The Entrepreneur DNA - How to Handle Any Objection in Sales | Bill Walsh | EP16

Episode Date: April 15, 2024

Today we welcome Bill Walsh, a successful sales coach and business mentor who shares his remarkable journey of escalating a business from zero to one million dollars in just four months. Bill, who has a rich history of assisting over 1500 salespeople and business owners achieve similar financial success, discusses the core of his strategy which revolves around understanding and navigating customer objections through his community called "Objection Box." Notably, he highlights the importance of establishing genuine relationships and leveraging personal experiences to excel in sales. He also delves into the significance of commitment and resilience, drawing from his own transition from a personal trainer to a sales expert post-COVID. Throughout the discussion, Bill emphasizes the power of community building, continuous personal development, and the strategic approach to sales that avoids the common pitfalls of rejection and fear, thereby guiding listeners on how to thrive in the competitive landscape of sales.    Connect with Bill Walsh and The Objection Box: Instagram - @billwalshofficial Facebook - https://www.facebook.com/groups/740815757350519   Thank you Horizon Trust for sponsoring today's episode! Schedule a call with them: https://horizontrust.com/justin/  

What is up entrepreneur DNA family? Welcome back to another fire podcast. I got my guy in here who's gone from zero to a million dollars in four months. And he's helped and served over 1500 salespeople and business owners do very similar numbers. Bill Walsh is in the house. What is happening? Justin, I appreciate you, my friend. Thank you very much for having me. Well, as you guys all hear his accent, he is not from the United States. And so for you to be here in Miami recording this, I appreciate it. I appreciate the commitment to your craft. Yeah, no, I appreciate it.

I'm here all the time. I love America. America has always been good to me. Oh, really? Yeah, yeah. You know, I'm going to take a look. We're going to run with that for a second. What do you feel?

You know, I'm always curious. We all internally have our own problems with the United States of America. What about U.S. do you love? I mean, I guess, you know, the other thing I'll say is when you vacation somewhere, it's always pretty cool, right? Yep. But what about the U.S.? What drives you here? I don't come here for a vacation. That's the first thing. So, like, if I live in London, U.K. and Ireland and places like that,

so, like, for us to go to vacation, it's like Spain, Portugal, Greece, Italy. So like that's culture. That's beautiful. I would agree. That's great. So for me, I come to the US for relationships, for business meetings like yourself and build relationships. So I love America. I love it. It's been very good to myself. You have a lot of clients here? We've got 75% of our clients are in the US. Oh, that's so i love america i love it it's been very good to myself you have a lot of clients here we've got 75 of our clients are in the u.s oh that's fantastic yeah they're all coming there you just got to pop up a spot here in miami and just make it a every every month kind of thing it's funny actually just before we jumped on um i was just saying i ran my first event in this

building i did not know that last no november 2022 so when i pulled up just earlier on and i looked up and i was like shit i've fucking been here yeah so how funny is that a full circle back of the sun that is incredible yeah well uh you are very highly regarded thank you i'm happy that you're here uh is of the best salesmen, sales trainers, sales coaches out there. You have the objection box community. If you don't know that, by the way, I'd immediately go look that up on Facebook. Incredible community there. Objection box community.

Let's talk about it. Let's talk about what you do and how you help. Obviously, you yourself, credible salesman. Thank you. But you help others and serve others to achieve great results too. Yeah. Look, I started in sales in January 2021 full time. I was a personal trainer in London for six years and then COVID happened. And unfortunately, the rest of the world fell apart. Florida, which was an amazing thing to see that you guys kept it together. But the rest of

us fell apart and my business went to zero. And I was just getting ready to have my second little girl, India. At that time, she was born in May. And this is six weeks prior. And a friend of mine said, look, I'm selling this online platform business. Can you come and help me? And that was in the summer of 2021. So you were in the fitness space. That's where I was at. By the way, that is, and you know this now, brutal space. That is a very competitive space. And for you to take something from zero, is this the zero to? No, no. So then the business, the objection box that went from zero to a million in four months. That's incredible. Yeah. All

organic, not one paid ad. Wow. That's even more incredible. Not one paid ad. All pure based on results, case studies, testimonials, and reciprocity. Straight up. Not one ad. So how do you, as a marketer, what were you doing? What was your output to draw in the traffic? It was very, very simple. So just to go back. So I started in sales then January 2021 full time. In 6th of june i set up the objection box that whole period from 2021 to the 6th of june i was pouring into the community giving and giving and giving i was very fortunate i worked for a great sales company at that time and then things went different ways and then we all separated and went built my own stuff and that's great that's wonderful um but i saw the benefit of giving in that period of time

when i set up what we set up just took off but it only takes off when you're good in my opinion it only takes off if you deliver i was very fortunate enough to deliver that was over 20 months ago and we're still doing it so you bring the objection box community to life and you go what? You just go live on a consistent basis? Yeah. So we have the Objection Box community. We go live there two, three times a week. We give them trainings.

