This is one of the best sales lessons you'll learn

It's strange. 

I sell LinkedIn lead generation software. So, I used to think that the only objection I had to overcome on sales calls was that LinkedIn lead generation software works. 

But as I've become a more experienced seller, I've realized that proving LinkedIn lead generation software works is NOT the first objection I need to be handling. 

Before handling that objection, I need to first prove that LinkedIn can work as a marketing platform IN GENERAL. And after that, I need to prove that LinkedIn can work as a marketing platform for THEM.

So, why is this such an important sales lesson? 

Because I need to make sure that my prospects believe in LinkedIn as a marketing platform, as well as that LinkedIn can work for them BEFORE trying to sell them on a LinkedIn lead generation tool.

It's like peeling back the layers of an onion, and and this sales framework is what  Bridger Pennington calls: "Vehicle, Internal, External".

1. You first need the prospect to be sold on the "vehicle". So, in the above example, you need the prospect to believe that LinkedIn works as a marketing platform IN GENERAL. An objection they might say at this stage would be: "Marketing on LinkedIn doesn't work"
2. Second, you need the prospect to be sold on their "internal" beliefs. As in, you need the prospect to believe that LinkedIn as a marketing platform will work for THEM specifically. An objection they might say at this stage would be: "Sure, LinkedIn marketing works for others, but not for me"
3. Third, you need the prospect to be sold on the "external" - which is your solution. As in, for this example, you need the prospect to believe that YOUR LinkedIn lead generation software will produce their desired results. An objection they might say at this stage would be: "Okay, well LinkedIn marketing can work for me, but I don't think your software will work for me"

So... for all of you financial advisors out there - how does this apply to you? 

Let's walk through an example:

Before you try impressing a prospective client with how great your services are...

1. You FIRST need to make sure that the prospective client believes in the work that financial advisors do in general. If they don't believe in financial advisors, you can't sell them on what you do. You'll need to address objections like: "I don't think financial advisors are worth it"
2. Next, you need the prospective client to believe that a financial advisor can provide value to THEM. You'll need to address objections like: "Okay, well, financial advisors can help other people, but not me"
3. Lastly, you need the prospective client to believe that YOU are the right financial advisor to provide value to them. You'll need to address objections like: "Alright, financial advisors can help, but I don't think you can help me"

If you're leading with your fees, products, or services, you're doing it all wrong. Discuss that stuff last.