How to Handle Any Objection in Sales | Bill Walsh
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.
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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 1,500 sales people and business owners do very similar numbers. Bill Walsh is in the house. What is happening?
Bill: Justin? I appreciate you, my friend. Thank you very much for having me.
Justin: 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, 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. So (Really), yeah.
Justin: You know, I’m gonna take a look. We’re gonna 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 US? Do you love? I mean, I guess you know, the other thing I’ll say is, is, when you vacation somewhere, it’s always pretty cool, right? Yep. But what about the US? What drives you here?
Bill: I don’t come here for a vacation. That’s the first thing. So like, if I I live in London, UK, 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, yeah, that’s beautiful. (I would agree). That’s great, yeah. So for me, I come to the US for relationships, for business meetings, like yourself and you know, build relationships. That’s so I love America. I love it’s been very good to myself. (Yeah). A lot of clients here. We’ve got, 75% of our clients are in the US. (Oh, it’s fantastic). I love coming here.
Justin: You just got to pop up a spot here in Miami and just make it a every, every month kind of thing.
Bill: It’s funny, actually, just before we jumped on, I was just saying I ran my first event in this building (Justin: I did not know that?) last November 2022. So, when I pulled up just earlier on, and I looked up and I was like, Oh I been here, yeah. So how funny is that a full circle back of the sun?
Justin: That is incredible, (Yeah). Well, you were very highly regarded. Thank you. I’m happy that you’re here as one of the best salesman, sales trainer, 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, yeah, let’s talk about it. Let’s talk about what you do and how you help. Obviously, you yourself, credible salesman, but you help others and serve others to achieve great results too.
Bill: Yeah, it’s 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 a 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.
Justin: 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
Bill: 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, sure, not one ad.
Justin: So how do you as a marketer? What were you doing? What was your output to draw in the traffic?
Bill: It was very, very simple. So just to go back. So I started in sales. Then January, 2021 full time, on 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, given and given and given. 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 when built my own stuff, and that’s great. That’s wonderful. 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.
Justin: So, you bring The Objection Box community to life, and you go, what? You just go live on a consistent basis?
Bill: Yeah. So, we 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 figured out where they are, where they want to go, and in the middle is The Objection Box. That’s the difference.
Justin: Phenomenal. I fully believe the community is 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. 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, you know, delivering good content, valuable content, in what the listeners here can go and think about how they can do that. Facebook groups. You can go do that.
Justin: Facebook group, yeah, we got the Facebook group The Objection Box community. We also set up a school group, which is called the objection box community. We keep it very, very simple. We don’t complicate crap. It’s the same thing with our sales process. Very no fluff, no puff. You know me, I’m an Irish man. It’s like no dancing bears or anything.
Justin: I’m surprised we’re not drinking some Irish whisky, right now.
Bill: I was actually saying that we should get a whiskey here. But anyways, maybe a bit later.
Justin: It is noon. So technically it’s afternoon.
Bill: Technically it’s seven o’clock summer.
Justin: That’s right, that’s right.
Bill: But yeah look, we keep it very simple. Sale is a very simple process.
Justin: I think there’s a lot of people that disagree. So why is it simple for you?
Bill: 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?
Justin: No. I mean, yeah, there’s nothing.
Bill: 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, yeah, your problem, my solution, your decision.
Justin: And if your solution has enough value, they’re gonna buy.
Bill: 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.
Justin: So, you would consider it gap selling?
Bill: Uh 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.
Justin: So, 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. But what do they need to understand about the sales process, right? You talk about your community called apply The Objection Box, right? What did someone listening to this or even watching this on YouTube? What do they need to know about sales that’s that can boil it down for simplistic reasons.
Bill: Yeah, I always, I always bring it back to sports. I always bring most things back to sport. I spent four and a half years 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 is boil down to what’s the number one goal in football?
Justin: Score, touchdown.
Bill: That’s it. A star. Most people like hold on to the position and, you know, split it up here and have a great defense. And no, it fundamentally comes down to you. I gotta score more points than you to win the game. (Yeah). And sales for me is, how do I help this person overcomes. There is fear, limitation, hesitations. How do I get that person 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.
Justin: Fair enough. What do you see to be the biggest objections?
Bill: 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.
Justin: I don’t even know your five are, but your competitors, (Yeah), they’re not right? (No). It is a small number.
