Educating sellers · The Cowboy Sales Process

Objective

This workbook gives you a tactical playbook for handling the overconfident seller. By the end of this, you won't just know the strategy—you'll have practiced it. You'll be equipped to dismantle price objections by masterfully educating the seller with live data, turning a confrontation into a closing.

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Warm-Up: Gut Check 🤔

Before we start, let's get real. Think about the last time a seller shot down your offer because they "knew what their house was worth."

How did it feel?

How did you react?

What was the outcome?

Be honest with yourself. If you felt frustrated or got into a debate, you're in the right place. The goal is to never let that happen again.

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The Battlefield: The Overconfident Seller

You know this person. They're emotionally invested and have been looking at their Zestimate for six months, ignoring the cracked foundation and 1970s kitchen.

Their Reality: "My house is a palace worth $150,000."

Your Data: "Your house, in its current condition, is worth $120,000."

Their Justification: "Just do a little work. You'll make your money."

The amateur argues about the price. The pro changes the entire game. Let's get to work.

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The Playbook: The Live Zillow Takedown

This is an interactive drill. Read each step, then complete the "Your Turn" exercise.

Cards 3

Cards 3

Step 1: Frame with Respectful Authority

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Step 2: Get on Their Turf

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Step 3: Seize Control & Guide the Process

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Step 4: Execute the Socratic Comparison

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Step 5: The Knockout Question

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Drill Sergeant's Corner: Live-Fire Exercise

Time to practice. Grab a partner or just talk to your screen. Run the full scenario from start to finish.

Scenario: The seller wants $300k. Comps show it's worth $240k as-is. A fully renovated comp down the street just sold for $320k.

Your Mission: Use the 5 steps above to walk the seller from their number to yours.

Deliver your authority opener.

Guide them to the renovated comp.

Ask them to compare it to their home.

Ask the "Knockout Question" about the cost of work.

Run this drill 3 times. Stumble through it the first time, get smoother the second, and nail it the third. Repetition builds competence.

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Action Checklist: Your Next Call ✅

You've done the work. Now, apply it. On your next seller call where you get price pushback, commit to this checklist.

[ ] Pause: Don't argue. Take a breath.

[ ] Frame: Open with your respectful authority statement.

[ ] Guide: Get them on Zillow and take the driver's seat.

[ ] Compare: Use a superior comp to create a visual gap.

[ ] Question: Ask the knockout question and let them do the math.

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The Cowboy Marketer⁠

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