We call them two steps, call to actions, whatever it may be. Give a tremendous amount and we spark up conversations. We figure out where they are, where they want to go. And in the middle is the Objection Box. That's the difference. i i fully believe uh the community is the the way these days i think there's plenty of people out there selling the thing but you need to build a community we were just talking about this like i give out my phone number i mean i want the connection with people yeah and that is way larger than anything else in terms of just selling someone.

But let's talk to that. Let's talk to delivering good content, valuable content, and what the listeners here can go and think about how they can do that. Facebook groups, you can go do that? Facebook group, yeah, we've got the Facebook group, the Objection Box community. We also set up a school group, which is called the Objection Box community objection box community we keep it very very simple we don't complicate shit um it's the same thing what our sales process very no fluff no puff you know me i'm an irish man it's like no dancing beers or anything don't say how i'm surprised we're not drinking some irish whiskey right i was

actually saying that we should get a whiskey here but anyway maybe a bit later it is noon so we technically it's afternoon. Technically, it's 7 o'clock somewhere. That's right. That's right. But yeah, look, we keep it very simple. Sales is a very simple process. Well, I think there's a lot of people that disagree.

So why is it simple for you? Well, it's simple for me because it comes down to three key elements. Your problem, my solution, your decision. What more is there to it no i mean yeah there's nothing i think a lot of people confuse things and complicate things because they want people to make it sound more complicated so i can sell you on something that makes it sound more complicated and gives you more education but it comes down to those three simple facts yep your problem my solution your decision that's it and if your solution has enough value they're

going to buy if i can portray enough value of where you are and where you want to go and my solution is the bridge to that gap then it makes logical sense that you're going to move forward so you would consider it gap selling

to a certain point it's like you can call it gap problem outcome pains like I've heard it called

like heaven and hell right heaven and hell pain and pleasure yeah it doesn't matter like it's you're moving people

from one place to another you know so on the mental level you are known to really train expert sales people not that they are experts before they get to you yeah you make them experts so i'd encourage everyone to look at bill walsh thank you but what do they need to understand about the sales process right you? You talk about your community called Appley, the objection box, right? What does someone listening to this or even watching this on YouTube, what do they need to know about sales that can boil it down for simplistic reasons? Yeah. I always bring it back to sport.

I always bring most things back to sport. I spent four and a half years in the military in Ireland as a young kid, and then I played a lot of high-level sports. So I bring my analogies and frameworks back to those two things. So when I talk to people, and people ask me all the time,

they say, like, what does sales boil down to? I always tell people like this. What does football boil down to? NFL, what does it boil down to? What's the number one goal in football? Score a touchdown. That's it. A star.

Most people are like, hold on to the position and, you know, split it up here and have a great defense. No. It fundamentally comes down to I've got to score more points

than you to win the game. Yeah. And sales, for me, is how do I help this person overcome? There's fear, limitation, hesitations. How do I get that person

to make a decision that they may not want to make a decision that they may not want to make on their own to benefit their life that comes down to objection handling it comes down to making sure you're a leader at the end of a call and make sure that you understand where the person is where they want to go and do they actually want to get there and that's how it all kicks in fair enough what do you see to be the biggest objections? There's five. There's five big ones. And a lot of my competitors say there's 200 or 50. It is that the other stuff.

I don't even know what your five are, but I know your competitors, they're not right. No, I know. It is a small number. There's five, and I'm going to break them down. The first two are think about it and partner, which fundamentally lead to the actual three objections, which are money, fear, and logistics. Okay.

Now, in fear, there's actually four. And there's nobody in the world that can tell you this other than I. Okay. Want to tell you? Let's go. Okay. There's four fears when it comes down to it. And I've done this based on my own sales training and my own development.

It comes down to fear of me, fear of you, fear of yesterday, and fear of tomorrow. Okay. So there's nine. Fear of me, fear of you, fear of yesterday, fear of tomorrow. So there's no- Fear of me, fear of you, fear of yes. Fear of yesterday. Oh, yesterday. Or fear of tomorrow. Fear of tomorrow, okay. Yeah.

I love that. There's no one else can tell you that. I'd agree with that. Not anybody in the universe. And I'm very proud of that because I'm the only one that says it. And I'm the only one that can educate people. Well, I might start saying it now,

but I'll give you credit. You can have it. I'll give you credit. You can have it because I know where it's come from. That's right. But yeah, that's what it is. but I'll give you credit. You can have it. I'll give you credit. You can have it because I know where it's come from. That's right. But yeah, that's what it is. So there's five. The first two are smoke screens.

