No Resistance to Change = $$$ · GoHighLevel w/ Robb Bailey

No Resistance to Change = $$$

Call me a liar: Way too many of us lose "sales" that we really believed were in the bag.

More than likely, it's because the layers of resistance to what you were offering weren't even considered. More on what those layers are in a second, but first...

...a good sales process of our branded GHL platforms (or even affiliate links) will always take those layers into account. Most sales processes don't work exactly because people either rush to getting buy-in (trying to sell features) for the solution OR ask people who are prospects to define their barriers of resistance for them (trying to sell services).

In most cases, people can't tell you how to structure a problem solving process for themselves. They may know how to do it for their clients, and they may do it instinctually, but they simply don't have the process discipline in place to explain to themselves why their resistance to change persists...and that means they don't have a time of day for you making a sale of software.

Our process to overcome this is pretty simple:

Step 1 > We discover the root cause of their business struggle
Step 2 > We direct our attention to the reason why that cause persists
Step 3 > We design immediate, no barrier solutions the client can take
Step 4 > We deliver the ultimate solution by recognizing risks and overcoming them (HINT: This is where our offer lives and nowhere before)
Step 5 > We drive home the sale.

Now, what are the layers of resistance and how do those stages correspond?

Resistance Layer 1: We disagree on the problem.

Just because a client says "there is no problem" doesn't mean they're not a good prospect, and frankly, we ignore these people way too much. However, there is a ton of money to be made here if you just shut your trap and listen! Their business isn't perfect. There is a way to help them make more profits. This is where the "5 Whys" technique is so powerful.

Ask people to just talk...even complain! Don't ask them what they think their big problem is - they won't know. I even think asking them to explain why they scheduled a call (if you had an appointment set) is unfair...and unhelpful.

Just ask them about their market and why their market needs them. Ask them to complain about their market and why it's a challenge sometimes. Let them complain about what prevents them from fixing their problems and what they've already tried. Get them to share everything you can possibly take in. This is why you ask "Why?" so damn much.

Once you can connect their experiences to a root cause of why they're not making as much money as they possibly could, you get through first disagreement of the problem - that it even exists - and you actually define what the exact root cause is. That's Step 1 listed above.

Then, you can show them their own experiences and intuition give them all they need to help plot a path forward, because it's likely an assumption their making about or a way of doing things that they can easily change right then and there. That's Step 2 listed above.

Resistance Layer 2: We disagree on the solution.

Your white label of GHL is not "the solution" -- at least not yet. Most of the time, when people disagree on the solution, they disagree on the direction to take (spending more money v. hiring more talent v. buying more software) or on the details (onboarding and scope of work).

So, take that resistance away. Discuss ideas of what they can do that doesn't require more money / people / time, and definitely doesn't take a lot on their part their part to implement. Examples might be how their currently spending their advertising budget, structuring their sales presentations (hint, hint: you can use your own sales process as a template for them to use), or suggesting some automations that might make their business run more efficiently. That's Step 3 listed above.

Whatever it might be, make sure these solutions have little (to no) barriers to implementation. If they insist that "things can't be done that way..." then it's a good sign you didn't actually define the problem well enough that you all agreed on it. That objection won't exist.

Resistance Layer 3: We disagree on implementation.

This is a POWERFUL layer, because even if you agree on the problem and solutions they can take, you can still miss the mark with your white label. It's one of the reasons why I don't like offering a specific feature BEFORE getting to this step.

In every case, there will be challenges to their solutions. Negative consequences and "unforeseen" problems will always occur. So, think through them and actually discuss them. Your offer actually exists in the place where it helps OVERCOME the potential negative ramifications of the solutions you agree on.

"You know, I just don't see my sales staff using our CRM to do this...I think they'll like the process, but they hate data entry..."

"Oh, well let me show you how we've overcome that...in our platform we have this great way to automate that data entry using an AI agent we train..."

Granted, you have to be knowledgeable of the system...and there are a TON of features. We overcome this by training an AI Employee on all our features, products, services, etc. that can give us a quick list of potential features that can work and why.

...and, at this point, you should have buy-in at a much, much higher rate than you might be otherwise landing.

1) You actually expand your market of ready buyers. In my session, I said I don't qualify people based on their ability to pay -- but on their seriousness to profit. When Billy Gene stood on the main stage and said "If you're not making money, you're not serious..." -- this is what I took him to me.

2) You can craft a mafia offer that is completely irresistible. Our offer...a profitability guarantee. They don't pay until they bring in the cash. And, there's comfort in that because the scope of what you're doing is very specific...and focused on the exact root cause of their particular problem. There's logic. There's natural simplicity.

You MUST in every sale 1) agree on the problem, 2) agree on the solution, and 3) agree on the implementation.

If you don't, someone's guaranteed to struggle......If you do, everyone makes money.

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