This right here? This is an extremely expensive mistake. Not knowing how to kill an objection. I have bled over this. I have died over this. I have lost a fortune over this. I've watched people do it. I just don't want you to do the same thing. If you learn, if you master this, you're going to have a happier life.

This is what I do. I do this almost every time. Every single time. My pattern is this. Why? Because it works. I need a cool name for it. I think I just call it Objections/Align/Advance: How to overcome a customer's objections and advance the sale.

Align

So, as soon as they throw something out at me, I just agree with the customer. We had it when we were doing our close over there. They're like, "Oh, the panels are ugly." I'm like, "I know. When we started out, they were blue. Nobody liked it." And then I started weaving, started telling them, "It used to take a whole football field of solar panels to power a toaster." Because he thought the tech wasn't there, I said, "Yeah, it used to take a whole football field of power toaster."

Change

And I'm like, "And it got better. So we went from blue panels, then we went to black with white under it. Nobody really liked it and then we went to all black and people liked it. But the tech's gotten so good that I can put it up on your roof and just forget about it for 50 years. It comes with a 25 year warranty now.”

So anytime somebody says, “Yeah, I'm waiting for newer tech.” I'm like, “Well, it's kind of hard to get a lot of advances on that because the purity of the material going into solar panels now is 99 .9999 % pure. Like, I don't know how to make it more perfect. But until we can figure out how to make it more perfect than perfect, like I don't know how to wring more out of it.” And so then they're like, “Yeah.” I'm like, “You just put it up there and forget about it for 50 years. You won't need to touch it.”

Trial Close

What I do is I align, then I go in here and I say, “Things changed because...” After we do that, I do a trial and close. “Does that make sense? Does that sound fair?” Then, as soon as they're like, “Yeah, I get it,” then I do a forward.

Advance Sale

So somebody says, "Battery technology isn't there." I'm like, "Dude, I hear that a lot. A lot of people say that. In fact, tons of solar companies say that. You know why?" "Why?" “That's because on a complexity scale, a solar installation is like a three. However, installing batteries is like an eight. They don't know how to do it, therefore they tell everybody that the tech's not there. I've got batteries on my house. I have five of them. The tech's there, my house basically operates off the grid.” They're like, "Really?" I'm like, "Oh yeah. I bought it for security.” Then I tell them a story about why I did it. And then they're like, "Oh, I get it." Then I tell them about SESD and say "I don't want that power outage."

SESD told me this story. Legitimately, I use this all the time. If SESD has to go into the open market and buy expensive power and go bankrupt or choose to give you brownouts and blackouts, they're going to give you brownouts and blackouts. They're not going to go bankrupt to give you power. They're going to float brownouts and blackouts. It was never on the table. It's on the table now. They don't have enough power and then we're just going to keep building houses. And I said, “Because I don't want that, I decided to get batteries and got security. The useful life of these things is like 20 years and they're like, “Really?” I'm like, “Yeah, it's not like a lead acid battery in your car where in three years it's junk. These are lithium ion batteries. They come with a 10 year warranty. If you're not cycling it up and down 1 .6 times a day, you can take them out to 20 years.” Then they're like, “Oh, nice.” “Does that make sense?” “yeah.” “Okay, cool.” And then I advanced the sale, rinse and repeat.

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Case Studies

Isaac Reid

"I went from selling pest control out of state making $5K/mo to staying home and making $23K a month. It's crazy I left my state when all I needed was a new opportunity."

These results are not typical

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