The bottom three are the real objections. And inferior is four. Okay. If you finish those nine things, you will absolutely make a ton of money. And I can prove it and I can show it when I've done it. That's phenomenal. Those nine things. Does that change in industry?

So if I'm a sales guy selling cars or selling solar or selling HVAC or selling real estate, so my industry as a point of view, real estate investors are targeting homeowners that want to sell. Very similar to agents. Yeah, yeah. The difference is we are trying to find someone who has some motivation to take a deeper discount because we're going to probably go remodel the home, etc. Yeah, raise the value. Would you say that those same four fears would exist and or your five objections still exist? We predominantly spend a tremendous amount of our time in the info product space, so coaches, consultants, agencies, entrepreneurs,

selling online courses, communities, like programs, mentorships. That's where we've kind of cut our teat. But we sold it in all.'s all it's all the same yeah yeah i really love that you really kind of focus on fear because i think it all boils down to that like if i have to say when you said five i was like dude i probably would even say three yeah and one of those would have been fear yeah but to your point then there's sub fear cat like some you know fear of failure that. Yeah. I think if you can understand someone's fear, then you can offer them a value of, of the other side of that fear.

Yeah. Like one, a question I would use in all sales, I would love to know if you agree when someone is fearful, a good question is what are you going to do if you don't do this thing? Yeah. What's your next play? Yeah. And usually what I find people don't actually know. Yeah.

I don't know. Right. Yeah. And then you have that to people don't actually know. Yeah, I don't know. Right? Yeah. And then you have that to lean on as a salesperson, right? Yeah. One thing I would definitely look at to make a pivot on is when you ask someone to go forward, they will never know because we haven't done it yet. So I would base everything backwards. Okay.

Because more often than not not someone didn't just wake up and says i know what i'm going to do today i'm going to go and speak to that company and they're going to go and solve my problem so this is a continuous problem that they carried forward to today so the feelings that they're feeling today they've already felt yeah so when you want to overcome fear and other objections you got about backwards it's the same reason why when someone has a parent or objection and i hear all the great sales trainers out there what are you going to do when you go to your partner and she says x the logical thing justin is well i don't know because i haven't had that conversation yet

where does the conversation go down that data. So the exchange for that was, for what we coach on would be when you spoke to your partner in the past, what were some of the potential obstacles that she would have had on something similar to this that may not have helped you guys move forward back then? Yeah. Because you can't make decisions based on forward momentum. You have to make it based on what you've already done and what the outcome of not doing or doing has already been. Hey, well, let me give you something. The way I would say that is you can only connect the dots looking backwards. Right. And so if you can do what you're saying, which is what salespeople need to be doing, is help your potential client, your prospect, drive them all the way back.

So I will actually at times get in, and I would love to hear your opinion. I get involved in my sales calls, not because my manager isn't great because he's phenomenal, but I want them to understand the emotional decision these people are making more than anything else. And I'll have my sales guys push them, push the prospect to say, why do you have that belief do you understand if nothing changes nothing changes what are you going to do to change i want them to attach to the emotion correct would you do you advise that in your sales training or how do you advise to go to that there's four things that we do there's four things that lend the call for me and this is what i drill all my guys on every single person whether you're a month in 10 years in

it don't matter there's four things it's yes no fuck you get hang up did you know that you can unlock retirement account and old 401ks and invest them into whatever you want today's episode is brought to you by the retirement innovators at horizon trust company if you're looking to break free from the limitations of traditional retirement plans and dive into a world of endless investment possibilities, Horizon Trust is your key to unlocking financial freedom. With a self-directed IRA from Horizon Trust, you're not just saving for retirement, you're actively shaping it. Whether you're passionate about real estate, intrigued by the potential of cryptocurrency, or interested in diversifying with precious metals, Horizon Trust empowers you to invest expertise to retirement strategy. Their commitment to excellence is why they are a five-star rated, self-directed IRA custodian,

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Yes, no, maybe. Maybe is a no. Yeah. What's a maybe? I maybe want to do this, which is fundamentally, if you're going to do it, you're going to do it. That's right. It's like when someone says, can I just put a deposit down for you and your world? What is a deposit? A deposit is a maybe. Yeah.

I'm going to put a down payment down. Yeah. Big difference. A down payment means that I am making a forward decision. Yeah. Yeah. The deposit is I'm still forward decision. Yeah. Yeah. The deposit is I'm still question mark.

I like that. And that's relatable to my world of first coaching, but also real estate, right? Down payments in real estate. That's what you do. It's a binding contract. So that's how I ended. Yes, no, fuck you, get hung up on.

