Handle Objections With Confidence

Key Points:

0:00 – Abbreviated Close Begins
John opens by walking through an abbreviated close for a Tax Minimizer example with Michael Garrett.

0:23 – Get the Prospect Saying Yes
John explains that getting the prospect to say yes along the way helps keep them in a positive mindset.

0:45 – Connect Profit to Their Goals
The close includes asking what the additional profit would allow the business owner to do that they are not currently doing.

1:05 – Structured Process, Not Guesswork
John frames the recommendation as a structured process based on what was uncovered in the assessment.

1:12 – Implementation Timeline
He moves to the implementation timeline and explains the year-long process.

1:41 – Start With MDP
In the example, the prospect’s biggest issue is differentiation, so John recommends starting with Market Dominating Position.

2:05 – 12-Month System Install
John explains that installing all 12 systems will take about a year, with roughly one month per strategy.

2:33 – Detailed Implementation Steps
Each strategy includes implementation steps, video tutorials, and workbooks.

3:11 – Commitment Question
John asks whether the prospect can commit two to three hours of work between meetings.

3:30 – If They Cannot Commit
If they cannot commit two to three hours, the coach can slow down the project and extend the timeline.

4:16 – Move to ROI After Yes
Once the prospect agrees to the time commitment, the coach moves to the ROI page and keeps the close moving.

4:30 – Present the Fee
John models presenting a $1,000 setup fee and $2,000 recurring monthly payment.

5:00 – ROI Frame
He frames the investment as producing at least a 350% or 3.5x return.

5:30 – Payment Link and Next Steps
If the prospect agrees, the coach sends the payment link, schedules the planning meeting, sends the contract, and sets up the recurring payment.

5:55 – Initial Payment Question
Ty asks whether Wally’s presentation combined the initial payment and first month into one payment.

6:08 – Use Your Own Method
John explains that he is showing his method, but each coach needs to develop their own method.

6:30 – Proven Objection Process Introduced
John introduces the proven process for handling questions and objections.

6:50 – Step One: Listen Fully
The first step is to listen fully without interrupting.

7:24 – Step Two: Paraphrase and Acknowledge
The coach must paraphrase what they heard and acknowledge the concern.

7:42 – People Buy When They Feel Understood
John references the idea that people buy because they believe you understand them.

8:20 – Step Three: Clarifying Question
After acknowledging the concern, the coach asks a clarifying question to understand what is really holding them back.

8:45 – Step Four: Reframe
The coach then reframes the concern with a thoughtful, logical perspective.

9:26 – Objection Process Works in Life Too
John explains that listening, paraphrasing, and responding with empathy improves more than sales conversations.

10:12 – Cost Objection Example
John gives the example objection: “I can’t afford coaching right now. My business simply doesn’t have the budget.”

10:23 – Acknowledge the Financial Commitment
The coach starts by acknowledging that coaching feels like a major financial commitment.

10:45 – Clarify the Real Concern
The coach asks whether the concern is strictly cost or whether other factors are also involved.

11:12 – Reframe With ROI
The coach reframes the investment against the additional net profit found in the assessment.

11:30 – Fair Trade-Off Question
John recommends asking, “Do you feel that’s a fair trade-off for the return?”

12:00 – Consistency Matters
Because the prospect has already agreed with the opportunity throughout the assessment, they are more likely to stay consistent.

12:45 – Use a Guarantee if Needed
If hesitation remains, the coach can introduce a safety net or risk reversal.

13:00 – 90-Day Measurable Progress Guarantee
One example is continuing to work at no additional cost if the client does not see measurable progress toward the projected profit within 90 days.

13:30 – Downsell or $97 Test Drive
If the guarantee does not solve the concern, the coach can offer the $97 test drive from BJ’s Get Your First Three Clients training.

13:48 – 30-Day Test Drive Offer
John models offering 30 days of coaching for free, with $97 paid upfront to cover software costs.

14:20 – Focus the Test Drive on MDP
In the example, the first 30 days would focus on Market Dominating Position so the prospect still walks away with something valuable.

15:30 – Role Play Begins
John asks for volunteers to practice handling objections using the proven process.

17:43 – Michael Role Play: Prior Coach Felt Like a Scam
Michael presents the offer, and John objects by saying he had a bad past experience with a coach and is skeptical.

18:44 – Match the Actual Objection
John pauses the role play and explains that the concern was not cost. It was trust and belief because of a previous coaching experience.

19:30 – Paraphrase the Trust Concern
Michael practices paraphrasing that the prospect felt burned by a previous coach.

20:36 – Add a Clarifying Question
John reminds him to ask whether skepticism and lack of trust are the only things holding the prospect back before reframing.

