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One of the biggest mistakes I see reps make when handling fear objections is they either go WAY too hard, way too fast or they dance around it so gently that nothing ever moves. Both lose the sale. Here’s the principle you need to understand: Intensity should increase as time passes. Not spike. Not flatline. Increase. Think of fear like heat on a stove. Turn it on max straight away? You burn the food. Prospect shuts down. Walls go up. Never turn it up at all? Nothing cooks. They stay “thinking about it” forever. Your job is to find the sweet spot. This is where looping objections + analogies come in. When someone says: “I just need to think about it” “I’m scared to make the wrong decision” “I don’t want to rush this” That’s not resistance. That’s unresolved fear. And fear doesn’t disappear by explaining the offer again. So instead of jumping straight to: “Well what happens if you don’t do anything?” You loop. You acknowledge it. You reframe it. You bring it back… slightly deeper. Example: At first pass: “Totally fair. Big decisions should feel uncomfortable.” Second loop: “Out of curiosity, what part feels risky — the money, or trusting yourself to follow through?” Later loop (more intensity): “Let me ask you this… has waiting ever actually reduced this fear before, or does it usually just drag it out?” See what’s happening? Same fear. Same objection. Different depth. You’re not pouring gasoline on consequence. You’re slowly turning up the heat. Good reps don’t fight fear. Great reps walk people through it. If you go too intense too early → you lose them. If you never get intense enough → they never move. Master the timing and fear stops being an objection and starts becoming the reason they buy. That sweet spot? That’s where real closers live.

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You know that feeling. That moment where you think: Fuck… am I really doing this? Am I really risking it all? Am I really going to bet on myself? I know that feeling well. And for me personally, whenever that fear comes up, it’s a massive tell. If it makes me uncomfortable — I know I have to do it. Because every meaningful decision I’ve ever made started with that exact feeling. Let me tell you a story. Back in 2022, my wife and I were building our first home. Every weekend we’d go to open homes, get inspired, dream a bit — you know, the “one day” stuff. Then one weekend in June 2022, it was different. My wife saw a house she loved. And I mean loved. So we did what we always did — jumped in the car and went to the open home. And man… this place was unreal. Big kitchen island. Heated tiled floors. Master shower with two shower heads — fancy as hell. Three-car garage. Four bed, three bath. 262sqm. It was basically everything on our dream list. As we were leaving, the agent asked if we wanted the info. My wife said no, like always. But for some reason, I stopped her and said, “Yeah — send it through.” I had no idea at the time, but that moment changed my life. Because here was the problem: The house was way out of our budget. Our current house was still under construction. We couldn’t sell it. We couldn’t pull equity. There was basically no logical way this could work. On top of that, I needed to: - add an extra $200k per year to my income - finish the build so I could access equity - put down a $50k non-refundable deposit (if we couldn’t settle, it was gone) I spoke to my financial advisor — bad idea. My mum — bad idea. My wife — thought I was crazy. Everyone said the same thing: “Liam, this isn’t doable.” But I kept asking myself one question: How could I make this happen? And then I asked a harder one: If I was on my deathbed… would I regret trying and losing $50k? Or would I regret never trying because I listened to fear and quit on myself before I even started?

Most calls don’t fall apart because the rep doesn’t know enough. They fall apart because the rep adds too much. Too many questions. Too many explanations. Too many frameworks running at once. Too much talking to “sound professional.” And what happens? The call tightens up. The prospect gets mentally tired. Clarity disappears. Here’s the truth most reps don’t want to hear: The best calls feel relaxed. Not rushed. Not scripted. Not complicated. Your job on a call isn’t to impress someone with how much you know. It’s to get to the bones of the conversation as fast and as cleanly as possible. That means: - stripping away unnecessary questions - staying on one thread until it’s fully understood - letting silence do some of the work - resisting the urge to fill space with noise Clarity doesn’t come from piling things on. It comes from removing what doesn’t matter. When a call is simple: - the prospect thinks clearer - decisions feel lighter - resistance drops - trust goes up And most importantly — you actually understand what’s going on. If you ever feel a call getting heavy or clunky, that’s your cue. You’ve added something you didn’t need to. Slow it down. Strip it back. Stay present. Simplicity isn’t lazy. It’s mastery.