Once you overcome those, that's it. Once you're okay with those four ways, sales is fucking their game. What do you advise a salesperson who has that? Well, maybe, and then it gets the awkward silence and I don't know. They just keep that limbo. They're good at not giving you insight of is this going to go forward or not? Where do you take that conversation? What do you advise a sales guy to do? It always comes down to, I always bring it back to this,

Justin. At the end of the call, the prospect is uncertain. The prospect is fearful. The prospect doesn't want to move forward. I'm asking the prospect to walk through a door that they don't know is on the other side. Now, if they had the courage to walk through that door in the past, they wouldn't be here on the call. That's right. So if we want to ask the prospect and encourage and motivate and, you know, give them what they need, uncertainty, uncertainty come together,

create a fucking uncertainty jerk off. Fair. So who has to be certain? You do. I do. It's the salesperson yeah i know where i'm going i've done it thousands of times i got a lead yeah that's the difference if you become a leader on the call and you become a leader in your life more often than not as you will know you've built a massive massive business you've a lot of people that follow your name or word but you have to be something that they're looking for right it's the same thing with these people.

And it comes down to even the one-on-one conversation. Be a leader in that one-on-one conversation. And the best way for you to be a leader is because you know the result. What I love about what you said initially about your objection box and what you would do and go in live constantly and showing the value is real-time showing that this process works. Yeah, yeah. Right? Yeah. Just did it this morning.

Did you? Yeah. I just went live in our Facebook group. We had over 60 something people live on the actual call. It's a little bit chaotic now that I'm here in the US and like I'm here, there and everywhere. But when I'm, when I'm at home in London,

I'm live three, four times a week. I actually go live. I'm the only person in my opinion that will stand in a room with 60 strangers and go and objection handle so you go live and call a prospect yeah like because you want to show how to overcome the objection done it for years just out of my curiosity who are you calling like so you go live and you're calling who whoever's there whatever prospect that who wants to put up their hand don't even know the person oh he's trading well you called because they're sales people right yeah so are you calling their prospect or are they

the prospect for you on there they would be the prospect but i've done it in the past where i've actually called their prospects yeah phenomenal because then you show results it's like it's there it's black and white yeah don't hide it if i'm lying strike me dead and you're still alive i am here shocker yeah uh you know for the irish the boldness you know what i mean i'm lying strike me dead and you're still alive i am here shocker yeah uh you know for the irish the boldness you know what i mean i'm bored like it's like you gotta we gotta like that little bit of grisham between our two but the fighting iris for a fucking reason you know well i'd tell you most especially in the united states i would make the point that most aren't they don't have that they need to be taught that yeah right we can't teach it i don't think you can teach it no something it has to be in you to some

extent you could teach the tactics the talk tracks the objections you can literally teach the objections yeah literally just give them just say this word and make it 10 grand right um but to be bold enough to cold outreach or to say the thing that is really i think there's a similar level of fear as a salesperson to say the thing that actually you need to say to your prospect yeah to get the deal done and you get the fear pops back in this is why i say that is fear to me is kind of i would say there's really one ultimate objection in his fear right and then there's all these subcategories but the salesperson is going to have fear of what if they say no next right like okay well you said exactly what needed to be said in that moment yeah next they weren't the right prospect for you life moves on no one died right tell all the people all the time like they got all caught up and they get all stuck up in

their emotions and like what if they do this whatever that i'm like what if no gears we're not curing world cancer we're not putting people under the fucking moon we're not actually fixing anything that's really wrong in the industries that we work in we're helping people make a better decision yeah we're not like you know renovating the entire miami fucking city here right not putting pipes in the ground we're not putting electricity on the fucking walls and in the houses but we're only salespeople like get over yourself totally one that goes back to the fear of judgment yeah they rejected me which not that i'm a psychologist that goes back to how you're raised and feeling good enough and all this other shit that we could go eyeballs deep into yeah we faced that because like for the first six months of business

justin what i did was like just say this and say this and make money okay and what tend to happen for us was a lot of people did that and then they stopped getting trained by us because they made it and they're making money well of course it so do you have a worse and i already know these answers do you have a coach do you pay to play in bigger circles and to sit at bigger tables do you cut checks for a mentor do you cut checks to go spend a day or two with people yes i do um but i don't have a full ongoing mentor at the moment i'm looking for someone if you know one but that's my point yeah you're willing to do it i am because the same reason you're talking about when people leave you because they've made it yeah it's inevitable and here's why it's inevitable people can't hold themselves accountable correct they just can't it

is impossible like if i have so i spend roughly six figures on coaching and masterminds every year yeah even if i may look back at the year and say that coach wasn't perfect there's one or two things that i got from that person. Went to trees. Right? And so what I would tell any listener, anyone watching this, I don't care if it's Bill, myself, whatever industry you're in, you need coaching and you need consistent coaching. Yeah. Because if it's good enough for someone like Tom Brady, Tiger Woods, Michael Jordan, name the name.