21:21 – Scott Role Play: Timing Objection
Scott role-plays a close, and John objects that it is a rough season and asks to delay six to eight months.

23:28 – Reframe Cost of Waiting
Scott points out that waiting six months could cost the business tens of thousands in lost opportunity.

23:54 – Say “You,” Not “Us”
John suggests saying the delay will cost the prospect, not “us.”

24:10 – Ty Connects to Landscaping Prospect
Ty says this response would have helped with his lawn and landscape prospect who wanted to wait until November.

24:30 – Spouse Objection
The group shifts into the common “I need to check with my wife” objection.

24:45 – Preempt Spouse Objection
Scott shares that he asks upfront whether the person is the sole decision maker.

25:30 – If Spouse Comes Up Later
If they still say they need to check with a spouse, Scott would ask what they think the spouse would say if they were on the call.

26:04 – Ask About Decision Makers Before PAS
John recommends asking before booking the PAS whether anyone else needs to be involved in the decision-making process.

26:45 – Get Both Decision Makers Present
Ty adds that if the spouse is a decision maker, it is often not worth presenting unless both are there.

27:30 – Call the Spouse Live
Ty says one option is to ask if they can call the spouse right then and walk through it together.

28:07 – Leon Role Play: I Can Do This Myself With Claude
Leon role-plays the close, and John says he is resourceful and believes he can do it himself with Claude.

29:00 – Reframe AI as More Work
Leon reframes by asking whether Claude will add one more thing to the owner’s plate or whether they need help building and implementing the strategy.

29:46 – Delegation and Accountability
Leon points out that the hardest thing for a business owner to do is delegate with confidence.

30:33 – AI Does Not Provide Accountability
John adds that Claude does not provide accountability, guidance, direction, or a coach who will challenge the owner.

31:29 – AI Will Not Call Out Bad Thinking
Leon adds that AI may flatter the business owner, while the coach can tell the truth.

32:39 – Ty Role Play: Cost Objection
Ty role-plays presenting a $1,000 upfront investment and $2,500 monthly recurring payment.

33:30 – Cost Is the Main Concern
John objects that the money is not readily available right now.

34:00 – Ty Clarifies Concern
Ty asks whether money is the only concern or whether there are other questions.

34:38 – Ty Offers the $97 First Step
Ty offers the first month of coaching free, with the prospect only covering the $97 software cost.

35:28 – Payment Notification Mentioned
John notes that LeadConnector can make a cash register sound when the payment comes through.

36:03 – Adam Role Play: How Do I Know This Will Work?
Adam begins a role play focused on getting agreement around what the prospect liked and the desired stress reduction.

38:00 – Guarantee Response
When John asks how he knows it will work, Adam explains the guarantee: if both parties do the work and the client does not earn back what they paid, he will keep working for free until they do.

39:21 – Adam’s Response Praised
John says Adam’s guarantee response was strong.

41:55 – Software Screen Share
John shares his PAS dashboard to show several newer resources.

42:00 – Customizing Products and Offerings
He points to the training for naming, pricing, and articulating coaching products and offers.

43:14 – How to Update Products
Coaches can update product names themselves, join office hours, or send a document to support.

43:34 – Sales Excellence Training
John shows the Sales Excellence training, which teaches a more natural sales process and will soon include objection training.

44:23 – Launch Factory Preview
John previews the Launch Factory, also called the non-franchise franchise, for helping people start a business without buying a franchise.

45:04 – Launch Factory Recurring Revenue
He explains that coaches can keep 40% of the recurring revenue and later become the logical coach to help the owner grow the business.

45:36 – Exit Acceleration Preview
John explains Exit Acceleration, which will support business owners preparing to sell or exit.

45:49 – Business Acceleration OS
The broader system will be renamed Business Acceleration OS with the tagline Start, Grow, Exit.

46:10 – Sellable Business Problem
John says many business owners preparing to exit do not have a sellable business.

46:46 – New Coach Appreciation
A newer coach thanks John for pointing out the training on customized packages and pricing.

48:17 – Get Your First Three Clients Framework
John says BJ’s Thursday call and Get Your First Three Clients framework have caused him to redo his entire lead generation system.

48:52 – Annual Payment Discount Question
Andrew asks whether anyone has offered two months free if a client pays annually upfront.

49:18 – Annual Prepay Example
John says he uses annual prepay pricing for the Business Academy and financial training, saving the client money upfront.

50:42 – Guarantee Question
Catherine asks for more specifics on guarantees.

51:14 – Double Your Investment Guarantee
John’s base guarantee: if the client does not at least double their investment in additional net profit in the first year, he keeps working for free until they do.

