have to move it from one account to another and then I could pay , or I still need to sell some stocks or something, and then I can buy right away." And you have to handle that in the objection handling as well. As I said, you can do as much marketing as you want. You can do the most amazing marketing so that everyone says, "Wow, I want to buy right now." But if they have a personal issue in their head, e.g., I can't start now because I'm on vacation for two weeks, but I could start in three weeks, then you can't handle that with the previous part. You could say, yeah, you can start with us at a later date, right? You could say that upfront, but does it really make sense to tell everyone? No, it only makes sense for the person who is talking to you right now and has that time restriction. So objection handling is basically always necessary. You'll always have people who have some objection, because the objection can also be complete nonsense, like, oh crap, I can only start on October 1st and not September 15th. Timing-wise, it just isn't possible otherwise. But you could still finish it.