They all have it. They all have it. Yeah, yeah. For their entire career, by the way yeah right not for the six months that they want to start their business and they say bill i'm a baller i got this yeah like all right chief we'll see you in another six months in six months yeah yeah we see it all the time unfortunately do you want to do we want to talk a little bit about the the psychology of like going and getting leads what you know what is either your formula script to go find

more prospects yeah it's interesting because look i think the industries that we all service now in 2024 are absolutely riddled with lack of um trust so the whole two-step book of call fun and stuff don't work anymore 2024 i've always been of the opinion if i give you enough you'll eventually want to come so we open up the objection box when we pass the net pretty wide we have ads around you know not that kind of shit because you just have to if you want to scale pretty big but it's not like here's a four minute video book called me our stuff is here's a four minute video how can i buy your trust how can i earn your trust yeah how can i earn your loyalty how can i earn your respect here's a free group you'll make x

amount just join in this free group when you're ready i'm here yeah that's how i built the business let's talk about the salesperson who is just starting what do they need to be focusing on well focus is their skill set more than anything okay and the second thing they need to focus on is themselves yeah yeah what part of that is most important right so if i'm someone who can sell or wants to be a salesperson because we make the most money salespeople make the most money more often than not they'll they'll rival small business owners yeah with the income there yeah yeah right yeah um where do you suggest they start where do you think they should go what should they be focusing on i call it like an info diet yeah

like what like they got to get into your world first of all it's free which is insane yeah right you're offering two to three calls a week for free nothing not a fucking dollar right and so they needed to go there so that's the first thing yeah what else what else they need to be harnessing what else they need to be doing where can they go to harness that skill set besides obviously yourself that's where they gotta go to that group it's a great question it's an excellent question i grow on i grew up hard so i'm a very hard child as you can see like walking around and i can be very respectful, but I can also hold my own.

And that's a great skill of mine. It's taken me 31 years. I'm 30 now, 31, to learn and grow. The problem that I see with a lot of lower entry people coming into the industry, let's say they're under 25 years of age, they have no hard life.

They have no hard things. They haven't life they've no hard things they haven't done anything yeah so sports they haven't been rejected there's they're not able to communicate because they've spent all their time on fucking was a fortnight and shit like this i guess yeah so i'm too that's where yeah so am i but that's where they spend most of their time and then it's like it's all chat chat chat chat chat and they lose the openness of communication. Yeah. So I would definitely figure out a way how you can get punched in the dick every day. Whether that's sports, whether that's MMA, whether that's the gym, whether that's going up to a girl in a coffee shop and get rejected. You should be getting rejected everywhere you go as quickly as you can get it. Because if you want to be great in sales, you're going to have to get rejected.

So I have a friend who was just on this exact podcast he said he just went through one of for sure the largest failures of his life he got in a lawsuit with the good old ftc oh yeah um good and they'll get you oh yeah and they got him yeah uh now he didn't lose like that but ultimately you spend millions of dollars defending yourself and all this other stuff. I say that to say he mentioned something to me. He's like, you need to get these small micro failures along the way. They humble you, though. So when you have a bigger, it is not life-altering.

You've just had 10,000 paper cuts. So when you get cut by a knife, you not like well my god i just got cut it's not the same thing yeah yeah right so you're saying something in a very similar manner just a different way of saying it is get these things through because then the you become numb to them this is standard operating procedure no means next let's keep going not a big deal yeah like i've faced rejection my entire life yeah and i'm sure you have in some sort of course yeah yeah like i've faced rejection my entire life yeah and i'm sure you have in some sort of course yeah yeah like i've i've faced rejection everywhere like my dad left when i was six years of age so that still hurts like yeah and then i played high level sport you were constantly

losing all the time when it's on the line spent four and a half years in military we are constantly getting shouted out because there's a speck of fucking dust on your shoulder so let's say a sales guy wants to go create a business. Think they can? No. Okay. Most people should never start a business. Because if you're making good money and you actually enjoy what you do, you should just keep doing it.

Okay. There's this illusion that entrepreneurship is like the best thing ever. Entrepreneurship, as you well know, Justin, is I'm getting punched in the dick 90% of the time. Oh, yeah. Yeah. So, like, if you're not able to face the rejection and you're just in it to make money, there's better ways to make money without any distress.

Like being a salesperson. Like being a fucking great salesperson. Like, for everyone's sake, I was sitting in an Uber on the way over here. I'm on the blower, as we call it in the UK. You call it a blower? Yeah, we call it a blower, yeah. That's English slang.

