Now let's start out with this visual. Think of a track, right? The blue person represents your customer. Now your customer is focused on price, they want to go down that track, right? They want to talk about price. That's all they want to talk about.

But you want to shift them towards return on investment. In other words, Mr. Customer, it's not about price, it's really about return on investment. Again, how do you do that in such a way that when you feel comfortable doing it, too, it feels natural. Three, the customer doesn't feel like you're not listening and trying to jam them or force them down a road or track they don't want to go. So strategy number one technique number one that you're going to use is a statement called the issue isn't now let me describe it.

And then let me give you some examples of how this works. And then let's talk about how you're going to use it. Now. The first thing here's a simple formula I put together. The issue isn't state whatever objection the customer has. It's Then you shift, you shift them over again, you're shifting them off their current mindset, you're shifting them.

And then you're going to show them something, you're going to make a statement like, let me show you. Let's go through an example. It's always easier to understand this, but there's a formula. Make note of it. Okay? Now, first example, let's say that the objection is the cost of training.

I do a lot of sales training. I get this objection a lot. The cost of training Victor, it costs too much to train my salespeople. I get that. Here's what I usually say. Mr.

Customer, the issue isn't the cost of training. It's how much is poor performance costing you? Let me show you what I mean. Now, what I've done is I've taken them off a cost, right, what it's costing them, you know, what the cost of training is, rather and focusing on on what it's costing the company using that simple formula. The issue isn't the cost of training. That's the objection.

It's how much shift is poor performance costing your company? Let me see Tell you what I mean. And then I would go into detail in terms of, look, if you're losing these many sales a month, multiply this by the number of salespeople, and this really adds up to this much money. Can you now see how not training them is costing you much more money? That's the rest of the presentation. But right now, I just want you to use this phrase to shift them.

Let me give you another example. Now, maybe sometimes the customer is gonna say, you know, I'm happy with my current supplier. I love my vendor. Yeah, I don't need your product, right. And here's what you're gonna do. Again, using the issue isn't praise, Mr.

Customer, the issue isn't the issue isn't how happy you are with your current vendor. It's whether or not you're getting the best price slash service. Let me show you what I mean. Just see how I gently moved over from I'm happy with my current supplier or vendor. It's, it's not the real issue. The real issue is, are you getting your biggest bang for the buck?

See that that's a very gentle line that you can use to switch them over. One more example. How about this? Too much effort to change? This is Big one, right? Sometimes you're trying to sell, say a big software product, big enterprise solution.

And the customer is thinking or the group of decision makers are thinking, too much effort to change. So what are you going to say? You say something gentle like this again, the issue? Isn't the effort required to change. It's what will happen if you don't. Let me show you what I mean.

Now that last statement, you can insert whatever positioning pivot statement you want to use doesn't matter. But it leads to whatever data you want to show them. But notice how soft that line is the issue isn't the effort required to change, it's what will happen if you don't change, get the idea. Now it's your turn. So what I want you to do right now, in this exercise, here's the formula. I want you to write out, script it out before you go to the next video, script out how you would use it.

Think of one or two objections, insert the objection So the issue isn't, state your objection. And then where do you want To shift them to what do you want to pivot to? Okay, do that before you go to the next video at least two scripts before you go to the next video.