Bill: There’s five, and I’m going to break them down. So the first two are, think about it and partner but fundamentally lead to the actual tree objections, which are money, fear and logistics. Okay? Now, in fear, there’s actually four, and there’s nobody in the world. I can tell you this other than that, okay, when I tell you, (Let’s go), Okay, there’s four fears. When it comes down to, and I’ve done this based on my own sales training on my own development. It comes down to fear of me, fear of you, fear of yesterday, fear of tomorrow.
Justin: So, there’s fear me, fear of you, fear of Yes, (Fear of yesterday), oh, yesterday, (Fear of tomorrow), fear of tomorrow. Okay, I love that.
Bill: There’s no one else content. I 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.
Justin: 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. So, there’s five. The first two are smoke screens. Button three are the real objections. And in fear, there’s 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 us when I’ve done it. That’s finalization those nine things.
Justin: 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, (Yeah), real estate investors are targeting homeowners that want to sell, very similar to agents, (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.
Bill: We predominantly spend the tremendous amount of our time in the info product space, so coaches, consultants, agencies, entrepreneurs, selling online pro courses, communities like programs, mentorships, that’s what we’ve kind of cut our teeth, but we sold it in all, it’s all, it’s all the same,
Justin: 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. But to your point, then there’s sub fear. Like, sub, you know, fear of failure or things of that. (Yeah). I think if you can understand someone’s fear, then you can offer them a value of the other side of that fear, like one of 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 gonna 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 lean on as a salesperson, right?
Bill: 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, 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 carry 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 gotta go backwards. It’s the same reason why, when someone has a partner or objection, and I hear all of the great sales fingers out there, what are you gonna 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 there? (That dead Yeah). So, the exchange for that would, for what we coach on would be, when you spoke to your partner in the past, what were some of the potential obstacles that you 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. So have to make it based on what you’ve already done, on what the outcome of not doing are doing has already been.
Justin: Hey. Well there, let me give you something. The way I would say that is, you can only connect the dots looking backwards,(That’s right) right? And so if you can do what you’re saying, which is what sales people need to be doing, is help your potential client, your prospect, drive them all the way back. So I will actually, at times getting 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, (Yeah) but I want them to understand the emotional decision these people are making more than anything else, (Yeah). 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?
Bill: There’s four things that we do. There’s four things that land 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, fxxxk you, get hang up.
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Justin: Well, so where’s the maybe? Yes, no, maybe.
Bill: 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, you know, can I just put a deposit down for you and your world? What is the deposit? 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 question mark.
Justin: 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.
Bill: It’s buying the contract. That’s how I ended yes, no, f**** you, getting hung up on once you overcome those, that’s it. Once you’re okay with those four ways sales is f**** their game.
Justin: What do you what do you advise as a salesperson who has that, well, maybe, and it gets the awkward silence, and I don’t know, and awkward like they just keep that, you know, Limbo of like they’re not, 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 the sales guy to do?
Bill: It always comes down to, I always, I always bring it back to this. Justin, at the end of the call, the prospect is uncertain. Okay, 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 uncertainty. Jerk off. Fair. So, who has to be certain? (You do?) They say, I do a salesperson. I know where I’m going. I’ve done it a thousands of times. I got a lead. Yeah, that’s the difference. If you become a leader on a call, and you become a leader in your life, more often than not, as you well know, you’ve built a massive, massive business. You’ve a lot of people that follow your name or word. You have to be something that they’re looking for, right? It’s the same thing with these people.
Justin: 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 going live constantly. And you know, showing the value is real time showing that this process works. (Yeah), right?
Bill: Yeah. I Just did it this morning. (Did you?) Yeah. 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, when I’m here in the US and like, I’m here there, everywhere, but when I’m when I’m at my 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 realm of 60 strangers and go and objection handle.
Justin: 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 adding out of my career, who are you calling? Like? So, you go live and you’re calling who?
Bill: Whoever’s there.
Justin: Whatever prospect that..
Bill: Who? wants to put up their hand, don’t even know the person
Justin: Will you call because they’re sales people, right? (Yeah). So, are you calling their prospect, or are they the prospect for you on the call?
Justin: They would be the prospect, but I’ve done it in the past where I’ve actually called their prospects.
Justin: Yeah, phenomenal. Because then you show results
Bill: It’s like, it’s there, it’s black and white, yeah, don’t hide it. If I’m lying, strike me dead
Justin: And you’re still alive. (I am here). Shocker.
Bill: Yeah, you know the Irish, the boldness, you know what I mean? I’m bored, like it’s like that little bit of aggression in between our two team the fighting areas, for a reason.