Cockney slang blood i would take that slightly different over here but whatever yeah yeah whatever well it depends on what time of the night it is that's right yeah and um i'm sitting in the back and i just have to let one of my guys go um i look at the guy driving the uber and i said you know what there's great peace i'm just driving this uber and at the end of the day you do that and off you go bro you hit it i tell my wife sometimes i'm like i just want to go be a bartender yeah like how much easier no brains no headaches don't say that because my mother is a bartender we have a pub in ireland she will see this and she'll be like i like that just thinking right that's it he said that i just you know no brains no headaches but

then you just got to make a decision so again when i do jump into my sales calls i say things like this like yeah like make a decision what you want you want a awesome life then you got to go get kicked in the dick get you know fail a lot heard no a lot yeah but then you can create awesome if you just want average then go be awesome that's fine don't care. I'm not judging you. Average is great though. But it's just go be average. And that's awesome. Like average is great. Yep. But it's not it.

So prospecting. So let me take a step back. Let me think about my business. Yeah. I have a coaching business. Yeah. We do very well. We have a lot of prospects.

Unlike you, I do actually pay for leads. Okay. Which is fine, right? ROAS and return on investment all that yeah i get irritated when i have all these leads sitting in my database and a sales guy says there's no more leads bro can we get you know better leads or can we get more leads yeah if you were managing my team what would you say and then do you want a job i'll always take a job it's's perspective shift like, isn't it? I would just ask the question.

I would ask this. I would ask something like this. I would say, can I ask you, Mr. Salesman, do you think I'm intentionally trying to get you bad leads? Do you think I'm intentionally trying to not build this business? Do you think I'm intentionally trying to get the lowest of the barrel so you can punch your head into the wall? What do you think I'm doing?

Do you think I'm trying to make this better for you? Do you think I'm trying to educate? Do you think I'm trying to get the best quality leads that we can possibly get? Do you think I put up my hand and I say, oh, I want all the bad leads because I want my salespeople to suck? No. I'm doing the best that I can. If you want to pay for the leads and we can go half and half on it, by all means, we can operate like that too.

But if we're going to be here, just have the respect to know that I'm trying to build this business to better your family's life. Is that unfair? Yes or no? It's totally fair. Now, would you say then dive into the fucking CRM and start calling? Yeah, absolutely.

Because that's where I get it. Like, guys, you got to... So how many calls do you make? Oh, I made eight calls today. You have 400 leads in your database. Yeah, yeah. How did you make eight and tell me there's no good leads? Yeah, yeah.

That's like it's straight up, you're fired. Yeah. Like, what's your tolerance of it? Zero. Yeah, yeah. Zilch. Yeah. If I put 400 a day into a CRm and you're telling me you're doing eight

dials like eight dials i put on the screen that might be a little exactly but you get my point even if it's less than 100 yeah how long does it take to put 100 dials on on a dialer auto dialer nothing nothing three sitting dialer will get you 100 calls an hour yeah it's just a lack of commitment and a lack of money determination well every salesperson wants a lay down right i mean i have a salesperson he's great just like when they're not lay downs and he's got to nurture him and he's got to follow up with them and he i can build a landing page to fucking close lay downs that's not sales right that's you're a fucking warm body pressing the button dickhead i. I agree 100%. What is sales? So for a good salesman to be great, for you to help someone reach that 1% in salesmanship, what does that look like?

It looks like you're self-sufficient. I call them mavericks, and they're like unicorns. They're self-sufficient. They know that you're doing the best. They're not going to complain. They're not going to ball. They're not going to bitch. They know that they're going to make shit happen. They own the leads as much as you do. And they respect the leads as much as you do because they know that you're investing in the business and in them in a different way. Those are the people that will always win everywhere they go.

So how do you get someone, sales guy comes to you, how do you get them there? How do you teach them to become that man or woman to be the maverick? There's a lot. There's a lot that goes into it. I've always felt the mavericks for me are always people that have had difficult lives in some capacity. Like I have a lady from, I think she's from Middle East or Middle Europe, sorry. Chip off the old Russia block and they grew up hard. Like they grew up in a hard life. She spent 20 years becoming a professional pianist. So you're telling me that she can't put time and effort into getting better at sales?

So I look for those types of people. Those types of people will always be excellent. So D1 college people, army people, policemen, you know, people that lost a lot of weight in their life, people that,

you know, had a lot of trauma in their life, these are the right people for me because they got the right grit. Now let's talk

to the business owner as you're talking about this. I'm thinking of me interviewing salespeople. Now my manager does that but let's talk to the smaller sales or business owner. Yeah. You're interviewing salespeople people what are you looking for what are you asking yeah great

question i'm asking what have you done in your life that's been difficult that you've overcome yeah well i got to like level eight on fortnight but out of your kid fortnight yeah all right don't two-year-old just go someone says to me like yeah like i was the captain of uh you know our state team and you know we won state championships or whatever you guys call it. Sure. I know that kid has been through the ringer. Yeah. I know that he's probably being shouted at by some fat fucking coach.

