During a client session today we were discussing addressing objections before your prospect has the opportunity to raise them. My client reminded me of the final rap battle in the movie 8-mile that demonstrates the direction I was giving her, I thought it beneficial to share.
For those not familiar with the movie:
The 2002 movie 8-Mile is about a young rapper (B-Rabbit, played by Eminem), struggling with every aspect of his life who wants to make the most of what could be his final opportunity but his problems around gives him doubts. During the final rap battle Papa Doc wins a coin toss and elects that B-Rabbit go first. As he knows that Doc is aware of his history and plans on dissing him for it, Rabbit uses honesty to show that he can mock himself a bit in his free-style he raps:
This guy ain’t no □□□□□□□□□□□□□ MC
I know everything he’s ’bout to say against me
I am white, I am a □□□□□□□ bum
I do live in a trailer with my mom
My boy Future is an Uncle Tom
I do got a dumb friend named Cheddar Bob
Who shoots himself in his leg with his own gun
I did get jumped by all six of you chumps
And Wink did □□□□ my girl
I’m still standing here screaming, □□□□ the Free World
Don’t ever try to judge me, dude
You don’t know what the □□□□ I’ve been through
But I know something about you…
*Lyrics have been censored lol
So what can we, as business owners learn from this scene?
Rap battles are won not only based on flow but on how well one rapper is able to dis the other. In the movie B-Rabbit is able to defeat his opponent by anticipating all of the ways he may dis him (race, socio-economic status, past experience, associations, etc.) and addressing them before he has the opportunity to do use them against him. Although our potential clients aren’t our “opponents” we are in fact seeking to win their business.
When selling, every time a prospect raises a potential objection no matter how you respond to that objection it pushes them one step closer to a “no” response. Therefore it is essential that you anticipate their potential objections and address them early on before they are expressed.
For example, in my clients industry she is a highly trained, seasoned professional who charges a premium for her service. However, there are an abundance of newbies in her field willing to do the work for free in exchange for gaining exposure and experience. Recognizing that when she approaches her target client there may be a moment of sticker shock and an objection to paying for something that others are offering for free so she has to proactively address that objection in her marketing collateral and during the sales conversation just a Eminem did in his wrap battle. She must make it clear to target clients what the difference in quality is between herself and others who are willing to offer the service free of charge and more importantly she has to articulate the impact that that has on the potential clients bottom line.
Just a Eminem left Papa-Doc without any come-back material to use against him, you can leave your potential clients with no objections to purchasing from you making a “yes” the only logical conclusion to your offer.
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