Justin: Well, I 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, 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.
Bill: Yeah, literally. Just give me just say this word and make it 10 grand.
Justin: RighT. 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.
Bill: 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, what if that I’m like, what if no gears. We’re not curing World Cancer. We’re not putting people under the 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 walls and the name of the houses we’re only sales people like, get over yourself.
Justin: 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 things that we can go eyeballs deep into.
Bill: Yeah, we face 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 tended to happen for us was a lot of people did that, and then they stopped getting trained by us, because they made it that they’re making money.
Justin: Of course, it so. I mean, 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?
Bill: Yes, I do, but I don’t have a full unborn mentor at the moment. I’m looking for someone, if you know one.
Justin: 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. (One of the three) 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, like you need coaching and you need consistent coaching. (Yeah) Because if it’s good enough for someone like Tom Brady, yeah, Tiger Woods. Michael Jordan, name, the name they all have. They all have (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, well, see you in another six months.
Bill: In six months, yeah, yeah. We see it all the time. Unfortunately.
Justin: Do you want to do? We want to talk a little bit about the psychology of, like, going and getting leads. What you know, what is either your formula script to go find more prospects?
Bill: Yeah, it’s interesting, because, look, I think the industries that we all service now in 2024 are absolutely riddled with lack of trust, so the whole two step book of call fun and stuff don’t work anymore. It’s 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 cast the net pretty wide. We have ads running are only now and all that kind of crap, because you just have to if you want to scale pretty big. But it’s not like here’s a four-minute video book of call 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.
Justin: Let’s talk about the salesperson who is just starting. What do they need to be focusing on?
Bill: Well, focus is their skill set more than anything, okay? And the second thing they need to focus on is themselves. (Yeah), yeah.
Justin: 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. Sales people make the most money more often than not. They’ll, they’ll rival small business owners, yeah, with the income there, (Yeah), right? (Yeah). 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, right? You’re offering two to three calls a week for free, (Nothing, not a 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 obvious yourself, that’s where they got to go to that group.
Bill: It’s a great question. It’s an excellent question. I grown. I grew up hard, so I am very hard shot, as you can see, like walking around, and I can be very respectful, but I can also hold my up, and that’s a great skill of mine, but it’s taken me 31 years, I’m 30 now, 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’ve no hard 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 doing was a fortnight and crap like this, (I guess). Yeah. So 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 on 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 the coffee shop getting 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.
Justin: 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, good. And they’ll get you), oh (Yeah). And they got him, yeah. Now he didn’t lose like that, but ultimately you spend millions of dollars deffending 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’re not like, well, my God, I just got cut. It’s not the same thing. (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.
Bill: Yeah? Like, I’ve faced rejected my entire life. Yeah? And I’m sure you’re having 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’s 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.
Justin: So, let’s say a sales guy wants to go create a business. Think they can?
Bill: 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 that. (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 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 this little thing a blower), yeah, we call it a blower. Yeah, that’s the English slang, Hockney slang blood.
Justin: I would take that slightly different over here, but whatever, (Yeah), whatever.
Bill: Well, it depends on what time of the night is. (That’s right) Yeah. And I’m sitting in the back, and I just have to let one of my guys go. I look at the guy driving the Uber, and I said, You know what this great piece of just driving this Uber and at the end of the day you do that enough, you go.
Justin: 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.
Bill: 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 he said that.
Justin: 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, like, make a decision what you want. You want an awesome life, then you got to go get kicked in the d*** 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. I don’t care. (It’s just great though), but it’s just go be average.
Bill: And that’s awesome. Like, average is great, but it’s not it.
Justin: 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? ROA, 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 perspective shift like in this 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 I 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 sales people to suck. No. So 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. (Yep). Is that unfair? Yes or no?
Justin: It’s totally fair. Now, would you. Say, then dive into the CRM and start calling. (Yeah, absolutely). Because that’s where I get. Like, guys, you gotta so how many calls you made? Oh, I made eight calls today. You have 400 leads in your database, yeah. How did you make eight? And tell me there’s no good leads.
Bill: That’s like, it’s a straight up your fire, yeah?
Justin: Like, what’s your tolerance of it?
Bill: Zero. Yeah If I put 400 a day into a CRM and you’re telling me you’re doing eight dials, like eight dials put on the screen.
Justin: I might be a little exaggerate, but you get my point.
Bill: Yeah, even if it’s less than 100 (Yeah). How long does it take to put 100 on a hundred dials on a dialer, auto dialer, (Nothing), boom, boom, boom, boom.