52:02 – 90-Day Progress Guarantee
The 90-day version is based on seeing measurable progress toward the projected additional profit.

52:42 – Define Measurable Progress
The group notes that measurable progress should be clearly defined.

53:06 – Satisfaction Guarantee Mentioned
Some coaches offer a satisfaction guarantee, though the group discusses the challenge of defining satisfaction.

54:41 – Quarterly Review and P&L Tracking
The group talks about using quarterly meetings and P&Ls to evaluate progress.

55:19 – Client Not Doing the Work
Catherine shares an example of a free client not completing assigned tasks.

56:20 – Require Monthly P&L
John says he requires a monthly P&L from the accountant.

56:43 – Define Doing the Work
Doing the work includes completing worksheets and submitting them before the coaching session.

57:21 – Use P&L as the Scoreboard
John says to define upfront that the monthly P&L is the scoreboard for tracking progress.

57:45 – Compare Year Over Year
Rick suggests using prior years of financial data to set a baseline and compare seasonal changes.

58:17 – Closing
John closes the call and thanks everyone for contributing.

Five Key Takeaways

• The close should connect the assessment opportunity to the implementation plan, time commitment, investment, and ROI.
• Objections should be handled with a proven sequence: listen, paraphrase, clarify, and reframe.
• Cost objections should be reframed around return, not defended emotionally.
• The $97 test drive can be used when the prospect needs a lower-risk way to start.
• Guarantees need clear tracking, including defined work requirements and monthly P&L review.

Notable Quotes

“Get them to say yes as many times as possible.”

“This is a structured process. It’s not guesswork.”

“Is that something you can commit to?”

“You’ve got to come up with your own method.”

“People don’t buy because they understand you. They buy because they believe you understand them.”

“Do you feel that’s a fair trade-off for the return?”

“Why don’t you test drive me for free for 30 days?”

“The hardest thing for a business owner to do is delegate with confidence.”

“Claude doesn’t provide accountability.”

“We’re going to use your monthly P&L as the scoreboard.”

Action Steps from the Call

1. Practice the abbreviated close after the PAS assessment.
2. Ask the prospect what the added profit would allow them to do.
3. Show the implementation timeline.
4. Explain that installing the full system usually takes about a year.
5. Start with the strategy that addresses the greatest challenge.
6. Explain that each strategy includes implementation steps, tutorials, and workbooks.
7. Ask whether the prospect can commit two to three hours per week.
8. Slow the project down if they cannot commit that time.
9. Move to the ROI page once you have agreement.
10. Present the initial setup fee.
11. Present the recurring monthly payment.
12. Frame the investment against projected return.
13. Send the payment link while still on the call.
14. Explain what happens after payment.
15. Send the contract.
16. Set up the recurring payment before the initial planning meeting.
17. Listen fully to objections without interrupting.
18. Paraphrase and acknowledge what the prospect said.
19. Ask a clarifying question before reframing.
20. Reframe with logic and the prospect’s own goals.
21. Use the “fair trade-off for the return” question.
22. Use a guarantee when appropriate.
23. Offer the $97 test drive when the prospect needs a lower-risk entry point.
24. Ask about decision makers before booking the PAS.
25. Get the spouse or partner on the call when needed.
26. Reframe timing objections around the cost of waiting.
27. Reframe AI objections around accountability and implementation.
28. Customize your products and offerings in PAS.
29. Review the Sales Excellence training.
30. Explore the Get Your First Three Clients framework.
31. Define your guarantee clearly.
32. Require monthly P&Ls for clients.
33. Define “doing the work” as completing worksheets and submitting them before coaching calls.
34. Use the P&L as the scoreboard.
35. Use prior year financials to set a fair baseline.

Resources & Tools Mentioned

• Workshop Wednesday
• Profit Acceleration Software / PAS
• Tax Minimizer Example
• ROI Page
• Implementation Timeline
• Initial Planning Meeting
• Quarterly Review
• Market Dominating Position / MDP
• Video Tutorials
• Workbooks
• Contract
• Payment Link
• LeadConnector
• HighLevel
• $97 Test Drive
• Get Your First Three Clients
• BJ O’Neill Training
• Claude
• Customizing Products and Offerings Training
• Business Academy
• Financial Training
• Sales Excellence Training
• Launch Factory
• Non-Franchise Franchise
• Exit Acceleration
• Business Acceleration OS
• Start, Grow, Exit
• Launch Acceleration Expert
• Profit Acceleration Expert
• Exit Acceleration Expert
• Monthly P&L
• Worksheets
• Office Hours
• Support at Focus.com