Yeah. And he still didn't bite back and he earned the respect. Yeah. And, you know, he's built his name and he's built his standard and is, you know, living off that, you know. And so that's what I look for. I look for people like that, you know. So you're looking for, and by the the way i think the same is true like i also rougher childhood athlete my whole life just all those things right yeah yeah but i do look for service people meaning

firemen police officer military yeah i do look for people who've overcome that bigger thing like you know for me and i'm sure you're looking at saying the resume that has like win win win win win win i understand you want to paint a rosy picture as someone who's applying to a job i got that but that's what the interview's for yeah figure out where they lost what was the challenge how did they get there how did they graduate from harvard right oh i worked you know five jobs and i paid my way through it well now we're talking no now you're showing me who you are that's right yeah that's but also it well now we're talking no now you're showing me who you are that's right yeah that's but also the other side of it is like if you're a business owner

and like you're a weirdo and like you just you know hit some sort of marketing thing and it took off but you're actually a weird person like you're not there you're just not it either yeah because you'll go up and down because you won't be able to have the heart of it. Because you know, I know, business doesn't do that. No. Does this all the time. You're winning, you're losing, you're winning, you're losing. And if you're not at the top leading because you've got to lead yourself and you're not able to go through the hard times, you can't expect the team to follow along. That doesn't work.

Now, let's just get back to the objection box the facebook group the school uh group um what would someone learn while being in there what are like the three five ten principles tactics what do they learn while being in these communities yeah so we'll obviously educate you on how to overcome the objections firstly i actually give it away justin to be quite honest with you yeah i give one give one, two, three ways of overcoming objections so you can know how it works and know what it does. For any industry, for any vertical?

Yeah. Anyway, we predominantly go in for products because it's just where we're at. Because here's the other thing, right? I'll tell you this. So we've coached it all. HVAC, insurance, cars, fucking you name it, I've done it.

Yeah. Which is great. Cool. cool those to me pat in the back great good billy boy uh but what i've seen with people is like oh this don't work in my industry i just don't work over here i just don't work over here and then i look at them like so is that your reason and excuse for you only putting four hours in when everyone else is putting 14 just let me understand that and then it's like well but once i hear the but i know i win yeah so we just kind of stayed away from going too far wide okay um so that would be the big thing is like we will show you how to

handle the objection so think about a partner money for your logistics i will show you how to do that so i have a youtube channel that we kind of chose some stuff on. It's not massive, but a big vertical for us is the Facebook group, school group now is in the top 100. So name those five again because you say them so fast and you have your accent on.

It's just like... I want people to write that shit down. There's only five. There's only five objections in the market. Let's think about it. Apparently, which are the first two smoke screens which aren't actually the objection. Then it goes to money.

When it goes to money, it splinters into money fear or money logistics. Yeah, I agree. And there's four fears and stuff like that. What would you consider logistics, just to define that for some people? Logistics would be, yeah, I want to do it, but my wife has the car gone to the shop. Okay. Or, yeah, I want to do it, but I want to do it next week when I come back from Miami. Yeah, I just got a business loan, but it doesn't hit until next week yeah that's logistics yeah that's like i want to

do it i'm telling you all the right stuff but if you don't know how to cipher through that you don't know how to have your radar on so bust it up let's just say you believe the person yeah because they're i mean there's real life logistics there's no doubt absolutely uh what does the salesperson do get a deposit i don't like that word either we get a down payment i like it yeah uh but it's also how the person says it it's also their body language because we read body language it's also where they're looking when they're talking are they looking at the floor they're looking at the ground talking. Are they looking at the floor? Are they looking at the ground? Are they looking around? Do you do Zoom calls?

Yeah. So all sales calls should be held over Zoom? Everything should be on Zoom. Yeah. It's the best thing to nearly, it's the best thing besides in person. Did that change because of COVID? Yeah.

I'd agree. Yeah. And it's actually better as well. Yeah. I agree. Yeah. You know, the thing I used to teach uh belly to belly is the best i think covid it gave us all a blessing it sounds like your business started through covid

correct my my life would be absolutely nowhere near where it's at today until copa was the best thing that ever happened my life it's hard to believe i can't say it's that but i would say it has me personally. Yeah. You were different. Yeah. You're a COVID experience, but my COVID experience changed my family. It's up there.