Justin: Nothing. Three. Dialer will get you 100 calls an hour.
Bill: Yeah. It’s just a lack of commitment and a lack of money determination.
Justin: 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 them, and he’s got to follow up with them.
Bill: I can build a landing page to close lay downs. That’s not sales, (Right) That’s, your warm body pressing the button dickhead.
Justin: What is sales so for a good salesman to be great, (Yeah) for you to help someone reach that 1% in salesmanship (Yeah). What does that look like?
Bill: 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 got to make crap 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 to go.
Justin: So how do you get someone sales guy comes you? How do you get them there? How do you teach them to become that man or woman to be, (Yeah), the maverick.?
Bill: 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 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 sales. So, I look for those types of people, those types of people will always be excellent. So, the one 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.
Justin: Now let’s talk to the business owner. As you’re talking about this, I’m thinking of me interviewing sales people. Now, my manager does that, but let’s talk to the smaller sale or business owner. (Yeah). You’re interviewing salespeople. What are you looking for? What are you asking?
Bill: 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 Fortnite. Bye out here kid.
Justin: Fortnite. Yeah, I don’t see your old just go.
Bill: Someone says to me, like, yeah, like, I was the captain of, 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 true of the ringer. (Yeah). I know that he’s probably being shouted out by some fat fucking coach, and he’s 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. So that’s what I look for. I look for people like that, you know.
Justin: So, you’re looking for and by the way, I think the same is true. Like, I also rougher childhood, athlete, my whole life, just all those things, right? (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 the same the resume that has, like, win, win, win, win, win. I understand you want to paint a rosy picture as someone who’s applying to a job, I do that, but that’s what they interviewed me 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.
Bill: Now you’re showing me who you are. (That’s right). Yeah, 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 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 isn’t doesn’t do that. Does this all the time. You’re winning, you’re losing, you’re winning, you’re losing. And if you’re not being able, 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. Won’t work.
Justin: Now let’s just get back to the Objection Box, the Facebook group, the school group. What would someone learn while being in there? What are like the three, 5, 10, principles, tactics, what did they learn while being in these communities?
Justin: 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 1, 2, 3, ways of overcoming objections. So, you kind of know how it works and know what it does
Justin: For any industry, for any vertical?
Bill: 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, you name it, I’ve done it (Yeah). Which is great. Cool. Those to me, Pat int he back, great good Billy Boy. But what I’ve seen with people is like, Oh, this don’t work in my industry. Oh this don’t work over here. I just don’t work over here. So, and then I look at them like, so is that your reason and excuse for you only putting four errors in when everyone else is putting 14. Just help 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). So that would be the big thing is, like, we will show you how to handle the objection. So think about a partner and money for your logistics. I will show you how to do that. YouTube channel that we kind of some stuff on, it’s not massive, but a big vertical for us is the Facebook group, school group now is in the top.
Justin: So name those five again, because you say them so fast, (Yeah) and you have your accent on. I want people to write that five down.
Bill: 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). And there’s four fears and stuff like that.
Justin: But what would you what would you consider logistics Just to define that for some people?
Bill: Logistics will be, yeah, I want to do, but my wife has a car gone to the shop, (Okay) or yeah, I want to do but I want to do it next week, when I come back from Miami,
Justin: Yeah, I just got a business loan, but it doesn’t hit until next week.
Bill: Yeah. That’s logistics. (Got it). 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 true that, you don’t know how to have your bullshit radar on, you get busted up.
Justin: So, let’s just say you believe the person, yeah, because they’re I mean, there’s real life logistics, there’s no doubt (Absolutely). What does the salesperson do? Get a deposit?
Bill: I don’t like that word either we get a down payment.
Justin: I like it.
Bill: Yeah, 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. Are they looking around?
Justin: Do you do zoom calls? (Yeah). So all sales calls should be held over zoom.
Bill: Everything should be on the zoom. Yeah, it’s the best thing to nearly, it’s the best thing besides, in person.
Justin: 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, belly to belly is the best. I think COVID, it gave us all a blessing. It sounds like your business started through COVID, correct?
Bill: My life would be absolutely nowhere near where it’s at today, until COVID was the best thing that ever happened in my life. It’s terrible huh.
Justin: I can’t say it’s that, but I would say.
Bill: It has me personally, (Yeah), you have different opinion on your COVID experience, but my COVID experience change my family.
