Basics of Managing Objections · The Cowboy Sales Process

Mission: To transform sales objections from deal-killing roadblocks into opportunities to build authority and close contracts. This is not a document you just read; it's a manual you use.

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INTRODUCTION: The Mindset Shift

Objections are where deals go to die. Most salespeople hear an objection and either fold or get into an argument. Both paths lead to failure.

🧠 Your Turn: Pre-Action Report

Before we begin, grab a pen. Think about the last deal you lost to an objection.

What was the specific objection? (e.g., "Price is too low," "Zillow says...," "I need to talk to...")

Write down, word-for-word, how you responded.

How did that response make the seller feel? (Probably defensive or uncertain).

That old way ends now. The core philosophy of this playbook is simple but radical: Your job is not to argue. Your job is to educate. An objection is a symptom of misinformation. Your mission is to fill that knowledge gap with such undeniable logic that their objection evaporates.

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MODULE 1: The Golden Rule - Educate, Don't Argue

Every rebuttal in this playbook is built on one foundation. If you forget everything else, remember this:

"The core concept behind dealing with objections is: can you educate the customer? That's the actual core of what a rebuttal is." — Shawn

When you argue, you become an adversary. When you educate, you become an advisor.

🎯 Mindset Check:

On a scale of 1 (Adversary) to 10 (Advisor), where does your current approach land when you get an objection? Be honest. _______. The goal of this manual is to get you to a 9 or 10 every single time.

🎤 Field Drill: The Tone Test

This week, record one of your sales calls. Don't listen to the whole thing. Fast forward to the moment the seller gives you an objection. Now listen to the next 30 seconds of your own voice.

Ask yourself: Is my tonality calm and educational, or is it defensive and argumentative?

Action: Note the exact moment your tone shifts. Understanding your trigger is the first step to controlling it.

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MODULE 2: Weaponized Knowledge - Dismantling the "Zillow" Objection

The "Zillow" objection is a lazy roadblock. Your response must be a surgical, multi-pronged attack that leaves the seller with no choice but to abandon it.

Objections

Objections

Tactic 1: The Credibility Attack

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Tactic 2: The Business Model Reveal

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Tactic 3: The Flawed Methodology (The "Fruit Basket" Analogy)

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Tactic 4: The "Put Up or Shut Up" Challenge

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MODULE 3: Crushing Unrealistic Comps - The Neighborhood Price Fallacy

This is for the seller who thinks their fixer-upper is worth the same as the brand-new flip down the street. You need a sharp analogy to reset their expectations.

The Takedown (The "Ferrari & The Buick" Analogy):

"Let me ask you this. When you go and park your Toyota Corolla next to a bunch of Ferraris, does that increase the value of your Toyota Corolla?"

🧠 Your Turn: The Analogy Workshop

This analogy is world-class. But the most powerful tool is one you build yourself. Brainstorm three of your own analogies for this situation.

Analogy 1 (e.g., Sports): "Just because they're in the same league doesn't mean a rookie gets paid like a 10-time All-Star. We're paying for the stats your house has today."

Analogy 2 (e.g., Food): _______________________________________

Analogy 3 (e.g., Clothing): _______________________________________

Circle the one that feels the most natural for you to say. Practice it. Own it.

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MODULE 4: The Role-Playing Challenge: Handling Objections

This exercise is designed to help you internalize the core pitch and build confidence. It’s a simulation where you’ll practice the exact dialogue from the course materials.

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Scenario: You’ve just gotten a lead on a potential seller. You've introduced yourself and are about to start your pitch when the seller, we’ll call them Mr. Davis, says: "Thanks for the call, but I'm going to list my property with an agent."

Your Turn:

1. The Immediate Acknowledgment: Your very first response should validate Mr. Davis's position. This builds rapport and shows you're listening. Complete this sentence: "I completely understand that, Mr. Davis. A lot of sellers are leaning towards an agent, and for good reason. What have you heard about working with an agent that appeals to you?"

2. The Pivot: This is your chance to differentiate yourself. You're not an agent; you're an investor. Write out your response, making sure to use the exact phrasing: "Well, the good news is, I'm not an agent. I'm a real estate investor, and my job is different. In fact, our goals are completely aligned."

3. The Probing Question: Now, ask a question that makes them think about the downsides of working with an agent. Complete this phrase: "An agent gets paid a commission regardless of what your property sells for or how long it takes. As an investor, I only get paid when the deal closes. Who do you think is more motivated to get this done quickly and for the right price?"

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The "Max Equity Program" Case Study

This exercise turns a concept into a tangible action plan. It will help you understand how to pitch a high-value novation program to a seller.

The Challenge:

Step 1: The Seller Profile: Imagine a seller, Sarah, who wants to sell her house quickly but doesn't have the funds for repairs. An agent told her she needs to spend $20,000 to get it ready for market. This is your opportunity to introduce your "Max Equity Program."

Step 2: The Pitch: Write a 3-4 sentence script that you would use to pitch the program to Sarah. Make sure to:

Acknowledge her problem (the repair costs).

State that your program solves this problem.

Use a phrase that highlights the program's value (e.g., "Max Equity" or "we take care of everything").

End with a clear call to action.

Step 3: The Proof: What two pieces of evidence or social proof can you use to back up your claim? Think about the video's content. (Hint: One is about recent successes, and the other is about your unique process).

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Community and Collaboration

These sections encourage peer interaction and shared learning, which is a key part of any high-impact course.

Role-Play Your Pitches: Partner up with another person in our community (or a friend if you're not in a group) and record a 2-minute role-playing video of you tackling one of the objections above. Share it in the community forum for feedback from our expert coaches.

Create Your Own "Investor vs. Agent" List: On a single sheet of paper, create two columns: "Agent" and "Investor." List all the reasons why a seller would choose an investor over an agent, using the strategies discussed in this video. Keep this document with you and review it before every call.

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CONCLUSION: Your Action Plan

Information is useless without implementation. Here is your mission for the next 7 days.

[ ] The Tone Test: Record and review at least one call, focusing solely on your tonality post-objection.

[ ] Rehearsal: Spend 10 minutes reciting the Zillow and Ferrari scripts out loud until they become second nature.

[ ] Create & Personalize: Complete the "Analogy Workshop" and "Personalize Your Analogy" exercises.

[ ] The Challenge: On your next call, if the seller seems uncertain about pricing, proactively bring up Zillow yourself. Say, "I'm sure you saw the Zestimate, and we're coming in lower. Let me walk you through why that is." Use it as a training ground to practice your new skills in a controlled way.

Stop fighting objections. Start deconstructing them. Now go execute.

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