I mean, the reality is it changed my entire real estate business. They brought my whole real estate business virtual. I no longer have an office. Well, I technically do, but I no longer have the team in the office. They don't have to go belly to belly with the homeowners. Yeah. Everything's virtual. It brought my coaching business virtual. I didn't have to run events. We had to figure out zoom

calls over the phone. And we had to figure all that out, which helps scale, right? Because if you are going belly to belly, if you're holding events, but you're you have a captive audience, there's no, you can't scale that. No, right? Like, yeah, you can have 1000 person event, but it is a two day event grants holding his right right now yeah but that those are the only people that are in there to be able to watch that event yeah correct um and so i think kovic gave us a blessing that i think a lot of people need to understand it didn't it gave us it gave us an experience and it was up to each individual to figure out what that experience meant for them that's right a lot of i know a lot of people took stimulus checks they did fuck all with their life and now we're still in the same position they're at the bar drinking a what kind of beer do you

guys drink over there oh well is it alcohol let me know because if it is we'll drink it we we're big guinness yeah big guinness whiskey is another big one i want to go to ir here's a fun fact i don't mean to bogart this but my whole life i was raised i was irish oh yeah yeah i was just about to say the red beer i don't want to say it but yeah i go do this my mom passes oh she's the irish side okay i have no other lineage to do there so i go all right let's see how much i read how much am i i do that little spit in a bottle one two three me whatever percent i would say more i'm british not irish oh awful terrible i can't make this up my whole life i thought i was at home i'm an irish dude saint patty's day yeah yeah you know what i mean my whole life we call them the thing about that is

again if you are so bought into your culture and your history you better know it's right because yeah for sure it's life altering like i was like it was more fun for me right the st paddy's and the irish that's more fun i was never like i've never been to ireland but there's people who are like you know name the culture and they're like i am this and it is traditional and and you take that test and it says oh you're actually oh that's brutal england is good to me too. I live in England. My two girls are... They speak with an English accent. I know they're Irish,

but yeah, English is a great country too. Yeah. We all have our problems. Every country has their problems. Sure. Every person has their problems. Yeah. But what are we doing with it?

That's the difference. Yeah. It's the same thing with COVID. Like everyone had the same COVID. Right. Your COVID wasn't any different than mine. but you and i built something true that where everyone else took the stimulus check and had coronas in the pool yeah i was uh i went to tulum got covid came back with a six-month-old baby oh that was not ideal that was a riff my wife was not

exactly did you find the baby into no no i guess i said it wrong i had the baby went to tulum yeah came back with covid my wife was not excited yeah yeah to say the least me neither yeah but it is what it is you know what i mean like that's that's life like everyone will have the same experience the same problems the same issues the same concerns so what do you do what do you what do you tell someone to do someone says oh but me oh but oh but what do you say that person but it's going but me oh but oh but what do you say that person but it's going to be oh but like how long has it been oh but far yeah yeah like you're overweight for 40 years do you want to die overweight yep just like i'm not i can't help you change if

you're not willing to change it makes no sense and it's not worth it do you think you follow up someone until they tell you f you yeah okay it's yes no fuck you hang up that's the model that's it and you follow up to one of those four happen i'd rather they happened i'd rather you say no to my face fast yeah right because now you're done and you're moving on yeah gone wasted boom yeah because i don't want to give it more energy this is why i got really good at objections just a fyi because i got so fucking good at objections because i didn't want to follow up with people because I didn't want to work the system, meaning that I didn't want to learn how to type in this and reminder over here and this, that. I'm a fucking pencil and pen guy. What do you do?

Piece of paper. Give me a system on Google Sheets or blah, blah, blah, or close.io that my team use. I'm like, so that's why i got so good at objections because i didn't want to go follow up with anyone i think all sales people funny you know all good sales people are more like us yeah we just want to blow and go get me in front of another person let's just go like i don't want to put in notes i don't want to deal with like literally i just have a pen like i don't like i'll use my phone if i'm like caught in a random no pen area yeah but i think the best sales people they don't you know it's funny actually uh i'll tell you this what i used to work for my company that we kind of set off in stales with they actually hired people

to do the shit for me because it was just like he's going to put the ball in the back in the net we're going to have vas that are going to run everything else. I just did that for my top sales guy right now. Just do it. Because I was so tired of him being so good, but not doing the system. I was sick of it. And I said, fine. The $6 will make it $6,000 every time he's on the call. Whatever it might be.

Bro, I'm so happy you came all the way to Miami just to see me. It was. It was perfect. I'm actually going to shave my head as well next time I come. That's right. We could be brothers for sure. We're probably, but now I know that you're English, definitely not. That's right.

Guys, I appreciate you guys. Make sure you go follow Bill Walsh. Go to Objection Box Community on Facebook and school. Thank you for joining the Entrepreneur DNA. We're out. Peace.