Justin: 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 and 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, (Yeah), over the phone. And we had to figure all that out, which helped scale, right? Because if you are going belly to belly, if you were fixed time holding events, but you’re you have a captive audience. There’s, there’s no, you can’t scale that, no, right? Like, yeah, you could have a thousand person event, but it is a two day event Grant’s holding his right now, (Yeah), but that those are the only people that are in there to be able to watch that event. (Yeah, correct). And so, I think COVID gave us a blessing that I think a lot of people need to understand.
Bill: 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 that did f*** all with their life, and now we’re still in the same position.
Justin: They’re at the bar drinking a what kind of beer do you guys drink over there?
Bill: Uh vaughn. Is it alcohol? Let me know, because if it is, we drink it. We we’re beginners. (Yeah) beginners. The whiskey is another big one as well.
Justin: I want to go to Ireland. 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.
Bill: I was just about to say the red beard. I didn’t want to say it, but yeah.
Justin: I go do this. My mom passes to use the Irish side. Okay. I have no other lineage to there, so I go, all right, let’s see how much, how much am I? I do that little spit in a bottle. Two, three, me, whatever.
Bill: 20% I would say more.
Justin: I’m British, not Irish.
Bill: Oh, awful terrible.
Justin: I can’t make this crap up. My whole life, I thought I was Irish. Dude, crap, St. Patty’s damn (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. (Yeah, for sure). It’s life altering. Like, I was like, it was more fun for me, right? The St. Patty’s and 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 with it’s traditional and you take that test and it says, Oh, you’re actually, oh, that’s brutal.
Bill: England is good to me too. I want like I live in England. My two girls are, they speak with an English accent. Yeah, I know they’re Irish, but, um, (Yeah). English is a great country too. (Yeah). We all have our problems. Every country has their problems, (Sure) and every person has their problems. (Yeah). But it’s what are we dealing 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, (No), but you and I built something through that, where everyone else took the stimulus check and had Coronas in the pool.
Justin: Yeah, I was,I went to Tulum, got COVID, came back with a six month old baby. That was not ideal. That was my wife was not exactly…
Bill: Did you find the baby in Tulum.
Justin: No, no, I guess I said it wrong. I had the baby, went to Tulum, came back with COVID. My wife is not excited. Yeah, say the least, me neither.
Bill: 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.
Justin: So, what do you do? What do you tell someone to do? Someone says, oh, but me, oh, but, oh, but what do you say that person?
Bill: What’s it going to be? Oh, but, like, how long has it been Oh, but far? (Yeah). Yeah. Like, you’re overweight. With 40 years? Do you want to die overweight? (Yeah) Just like, I can’t help you change. If you’re not willing to change, it makes no sense, and it’s not worth it.
Justin: Do you think you follow up someone until they tell you F you?
Bill: Yeah, (Okay), it’s yes, no, f*** you, hang up. That’s the model. That’s it.
Justin: And you follow up to one of those four happen.
Bill: I’d rather they happen. I’d
rather you say no to my face.
Justin: Fast. (Yeah), right. Because now you’re done, you’re moving on.
Bill: Wasted. Boom (Yeah). Because I don’t want to give it more energy. This is why I got really good at objections, just the FYI, because I got so good at objections because I didn’t want to follow up with people, because it didn’t want to work the system, meaning that I didn’t want to learn how to, you know, type in this and reminder over here. And this time, I’m a pencil and pen guy, I need to do piece a piece of paper. Give me a system on Google Sheets of bloody, bloody clothes that I owe, that my team is I’m like this. So that’s why I got so good at objections, because I didn’t want to go follow up with anyone.
Justin: I think all sales people, 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 salespeople, they don’t.
Bill: You know, it’s funny, actually, I’ll tell you this what I used to work for my company that we kind of set off in stage with. They actually hired people to do the farming. So, it’s just like, he’s gonna put the ball in the back, in the net. We’re gonna have VAs that are gonna run everything else.
Justin: I just did that for my top sales guy right now. Just do it because I was so tired when I’m being so good, but not doing the system. I was sick of it. And I said, Fine.
Bill: The $6 years will make it 6,000 every time it’s on the call whatever it might be, yeah.
Justin: Bro. I’m so happy you came all the way to Miami just to see me. (It was the only) it was perfect.
Bill: Yeah, I’m actually gonna shave my head as well next time I come.
Justin: That’s right. We could be brothers, for sure.
Bill: We’ll probably but now I know that you’re English there’s definitely not.
Justin: 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.
