Writing Value Propositions That Address Objections

Your prospects are lying to you. Not about budget.... About what's really stopping them from buying. Most sellers spend 90% of their time convincing people why they SHOULD buy. But completely ignore why they WON'T. It's like Eminem in 8 Mile. Remember that final battle? He called out every single reason someone could use against him. Took away their ammo. Left them speechless. That's exactly what you should be doing in sales. The Unspoken Objections (The Real Reasons People Don't Buy): Fear - "What if this doesn't work and I look stupid?" - what do you think your prospects are afraid of with your product, get ahead of it. Pain of Change - "Learning something new sounds exhausting" - how hard do your prospects believe the change process will be? Uncertainty - "I don't trust that this will actually deliver" - Have they ever done something like this before? Past Experience - "We tried something like this before..." Ego/Commitment - "Admitting we need help means I've failed" Being Wrong - "What if I pick the wrong solution?" Things are OK - "We're not dying, so why rock the boat?" Lack of Understanding - "I don't even know what this does" Most reps pray these never come up. Winners address them before they're even thought. The 8 Mile Approach to Selling: Instead of: "Our product increases productivity by 47%" Try: "I know you're probably thinking 'another tool to learn' - here's why this one's different..." Instead of: "We have 500 happy customers" Try: "You've probably been burned by vendors before. Here's what we do differently..." Instead of: Hoping they don't bring up price Try: "Yes, we're expensive. Here's why companies still choose us..." When you proactively address the unspoken objections: 1. You build massive trust (they think "wow, they get it") 2. You control the narrative 3. You eliminate their escape routes 4. You sound like a peer, not a pitcher The uncomfortable truth? People don't buy because of what you tell them. They don't buy because of what they tell themselves. And if you're not addressing what they're telling themselves, you're just another rep making noise. Stop selling features. Start dismantling fears. Your close rate will thank you. Sit down. Map these out in the messaging process (this applies to outbound just as much as it does demos) Get to work. Now everybody from the 313...

The secret to creating a compelling VSL is answering the EXACT questions people ask on sales calls in descending order of how often they get asked. Here’s what I mean… The questions you keep getting asked aren't just random thoughts from your prospect. They're the essence of what questioned they necessitate an answer for before executing a purchasing decision. They're the barriers, the uncertainties, the "yeah, let me think about it." and all the other shit that prevents them from pulling the trigger. If you address those questions/objections head-on in your VSL, you're making your sales process SIGNIFICANTLY easier. Think about it. If you can preemptively answer a potential client's burning question before they even ask it… You’re able to get on sales calls with prospects who are already 50% closed, you just need to show them how you can help them. Here’s literally all you need to do… 1) Gather All Questions: Start by collecting every single question you've ever been asked by potential clients. No question is too big or too small. Just collect them all. If you don’t have sales call recordings, you’re going to have to start collecting them. 2) Tally Them Up: This is where patterns start to emerge. Put a tally mark next to each question every time it's repeated. Some questions will have more tallies than others. That's what you’re looking for 3) Order Them: Now, list those questions in descending order, starting with the most frequently asked question at the top. 4) Craft Your VSL Around The ?’s: Start your VSL by addressing the most common question. Don't just give a surface-level answer; dive deep. Explain the why and the how. Once you've thoroughly tackled that, move on to the next question. Rinse and repeat. By an immutable law of mathematics, if you list the questions in descending order of how frequently they're asked, they will BY DEFINITION, at scale, be the EXACT order by which a logical human mind conducts discovery. So not only are you answering questions people actually have. You're answering them in the exact sequence their mind defaults to asking. It's pretty simple. By the time you're done, your VSL isn't just a sales pitch… It's a tailored response to the most pressing concerns of your potential clients. It flows logically, addressing one concern after another, in the exact order that they'd naturally pop up in the viewer's mind. It's like having a conversation where you're always one step ahead, anticipating their next thought. THAT is what you want in a VSL.

Prospects are skeptical of sales messages that sound too good to be true. Here’s an example: “We drop student loan payments to $0, but only if your payment is over $150.” Prospects secretly think, What’s the catch? Here are the objections you never hear: 1. Fees Included: The $150 payment cap may include service or administrative fees, leaving less money going toward the principal. 2. Deferred Costs: Payments reduced to $0 now could mean higher payments or a balloon payment later. 3. Potential Trade-offs: Borrowers may forfeit certain benefits (e.g., forgiveness programs) if they switch to this program. What are salespeople to do? Proactively address the objections. Like this: “We drop your student loan payments to $0 if your payment is over $150. This includes all fees. Interest does not accrue. There’s no balloon payment. If you’re pursuing forgiveness, this won’t affect your eligibility.” The lesson? Calling out negatives defuses negatives.